For example, social media data can be analyzed to obtain information about preferences, trends, influential actors, and other types of useful data. With the increasing use of social media, more data are generated and new opportunities are created to analyze several aspects and communication patterns. Sharing these personal experiences and opinions on social media increases word of mouth (WOM). Social media users share and consume a product or brand-related content to educate each other about the company’s sustainable practices and supply chain. Social networks marketing builds strong customer relationships because it reaches participatory audiences and engages customers. Research shows that the promotion of goods and services on social media is more effective in the long run. With further growth of global access to the internet, in addition to investment in mass media and television advertising, companies and brands use social networks as a new platform and business opportunity. Social media have become the venue for various aspects of everyday life and people spend a large amount of their time on these platforms therefore customers’ behaviors in these networks are of high importance for business owners as well as policymakers. The results of IPMA showed that “buy products that use biodegradable material in packaging”, “buy those products that are picked up and recycled”, and “buy biodegradable products even if they belong to a less well-known company” show desirable performance and high importance and there is a great opportunity for expansion in this area. Furthermore, the Importance-Performance Matrix Analysis (IPMA) was investigated as a strategic tool. Meanwhile, Necessary Condition Analysis (NCA) revealed that to reach a 50% level of consumers’ sustainable purchase behavior, six essential necessary conditions are required: an eco-friendly consumers’ attitude at no less than 50%, the trend at no less than 57.1%, word of mouth at no less than 45.5%, interaction at no less than 42.9%, customization at no less than 35.3% and entertainment at no less than 26.7%. The results indicated that an increase in Eco-friendly attitude positively increases the effect of word of mouth on consumers’ sustainable purchase behavior. By use of convenience sampling, commonly used in quantitative studies to overcome bias, 450 out of 475 returned questionnaires were acceptable, showing a response rate of 94.7%. An online questionnaire was distributed on Instagram, Telegram, and WhatsApp platforms as the most popular networks in the country. The statistical population of the study included Iranian users of online social networks with at least one online purchasing experience. This paper aims to investigate how social network marketing affects consumers’ sustainable purchase behavior (CSPB) while considering the role of Eco-friendly attitude.
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