Geography and Human Relationships

Geography and Human Relationships

Investigating the effect of social media marketing on green buying intention through the mediatiobaghern of the green brand love

Document Type : Original Article

Authors
mahnaz sedigh 1
ghasem zarei 2
Bagher Asgarnezhad Nouri 3
1 Master's degree, department of social sciences, University of mohaghegh ardabili, ardabil, iran
2 Professor, department of business management, facility of social sciences, University of mohaghegh ardabili, ardabil, iran.
3 Associated Professor, Department of Business Management, Faculty of Economics and Administrations, Urmia University, Urmia, Iran.
10.22034/gahr.2024.456268.2119
Abstract
In today's world, environmental issues have become one of the most important challenges of humanity. Consumers are increasingly interested in green products that cause less damage to the environment. Meanwhile, social media marketing has become a powerful tool for brands to connect with their customers and inform them about sustainable products. Green purchase intention is a subset of sustainable consumption. The concept of green consumption refers to consumers who want to buy environmentally friendly products whose contents and production methods have the least impact on the environment. Marketing can play an important role in increasing consumers' green purchase intention. This research is an applied research and used a survey research approach. The statistical population of this research includes all consumers of banking services in the city of Ardabil, also a survey method through a questionnaire was used. The questionnaire of this research is online. In this research, descriptive statistical methods (frequency distribution table, mean and standard deviation) and inferential methods were used for data analysis. In the inferential statistics section, in order to analyze the data and generalize the results, structural equations were used with the help of SPSS 26 and smartpls software, and the results showed that all the hypotheses were confirmed.
Keywords
social media marketing
green buying intention
green brand love

Subjects

سیف الهی، ناصر، و اسکندری، نادر. (1400). بازاریابی رسانه های اجتماعی و قصد خرید مصرف کننده؛ واسطه گری تصویر و آگاهی برند. مطالعات رفتار مصرف کننده، 8(3 )، 199-220. SID. https://sid.ir/paper/961889/fa
حمیدی، سارا و وظیفه دوست، حسین. (1397). تاثیر فعالیت های بازاریابی رسانه اجتماعی بر عشق به برند و وفاداری به برند با تکیه بر نقش میانجی ارزش ویژه برند(مورد مطالعه خریداران اینترنتی در شهر تهران از طریق صفحات اینستاگرام )،کنفرانس بین المللی مطالعات بین رشته ای در مدیریت و مهندسی،تهران،https://civilica.com/doc/883192
توسلی ا. (1399). بررسی تاثیر نوستالژی و عشق به برند بر قصد خرید مصرف‌کنندگان (مورد مطالعه: برند تلفن همراه سامسونگ). نشریه علمی رویکردهای پژوهشی نوین مدیریت و حسابداری, 4(13), 117-136. Retrieved از https://majournal.ir/index.php/ma/article/view/429
رحیم نیا، حدادیان,ایمان دروگر. (2017, February). تاثیر عشق به برند بر قصد خرید بواسطه ی وفاداری به برند. هفتمین کنفرانس بین المللی مدیریت و حسابداری، مدیریت و چهارمین کنفرانس بین المللی کارآفرینی و نوآوریهای باز.
حمدی، غفاری، افسردگان، ( 1391 ). بررسی عوامل مؤثر بر رفتار خرید محصولات سبز در جوانان)بررسی موردی شهر تهران)، مجله مدیریت بازاریابی، 12 ، 43-21.
نامجوفر، ا. (1396). بررسی عوامل مؤثر بر رفتار مصرف‌کننده سبز مطالعه موردی فروشگاه‌های سپه ،رفاه و نگین شهر کرمان(دانشگاه شهید باهنر کرمان).
صالحی، صادق، بهاری، جعفر، محمدی، سمیرا،  بهاری، شهلا. (1399). تأثیر ابعاد ارزش وی‍‍‍‍‍‍‍ژه برند از دیدگاه مصرف کننده درصنعت هتلداری (مطالعه موردی : هتل های 5 ستاره شهر تهران). جغرافیا و روابط انسانی, 3(1), 287-298.
محمدی، سمیرا، سجادی، علی، منصوری،  محمد رضا، طرهانی، سجاد. (1398). اولویت بندی و ارتباط سنجی مولفه‌های بازاریابی موثر بر شکل گیری تصویر ذهنی اولیه تا تصویر ذهنی نهایی. جغرافیا و روابط انسانی, 1(4), 236-248.
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498–2243. doi:10.1108/IntR-01-2014-0020
Carroll, B. A. & Ahuvia, C. A. (2006). Some antecedents and outcomes of brand love. Market Letter.2(17). Pp. 89-79.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of consumer research. 4(24), Pp.353-343
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Dagher, G.K.,Itani,O.,2014. Factors influencing green purchasing behavior: empirical evidence from the Lebanese consumers. J. Consum. Behav. 13 (3), 188-195.
Jaiswal, N. (2012). Green products: Availability, awareness and preference of use by the families. Indian Journal of Environmental Education, 12, 21–25
Lin, Y. H. (2022). Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love. Sustainability, 15(1), 132.‏
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia pacific journal of marketing and logistics, 32(4), 860-878.
Hasnain, A., Raza, S. H., & Qureshi, U. S. (2020). The impact of personal and cultural factors on green buying intentions with mediating roles of environmental attitude and eco-labels as well as gender as a moderator. South Asian Journal of Management, 14(1), 1-27.
Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., & Kaur, P. (2021). What drives brand love for natural products? The moderating role of household size. Journal of Retailing and Consumer Services, 58, 102329.
Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., and Kaur, P. (2020). What drives brand love for natural products? The moderating role of household    size. Journal of Retailing and Consumer Services, 58.
Thota, S. (2018). Social media: A conceptual model of the why’s, when’s and how’s of consumer usage of social media and implications on business strategies. Academy of Marketing Studies Journal, 22(3), 1–12.
Shafiq, M. A., Arshad, H. M. A., Mehmood, S., & Hayyat, A. (2022). Does Impulse Buying Behavior mediate the relationship between Social Network Marketing and Customer Satisfaction? Evidence from Pakistan. Journal of Business & Economics| ISSN (print): 2075- 6909| ISSN (online): 2708-1923, 14(2), 96-107.
Geography and Human Relationships
Volume 6, Issue 4 - Serial Number 24
Winter 2024
Pages 1046-1051

  • Receive Date 07 May 2024
  • Accept Date 28 May 2024