The role of social media in cultural virtual marketing to influence customers' willingness to buy

Document Type : Original Article

Authors

1 Department of Media Management, Faculty of Humanities, Yazd Branch, Islamic Azad University, Yazd, Iran

2 Assistant Professor, Department of Govermental Management, Faculty of Humanities, Yazd Branch, Islamic Azad University, Yazd, Iran

3 Sociology Department, Social Sciences Faculty, Yazd University, Yazd, Iran

Abstract

The comprehensive development of social media in recent years has caused attention to these tools for the growth and development of marketing culture. This not only directly increases the desire of customers to buy, but it can also be considered as a cultural policy along with cultural strategies associated with it. These cultural policies can be referred to the culture that dominates the society and are directed to the essence of the market. The aim of this study is to examine the role of social media in cultural virtual marketing in order to influence the desire of customers to buy. This research is descriptive and descriptive in terms of practical purpose and in terms of data collection method. The statistical community of the research included all social media users, who were selected as statistical samples using the available sampling method using the Morgan table due to the inability to access the entire statistical community. The researcher-made questionnaire was used to collect the data, which was confirmed through the relevant tests. Structural equation modeling has been used to analyze data from SPSS software and to test hypotheses. According to the findings of this study, the variables of Customer Engagement, Marketing Research, distribution channels, online advertising, digital branding, competitive pricing and marketing strategy have a positive and meaningful effect on cultural virtual marketing, but the relationship between Website quality, expert human resources and customer motivation with cultural virtual marketing has not been meaningful. The structural equation model (SEM) had a goodness fit.

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