نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
Objective: Social media is considered an effective tool for attracting and retaining customers and developing marketing activities. Customers, influenced by their Islamic lifestyle and values, are increasingly engaged with social media and can influence the purchasing behavior of other customers through interaction, participation, and sharing their experiences. Given the growing importance of social media and its marketing functions, this study aims to investigate the effect of social media on Islamic lifestyle and customer buying behavior, as well as to examine the mediating role of customer buying behavior in the effect of social media on Islamic lifestyle.
MethodsThe present study is applied in terms of purpose and descriptive-correlational in terms of research method and was conducted using a survey approach. The required data were collected through both library and field methods. The statistical population consisted of housewives in four districts of Tehran, from which 300 participants were selected using random sampling. Initially, the theoretical foundations and relationships among the research variables were examined through a review of the literature and previous studies. Subsequently, the relationships among the variables were tested using data collected through questionnaires. The data were analyzed using SPSS and SmartPLS software.
Results: The findings showed that social media has a positive and significant effect on Islamic lifestyle and customer buying behavior. The results also indicated that customer buying behavior plays a mediating role in the effect of social media on Islamic lifestyle. These findings suggest that examining the relationships among social media, Islamic lifestyle, and customer buying behavior can provide a better understanding of the factors influencing customer purchasing decisions and help marketing practitioners identify customer needs and preferences and develop more effective marketing strategies. In addition, Islamic lifestyle can influence important dimensions of customer buying behavior, including customer satisfaction, trust, loyalty, and purchase decision-making.
Conclusions: The results indicate that social media can influence Islamic lifestyle and customer buying behavior through interaction, information exchange, experience sharing, and the formation of consumer attitudes and values. Customer buying behavior also plays a significant mediating role in the relationship between social media and Islamic lifestyle. Overall, the findings emphasize the importance of simultaneously considering the role of social media, Islamic lifestyle, and customer buying behavior in understanding consumer behavior and developing marketing strategies that are consistent with the cultural and Islamic values of society.
کلیدواژهها English
