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The Effect of Advertising Content in Social Media on Customers' Electronic Recommendations on the Instagram Network, Considering the Mediating Role of Brand Attitude.
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Mohammad Mehdi Asgari *   , Mohammad Reza Hamidizadeh |
| Islamic Azad University, Tonekabon Branch |
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Abstract: (10 Views) |
The present study aimed to investigate the effect of advertising content on social media on customers' electronic recommendations, considering the mediating role of brand attitude on the Instagram network. The research method was descriptive-survey in nature and applied in purpose. The statistical population of the study consisted of Nike sportswear buyers on the Instagram social network. The sample size was determined using the Cochran formula as 384 people and the samples were selected using convenience sampling. To collect data, valid questionnaires were used for advertising content in social media with a reliability coefficient of 0.87, electronic recommendation with a reliability coefficient of 0.90, and brand attitude with a reliability coefficient of 0.88. Their validity was confirmed by academic experts and their reliability was also confirmed through the Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using the Smart PLS and SPSS statistical software. The research findings showed that advertising content in social media has a positive and significant effect on brand attitude. Brand attitude has a positive and significant effect on customers' electronic recommendation. Advertising content in social media has a positive and significant effect on customers' electronic recommendation. The research results indicated that brand attitude played a mediating role in the effect of advertising content in social media on customers' electronic recommendation.
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| Keywords: Advertising Content in Social Media, E-recommendation, Brand Attitude. |
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Full-Text [PDF 965 kb]
(9 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2025/01/21 | Accepted: 2025/03/1 | Published: 2026/03/1
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