consumer buying behavior

Online social media is an important innovation that has attracted individuals and companies. The purpose of this study is to "develop an online social media marketing model about consumer buying behavior". This utilizes a mixed-method (qualitative and quantitative). This study uses the research literature to extract the indicators, then, finalizes them by the Delphi technique in three different rounds. The study develops the qualitative model of the research based on the opinions of 20 experts as well as the application of Interpretive Structural Modelling (ISM) and MICMAC analysis. In the quantitative part, the study uses the Partial Least Squares (PLS) technique to implement SEM, validate, and test the predictive relevance of the initial model. This study applies Cohen's formula and determines 460 individuals as sample. The sampling method is non-probability. Furthermore, the statistical population of the study consists of online social media users from all over Iran. In this study, 9 key factors have been identified, modeled and analyzed. According to the MICMAC analysis results, perceived security (with the highest driving power) is identified as the driving indicator, and value co-creation (with the highest dependence) is identified as the result or target indicator. The ISM based model is validated using SEM and 15 hypotheses were checked using SEM-PLS technique, also all hypotheses except the second hypothesis were confirmed. Finally The findings confirmed Goodness of Fitness and ideal predictive relevance of the model.

Purpose: The purpose of this study was to prioritize the factors affecting consumer-buying behavior in online social media marketing.Method: The analysis and validation of indicators were conducted using the mixed method of structural equation modeling and partial least squares. Additionally, the IPMA matrix was utilized to determine the importance and type of performance of each factor. The research data were influenced by consumer information, predominantly consisting of women with a master's degree aged between 36 and 50 years. The study employed a non-probability sampling method common for online surveys, and 466 individuals were examined using Cohen's effect size formula.Findings: The research findings indicated that consumer engagement was the most important factor, and ease of use exhibited the highest level of performance in the overall social media model. Furthermore, consumer engagement was identified as the most important factor, while electronic word-of-mouth (EWOM) demonstrated the highest performance level on Instagram. Conversely, EWOM was deemed the most important factor, with consumer engagement displaying the highest performance level on Telegram. These results can be utilized by marketers to influence consumer purchasing behavior and craft online marketing strategies accordingly.Conclusion: Companies utilizing online social media platforms are advised to enhance consumer engagement and performance by implementing short-term techniques and effective strategies, such as incorporating online chat functionalities in the user environment. Instagram, being the most widely used social media platform and an online shopping hub for consumers, showcased acceptable performance in terms of consumer engagement. Hence, companies need to take measures to elevate performance levels to match their importance. In the case of Telegram, EWOM emerged as the most crucial factor among others, with a commendable performance rating. Businesses can bolster their Customer Relationship Management (CRM) units and enhance WOM initiatives to the fullest extent possible.