چکیده:
At the forefront of e-marketing tools is social media marketing, and many organizations have begun their work on creating content for social media. Therefore, the main purpose of the present study is to test the effect of advertising content and promotion content on social media on the components of brand mental image and behavioral intention. The statistical population of the study is the trainees' Azad Technical and Vocational Schools in Mashhad. In order to conduct this research, 388 questionnaires were distributed both in person and electronically and by non-probability sampling method among community members. The collected data were analyzed using structural equation modeling technique in Amos software. The research results show that the estimated model has a good fit to the data, and all research hypotheses are confirmed. Specifically, the effect of social media advertising content on the hedonic image is confirmed; The effect of social media advertising content on the functionalist image is confirmed; Social media promotion content has a significant effect on the hedonic image; Social media promotion content has a significant effect on the functional image; The hedonic image of the brand significantly affects the behavioral intention; And the significance of the functional image of the brand on the behavioral intention is also confirmed. Based on these results, the promotion content has the most effects on the functional image (0.48) and the functional image on the behavioral intention (0.70).
خلاصه ماشینی:
Investigating the effect of social media content on brand image and behavioral intention of trainees (Case study: Free technical and vocational training centers in Mashhad) Maryam Eslami 1 Hadi Taherpour Kalantari 2 Abstract: In the past, communication experts have always spoken about the influence of mass media on public opinion, but now the role of these new mass communication tools in marketing, creating customer value, customer satisfaction, and behavioral intention must be examined.
Given the marketing activities of educational institutions, including technical and vocational free academies, on social media, the aim of this research is to investigate the effect of social media content marketing on the behavioral intention of trainees through the mental image of the brand.
Therefore, the present research seeks to answer this question: to what extent can the academy's social media content be effective on the trainee's behavioral intention, and how does brand image increase this relationship through its mediating role.
Given the lack of domestic studies in this field, the findings of the present research will indicate the importance of social media in generating and redistributing marketing content to improve brand image for customers of educational institutions.
The present study aimed to investigate the role of social media marketing advertising and promotional content in improving the behavioral intention of trainees, and in this way, identified the mediating role of brand image components.
, 2019) Based on the aforementioned studies, the research hypotheses will be as follows: First hypothesis: Social media advertising content has a positive and significant effect on hedonic brand image.
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