How Marketing of Influential People can Affect Consumers' Purchase Intention with the Mediating Role of Consumers' Ease of Decision Making

چکیده مقاله

This study aims at investigating the effect of marketing of influential people on consumers' purchasing willingness with the mediating role of consumer decision making ease The present study applied purpose and descriptive correlational by implementation of a questionnaire to collect data Through random sampling the statistical population are selected from among users of Instagram and social network, based on Morgan table method The collected data were analyzed by WarpPLS structural equation software The results of path analysis showed that the marketing of influential people has a positive and significant effect on consumers' intention to buy and ease of consumer decision making Ease of consumer decision making plays a mediating role between the marketing of influential people and the intention of consumers to buy

کلیدواژه‌ها

نویسندگان

Hamed Fazeli Kebria

Payame Noor University, Tehran, Iran

Navid Asgari

Payame Noor University, Tehran, Iran

Fazeli Kebria, Hamed and Asgari, Navid,1400,How Marketing of Influential People can Affect Consumers' Purchase Intention with the Mediating Role of Consumers' Ease of Decision Making,1st international conference on the mutation of management science, economics and accounting,Sari

ارائه‌شده در

مجموعه مقالات اولین کنفرانس بین المللی جهش علوم مدیریت، اقتصاد و حسابداری19 اسفند 1400 · ساری