تأثیر بازاریابی شبکه‌های اجتماعی بر قصد خرید آنلاین با توجه به نقش میانجی تبلیغات هوشمند در کسب‌وکارهای اینترنتی

Abstract

This study aims to investigate the impact of social media marketing on online purchase intention, emphasizing the mediating role of smart advertising in e-businesses in Iran. The research is applied and descriptive-survey in nature, with the statistical population comprising active social media users (Instagram, Telegram, and LinkedIn) who purchase from e-commerce platforms such as Digikala and Bamilo. A sample of 400 respondents was selected through simple random sampling and surveyed using a standardized questionnaire. The data collection tool was a localized questionnaire consisting of three main sections: social media marketing (10 items), smart advertising (8 items), and online purchase intention (7 items). The questionnaire’s reliability was confirmed with a Cronbach’s alpha coefficient of 0.89, and its validity was verified through Confirmatory Factor Analysis (CFA) with fit indices. Data were analyzed using SmartPLS4 software and the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that social media marketing has a significant positive effect on smart advertising and online purchase intention. Additionally, smart advertising plays a partial mediating role in the relationship between social media marketing and online purchase intention. These findings highlight the importance of high-quality, interactive content on social media and the use of smart advertising technologies to enhance customers’ purchase intentions. It is recommended that e-businesses focus on improving social media marketing strategies and investing in smart advertising technologies to increase marketing effectiveness and competitiveness.