tubittum journal

ISSN: 2822-5295

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Research Article

Investigating Effects of Social Media on Economic Efficiency of Entrepreneurship (Case Study: Machiani Kebab Recommendation Advertising and Satisfaction)

Vol 3, issue 1, 2024

Authors

  • Saeed Najafi
  • Adel Safaei
  • Sadegh Karimi Masouleh
  •  Zahra Aliasghari
  • Metanat Mohammadi Moghadam
  • Ashkan Maghsoudi Ghashghaeinejad
  • Saeb Moradi
  • Zahra Dehghan Bejarkenari
  • Ali Farzpourmachiani
  • Simin Naghibi Masouleh
  • Snjezana Baroness Rajacic
  • Mehrdad Fojlaley
  • Mehdi Farzpourmachiani

Abstract

This study aimed to investigate the role of social media marketing on online shopping motivation with emphasis on mediating role of satisfaction and recommender advertising (case study of machiani kebab customers). Data were collected by a questionnaire from 384 machiani kebab customers as a statistical sample. The collected data were analyzed by SPSS24 and AMOS24 software using structural equation modeling. Analysis of information collected from research questionnaires at the 99% confidence level showed that social media marketing has a positive and significant effect on customer satisfaction. Social media marketing has a positive and significant effect on recommendation advertising. Customer satisfaction has a positive and significant effect on recommended advertising. Customer satisfaction has a positive and significant effect on online shopping motivation. Recommended advertising has a positive and significant effect on online shopping motivation.

Najafi S, Safaei A, Karimi Masouleh S, Aliasghari Z, Mohammadi Moghadam M, Maghsoudi Ghashghaeinejad A, Moradi S, Dehghan Bejarkenari Z, Farzpourmachiani A, Naghibi Masouleh S, Baroness Rajacic S, Fojlaley M, Farzpourmachiani M. Investigating Effects of Social Media on Economic Efficiency of Entrepreneurship Case Study: Machiani Kebab Recommendation Advertising and Satisfaction. Tubittum. 2024; 3(1): 450-463.

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