The Impact of Online Advertising on Promoting the Purchase Intention of Saffron Consumers

Document Type : Research Paper

Authors

1 Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

2 Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

Abstract

Today, paying attention to online advertising at the media level and the important role it plays in customer behavior has become an important factor in competitiveness between brands. The present research studies the effect of online advertising on the promoting  of  the purchase intention of saffron consumers . The research method is descriptive and survey type. The statistical population of this research is all customers of Saharkhiz Company. The sample size was 384 and the method of sampling was cluster sampling. The research data were collected by using library and field method and the tools used in this research was questionnaire. Reliability of the questionnaires confirmed by using Cronbach's alpha method and its value was 0.887.  The validity of the tool was confirmed by content and structure method. Data were analyzed by using SPSS and LISREL software and analyzed by statistical, descriptive and inferential statistics. The results of this research indicate that consumers' opinions in the online environment have a positive and significant impact on the promotion of brand image and brand equity. It also confirms the impact of brand image on online advertising and brand equity of the company and consumers' purchase intention. Moreover, the results show that brand equity in online advertising has a positive and significant effect on consumer purchase intention.

Keywords

References

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