Investigating the effect of Brand gender on purchase intention in Instagram (Novincharm Case Study)

Norouzi, Hossein; Khodakarami, Amirhossein; Khoddami, Soheila

doi:10.22051/bmr.2024.38359.2268

Investigating the effect of Brand gender on purchase intention in Instagram (Novincharm Case Study)

Document Type : Research Paper

Authors

¹ Assistant Professor, Business Management Dep., Kharazmi University, Tehran, Iran

² MSc. In International Business Management, Faculty of Management, Kharazmi University, Tehran, Iran

³ Assistant Prof., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran

10.22051/bmr.2024.38359.2268

Abstract

Today, branding in order to promote loyalty programs is significantly important. In line with the vast popularity of Instagram for businesses, especially in Iran, the aim of present study is to measure the impact of brand gender on electronic word of mouth communication and the purchase intention of the customers of "Novin Charm" Instagram official account. This applied research is a descriptive survey. Its statistical population is the followers of the Instagram page of the "Novin Charm" brand in Iran. 250 samples were collected using the stratified sampling method. Data Analyzes were performed using structural equation modeling. According to the results of this study, brand gender and its two dimensions, masculine and feminine brand personality traits have a positive effect on consumer brand engagement and brand love. Brand love has a positive effect on consumer loyalty and also the positive relationship between consumer brand engagement and consumer loyalty on electronic word of mouth and purchase intention was confirmed. At the end, practical suggestions were given to the company for more effective marketing activities in Instagram.

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