فاطمه خواجه فینی

Considering that knowing the systematic and irregular tendency of customers to consume in the world is one of the important and fundamental conditions for boosting the business environment and achieving the development of companies; The purpose of this research is to develop and explain the dimensions of persuasive messages in the context of social media marketing on the customers purchase intention. This research is applied in terms of purpose, from the point of view of the research method, it is a mixture of qualitative and quantitative methods. In the qualitative part of the research, according to the experts of the consumer goods market, it was used to design the initial framework of the research, and then in the quantitative part, in the quantitative part, in the field and based on the questionnaire obtained from the qualitative part of the customers and consumers of the survey was carried out. The statistical population of this research is all the customers of food stores in Tehran, and its sample is 302 customers who, at the time of data collection, intended to suddenly buy food from the store. The data collection tool is a questionnaire and Smart PLS software was used for data analysis.

  Consumer behavior has been one of the most important topics of attention of marketing researchers in recent decades. The variety and variety of consumer behavior is due to the variety of factors affecting individual behavior and individual motivation to buy. In the new business, Internet marketing is considered an important part of the marketing activities of any business name. In fact, with the emergence of virtual organizations, Internet marketing has become a basic need for the possibility of movement and continued development. One of the communication tools in today's business world is social media. Considering that the existence of marketing is dependent on the environment, this research has been conducted with the aim of how environmental noise affects the consumer's purchase intention in social media marketing. Considering that in the last three years, the desire of consumers to buy from social networks has increased in the conditions of the Covid pandemic, and since marketers are looking to shape the consumer's decision in a dynamic and competitive environment, and considering the increase and variety of advertisements and the ever-increasing progress The methods of presenting and introducing products in social media marketing systems, the main problem of this research can be expressed as follows: How will marketing signals be effective in the social media environment? What factors affect the intention of customers to buy food in the social media environment? Which environmental factors affect consumer behavior in social media space?

This research is practical in terms of its objective, and in terms of the quantitative research approach, it has a descriptive survey strategy. The statistical population of this research includes all the customers of food stores in Tehran, and the statistical sample of this research includes 302 customers who were planning to buy food from the store at the time of the research. The data collection tool is a questionnaire and a structural equation model with Smart PLS software was used for data analysis. The results of this research show that the variables of persuasive message signals, the type and value of the product, and the content and the way the message is designed have a positive and significant effect on consumer behavior, as well as the variables of the content and the way the message is designed and the type and value of the product have a positive and significant effect on purchase intention, but contrary to the conducted research, the variable of persuasive messages has a negative effect on the purchase intention.

Purchase intention shows the probability of customers buying, according to Schiffman and Canuck, the decision to buy a product (purchase intention) largely depends on the value of the product and the recommendation of other consumers. For example, when a product is shared in the social space, users share and discuss the features of that product, and the positive or negative points presented about that product lead to the intention to buy or not to buy that product. Social media are increasingly accessible to everyone and such media are used at all times and places. These media have emerged as a digital communication channel through which consumers can purchase their desired brands and they evaluate them and through these media, they share their information with others and communicate with brands (a significant percentage of people transmit information to others through social media. Also, social media is one of the channels It has been reported that consumers receive information about the goods or services they need in order to make a final purchase through these social media; therefore, companies are trying to understand the purchase intention, drivers, and also the effect of social media on these factors. Considering that knowledge of purchase intention and consumption is an important and fundamental condition for the prosperity of businesses and economic enterprises, the purpose of this research is to investigate the effect of persuasive message signals, the type and value of the product, the content and the way the message is designed on the intention and the buying behavior of customers is evaluated by evaluating the mediating effect of consumer behavior in social media marketing.

Consumer behavior also has a positive and significant effect on purchase intention. The mediating role of consumer behavior variable was confirmed for the relationship between the type and value of product and content and message design with customers' purchase intention.
It is very difficult to measure consumer behavior according to cultural and religious patterns. Due to the economic situation and the increase in prices, most consumers prioritize economic savings over other factors. In this regard, it is suggested that researchers investigate the impact of pricing methods on consumer behavior in social media marketing in future research.

The perception of this fact that improving the economic cycle, is required to the economic growth of the small and medium enterprises in the countries, Therefore, the importance of investment in this sector and develop a strategy to attract foreign direct investment in these companies can be the effective stimulus in this area. Hence the research ahead deals with the planning and strategy development for identifying and ranking 14 effective factors. To analyze the obtained data SPSS and for ranking the factors Friedman test has been used. Among these back, guarantee profits, capital, preventing the confiscation, and nationalization are the most important priority.