قصد خرید

The current research examines the impact of customization and information richness strategies on customer trust and purchase intention on e-commerce websites, as well as the moderating role of business intelligence in these processes.

His research is applied in its purpose and correlational in its method. The statistical population consisted of buyers from the Digikala and TechnoLife websites. The minimum sample size based on structural equation modeling sampling methods was 375 individuals, and a sample of 385 buyers from these websites was collected. Data collection was done using a questionnaire. The reliability of the questionnaire was confirmed using Cronbach's alpha, composite reliability, and convergent validity (extracted variance), and discriminant validity (Fornell-Larcker criterion and HTMT ratio). Statistical analyses were conducted using Smart PLS 4 software and the PLS-SEM approach.

The results indicated that trust positively affects purchase intention, and service customization influences purchase intention through trust. Information richness also affects purchase intention both directly and through trust. Business intelligence had a negative impact on the relationship between service customization and trust but did not have a significant effect on the relationship between information richness and trust.

Originality/Value: 

This refers to the work you are doing from your perspective, even though you may support your arguments with research conducted by others.

The purpose of this research is to provide a model of the interactive effect of various factors including thinking style (Rational-Intuitive) and advertisement message format  (rational-emotional) on advertising appeal and purchase intention via visual attention.In this experimental research (laboratory type), 18 advertisement pictures, including rational and/or emotional messages were observed by 180 participants who subsequently answered questions pertaining to the participants' individual tendencies, and questionnaires regarding thinking style, advertisement recall and demographic information. The data of this experimental research were collected at business laboratory by means of eye tracker. The 5 indexes of visual attention showed that visit count, visit duration and fixation count were higher for those viewing the entire area of rational advertisements than the same value for the entire area of emotional advertisment and total fixation duration was longer for those viewing the entire area of emotional advertisement than the same value for the entire area of rational advertisment. The visual attention of those viewing rational ads was higher than those viewing emotional ads. In addition, the average time to first fixation was shorter in the entire area of rational advertisement for those viewing rational advertisement as compared to the entire area of emotional ads, meaning that visual attention of those looking at rational advertisements was drawn faster than those looking at emotional advertisements.The effect of the interactive relationship of rational thinking with the rational message and the role of five indexes of visual attention as a mediating variable in the interactive relationship of thinking style with advertisement message on advertisement attractiveness and purchase intention were significant. The interactive effect of rational thinking with emotional message plus advertisement attractiveness on purchase intention had the highest overall effect.

"The development of artificial intelligence has revolutionized businesses and redefined customer experiences. One of the key challenges and opportunities in AI development is to deepen the relationship between AI and users. Anthropomorphism, as the most significant factor in creating emotional and deep connections between AI and humans, has been largely overlooked in research, as evidenced by the limited existing literature. This research aims to fill this gap by developing a model in this area and examining the differences between traditional machine-based systems and new human-soul-based systems. To this end, an extensive review of concepts and research on anthropomorphism was conducted. By presenting theories of the uncanny valley, Social response theory and Social presence theory, and discussing both the pros and cons, this study aims to explore the dark and bright sides of anthropomorphism. Finally, after extracting the research model, data was collected from a purposeful sampling of respondents. Structural equation modeling was used to test the model and proposed hypotheses. The results indicate that anthropomorphism has a significant impact on customers' purchase intention by influencing their attitudes, trust, and satisfaction, as well as affecting their perceived risk and acceptance level. The proposed model contributes to a better understanding of users' cognitive processes when interacting with AI and facilitates greater acceptance of this technology. In addition to discussing the pros and cons of anthropomorphism, this study provides practical recommendations in this area."

Every year, businesses spend a lot of money on their advertising campaigns. To manage the effectiveness of an advertising campaign, the three parameters of the media mix used in the campaign, the impact of the campaign on the purchase intention and the impact of the campaign on the brand value are considered. Each of these parameters includes several metrics and indicators that recognition and ranking and awareness of their position and management can help us in obtaining better results of advertising campaigns. The current research is practical and descriptive-surveillance method was used to collect data. The research started with library studies and a questionnaire was designed and distributed with the identified criteria, and then the resulting data were analyzed with Spss and Lisrel software and using the factor analysis technique and structural equation modeling. The findings of the research put social networks at the highest and social responsibilities at the lowest rank of mixed media. The measure of brand awareness has been assigned the highest rank in brand equity and initial purchase intention has been assigned the highest priority in purchase intention, which emphasizes the emphasis on attraction and purchase.

Social networks, as one of the main mass communication media, play a very important role in influencing the attitude and behavior of consumers. In this research, the effect of marketing in social networks on consumers' purchase intention has been investigated. Also, the role of lifestyle variables and life period as moderating factors of this relationship has been evaluated. The statistical population was made up of the followers of Dersa leather brand page on Instagram social network. Using Cochran's formula, the sample size was calculated to be 384 people. The present research method is descriptive-analytical because it seeks to collect real and detailed information about the desired phenomenon. In this research, data were collected through a Likert scale questionnaire and analyzed using SPSS and Smart-PLS software. The results showed that marketing in social networks has a positive and significant effect on consumers' purchase intention. Also, this variable affects the lifestyle of consumers. Social media marketing with a mediating role in lifestyle means that these media have more influence on the consumer's decision making process. These media can shape the lifestyle in a way that strengthens the consumer's purchase intention. Also, with a moderating role in the life course, social media may have a positive effect on purchasing decisions at different stages of people's lives. However, the variable of life period (age) has a moderating role and with increasing age, the impact of social network marketing on purchase intention and lifestyle decreases.

Social media platforms have become an integral part of the daily lives of individuals and businesses, evolving into primary marketing tools and directly influencing purchase decisions. This study aims to examine the impact of social media marketing on purchase intention, considering the mediating roles of customer engagement, brand image, and brand awareness. This research adopts a positivist philosophical approach with a quantitative methodology. The research strategy is survey-based, using a standardized five-point Likert scale questionnaire for data collection. The study has a cross-sectional time horizon, conducted over a one-month period from July 1 to August 6 (35 days). The statistical population consists of potential and actual customers of the Essence brand. A sample of 410 individuals was selected using non-probability convenience sampling. Data analysis was performed using structural equation modeling with SPSS and Smart PLS software. The results indicate that social media marketing can lead to increased brand awareness, improved customer loyalty, and ultimately increased purchase intention for cosmetic products. It is recommended that brands in this sector utilize social media for product introduction, customer relationship building, and purchase intention stimulation. This strategy can potentially strengthen brand positioning and increase sales.Keywords: brand image, brand awareness, customer Engagement, purchase intention, social media marketing.

 In today's world, with the expansion of new technologies in the electronic arena in the last decade and the expansion of the use of web technology, facilities such as social networks have been brought, which have caused many changes in their lives. Consumers use these facilities to create, edit or share content, discuss and use it to purchase products and use services.With the development of the Internet, online shopping has increased. Therefore, online consumer attitude is very important and has attracted the attention of researchers. The observed growth in internet sales can be considered as part of the benefits of the internet by providing a large amount of information quickly and cheaply. Until this phenomenon reaches its full potential, business owners who use e-commerce as a distribution channel need to understand from online shoppers what products and services they buy online, why they shop online, and how a non-online shopper can. Can become an online shopper to increase their sales in this way, they escape the scrutiny. Once this information is available, retailers can develop a clear strategy to retain existing customers as well as attract future customers. After all, online consumer attitude is a problem that has involved many researchers. The basic question is which criteria determine the consumer's decision to buy from an electronic store, and therefore the consumer's attitude is very important to study the intention to buy online. Due to the increasing growth of companies from internet platforms and content production in different internet platforms, nowadays content generation plays a very important role in the purchase intention of consumers. The aim of the current research is to investigate the factors affecting the consumer's attitude towards the content generated by the user and the intention to online purchase in Digikala.

 This research is applied in terms of purpose and descriptive in terms of survey type. The statistical population of the research includes customers of Digikala's Instagram page, and the sample size is 384 people based on Cochran's formula due to the unlimited sample size. A non-random sampling method is available. The library method has been used to conduct primary and preliminary studies. In order to collect data, the standard electronic questionnaire of Mathur and Gangouni (2021) was used. The current research was conducted in the first half of 1401.

In order to analyze the data, the method of structural equation modeling with partial least squares approach and SPSS and PLS software was used. The results of the research showed that the interaction with the brand has an effect on the content generated by the user among the customers of the Digikala store; Perceived credibility affects user-generated content among Digikala store customers; Perceived profit does not affect user-generated content among Digikala store customers; The quality of information does not affect the content produced by the user among the customers of the Digikala store, and finally the content generated by the user has an effect on the intention to online purchase among the customers of the Digikala. Interaction with the brand with an impact factor of 46. The highest impact is perceived credibility with an impact factor of 309. The second place is the quality of information with an impact factor of 039. The third place and finally the perceived usefulness with an impact factor of 037. In the fourth place, the impact on the content generated by the user. have

The present research was conducted due to the high effects of the Internet and the virtual world on the business world, which itself contains complications, and in the present research, one aspect of these complications has been addressed. Companies that operate in the online field should pay special attention to the type of user-friendly content and the quality and content and always monitor the different content of users in the virtual space in order to be able to identify consumers' attitudes and online shopping behavior more accurately.

In today's marketing landscape, brands increasingly leverage influencers as a strategy to introduce products. This study explored the impact of alignment between influencers and their audience on purchase intention, examining the mediating roles of customer citizenship behavior and customer participation behavior. By employing a descriptive-correlational research design, the data were collected from users of the Instagram social network. The sample consisted of 384 individuals determined by using the Krejcie and Morgan Table and selected through convenience sampling. A validated and reliable questionnaire was utilized for data collection. The research data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach, utilizing SPSS 22 and Smart PLS 4.0 software. The findings indicated that alignment between influencers and their audience positively and significantly affected customer participation behavior and customer citizenship behavior. Additionally, both customer participation behavior and citizenship behavior significantly influenced purchase intention. Finally, these behaviors served as mediators in the relationship between influencers and their audience regarding purchase intention. The results underscored the influential role of marketers in enhancing purchase rates through effective influencer strategies.

Today, with the advancements in business science, the importance of influencer marketing on social media is increasing as one of the innovative marketing methods. The significance of this research lies in exploring influencer marketing on social media. This study investigates how the homophily between influencers and their audience affects customer value co-creation behaviour, resulting in increased purchase intention. This research, using a sample size suitable for an unlimited population based on the Cochran formula, was conducted with the help of a questionnaire answered by 393 respondents. The findings indicate that homophily has a positive impact on customer value co-creation behaviour, and purchase intent. Overall, considering the presence of other influential factors beyond homophily, this study encourages further exploration value co-creation in influencer marketing and can constitute a valuable reference for marketing practitioners and influencers.

The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on the intention to buy products.

A researcher-made questionnaire was used to collect information. A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. In order to analyze the data and check the hypotheses, SmartPLS software was used.

The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between attitude towards social media advertising and purchase intention. Improving the attitude of Instagram users and increasing their trust in the opinions that are raised on Instagram, makes users explain and promote the products and services they have received to their friends.

Originality/Value:

 Due to the advancement of technology and the expansion of virtual space, these advertisements for consumer consumption have increased greatly. that move consumers to purchase, and the role of psychological factors such as trust and recognition in this process. This research can contribute to more optimal formulations for advertising in social media and improve the performance of the sports products market.

Extended AbstractIntroductionTherapy means the treatment of mental or physical illness without drugs or surgery and is a cognitive stimulation to change behavior. This concept when used in the field of shopping is reminiscent of the concept of Retail therapy. Retail therapy happens when consumers buy to improve their negative feelings and not just to get the product they need its benefits include positive distraction, the motivation to escape from realit, increased self-confidence, a sense of control, and better social communication. The purchase process includes various steps such as search, selection, acquisition, and consumption. Research shows that sad feelings can be alleviated simply by liking a product without buying that product, which highlights the fact that Retail Therapy is not necessarily the result of buying or consuming, so the main concept of Retail Therapy is that Consumers, even by searching for products, can relieve their stress and expect numerous psychological improvements through Retail Therapy. But despite the high prevalence of this behavior, there is no correct understanding of it, and there is no source of information that could correctly clarify this issue. This importance became the reason for the design of this research, the purpose of which is to design a conceptual model for Retail Therapy, which will greatly help to increase the understanding of this concept. This research, has been tried to fully investigate this concept and the causal, intervening, and contextual components that are effective on this behavior, as well as the positive and negative consequences that this behavior will have for the individual and the society. Be identified and finally, the possible strategies that help to weaken or strengthen these consequences are also identified so that finally a comprehensive model is based on the Grounded theory. MethodologyThis research is a type of qualitative research, which is part of basic research in terms of its purpose and exploratory research in terms of data collection. In order to analyze the data, the Grounded theory method based on a systematic approach has been used. The data-based approach is a type of qualitative research method that uses the inductive approach of a series of systematic procedures to create a theory about the phenomenon under study. The reason for using this method is that in this method the theories are formed based on the concepts obtained from the data and provide a better explanation because they are more suitable to the situation and on the other hand, this method is an efficient method in the field of the model making and theorizing. In this research, the main data was collected through interviews with people who have experience in this type of shopping behavior. In qualitative methods, determining the sample size does not follow a specific formula and the researcher will continue the data collection process until reaching theoretical saturation, which this research is not an exception to this rule and the data collection process will continue until theorecal saturation is reached. Discussion and ResultsIn the present study, the researcher reached theoretical saturation after 15 interviews. Understanding how and why people buy has led to a growing interest in studying consumer decision-making styles. The variety of consumer behavior is due to the variety of factors affecting the behavior and motivation of a person to buy. Among the types of shopping, we can mention Retail Therapy, which has attracted the interest and attention of researchers for more than 50 years. Currently, 50% of people do Retail Therapy and 50% buy a certain class of goods in this way. Retail Therapy is rooted in consumer behavior and is considered one of the valuable concepts of the market environment; Because marketing managers can increase their sales and profitability by identifying the drivers that influence the Retail Therapy. Internal factors (such as emotional states) and external factors (such as brand-related factors) have a great impact on Retail Therapy. In the current research, the design of Retail Therapy model including 9 main categories and 56 sub-categories was obtained. The main categories include: increasing savings and economic improvement, personal disappointment and disappointment, controlled behavior, cultural-social norms, interior design and store environment, family education context, lack of money risk, Retail Therapy and thoughts, emotions and feelings of people's personality. ConclusionThe results show that according to the current conditions, Retail Therapy is rooted in consumer behavior and is considered one of the valuable concepts of the market environment; Because marketing managers can increase their sales and profitability by identifying the drivers that influence the purchase of therapy.

The purpose of this study is to design and validate the repeat purchase intention model in B2C e-commerce and to examine how the factors of the model influence each other and practical solutions in line with the design and validation of the repeat purchase intention model in e-commerce. Therefore, according to the mixed approach in the qualitative section, using the method of theme analysis and in-depth interviews with 36 experts (6 experts, 13 brokers and 17 customers), it explained a model for repurchase intention in B2C e-commerce. . The results of coding the interviews showed that the repurchase intention model in e-commerce includes six main concepts: the realm of technical characteristics (with the categories of information quality, service quality, and system quality), the realm of support systems (with the categories of customer service and logistics support), customer management realm (with the categories of interaction with online sellers, interaction with other web users), organizational realm (with the categories of price, advertising, social functions, product or service, human resource management, market study and analysis, brand ), includes the realm of customer analysis (with the categories of competitor analysis, demographic characteristics, psychological characteristics, perception, behavior) and the realm of environmental analysis (with the category of systemic attitude). Then, in the second step, using the confirmatory factor analysis technique and structural equation modeling among online store customers, the resulting model was validated and tested.

Although life insurance plays a fundamental role in the growth and welfare development of countries, compared to the world average, buying life insurance has a low share in Iranian society. In this situation, improving the insurance literacy of the society can help to stimulate positive insurance tendencies. However, few studies conducted in Iran have focused solely on measuring insurance literacy, and little is known about the effect of insurance literacy on the willingness to purchase and maintain life insurance policies. Therefore, this study investigated the direct and indirect effect of consumers' insurance literacy on life insurance purchasing decisions to fill this gap. This study is applied concerning its intended audience and employs a descriptive-survey approach. The research's statistical population consisted of 98,625 individuals who purchased life insurance from Sarmad Insurance Company. The sample size was determined by Krejcie-Morgan table of 384 people. The research tool included a standard questionnaire that was distributed through an online survey using systematic random sampling. Data analysis was also performed by structural equation modeling and path analysis with Smart PLS 3. The findings showed that insurance literacy directly and indirectly through increasing benefits and reducing perceived risk, as well as improving consumers' confidence in insurance and strengthening their favorable attitude, increases life insurance purchase intention. Insurance companies can have a significant impact on choices through consumer choice architecture. Therefore, policy makers must ensure that insurance literacy is included in the educational programs of the people of the society.

This research was conducted to investigate the impact of the characteristics of influential people and their pages on the behavioral intention and purchase intention of followers on the Instagram social network. This research is applied with a survey method. The statistical population of this research is Instagram social network users, 385 of them were randomly selected using Cochran's formula. The data collection tool in this research is a questionnaire. Spearman, Kolmogorov-Smirinov, Bartlett correlation, factor analysis, and structural equation modeling by SPSS and SMART-PLS statistical software were used for data analysis. The findings showed that behavioral intention and extra-social relationships have a positive effect on purchase intention, and homophily attitude has a positive effect on perceived trustworthiness and expertise. Also, physical attractiveness has a positive effect on extrasocial relationships, and social attractiveness has a positive effect on trustworthiness, perceived expertise, and extrasocial relationships. In addition, social interaction positively affects the flow status and information quality satisfaction with the Instagram page, and visual content positively affects the flow status and satisfaction with the Instagram page. The results showed that modeling the characteristics of influential people in social media can play an effective role in the purchase intention of users of these media.

Nowadays, considering the variety of products and services offered by organizations, individuals review the desired product or service before making a purchase to reduce the uncertainty arising from decision-making. This issue is particularly significant among the low-income group, as these individuals benefit from a lower level of welfare and income (United Nations,2017). Content produced by consumers and influencers on social media plays an important role in shaping potential consumers' purchasing decisions by meeting their informational needs (Barta et al.,2023; Stephen,2016). Therefore, brands have shifted their marketing strategies and budgets more in this direction. Two factors, the quality of information and the credibility of the source, are among the determining factors in the impact of published content. The quality of information refers to the extent to which the shared content is understandable, sufficient, and objective (Monczka et al.,1998; Park et al.,2007). On the other hand, trustworthiness refers to the degree to which the message receiver accepts and trusts the message sender (Ohanian,1990). The more consumers consider the content available on social media to be of high quality or the source to be reliable, the more they evaluate the content as useful (Sussman and Siegal,2003). The aim of this research is to examine the impact of the information quality and source credibility of content published by users and influencers on social media pages on the purchase intention of low-income consumers.

The present study is applied in terms of its objective and is survey-analytical in terms of its method and execution. The statistical population of the present study includes active users who are members of social networks such as Instagram, Twitter, Facebook, etc. The year is1402. To determine the sample size, the structural equation modeling rule of5 to15 times the number of questionnaire items was used. Therefore, since the present study's questionnaire has27 items, the sample size was determined to be between135 and405, with164 samples collected. The data collection tool in this research is a27-question questionnaire that consists of two sections. The first section includes questions related to the respondents' personal information, while the second section includes questions aimed at examining the impact of the content produced by influencers and customers on social media on the willingness of potential customers to pay more. In this section, the variable "information quality" was measured using three items adapted from the studies of Sussman and Siegel (2003) and Billey and Pearson (1983). The variable "source credibility" was adapted using four items from the studies of Sussman and Siegel (2003) and Bhattacharya and Sen (2006). The variable "importance related to participant sharing" was measured using eight items, and "importance related to non-participant sharing" was measured using eight items based on the scale developed by Dadavolu (2016). Additionally, "purchase intention" was measured using four items adapted from Luo et al. (2010). The scoring in this questionnaire was based on a5-point Likert scale (strongly disagree =1 to strongly agree =5). To determine the reliability of the questionnaire items, composite reliability was used, and to examine the convergent validity of the questionnaire, the Average Variance Extracted (AVE) test was conducted. Finally, to assess the discriminant validity, according to the Fornell-Larcker test, the square root of AVE should be greater than the correlation values between the constructs (Fornell & Larcker,1981). For data analysis in the descriptive statistics section, SPSS software was used, and for the inferential statistics section, Smart PLS3 software was used.

In this study, the variables of information quality and source credibility were considered independent variables, while the variables of user-generated content and influencer content (with dimensions of importance related to participatory and non-participatory sharing) were considered mediating variables. The purchase intention was considered the dependent variable. Twelve hypotheses were formulated in the present study, and data collected from active users in the virtual space were used for their analysis. The results showed a positive and significant relationship between the quality of information and the importance related to the sharing of influencer posts by both participating and non-participating users. This research also showed a positive and significant relationship between source credibility and the importance related to sharing influencer posts by both participating and non-participating users. Furthermore, a positive and significant relationship was found between the importance of sharing influencer posts by both participants and non-participants and the consumer's purchase intention. Ultimately, the findings confirm the role of information quality and the credibility of the sources of content published by influencers and users on the purchase intention of low-income consumers.

The conceptual model of the research is a blend of the conceptual models of Tangher and Cartel (2023) and Onfry et al. (2022), and the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical knowledge, the present study provides practical insights for marketers and managers to operate in the social media space. Social media managers should consider the role that influencers and users play in influencing people's decision-making. Low-income individuals, due to their limited budgets for purchases, scrutinize information published on social media more carefully than others. As this study also showed, the dimensions of information quality and source credibility have a significant impact on people's purchase intentions. Since the more real and tangible the content is perceived, the greater its impact on purchase intention, it is suggested that marketing managers utilize users and media influencers.

With new digital technologies, the consumer decision-making process is a continuous and interactive activity that requires salespeople to adopt a more holistic mindset and marketers to have more creative strategies to overcome competitors in a competitive environment. The current research was conducted with the aim of designing a model of factors influencing the purchase intention of customers by explaining the role of electronic word-of-mouth advertising in National Bank of Iran. Since bank marketers are looking to create profitable relationships with customers, advancement in technology is an opportunity for them to provide new services with better understanding and more interactions with customers. In terms of method, the research is a combination of inductive logic in the qualitative part and comparative in the quantitative part, and in terms of the goal, it is fundamental. In the qualitative part, foundation data theory was used. The data of the qualitative part was obtained by conducting 14 semi-structured interviews with Bank Melli experts, managers and heads of the bank, and marketers, who were selected by purposeful sampling and using the snowball approach until reaching theoretical saturation, and in the quantitative part, using Researcher-made questionnaire, data was collected from 417 customers of selected branches based on available non-probability sampling method. In order to analyze the data in the qualitative section of the Max Quda software and in the quantitative section to check the descriptive statistics of the statistical software SPSS 23 and in the inferential statistics section of the structural equation modeling method based on the least squares approach. A part was used by SmartPLS3 statistical software.

Due to the growth and spread of the Internet, the creation of Internet-based social media, and the commercialization capabilities of social media for businesses and brands, these social media are considered as a meeting point for customers and businesses. Meanwhile, the owners of brands and businesses prefer to use social media influencers so that the message of their products can reach the customers as quickly and effectively as possible. Social media influencers, depending on their characteristics, are usually active in a specific field, attract many users to their accounts and deliver product messages to customers using their unique and necessary characteristics. Therefore, this research seeks to determine the impact of social media influencers as a source of messages on the attitudes and purchase intentions of customers with the mediating role of self-brand connection.

The current research is an applied and descriptive survey. The statistical population is the Iranian cosmetics consumers who have followed at least one influential person in the field of cosmetics on their Instagram accounts. The research data were collected using a questionnaire. The respondents who took the research questionnaire were 402 people. The validity of the questionnaire was determined by measuring the content validity or CVR and the content validity index or CVI. The reliability of the questionnaire was also evaluated through Cronbach's alpha method. At the end, the collected data were analyzed using the SPSS and Smart Pls software programs.

The demographic investigation in this research was based on four questions about gender, age, marital status, and the amount of money the respondents spent on buying cosmetics per month. More than half of the research population was males, most of them were single, and they were from 20 to 30 years of age. Also, the highest amount spent on cosmetics by the respondents was 200 thousand Tomans per month. The testing of the hypotheses showed the influence of influencer characteristics (attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility) in social media on the attitudes (image satisfaction and advertising trust) and purchase intention of customers. In the end, we found that the attractiveness (beauty, stylishness, and being fashionable and sexual attractiveness) of the influencer does not affect image satisfaction (the audience's happiness from receiving, collecting, and viewing information about influencers and also interacting with them) and advertising trust. (based on the influencers' information and customers' trust in them) has effects. Expertise (experience, sufficient knowledge, and product recommendation skills of influencers) as another characteristic of an influencer affects image satisfaction but does not affect advertising trust. Originality (being original and creative of the influential person) does not affect image satisfaction and advertising trust. Homophily (having commonalities and similar values with an influential person) affects image satisfaction and does not affect advertising trust. Interaction (easy and quick communication with an influential person) does not affect image satisfaction and advertising trust. Trust (reliability and honesty) does not affect image satisfaction but affects advertising trust. Perceived credibility (that the influential person is reliable and can convince) affects image satisfaction and advertising trust. Also, customers' attitudes mean image satisfaction and advertising trust have effects on the self-brand connection (establishing a close relationship by customers with the brand included in the content sent by the influential person) and customers' purchase intention, and self-brand connection has an effect on purchase intention. Finally, the mediating role of self-brand connection between attitudinal effects and purchase intention was confirmed.

Influencers must always manage their image because the characteristics of their source affect consumer satisfaction and trust. In the contents that they publish, influencers should pay attention to the attractiveness of the image, the professionalism of the show, the needs of consumers, and the salience of possible similarities with consumers. This research confirmed that consumers' satisfaction with influencers and advertising trust can increase marketing efficiency. Influencers should consider the balance between personal content related to image building and marketing content related to promoting the brand. Too much advertising leads to a decrease in consumers' understanding of the influencer's image, which may lead to consumer loss. For brand managers, this study confirmed the role of influencers in brand marketing. Followers' trust in the influencer's brand content plays an important role in brand relationships and purchase intention. Therefore, brand managers can also consider increasing investment in influencer marketing. Specifically, brands can select influencers by assessing consumers' perceptions of the influencers' attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility This study also emphasized the importance of self-brand connection by consumers during the marketing process. In collaborating with influencers, brands should choose influencers that match the brand concept and require them to use realistic display methods and scenarios to highlight products or services. The research helps consumers to make better purchases in line with the correct understanding of advertising in social networks and knowing the characteristics of advertisers and their characteristics. This research serves as a reference on influencer management for social media platforms. According to the seven main characteristics of the source of influencers, social media companies can improve the quality of influencers on their platforms and lead and limit the behavior of influencers. As a result, the tendency of social media users to the operating system increases and companies can invest in potential influencers with a perspective to achieve sustainable influencer marketing development.

With the emerging of experience economy, customer experience has been used as one of the main concepts in experiential marketing, as well as a creative basis for predicting customer purchase intention. In this context, marketing studies show that today, consumers want active participation in creating brand experiences. Therefore, interest in investigating the consequences of brand experience is increasing rapidly. However, the brand experience and its effects remain largely unknown. Considering the mediating role of brand attitude, trust, and attachment, this study investigated the effect of brand experience on purchase intention. This research is applied in terms of purpose and has a descriptive-survey nature. The studied population were consumers of beauty and personal care products in Tehran. The sample size was calculated with G-Power 3.1 software of 355 people, and the available non-probability method was used for sampling. Structural equation modeling and Smart PLS 3 software were used for data analysis. After testing the hypotheses, the direct effect of brand experience on brand attitude, trust and attachment, as well as all these variables on purchase intention, was confirmed. Likewise, the mediating role of brand attitude in the relationship between brand experience and purchase intention was confirmed, but the mediating role of trust and brand attachment was rejected. The results provide several theoretical and managerial implications to help business managers to provide a better brand while increasing sales through creating positive experiences for customers.

In today world organizations and companies make a lot of effort to communicate with their customers in order to know more about their customers and use their ideas and opinions in order to meet the needs of customers and provide the best Provide services to them that using social networks and activities in them will create a constructive relationship with people. These networks have a positive effect on the customers' view of a new product, and this positive effect and the increase in the customer's understanding of the product's features increase the purchase intention. The purpose of this article is practical, descriptive and correlational in nature and survey method. The software used is SPSS22 and SmartPLS3. The studied community also includes; Instagram users are social network. The sampling method is simple random available and the sample size using structural equations is equal to 140 people. The data collection tool "social network marketing" questionnaire, perceived value (Egert and Olaga, 2000) and purchase intention. questionnaire was used, and Cronbach's alpha of all variables is more than It was estimated to be 0.95, which showed good reliability of the tool and its validity was confirmed using content validity and confirmatory factor analysis technique. The results of the hypotheses test indicate that the marketing activities of social networks on the value Perceived has a significant effect on purchase intention, and perceived value has a significant effect on purchase intention, and social network marketing activities were also confirmed by perceived value on purchase intention.