Investigating the effect of Content and Social-Relation Gratification in Instagram on customer purchase intention, explaining the mediating role of customer resonance

Instagram network as a social network focused on sharing photos and videos, is a new phenomenon and affective on users purchase behavior which in the field of marketing and customer purchase behavior has been less studied. This study aims to Investigating the effect of Content and Social-Relation Gratification in Instagram on customer purchase intention, explaining the mediating role of customer resonance. This study is an applied one according to the purpose and it is a descriptive survey according to the method. The statistical population consisted of all students of Razi University of Kermanshah on the number of 13161 people. The sample size has been calculated 374 people, based on a Cochran formula. The sampling procedure was convenience sampling and a questionnaire was utilized to collect data. Cronbach's alpha coefficient and combined reliability were used to evaluate the reliability of the questionnaire. Convergent and divergent validity were also used to confirm the validity of the questionnaire. The statistical analyses were run by SMART-PLS. The results of the study reveal that hedonic value, homophile and informational influence have a positive and significant effect on customer resonance in Instagram network. As well as customer resonance in Instagram network has a positive and significant effect on customer purchase intention.