The relationship between word of mouth and electronic advertising on the nature of information & acceptability of information in digital marketing of livestock and poultry feed industry products

In recent years, digital marketing efforts have significantly impacted consumer trust. In this regard, we have seen that electronic word-of-mouth advertising in social networks has facilitated the rapid dissemination of information. In this research, we have examined the relationship between electronic word-of-mouth advertising and the nature of trust and acceptability of information in the digital marketing of livestock and poultry feed industry products. In order to achieve this goal, hypotheses were proposed. In terms of the research method in the survey-descriptive research group, it is of the correlation type. According to the subject, assumptions and purpose, the present research is a part of applied research. In order to collect data, a sample of 175 questionnaires (including 25 items) and a 5-point Likert scale was distributed among all customers and people who interact and talk about livestock and poultry brands through virtual space. Finally, SPSS software (24) was used for the statistical description of research variables. Research hypotheses were investigated and analyzed with the help of SEM structural equation method and using Smart PLS(3) software. The findings indicate that among the dimensions of digital marketing, there is only a relationship between information quality, information usefulness, perceived risk and the nature of trust. In this regard, there is a relationship between the nature of trust and acceptability of information. There is also a relationship between information acceptability and purchase intention. Finally, information acceptability mediates the relationship between the nature of trust and purchase intention.