Investigating the Effect of Digital Advertising in Social Networks on the Purchase Intention of Users

The main purpose of this article was to investigate the impact of social media marketing on the purchase intention of users with the mediating role of customer support and customer engagement. The current research is a descriptive-correlation-type applied research and it was carried out with a quantitative approach. The statistical population of this research is the followers of selected advertising companies' pages on social networks (Instagram), of which 54 people have been selected as a sample to answer the research questions. Due to the importance of advertising and interaction with customers in the online space, this research aims to explain the consequences of advertising in the digital space, focusing on customer involvement with the brand, customer support for the brand, and purchase intention.The statistical population of this article includes the followers of selected advertising companies' pages on social networks (Instagram). So that the sample members, based on viewing the advertisements presented on the company's page, evaluate the said advertisements and provide their opinions regarding the level of engagement with the advertisement, support of the advertised brand, and the intention to purchase the product from the advertised brand. With the emergence and rapid growth of the Internet and related phenomena such as social networks, traditional business models are no longer sufficient to meet modern needs, and new approaches need to be employed. As mentioned, with the development of the digital space and the increasing use of smartphones by a wide range of people, social media has become a key tool for organizations to interact with customers and implement marketing objectives. The penetration of social media into everyday life is such that different segments of society spend a significant amount of time examining the content published on these platforms. The widespread use of digital space is facilitated by easy access to the Internet through personal computers and mobile phones, allowing users to access these media at their desired time and location. In line with the rapid growth of social media and the inclination of various segments of society to use them, these platforms have become exceptional tools for business interaction with customers and the implementation of marketing strategies. In this regard, online advertising, or digital advertising, has become one of the most important functions of these media. Through attractive and subtle approaches, digital advertising captures the attention of consumers, raises awareness, and influences them. The importance of advertising and customer interaction in the online space has led this research to explore the consequences of digital advertising, with a focus on customer engagement with the brand, brand advocacy, and purchase intention. The results of this study will be discussed and examined further.