Investigating the Impact of Social Media Advertising Features (Instagram) on Customers' Purchase Intentions (Case Study: Customers of the Refah Market in Swadkoh)

Today, social media is increasingly used as a platform for marketing and advertising activities.Organizations spend a lot of resources on advertising in social networks, however, their constant challenge has been how to influence social media in order to better attract customers and motivate them to buy. Return on investment in advertising requires a targeted advertising strategy. Considering the expansion and influence of social media and Instagram in particular, the present study has been conducted to investigate the effect of its features on the purchase intention of customers. This study was descriptive in terms of purpose and method of data collection. The statistical population of the current research is the customers of Refah chain store in Swadkoh city. The data were obtained from standard questionnaires, which were measured with Likert scale. Its reliability was confirmed using Cronbach's alpha test. Descriptive statistics and analytical statistics were analyzed through SPSS software and through Structural Equation Modeling (SEM) using SmartPLS software. Research findings have shown that perceived enjoyment and bonding motivation and habit of advertising and performance expectations, information and interaction have a positive and significant impact on customer intention of social media.