شناسایی و تبیین عوامل مؤثر بر رفتار مشتریان در بازاریابی شبکه‌های اجتماعی صنعت پوشاک: با رویکرد فراترکیب

طاهره  علیپور; سیدرضا حسنی; فرشید  نمامیان; امیدعلی  کهریزی

Authors

Tahereh Alipoor PhD Student, Department of Business Administration, Ker.C., Islamic Azad University, Kermanshah, Iran Author https://orcid.org/0009-0008-8967-1711
Seyed Reza Hasani Department of Business Administration, Ker.C., Islamic Azad University, Kermanshah, Iran Author https://orcid.org/0000-0001-7130-5424
Farshid Namamian Department of Business Administration, Ker.C., Islamic Azad University, Kermanshah, Iran Author https://orcid.org/0000-0001-7351-7113
Omid Ali Kahrizi Department of Business Administration, Ker.C., Islamic Azad University, Kermanshah, Iran Author https://orcid.org/0000-0003-3763-7155

Keywords:

Marketing activity, customer behavior, social networks, influence on customer behavior

Abstract

Objective: This study aimed to identify, explain, and model the factors affecting customer behavior in social media marketing within the Iranian apparel industry.

Methods and Materials: This applied and exploratory study was conducted using a mixed-methods design. In the qualitative phase, the meta-synthesis method was employed based on Sandelowski and Barroso’s seven-step model. Relevant national and international studies were searched in Scopus, Web of Science, ScienceDirect, Emerald, SID, and Magiran. After identifying 348 records, removing duplicates and irrelevant studies, and assessing the full texts, 34 eligible articles were selected for final analysis. The methodological quality of the selected studies was evaluated using the Critical Appraisal Skills Programme checklist. Data were analyzed through open, axial, and selective coding. In the quantitative phase, the extracted conceptual model was tested using a questionnaire and structural equation modeling through SmartPLS 3.

Findings: The inter-coder reliability analysis showed a Cohen’s kappa coefficient of 0.86, indicating almost perfect agreement and confirming the reliability of the coding process. The results of structural equation modeling indicated that social media marketing activities significantly contributed to the formation of virtual brand experience. Virtual brand experience, in turn, enhanced customer brand engagement and facilitated the development of brand love. Brand love, as a central affective construct, had a significant effect on brand loyalty, brand advocacy, and value co-creation. However, the path from consumer variety seeking to brand loyalty was not statistically significant, suggesting that variety-seeking behavior alone does not necessarily lead to stable loyalty in the apparel market.

Conclusion: The findings indicate that sustainable customer loyalty in the Iranian apparel industry is not achieved merely through variety seeking or short-term promotional stimulation. Rather, it depends on creating meaningful virtual brand experiences, strengthening customers’ cognitive and emotional engagement, and developing brand love. Accordingly, apparel brands should shift their social media marketing strategies from temporary persuasion toward experience creation, deep interaction, and the reinforcement of emotional bonds with customers.

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