Design and validation of an effective model for evaluating the role of online advertising on the consumer purchasing decision process (Case study: Food chain stores in Guilan province)

Document Type : Research Paper


1 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

2 Department of Business Management, Ajab Shir Branch, Islamic Azad university, Ajab Shir, Iran


Social networks and social media provide customers with the opportunity to talk about products and services purchased and to share their experiences with others. The purpose of this study is to design and validate an effective model for evaluating the role of online advertising on the consumer purchasing decision process in food chain stores in Guilan province (with a quantitative approach). The present study is conducted with a quantitative approach. The statistical population in a small part also includes customers of food chain stores in Gilan province. Using the Cochran's formula for indeterminate communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. An initial model was designed to analyze the data using structural-interpretive modeling and MICMAC software. Structural equation modeling and SMART-PLS software were used to validate and present the final model. Findings showed that online advertising has an impact on strategic social media marketing, sponsored content, content marketing and further these variables lead to the management of consumer experience. Emotional commitment to the brand, perceived risk, consumer satisfaction affect the management of the consumer experience and ultimately leads to the decision to buy the consumer. Increasing the understanding of the role of social media for stakeholders in the field of marketing is essential and by applying the achievements of the present study, it is possible to improve online advertising on the consumer purchasing decision process.


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Volume 14, Issue 9
September 2023
Pages 337-344
  • Receive Date: 17 February 2022
  • Revise Date: 10 April 2022
  • Accept Date: 16 April 2022