The effect of social media adoption on importing clothes firms’ performance (Case Study: Instagram)

Nowadays, social media has become a new and important skill for everyone, and even for those who do not have much understanding of technology. In recent years, the world wide access to the media and social has drawn modern societies and business attention to it, and they are enjoying significant popularity, especially among younger generations. Therefore, the purpose of this study was to investigate the effect of the social media of Instagram on the function of clothing importer companies. The method of this study was survey and descriptive-applied in terms of its purpose. The research population was the research of the customers of the clothing importer companies at Instagram, such as Jean West and Cotton, who, according to the Cochran formula, participated in the research for unlimited societies of 384 people. Random sampling method was available and they completed questionnaires on the level of social media competence of Instagram, social media adoption, intention to use the Instagram and the performance of the importing companies. The questionnaires are classified according to the five-point Likert scale. Also, the results obtained from the Cronbach's alpha coefficient show the acceptable reliability of the tools. To investigate the normality of the data, Kolmogorov-Smirnov test, factor analysis was used to confirm the validity of the questions and to identify the key factors of each component and the model of the structural equation model to investigate the fit of the research model with the collected data.