The new model of marketing communication and its effect on buying behavior (case study: online retail)

This research was done with the aim of providing a new model of marketing communication, emphasizing the role of social media and its effect on purchasing behavior. In terms of purpose, the present research is practical and in terms of the method of collecting information, it is part of mixed research (quantitative and qualitative).

The sample size in the qualitative part was estimated with theoretical saturation (17 people) and in the quantitative part, 374 people were estimated based on Cochran's formula. To select the sample in the qualitative part, purposive sampling was used and in the quantitative part, stratified random sampling was used. The data collection tool was, in the qualitative part, an interview using the Delphi method, and in the quantitative part, a researcher-made questionnaire based on a 5-option scale.

The obtained results led to the identification of 12 components and 62 indicators, which include Social media marketing, modern marketing communication, emotional attachment to the brand, customer interaction, communication satisfaction, brand attitude, brand credibility, word-of-mouth communication, audience trust, communication commitment, purchase behavior and loyalty.

Ethical Considerations:

 In order to organize this research, while observing the authenticity of the texts, honesty and fidelity have been observed.

According to the results of the research, paying attention to the new social media communication for branding and attracting the audience as well as making the target audience loyal should be considered by online retailers and people who have online business