Designing a Model of Customers' Purchase Intention with Emphasis on Social Media: Based on Grounded Theory

This research aimed to design a model to explore customers' purchase intention in the organic industry among the users of Hmrahe Aval. The qualitative study adopted the grounded theory approach. The statistical population consisted of professors, specialists, and experts with a minimum of 15 years of experience in the fields of organic products, marketing, and sales. Using purposive sampling, a sample of 15 individuals was selected. Data were collected through semi-structured interviews, and the MAXQDA software was employed at all stages of analysis. Reliability and validity were checked by participant reviews and input from non-participating experts. The data and findings were validated by incorporating corrective comments into the final model. Data analysis was based on the techniques recommended by Strauss and Corbin (grounded theory), involving the identification of causal conditions, contextual conditions, core phenomena, strategies, and consequences. Based on these elements, a comprehensive final model was developed. The results mainly show that traditional and modern media both play an effective role in purchasing intention. However, the role of traditional media is still greater. Gradually, the present project aimed to increase the use of standardized social media platforms among various customer segments, particularly among the younger ones.