The Effect of Discourse Mechanisms of Break on the Shopping Attitude of Social Network Users in the Comment Marketing

Comment marketing is a digital strategy that uses hashtags and mentions to attract users to websites or Instagram pages. This study sheds new light on the effects of topic drift in comment marketing on customers' shopping attitudes. Accordingly, a mixture of qualitative and quantitative methods was used. A sample of 5,000 views from the most popular posts by Digikala Holding Company in 2021-2022 was randomly selected for a qualitative investigation. Following that, 460 views were purposefully selected to be investigated using the integrated research method. Following a review of the most relevant research related to the research variables and based on the qualitative results, the conceptual model of the article was developed. Then, based on the conceptual model of the research, a questionnaire was conducted. After approving the content validity and reliability of the questionnaire, it was administered to 366 Instagram users. Based on research data obtained through a survey and questionnaire test, the analysis of the structural equation method was used to create a pattern based on the study's statistical population. The results showed that Instagram users use various break mechanisms - parasite, mutual referential, and republishing - to disrupt the speech chain to attract users to their Instagram page or website. Furthermore, the break mechanisms of topic drift in the marketing strategy have a linear, positive, and significant effect on social network users' shopping attitudes. Compared to the parasite and republish mechanisms of the break in comment marketing, the mutual reference mechanism positively impacts users' shopping attitudes.