Survey the Role of Social media marketing and e-wom on Brand Image and Purchase Intention in Iranian Food Industry

Document Type : Original Article


1 Business Administration, Majoring in Marketing, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran

2 Public Administration, Majoring in Decision Making and Policy Making, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran


Nowadays, despite the fast-growing role and importance of social marketing as one of the modern marketing tools, research on it is rare. The purpose of this paper is to explore how the power of social marketing and eWOM in the food industry leads to brand image and purchase image in Mashhad fast food industry. The applied method has been used for this research in which the questionnaire method has been utilized in order to gather the required data for describing the research variables and interpreting the relations among them. The Analysis unit in this research is a company that was an expert in Mashhad fast food industry and is active on Instagram. In order to describe the data, the frequency distribution tables have been used and the PLS has been used to describe the data. The results gained due to this research indicate that all of the hypotheses were accepted. Discussion and Managerial implications concerning social media and future research were offered.


Volume 6, Issue 1
June 2022
Pages 31-39
  • Receive Date: 02 September 2021
  • Revise Date: 14 April 2022
  • Accept Date: 03 May 2022
  • First Publish Date: 09 May 2022