News Science

News Science

The Impact of Social Media on Islamic Lifestyle and Purchasing Behavior of Housewives in Tehran City

Document Type : Original Article

Authors
Mitra Tavassoli 1
Abdollah Naami 2
Naser Azad 3
Farzaneh Bikzadehabbasi 4
1 Department of Business Administration, Islamic Azad University, South Tehran Branch, Tehran, Iran. E-mail: tavassoli1382@yahoo.com
2 Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran. (Corresponding author). E-mail: Nammi122@yahoo.com
3 Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran. Email: Nazad2025@gmail.com
4 Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran. Iran. mail:farzanehbigzadeh@iau.ac.ir
10.22034/lrsi.2024.474681.1230
Abstract
Objective: Social media is considered an effective tool for attracting and retaining customers and developing marketing activities. Customers, influenced by their Islamic lifestyle and values, are increasingly engaged with social media and can influence the purchasing behavior of other customers through interaction, participation, and sharing their experiences. Given the growing importance of social media and its marketing functions, this study aims to investigate the effect of social media on Islamic lifestyle and customer buying behavior, as well as to examine the mediating role of customer buying behavior in the effect of social media on Islamic lifestyle.
MethodsThe present study is applied in terms of purpose and descriptive-correlational in terms of research method and was conducted using a survey approach. The required data were collected through both library and field methods. The statistical population consisted of housewives in four districts of Tehran, from which 300 participants were selected using random sampling. Initially, the theoretical foundations and relationships among the research variables were examined through a review of the literature and previous studies. Subsequently, the relationships among the variables were tested using data collected through questionnaires. The data were analyzed using SPSS and SmartPLS software.
Results: The findings showed that social media has a positive and significant effect on Islamic lifestyle and customer buying behavior. The results also indicated that customer buying behavior plays a mediating role in the effect of social media on Islamic lifestyle. These findings suggest that examining the relationships among social media, Islamic lifestyle, and customer buying behavior can provide a better understanding of the factors influencing customer purchasing decisions and help marketing practitioners identify customer needs and preferences and develop more effective marketing strategies. In addition, Islamic lifestyle can influence important dimensions of customer buying behavior, including customer satisfaction, trust, loyalty, and purchase decision-making.
Conclusions: The results indicate that social media can influence Islamic lifestyle and customer buying behavior through interaction, information exchange, experience sharing, and the formation of consumer attitudes and values. Customer buying behavior also plays a significant mediating role in the relationship between social media and Islamic lifestyle. Overall, the findings emphasize the importance of simultaneously considering the role of social media, Islamic lifestyle, and customer buying behavior in understanding consumer behavior and developing marketing strategies that are consistent with the cultural and Islamic values of society.
Keywords
Social Media
Islamic Lifestyle
Customer Buying Behavior
Housewives
References
Dadgaran, M. (1984). The Basics of Mass Communication, Tehran, Marwarid and Firouze Publishing House, 8th edition. (in Persian)
Faali, M. T. (2017). Islamic Life Style Basics, Al Yassin Religion and Spirituality Cultural Institute, Tehran. (in Persian)
Firouzjah, A. R; Gilan, U.B & Saliari, A. (2015). Lifestyle from the perspective of Quran and Prophetic tradition, International Conference on Engineering Sciences, Art and Law. Spain. (in Persian)
Gahramanzadeh, J. (2021). Investigating the effect of social media interactions on the purchase intention and behavioral interaction of customers with an emphasis on source and content factors, Accounting and Management Perspectives Quarterly, 5(62): 1-8. (in Persian)
Gary, P.& Byun, J. (2001). Customer relationship management. University of California, pp.1-57.
Hanaysha, J. R.(2022), Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator, International Journal of Information Management Data Insights,Volume 2, Issue 2,  100102.
Karen, J. J. and Lee, J. A. (2019). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology ,12 (2): 163-176. (in Persian)
Kial, A. (2015). Theories of Mass Communication, Sako, Tehran. (in Persian)
Kolter, Philip, Armstrong, Gary (1977). Principles of Marketing, translated by Ali Parsian, Tehran, Literature Publishing House. (in Persian).
 Mazaheri, H., Ebrahimpour S., Jamshid, R. & Seyed D. (2016). Components and indicators of Islamic lifestyle, Studies on the History and Civilization of Iran and Islam, 2(2): 56-87 . (in Persian)
Mousavi, S.& Rad, F. (2014). Investigating the relationship between the amount and manner of using mass media with the lifestyle of the citizens of Tabriz city. Sociological Studies Quarterly, 2 (7): 25-39
Niroumand, L.; et al. (2014), Power of the Media, Mashagh Shab, Tehran
Pavlović-Höck, N. (2021). Herd behaviour by information source along the consumer buying decisions, https://doi.org/10.1016/j.digbus.2021.100018
Razzaghi, Rahmat, Nourai, Mohsen, Hosseini, Zeinab Al-Sadat, Mousavi, Seydamhsen, Khojsteh Bagherzadeh, Hassan. (2019). The role of provincial media in the social life style of the people from the perspective of Quran and Sunnah,  thesis of Phd, Mazandaran University, Faculty of Theology and Islamic Studies. (in Persian)
Robertson, Yan (1995). Introduction to Society (with emphasis on the theories of functionalism, conflict and symbolic interaction), translated by Hossein Bahravan, second edition, Mashhad, Astan-e-Quds Razavi Publishing House. (in Persian)
Roosta, A & Ebrahimi, V. (1986). Marketing Management, 11th Edition, Tehran: Samet Publications. (in Persian)
Tanehkar, S., Ebrahimi, E. & Dastranj, F. (2018). Opportunities and threats of media on religious lifestyle, thesis of Master, Arak University, Faculty of Literature and Humanities. (in Persian)
Toranj, S., Azimi S., Babak; Keshtidar, M. (2022). The Role of Social Media in Facilitating Interactive Behaviors and Customer Purchase Intentions (Study Case: Brand Majid), Master's Thesis, Binaloud Institute of Higher Education, Department of Sports Sciences.
Trafimow, D., Hyman .M. R, Kostyk, A.(2020). The (im)precision of scholarly consumer behavior research, Journal of Business Research 114: 93-101.
 
 
 
 
 
References
Dadgaran, M. (1984). The Basics of Mass Communication, Tehran, Marwarid and Firouze Publishing House, 8th edition. (in Persian)
Faali, M. T. (2017). Islamic Life Style Basics, Al Yassin Religion and Spirituality Cultural Institute, Tehran. (in Persian)
Firouzjah, A. R; Gilan, U.B & Saliari, A. (2015). Lifestyle from the perspective of Quran and Prophetic tradition, International Conference on Engineering Sciences, Art and Law. Spain. (in Persian)
Gahramanzadeh, J. (2021). Investigating  the effect of social media interactions on the purchase intention and behavioral interaction of customers with an emphasis on source and content factors, Accounting and Management Perspectives Quarterly, 5(62): 1-8. (in Persian)
Gary, P.& Byun, J. (2001). Customer relationship management. University of California, pp.1-57.
Hanaysha, J. R.(2022), Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator, International Journal of Information Management Data Insights,Volume 2, Issue 2,  100102.
Karen, J. J. and Lee, J. A. (2019). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology ,12 (2): 163-176. (in Persian)
Kial, A. (2015). Theories of Mass Communication, Sako, Tehran. (in Persian)
Kolter, Philip, Armstrong, Gary (1977). Principles of Marketing, translated by Ali Parsian, Tehran, Literature Publishing House. (in Persian).
 Mazaheri, H., Ebrahimpour S., Jamshid, R. & Seyed D. (2016). Components and indicators of Islamic lifestyle, Studies on the History and Civilization of Iran and Islam, 2(2): 56-87 . (in Persian)
Mousavi, S.& Rad, F. (2014). Investigating the relationship between the amount and manner of using mass media with the lifestyle of the citizens of Tabriz city. Sociological Studies Quarterly, 2 (7): 25-39
Niroumand, L.; et al. (2014), Power of the Media, Mashagh Shab, Tehran
Pavlović-Höck, N. (2021). Herd behaviour by information source along the consumer buying decisions, https://doi.org/10.1016/j.digbus.2021.100018
Razzaghi, Rahmat, Nourai, Mohsen, Hosseini, Zeinab Al-Sadat, Mousavi, Seydamhsen, Khojsteh Bagherzadeh, Hassan. (2019). The role of provincial media in the social life style of the people from the perspective of Quran and Sunnah,  thesis of Phd, Mazandaran University, Faculty of Theology and Islamic Studies. (in Persian)
Robertson, Yan (1995). Introduction to Society (with emphasis on the theories of functionalism, conflict and symbolic interaction), translated by Hossein Bahravan, second edition, Mashhad, Astan-e-Quds Razavi Publishing House. (in Persian)
Roosta, A & Ebrahimi, V. (1986). Marketing Management, 11th Edition, Tehran: Samet Publications. (in Persian)
Tanehkar, S., Ebrahimi, E. & Dastranj, F. (2018). Opportunities and threats of media on religious lifestyle, thesis of Master, Arak University, Faculty of Literature and Humanities. (in Persian)
Toranj, S., Azimi S., Babak; Keshtidar, M. (2022). The Role of Social Media in Facilitating Interactive Behaviors and Customer Purchase Intentions (Study Case: Brand Majid), Master's Thesis, Binaloud Institute of Higher Education, Department of Sports Sciences.
Trafimow, D., Hyman .M. R, Kostyk, A.(2020). The (im)precision of scholarly consumer behavior research, Journal of Business Research 114: 93-101