News Science Quarterly (NS)

News Science Quarterly (NS)

The Impact of Media on Islamic Lifestyle and Consumer Buying Behavior

Document Type : Original Article

Authors
Mitra Tavassoli 1
Abdollah Naami 2
Naser Azad 3
1 Ph.D. Candidate, Marketing Business Management , Department of Business Administration, Islamic Azad University, South Tehran Branch, Tehran, Iran. E-mail: tavassoli1382@yahoo.com
2 Assistant Professor, Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran. (Corresponding author). E-mail: Nammi122@yahoo.com
3 Assistant Professor, Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran. Email: nazad2025@gmail.com
10.22034/lrsi.2024.474681.1230
Abstract
Objective: Media is considered as one of the methods of customer attraction. Customers based on the type of Islamic lifestyle are increasingly connected with the media and influence the purchase behavior by sharing experiences. The importance of the media and marketing function has been confirmed in research and its impact on purchasing behavior.
Methods: The research method of the current research is applied research in terms of its purpose; In terms of method, it is among descriptive correlational research and it was conducted as a survey; Because the required information is obtained from the current state of the statistical sample using a questionnaire, the method of collecting information in this research is the library and field method according to the subject and the nature of the research. The statistical population of the research was 133 housewives in 4 districts of Tehran city. In this way, it starts based on reviewing the literature and collecting useful information in the field of relationships between variables, and then the relationship between variables will be examined using the data collected from the questionnaire to complete the process. Smartpls, Spss software was used to analyze the findings.
Results: The effect of two variables on the purchasing behavior of consumers and the explanation of the effect between them. A correct and quantitative understanding of these effects will help housewives to find the path of marketing and satisfying the customer's needs with the least errors. The role of Islamic lifestyle on customer buying behavior also includes customer satisfaction, loyalty and trust and purchase decision.
Conclusions: the media has a positive and significant effect on the Islamic lifestyle. The media has a positive and significant effect on the purchasing behavior of consumers, and the media has a positive and significant effect on the Islamic lifestyle through the purchasing behavior of consumers.
Keywords
Media
Islamic Lifestyle
Customer Buying Behavior
Housewives
 
 
 
 
 
 
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