Explanation of the Model of Content Marketing Using Social Media with an Emphasis on Citizenship Behavior (Case Study: Retailers of Bandar Abbas and Qeshm)

Abstract

Background and Aim: Today, social media play a key role in the formation of ideas, views and choices of the citizens. In line with this, the current research seeks to study the behaviors of the citizens in Bandar Abbas and Qeshm via an explanation of the model of content marketing focusing on the reinforcement of purchase intention of the customers through social media. Materials and Methods: This descriptive-correlational study has been conducted based on the structured equations of 500 retailers across Bandar Abbas and Qeshm. To this end, we have taken advantage of the Grounded Theory in a deep and semi-structured along with the quantitative method based on questionnaire. Statistical population consisted of 500 respondents from among the retailers of Bandar Abbas and Qeshm. To accomplish the descriptive and deductive analyses, SPSS and LISREL software were used. Findings: Simplicity of advertisement has a significant effect on the purchase intention of citizens (significance level: 9.11); shortness of the message has a significant impact on the purchase intention of citizens (significance level: 10.79); advertising message has a significant effect on the purchase intention of the citizens (significance level: 10.51); observation of principles of color psychology in advertising message has a significant effect on the purchase intention of the citizens (significance level: 11.30) and the power of persuasion of the advertisement has a significant effect on the purchase intention of the citizens (significance level: 11.71). The fit model of research with (t-values) Z significant coefficients has resulted from the consistency of the fit model and the statistical population. Conclusion: Simple design of advertising messages of retailing industry in social media has more effect on the purchase of the citizens. If the content of advertising messages of the retailing industry in social media is designed in a simple yet meaningful way despite their simplicity, it will have more impact on the purchase of the citizens. Moreover, if advertising messages of retailing industry in social media are designed and produced in a succinct and useful manner, they will play a more colorful role in the attraction of citizens. The advertising messages of the retailing industry are better to be designed based on the comparative advantages of the product. Advertising messages of the retailing industry should avoid exaggeration in the social media. Advertising messages of retailing industry in social media should make correct use of the colors based on the principles. Please cite this article as: Ghavami LahijiS, MirabiV, Bagheri M. Explanation of the Model of Content Marketing Using Social Media with an emphasis on Citizenship Behavior (Case Study: Retailers of Bandar Abbas and Qeshm) . Bioethics Journal, Special Issue on Human Rights and Citizenship Rights 2019; 243-258.