Influence of persuasive messages, Cohesion of popularity and spread the message on social media marketing

Abstract

Marketing by social media is one of the new ways that has opened the growth of electronic information and communication systems and virtual world to the organizations. Social media that are gathering place for people with common interests and activities, have been turned into the strong channels for marketing activities of companies .web sites, blogs, Internet banners to share papers and different news and so on are some of different ways for entering and activity in social media that lead in increasing the awareness of customers and increasing the number of targeted audiences. It has been tried to investigate the persuasive messages, Cohesion of popularity and spread the message on social media marketing in insurance companies in this research. The statistical population of this research had been 60 of managers of insurance companies that have been selected as sample due to the small size of community .The considered data has been collected through questionnaires and has been analyzed by path analysis by using LISREL software. The results of researches showed a significant relationship between the studied variables, so that three factors of persuasive messages, Cohesion of popularity and spread the message on social media marketing lead to customer loyalty. Finally main hypothesis as persuasive messages, Cohesion of popularity and spread the message on social media marketing is also investigated