دانلود ترجمه مقاله 2017 الزویر با عنوان(social identity dimension and consumer behavior in social media)

                  نویسندگان:Tien wang کلمات کلیدی:Social media-Social identity theory-use behavior-purchase behavior-dimensional effect   ABSTRACT   As technological advancements continue to evolve, consumer use and purchase behavior also change in response to the emergence of new tools such as social media. Given that more marketers have shifted their focus toward engaging customers in the development of their marketing mix via social media platforms, such as Twitterand Facebook, finding important factors that drive consumer use and purchase behavior in this environment is of practical and academic importance. Use behavior contributes to fundamental user base, whereas purchase behavior generates firm revenue. For firms, finding a common factor that influences both behaviors would help increase marketing effectiveness. Based on a literature review, this study identifies social identity as the common factor in the social media contex …