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Investigating customer behavior on Instagram to enhance online sale: modeling the effect of content types and broadcasting tools

Rozhin Houshiarian (Department of Economic and Management, Islamic Azad University, Tehran, Iran)
Asra Amidi (Department of Research and Infrastructure Service Enterprise (RISE), Eastern Virginia Medical School, Norfolk, Virginia, USA)
Ehsaneh Nejad Mohammad Nameghi (Department of Economics and Management, Islamic Azad University, Tehran, Iran)

Journal of Modelling in Management

ISSN: 1746-5664

Article publication date: 26 June 2024

Issue publication date: 26 November 2024

200

Abstract

Purpose

This study aims to examine the role of various Instagram contents on customer behavior. The studied case is associated with herbal teas sold on active Instagram pages.

Design/methodology/approach

A structured questionnaire is exploited to collect data from customers. The integration of two entropy weight methods and weighted sum method are used to evaluate the priority of contents. In addition, model development is illustrated through which Instagram broadcasting tools are prioritized benefiting from fuzzy cognitive map method.

Findings

The results illustrate that customer behavior is moderated by content types, which empirically enhances the profitability of the business. The results of this study reveal that educational live, show other ones experience at live as well as motivational lives are the most effective contents. This study is a pioneering one to practically assess the construct of social media engagement through the effects of content types on the Instagram platform.

Originality/value

The effects of various contents, including motivational content, other customers’ experiences, products, educational content and purchase bill, on customer behavior are studied.

Keywords

Acknowledgements

Special thanks to NewshaNik company for helping the authors with data gathering.

Citation

Houshiarian, R., Amidi, A. and Nejad Mohammad Nameghi, E. (2024), "Investigating customer behavior on Instagram to enhance online sale: modeling the effect of content types and broadcasting tools", Journal of Modelling in Management, Vol. 19 No. 6, pp. 2061-2078. https://doi.org/10.1108/JM2-02-2024-0059

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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