Effective factors in social media on young consumers' purchase intention and purchasing from these media (case study young consumers in isfahan)

The objective of the research is to study the effective factors in social media on Iranian young consumers' purchase intention and purchasing from these media. The research is an applied research in terms of the objective and a survey research in terms of the method of data collection. A standard questionnaire has been used to measure variables. The sample included 400 Iranian youths using social media whom have been selected using non-probability available sampling method. Data have been analyzed using descriptive statistics and inferential statistics. It has been used confirmatory factor analysis and structural equations modeling to test hypotheses. Results showed that awareness cognitive, knowledge cognitive, trust, and brand equity significantly affect Iranian young consumers' purchasing intention and purchasing in the social media. The effect of purchasing intention on the purchasing was also confirmed