Analyzing the Impact of Social Media Marketing, Word of Mouth and Price Perception on Customer Behavioral Intentions through Perceived Interaction

The increase in the audience of the Internet caused the owners of goods and service providers to think about marketing on the Internet, and one of the most important of them is social media marketing. The research aims to Analyzing the impact of social media marketing, word of mouth and price perception on customer behavioral intentions through perceived interaction. This research is quantitative and in terms of survey method and data measurement method is through questionnaire. The random sampling method was simple and in terms of the structural equation approach, it is based on Lisrel software. The statistical sample included 357 respondents and the results showed that there is a relationship between social media marketing and word-of-mouth advertising with perceived interaction. But the relationship between perceived price and perceived interaction was not significant. Also, the relationship between perceived interaction and customer's behavioral intentions was positively significant.