Presenting the Model of Meaningful Consumer Behavior with Emphasizing on Social Convergence and Attitude Homophily (Case Study: Consumers of Fast-moving Consumer Goods in Tehran)

Khajavi, Maryam; Kheiri, Bahram; Vedadi, Ahmad

Presenting the Model of Meaningful Consumer Behavior with Emphasizing on Social Convergence and Attitude Homophily (Case Study: Consumers of Fast-moving Consumer Goods in Tehran)

Authors

Maryam Khajavi ¹

Bahram Kheiri ²

Ahmad Vedadi ³

¹ Department of Marketing Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

² Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

³ Department of governmental Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Purpose: The aim of the present study is to explore aspects of meaningful consumer behavior, with an emphasis on social convergence and attitude homophily with inbound and outbound marketing methodes.
Materials and Methods: From the qualitative point of view, the grounded theory method has been used. The statistical population of the present study in the qualitative section was formed by academic experts and in the quantitative section, "Consumers of consumer goods in Tehran" and the statistical sample of the quantitative section, the current research is 385 people.
Findings: In the qualitative part of the present study, using open, axial and selective coding, an attempt was made to create the data obtained in 10 interviews to create a research process model.
Conclusion: In the qualitative section, the research results are presented in the form of process and contextual models of meaningful consumer behavior with emphasis on social convergence and attitude homophily by inbound and outbound marketing, which consists of a structured model of semantic variables, inbound and outbound marketing, content effectiveness and social convergence of advertising.

Keywords

Meaningism

Social convergence

Subjective Norm

Inbound Marketing

Attitude homophily