Comment marketing is one of the common digital marketing strategies, which uses verbal mechanisms and tools like hashtags and mentions to allure users toward a website or Instagram page. This study sheds new light on the effects of topic drift in comment marketing on customers' shopping attitudes. Accordingly, a mixture of qualitative and quantitative methods was used to reveal hidden layers of meaning in a systematic way. As part of a qualitative investigation, a sample of 5000 views published under the most viewed posts of Digikala's Holding company from 2021 to 2022 was randomly selected. Following that, 460 views were purposefully selected to be investigated using the integrated research method. Following a literature review related to the research variables and based on the qualitative results, the conceptual model of the article was developed. Then, based on the conceptual model of the research, a questionnaire was conducted which was administered to 366 Instagram users. Based on research data, the analysis of the structural equation method was used to create a pattern based on the statistical population of the study. The results showed that Instagram users use various break to disrupt the speech chain and attract users to their Instagram page or website. Furthermore, the break mechanisms of topic drift in the marketing strategy have a linear, positive, and significant effect on social network users' shopping attitudes. Compared to the parasite and republish mechanisms of the break in comment marketing, the mutual reference mechanism has a positive impact on users' shopping attitudes.  

Keywords: Comment Marketing, shopping attitude, topic drift, Instagram

     

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