Effect of Public Relations on the Promotion of the Culture of Purchasing Iranian Goods According to the Mediating Role of National Belonging )Case study: Customers of SNOWA Company)

The aim of this study was to determine the effect of public relations on the promotion of the culture of purchasing Iranian goods according to the mediating role of national belonging of SNOWA customers. This research is applied in terms of purpose, descriptive-survey in terms of nature and method of implementation, and is a cross-sectional research in terms of time. Preliminary information for compiling and adjusting the theoretical foundations and background of the research, as well as performing hypothetical tests and data analysis, have been obtained according to the library and field methods and through the researcher-made questionnaire, respectively. The statistical population of the study included customers of the products of SNOWA Home Appliances Manufacturing Company in Isfahan. Due to the unlimited nature of the community, 384 people were selected as a sample using Morgan table. The formal validity and content of the tools were confirmed by experts, and their reliability was obtained using Cronbach's alpha coefficient of 0.931. The research findings indicate that public relations have a significant effect on the promotion of the culture of purchasing Iranian goods due to the mediating role of national affiliation of SNOWA's customers. Public relations have been influential in promoting the culture of buying Iranian goods, and all the functions of education, promotion, advertising, information and public relations have had an effect on the promotion of Iranian culture, except for the persuasion function. Public relations have also influenced the level of national affiliation, while the impact of national affiliation of SNOWA's customers on promoting the culture of purchasing Iranian goods has also been confirmed.