بررسی رابطه بین استفاده از رسانه های اجتماعی و تغییر رفتار مصرف کنندگان به منظور صرفه‌جویی در مصرف آب (مورد مطالعه: ایتا و بله)

Today, virtual social media play a significant role in shaping the cultural norms of society across various domains. Given the high penetration rate of these media, particularly virtual social networks in Iran, coupled with the country's water resource scarcity and the consequent need for targeted cultural cultivation regarding water conservation, this novel communication tool can be effectively utilized to promote a culture of water consumption. This study aimed to investigate the relationship between social media use and behavioral changes among residents of District 15 in Isfahan concerning water consumption conservation (case study: Eitaa and Bale). In terms of objective, this research is applied, and regarding data collection, it follows a descriptive-correlational design. A questionnaire served as the data collection instrument, and SPSS software was employed for data analysis. The statistical population comprised 140,000 residents of District 15 in Isfahan, from which a sample of 384 individuals was determined based on the Krejcie and Morgan table. The findings indicated a significant relationship between the use of interactivity, accessibility, and ease of use of social media and changes in consumer behavior aimed at water conservation. However, no significant relationship was found between the use of the cross-border (transnational) capability of social media and changes in consumer behavior for water conservation. The platforms "Eitaa" and "Bale", through education and raising public awareness about conservation, as well as producing appropriate content (videos, infographics, animations, etc.), played a crucial role in modifying consumer behavior and promoting water conservation. In this regard, launching social media campaigns to promote conservation habits, encouraging users to share their personal experiences and success stories related to water conservation, and leveraging the capacity of influencers to reinforce messaging and reach broader audiences appear to be important and necessary.