Social Psychology Research

Abstract Introduction: This study investigates the predictive relationship between virtual network usage and both brand loyalty and purchasing decision-making styles among consumers in Tehran. 
Method: The study population comprised customers visiting Ofogh Kourosh chain stores in Tehran during the first half of 1402 (Iranian calendar year, equivalent to March–September 2023). Participants were selected using a combination of convenience and purposive sampling methods. This research adopted a descriptive-correlational design, with data analyzed using SmartPLS software. Data collection utilized two researcher-developed questionnaires by Saffarinia (1403)—one assessing brand loyalty and the other virtual network usage—alongside the Consumer Purchasing Decision-Making Styles questionnaire by Sproles and Kendall (1986). Descriptive statistics summarized the data, while inferential statistics, including regression analysis, were employed to test the research hypotheses. 
Results: The findings revealed that virtual social network usage significantly predicts both brand loyalty and purchasing decision-making styles (p < 0.05). 
Conclusion: These results underscore the influential role of virtual networks in shaping brand loyalty and consumer purchasing styles, emphasizing the critical importance of digital communication in contemporary marketing and business strategies. This study contributes to the expanding literature on social networks’ impact on consumer behavior and highlights their distinctive significance in modern marketing contexts. 

Abstract Introduction: The aim of this research was the construction of the Implicit Association connectedness with nature Test and its prediction with place attachment and environmental identity in students.
Method: The research was kind of surveying and descriptive (correlation). Its statistical population was composed of all students of Tehran public universities and 207 of them were selected by volunteering method. Research tools included the Implicit Association connectedness with nature Test (researcher-built), Place Attachment Scale (Saffarinia, 2011), and Environmental Identity Scale (Clayton, 2003). For measuring the scale`s reliability was used of Cronbach`s alpha coefficient and test-retest method and for studying validity was used of concurrent validity (Pearson correlation coefficient). In addition, to study the fitness of hypothesized model of the relationship between environmental identity and connectedness with nature with mediating of place attachment components was used path analysis method.
Results: The reliability coefficients by means of the test-retest method showed that the test has satisfactory reliability. In addition, the results of the Pearson correlation coefficient indicated that there is a significant positive relationship between place attachment and environmental identity with connectedness with nature (p<0.01) implying that relatively high concurrent validity Implicit Association connectedness with nature Test with place attachment and environmental identity scales. Results of path analysis showed that the modified model had acceptable fitness with data, and therefore environmental identity through place identity and emotional attachment influence directly and indirectly on connectedness with nature, and among components of place attachment only place identity and emotional attachment mediated relationship between environmental identity and connectedness with nature.
Conclusion: According to the research results, recommended to environment stakeholders and environmental psychologists that exhibiting educational workshops educate and develop Implicit Association connectedness with nature Test and connectedness with nature and place attachment concepts and for increasing connectedness with nature activities for reinforcing place attachment and environmental identity.