The Impact of Communication Channels on Verbal Advertising: Investigating the Mediating Role of Social Risk and Rapid Release of Information and Moderating Role of Brand Self-Reporting

Document Type : علمی - پژوهشی

Authors

1 assistant professor, management department, Imam Reza International University, Mashhad, Iran

2 - Msc in Business Management

Abstract

Objective: The purpose of the present study was to evaluate the impact of communication channels on word of mouth: examining the mediating role of social risk and the faster diffusion and the moderating role of self-brand connection.
Methodology: The purpose of the study is applied and descriptive - survey type. The statistical population of the study consisted of customers of Razi Insurance Company in Mashhad who were selected by random sampling method from 396 individuals based on Cochran formula. Data was collected using a standard questionnaire whose validity and reliability was confirmed.
Findings: The findings showed that communication channels had a significant effect on social risk, faster diffusion and word of mouth ads. There was also a significant effect of social risk and faster diffusion on word of mouth ads. The mediating role of social risk and faster diffusion in the relationship between communication channels and verbal advertising were also confirmed. The moderating role of self-brand connection in the relationship between social risk and verbal advertising and the speed of disseminating information and word of mouth was also confirmed.
Result: It can be said that by reducing the social risk and increasing the faster diffusion in the light of promotion of communication channels, one can expect customers to offer word of mouth.
 

Keywords

References

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History

  • Receive Date: 28 March 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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