Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 49 2022 05 22 Designing a model for the impact of hidden pleasures In social media advertising Designing a model for the impact of hidden pleasures In social media advertising 124 142 102544 10.52547/jbmp.21.49.124 FA Ehsan Emadi * Ph.D Candidate, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran Hassan Ghorbani Dinani Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran Saeed Landaran Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran Journal Article 2022 03 02 Purpose: Studies show that advertising on social networks can affect customers' attitudes toward the brand and advertisement; this, in turn, affects the intention of customers to buy. The hidden pleasure is one of the factors that has been considered in modern marketing advertisements. Therefore, this study was conducted to present a model that investigates the effect of hidden pleasures in social media advertisements.<br />Method: This study is an applied study in terms of purpose, survey-exploratory in terms of approach, and qualitative in terms of research type. The statistical population of this study was a group of experts who were interviewed and analyzed with the theme analysis approach.<br />Findings: Two categories of characteristics affect the degree of heterogeneity perceived in the content by an audience: personality traits and the social status of the audience. This heterogeneity forms the hidden pleasure in the audience and finally leads to internal and external (behavioral) consequences. <br />Results: The results of the study led to the presentation of a process model in the field of the effect of hidden pleasures in social media advertising. Purpose: Studies show that advertising on social networks can affect customers' attitudes toward the brand and advertisement; this, in turn, affects the intention of customers to buy. The hidden pleasure is one of the factors that has been considered in modern marketing advertisements. Therefore, this study was conducted to present a model that investigates the effect of hidden pleasures in social media advertisements.<br />Method: This study is an applied study in terms of purpose, survey-exploratory in terms of approach, and qualitative in terms of research type. The statistical population of this study was a group of experts who were interviewed and analyzed with the theme analysis approach.<br />Findings: Two categories of characteristics affect the degree of heterogeneity perceived in the content by an audience: personality traits and the social status of the audience. This heterogeneity forms the hidden pleasure in the audience and finally leads to internal and external (behavioral) consequences. <br />Results: The results of the study led to the presentation of a process model in the field of the effect of hidden pleasures in social media advertising. https://jbmp.sbu.ac.ir/article_102544_b705b0a241e5e3ab3f681f87c8bc5ff0.pdf