Designing a model for the impact of hidden pleasures In social media advertising

Document Type : Original Article

Authors

1 * Ph.D Candidate, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran

2 Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran

Abstract

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.
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.
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.
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.

Keywords

  1. Chang, C. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741–771.
  2. Can, L. Kaya, N. (2016). Social networking sites addiction and the effect of attitude towards social network advertising, Procedia - Social and Behavioral Sciences, 235. 484 – 492.
  3. Ebrahimi,S.jamipour،talari,M. (2020) ،Challenges of strategic social media marketing planning ،The First International Conference on Challenges and New Solutions in Industrial Engineering and Management and Accounting, Sari. (in persian).
  4. Elder, Ryan S., Mohr, G. (2020). Guilty displeasures: How imagined guilt dampens consumer enjoyment, Appetite, 150: 104641.
  5. Emadi, M S. (2013). Investigation of the Impact of function of Online Social Networking Sites (SNS) on Purchase Intention with the Intervening Factors of Intention to use the Online Social Networking and brand Awareness: (Mobile Phone and Laptop Products), Faculty of Economy & Management ،Thesis for Degree of Master of Business Management, Semnan University, Semnan. (in persian).
  6. Florenthal, B. (2019). Young consumers’ motivational drivers of brand engagement behavior on social media sites, Journal of Research in Interactive Marketing, 13(3). 351-391.
  7. Ghaniloo,R and.MirSamad,M. (2019)، Methods and techniques for attracting audiences to social networking commercials، Quarterly Journal of News Studies، 8(29), 104-136. (in persian).
  8. Hamidi, H. and Fazeli, K. (2017). Investigating the effective factors on customer acceptance of ads in social media marketing, conference on electronic business in digital transformation context, Tehran. (in persian)
  9. Karimi, F. and Karbasian, F. (2020). The Impact of Social Media Marketing Activities on Brand Valuation and Customer Response (Industry Case Study), The First International Conference on Challenges and New Solutions in Industrial Engineering and Management and Accounting, Sari. (in persian).
  10. Ki, C., Lee, K. and Kim, Y.-K. (2017). Pleasure and guilt: how do they interplay in luxury consumption?, European Journal of Marketing,51(4), 722-747.
  11. Kharazian A,and Sharifi Alhosseini, M. (2017). Identifying and Prioritizing Social Medias Functions in Small and Medium Enterprises from the Perspective of Iranian Experts, New Marketing Research,7(4) 67-42. (in persian).
  12. Lancellotti, M .A .and Thomas, S. (2018). Men hate it, women love it: Guilty pleasure advertising messages, Journal of Business Research, 85: 271–280.
  13. Lyons, S.J., Wien, A.H. and Altintzoglou, T. (2019). Guilt-free pleasures: how premium and luxury influence regret, Journal of Product & Brand Management, 28(3) 421-431.
  14. Meghdadi Kasani, H. (2016). Investigating the Impact of Social Media Marketing on Advertisement Effectiveness and Health Tourists Attraction, Department of Management ،Thesis for Degree of Master of Business Management,Guilan University, Guilan. (in persian).
  15. Mir, I. (2015). Effects of Beliefs and Concerns on user Attitudes Toward Online Social Network Advertising and their ad Clicking Behavior. The Journal of Internet Banking and Commerce, 20(2). 54-67.
  16. Prayag, G., Soscia, I. (2016). Guilt-Decreasing Marketing Appeals: The Efficacy of Vacation Advertising on Chinese Tourists, Journal of Travel & Tourism Marketing, 33:551–565.
  17. Raji, R., Rashid, S. and Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention, Journal of Research in Interactive Marketing, 13(3) 302-330.
  18. Soscia, I., Prayag, G., Ozlem, H. (2019). Advertising guilt-laden vacations: The cross-cultural efficacy of a guilt decreasing appeal, Journal of Hospitality and Tourism Management, 39: 57–64.
  19. Saintives, C. and Lunardo, R. (2020). How guilt affects consumption intention: the role of rumination, emotional support and shame, Journal of Consumer Marketing, 33(1). 41-51.
  20. Toler, Richard L. (2020). Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site, Dissertation Manuscript, Faculty of the School of Business and Technology Management, Northcentral University, San Diego, California, USA

References

  1. Chang, C. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741–771.
  2. Can, L. Kaya, N. (2016). Social networking sites addiction and the effect of attitude towards social network advertising, Procedia - Social and Behavioral Sciences, 235. 484 – 492.
  3. Ebrahimi,S.jamipour،talari,M. (2020) ،Challenges of strategic social media marketing planning ،The First International Conference on Challenges and New Solutions in Industrial Engineering and Management and Accounting, Sari. (in persian).
  4. Elder, Ryan S., Mohr, G. (2020). Guilty displeasures: How imagined guilt dampens consumer enjoyment, Appetite, 150: 104641.
  5. Emadi, M S. (2013). Investigation of the Impact of function of Online Social Networking Sites (SNS) on Purchase Intention with the Intervening Factors of Intention to use the Online Social Networking and brand Awareness: (Mobile Phone and Laptop Products), Faculty of Economy & Management ،Thesis for Degree of Master of Business Management, Semnan University, Semnan. (in persian).
  6. Florenthal, B. (2019). Young consumers’ motivational drivers of brand engagement behavior on social media sites, Journal of Research in Interactive Marketing, 13(3). 351-391.
  7. Ghaniloo,R and.MirSamad,M. (2019)، Methods and techniques for attracting audiences to social networking commercials، Quarterly Journal of News Studies، 8(29), 104-136. (in persian).
  8. Hamidi, H. and Fazeli, K. (2017). Investigating the effective factors on customer acceptance of ads in social media marketing, conference on electronic business in digital transformation context, Tehran. (in persian)
  9. Karimi, F. and Karbasian, F. (2020). The Impact of Social Media Marketing Activities on Brand Valuation and Customer Response (Industry Case Study), The First International Conference on Challenges and New Solutions in Industrial Engineering and Management and Accounting, Sari. (in persian).
  10. Ki, C., Lee, K. and Kim, Y.-K. (2017). Pleasure and guilt: how do they interplay in luxury consumption?, European Journal of Marketing,51(4), 722-747.
  11. Kharazian A,and Sharifi Alhosseini, M. (2017). Identifying and Prioritizing Social Medias Functions in Small and Medium Enterprises from the Perspective of Iranian Experts, New Marketing Research,7(4) 67-42. (in persian).
  12. Lancellotti, M .A .and Thomas, S. (2018). Men hate it, women love it: Guilty pleasure advertising messages, Journal of Business Research, 85: 271–280.
  13. Lyons, S.J., Wien, A.H. and Altintzoglou, T. (2019). Guilt-free pleasures: how premium and luxury influence regret, Journal of Product & Brand Management, 28(3) 421-431.
  14. Meghdadi Kasani, H. (2016). Investigating the Impact of Social Media Marketing on Advertisement Effectiveness and Health Tourists Attraction, Department of Management ،Thesis for Degree of Master of Business Management,Guilan University, Guilan. (in persian).
  15. Mir, I. (2015). Effects of Beliefs and Concerns on user Attitudes Toward Online Social Network Advertising and their ad Clicking Behavior. The Journal of Internet Banking and Commerce, 20(2). 54-67.
  16. Prayag, G., Soscia, I. (2016). Guilt-Decreasing Marketing Appeals: The Efficacy of Vacation Advertising on Chinese Tourists, Journal of Travel & Tourism Marketing, 33:551–565.
  17. Raji, R., Rashid, S. and Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention, Journal of Research in Interactive Marketing, 13(3) 302-330.
  18. Soscia, I., Prayag, G., Ozlem, H. (2019). Advertising guilt-laden vacations: The cross-cultural efficacy of a guilt decreasing appeal, Journal of Hospitality and Tourism Management, 39: 57–64.
  19. Saintives, C. and Lunardo, R. (2020). How guilt affects consumption intention: the role of rumination, emotional support and shame, Journal of Consumer Marketing, 33(1). 41-51.
  20. Toler, Richard L. (2020). Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site, Dissertation Manuscript, Faculty of the School of Business and Technology Management, Northcentral University, San Diego, California, USA

Files

Share

How to cite

Statistics