نوع مقاله : علمی - پژوهشی
1 باشگاه پژوهشگران جوان و نخبگان، واحد زاهدان، دانشگاه آزاد اسلامی، زاهدان، ایران
2 استادیار دانشگاه تهران- پردیس فارابی
عنوان مقاله [English]
Today, mobile social networks attract many users around the world. Each of the mobile social networks with unique services, an appropriate field for the growth and expansion of business and the relationship between companies and professionals and users in different areas is provided. So these networks can provide a great opportunity for business brands to inscribe their name in the minds of users. Hence, The identification of factors affecting the acceptance of advertising messages in these networks is very important. In this research, we have tried to study the factors affecting the attitude and intention to accept towards advertising messages through mobile social networks. The purpose of this research is Practical and in terms of data collecting descriptive survey and for this purpose, 427 users of mobile phone users in Zahedan city were selected by judgment and data were collected using a questionnaire. WarpPLS4 structural equation software was used to analyze the data. The results show that the value and content of the advertising message have a very important impact on the attitude and acceptance of mobile social network advertising messages.