نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری تخصصی مدیریت بازرگانی- مدیریت بازاریابی، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران
2 استادیار، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران *(نویسنده مسئول)
3 استادیار، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
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.
کلیدواژه‌ها [English]
)