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

Document Type : Original Article

Authors

1 PhD Candidat of business management ,department of management ,mobarakeh branch,islamic azad university,isfahan,iran

2 Assistant Professor of business management , department of management ,mobarakeh branch,islamic azad university,isfahan,iran

3 Assistant Professor of business management , 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.

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History

  • Receive Date: 02 March 2022
  • Revise Date: 06 July 2022
  • Accept Date: 06 July 2022

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