اثر ارزش و محتوای پیام‌های تبلیغاتی شبکه‌های اجتماعی موبایلی بر نگرش مصرف‌کننده

نوع مقاله : علمی - پژوهشی

نویسندگان

1 باشگاه پژوهشگران جوان و نخبگان، واحد زاهدان، دانشگاه آزاد اسلامی، زاهدان، ایران

2 استادیار دانشگاه تهران- پردیس فارابی

چکیده

امروزه شبکه­های اجتماعی موبایلی کاربران بسیاری را در سرتاسر دنیا جذب کرده­اند. هر یک از شبکه­های اجتماعی موبایلی با خدمات منحصر­به­فرد، زمینه مناسبی برای رشد و گسترش مشاغل و ارتباط بین شرکت­ها و متخصصان و کاربران در حوزه­های مختلف فراهم کرده است؛ بنابراین این شبکه‌ها می‌توانند فرصت خوبی برای برندهای تجاری ایجاد کرده تا نام خود را در ذهن کاربران حک کنند؛ از­این­رو شناسایی عوامل موثر بر پذیرش پیام تبلیغاتی در این شبکه­ها اهمیت بالایی دارد. در این پژوهش سعی شده است به بررسی عوامل مؤثر بر نگرش و تمایل به پذیرش مصرف­کنندگان نسبت به پیام­های تبلیغاتی از طریق شبکه­های اجتماعی موبایلی پرداخته شود. پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری داده­ها از نوع توصیفی­-­پیمایشی است و برای این منظور نمونه 427 نفری از کاربران تلفن همراه در شهر زاهدان به روش قضاوتی انتخاب و داده­های مورد­نیاز با ابزار پرسشنامه گردآوری شد. برای تجزیه­و­تحلیل داده­ها از نرم­افزار معادلات ساختاری WarpPLS4 استفاده شد. نتایج نشان می­دهد که ارزش و محتوای تبلیغاتی تأثیر بسیار مهمی بر نگرش و پذیرش پیام­های تبلیغاتی شبکه­های اجتماعی موبایلی دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Effect The Value and Content of Mobile Social Networks Advertising Messages on Consumer Attitudes

نویسندگان [English]

  • hadi taghvi 1
  • ali hamidizadeh 2
1 باشگاه پژوهشگران جوان و نخبگان، واحد زاهدان، دانشگاه آزاد اسلامی، زاهدان، ایران
2 assistant professor
چکیده [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.

کلیدواژه‌ها [English]

  • Mobile Advertising
  • Content of Advertising
  • Value of Advertising
  • Attitude to Advertising
  • Mobile Social Network

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سابقه مقاله

  • تاریخ دریافت: 03 شهریور 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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