The effect of video advertisements of top Iranian brands on customer emotion using structural equation model
- سال انتشار: 1402
- محل انتشار: مجله آنالیز غیر خطی و کاربردها، دوره: 14، شماره: 9
- کد COI اختصاصی: JR_IJNAA-14-9_016
- زبان مقاله: انگلیسی
- تعداد مشاهده: 73
نویسندگان
Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
Department of Public Management, Rasht Branch, Islamic Azad University, Rasht, Iran
Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
چکیده
The purpose of this study is to investigate the video ads of the top Iranian brands and their role in customer emotion. The main issue of the research is to increase customer emotion stimulation to persuade and guide the customer to buy products and services of domestic brands with regard to identifying the dimensions of video advertising of top Iranian insurance brands. It has components and structures and what does it have to do with the dimensions of video advertising of the top Iranian insurance brands? The present research method is a combination of qualitative-quantitative methods and uses relativistic paradigms, symbolic interpretation and grounded theory strategy. The statistical population is the top Iranian insurance brands and the researcher purposefully and information-oriented analyzed the video advertisements of the two top brands in the insurance industry in Iran as a statistical sample, qualitatively and quantitatively. The sampling method of this research is available in the quantitative non-probability part and in the qualitative part, it uses the theoretical sampling method. To collect data in the qualitative part, interview and analysis and photo analysis tools were used, and in the quantitative part, a researcher-made questionnaire was used. In the qualitative stage, Maxqdapro۱۲ software was used to analyze the interviews and images, and in the quantitative stage, the relationships of the variables extracted from the qualitative model were tested using a questionnaire by structural equations in the PLS software. The results showed that the dimensions of video advertising of top Iranian insurance brands have a significant relationship with customers' feelings.کلیدواژه ها
Video ads, top insurance brands, customer sentiment, Grounded theory, structural equationsاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
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