![سامانه نشر مجلات علمی دانشگاه تهران](./data/logo.png)
تعداد نشریات | 162 |
تعداد شمارهها | 6,579 |
تعداد مقالات | 71,072 |
تعداد مشاهده مقاله | 125,681,328 |
تعداد دریافت فایل اصل مقاله | 98,911,576 |
بررسی تاثیر ادراک از خلاقیت پیامکهای تبلیغاتی بر نگرش و واکنش مصرفکنندگان | ||
مدیریت بازرگانی | ||
مقاله 7، دوره 7، شماره 4، 1394، صفحه 881-900 اصل مقاله (605.19 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.57096 | ||
نویسندگان | ||
عظیم زارعی1؛ مهدی دهقانی سلطانی* 2؛ حسین فارسی زاده2؛ رسول غلامزاده3 | ||
1استادیار گروه مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
2دانشجوی دکتری مدیریت بازاریابی بینالملل دانشگاه سمنان، سمنان، ایران | ||
3مربی گروه مدیریت بازرگانی دانشگاه پیام نور، دهدشت، ایران | ||
چکیده | ||
در عصر فناوری اطلاعات و ارتباطات، نگرش مصرفکنندگان به ادراک از خلاقیت پیامکهای تبلیغاتی، یکی از موضوعات مطرح در حوزة بازاریابی است و هنوز شناخت چندانی دربارة آن وجود ندارد. هدف این پژوهش، بررسی تأثیر ادراک از خلاقیت پیامکهای تبلیغاتی بر نگرش و واکنش مصرفکنندگان به پیامکهای تبلیغاتی ارسالی به تلفن همراه آنهاست. جامعة آماری این تحقیق کاربران تلفن همراه در شهر تهران و حجم نمونه 385 نفر است که بهصورت نمونهگیری دردسترس انتخاب شدند. تحقیق حاضر از نظر هدف، کاربردی و از نظر نحوة گردآوری دادهها توصیفی- پیمایشی است. مدل مورد مطالعه با استفاده از مدلسازی معادلات ساختاری و رویکرد کمترین مربعات جزئی آزمون شد. نتایج بیانگر آن است که ادراک از خلاقیت پیامک تبلیغاتی بر نگرش و واکنشرفتاری مصرفکنندگان به پیامکهای تبلیغاتی ارسالی به تلفن همراه آنان تأثیر مثبت معناداری دارد، درحالیکه ادراک از خلاقیت پیامک تبلیغاتی بهصورت غیرمستقیم و از طریق متغیر میانجی نگرش نیز بر واکنش رفتاری مصرفکنندگان تأثیر میگذارد. | ||
کلیدواژهها | ||
ادراک از خلاقیت تبلیغات؛ تبلیغات موبایلی؛ نگرش؛ واکنش رفتاری | ||
مراجع | ||
Abu Bakar, M. & Bidin, R. (2007). Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia, Procedia-Social and Behavioral Sciences, 130(1): 558- 567. Altsech, M. B. (1995). The assessment of creativity in advertising and the effectiveness of creative advertisements, PhD Thesis, University of Pennsylvania. Ang, S. H. & Low, S. (2000). Exploring the dimensions of ad creativity, Psychology and Marketing, 17(10): 835- 854. Azar, A., Gholamzadeh, R. & Ghanavati, M. (2012). Path-Structural modeling in management, Neghah Danesh Publication, Tehran. (In Persian) Blasko, V. & Mokva, M. (1986). Creativity in advertising: A janusian perspective, Journal of Advertising, 15(4): 43- 50. Boloorian Tehrani, M. (1997). Advertising place in a range of marketing activities, Trade of Reviews, 118(1): 12- 32. (In Persian) Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising, Computers in Human Behavior, 51(1): 312- 321. Chin, W. W. (2010). How to write up and report PLS analyses, In Esposito Vinzi, V., Chin, W., Hensler, J. & Wold, H. (Eds), Handbook of partial least squares: 655– 690. Christiaans, H. H. C. M. (2002). Creativity as a design criterion, Creativity Research Journal, 14(4): 1- 54. Dehghani Soltani, M., Mohammadi, E., Pourashrafi, Y. & Sayeh Miri, K. (2013). Studying affecting factors on consumer’s attitudes on brand development, Journal of Business Management. 5(1): 85- 104. (In Persian) Drossos, D. A. Giaglis, G. M. Vlachos, P. A. Zamani, E. D. & Lekakos, G. (2014). Consumer responses to SMS advertising: Antecedents and Consequences, International Journal of Electronic Commerce, 18(1): 105-136.
Ebrahimi, A., Gharlaghi, E., Khalifeh, M., Samizadeh, M. & Nikbakht, F. (2013). The effect of sales promotion mix and customer relationship management on brand loyalty, Journal of Business Management, 5(3): 1- 18. (In Persian) Farris, P. W., Bendle, N. T., Pfeifer, P. E. & Reibstein, D. J. (2010). Marketing metrics, The definitive guide to measuring marketing performance, FT Press, Virginia. Haberland G. S. & Dacin P. A. (1992). The development of a measure to assess viewer’s judgments of the creativity of an advertisement: A preliminary study, Advances in Consumer Research, 19(1): 817- 825. Haghighi, M., Gharlaghi, E. & Nikbakht, F. (2011). A survey of the factors affecting international exhibition center branding (Case study: Iran fair), Journal of Business Management, 3(9): 71- 90. (In Persian) Haghirian, P. & Madlberger, M. (2005). Consumer attitude toward advertising via mobile devices– an empirical investigation among Austrian users, Journal of Advertising Research, 4(6): 32- 45. Hair, J. F., Ringle, C. M. & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet, Journal of Marketing Theory and Practice, 19(2): 139– 151. Hutchinson, J. W. & Alba, J. W. (1991). Ignoring irrelevant information: Situational determinants of consumer learning, Journal of Consumer Research, 18(3): 325- 345. Izquierdo-Yusta, A., Olarte-Pascual, C. & Reinares-Lara, E. (2014). Attitudes toward mobile advertising among users versus non-users of the mobile Internet, Telematics and Informatics, 32(2): 355- 366. Jung, J. H. & Leckenby, J. D. (2007). Attitudes toward mobile advertising acceptance and behavior intention: Comparisons study of Korea an U.S, Journal of Advertising Research, 4(6): 56- 64. Khodadhusseini, S. H. & Khodami, S. (2010). The impact by Internet on the orientation of exportation channels in SMEs, Commercial Management Explorations Journal, 3(4): 56- 71. (In Persian) Kover, A. J., Goldberg, S. M. & James, W. L. (1995). Creativity versus effectiveness, Journal of Advertising Research, 35(6): 29- 40. Lee, S. F., Tsai, Y. C. & Wen-Jang, J. (2006). An empirical examination of customer perception of mobile advertising, Information resource management Journal, 19(4): 39- 55. Madhooshi, M. & Rezayee, S. (2013). Evaluating the effectiveness of viral advertising using experimental design, Journal of Business Management, 5(3): 125- 144. (In Persian) Maleki, M. & Hajihasani, N. (2013). Investment in brand reinforcement and credibility in advertising, Journal of Business Management, 5(4): 79-98. (In Persian) Maneesoonthern, C. & Fortin, D. (2004). An exploration of texting behavior and attitudes toward permission-based advertising in New Zealand, University of Canterbury. Available from: smib. vuw.ac.nz: 8081/www./anzmac2004/cdsite/papers/Maneeso1.pdf. Maniu, A. I. & Zaharie, M. M. (2014). Advertising creativity– the right balance between surprise, medium and message relevance, Procedia Economics and Finance, 15(1): 1165- 1172. Matti, L. & Heikki, K. (2008). Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns, Journal of Systems and Information Technology, 10(3): 251- 265. McStay, A. (2010). A qualitative approach to understanding audience's perceptions of creativity in Online advertising, The Qualitative Report, 15(1): 37- 58. Mercanti-Guerin, M. (2008). Consumer,s perception of the creativity of advertisements: Development of a valid measurement scale, Recherche et Applications en Marketing, 23(4): 97- 117. Modig, E., Dahlen, M. & Colliander, J. (2015). The review of marketing communications, International Journal of Advertising, 33(1): 137-154. Mohammadian, M. (2014). Advertising management from the perspective of marketing, Horoofiyeh Publications, Tehran. (In Persian) Moriarty, S. E. & Robbs, B. A. (1999). Advertising, In Runco, M. A. & Pritzker, S. P. (Eds), Encyclopedia of creativity, Academic Press, San Diego, 1: 23-29. Mowen, J. & Minor, S. (2001). Consumer behavior Englewood, 3rd Ed, McGraw-Hill, New York. Muk, A. (2007). Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers, Journal of Targeting Measurement and Analysis for Marketing, 16(1): 39- 47. Muk, A. & Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising, Journal of Business Research, 68(4): 1- 6. Okazaki, S. (2007). Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitude and recall, Published Online: http://link.springer.com/article/10.1007%2Fs11199-007-9300-7 Okazaki, S. & Taylor, C. R. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets, Journal of Business Research, 61(1): 4- 12. Rau, P. P., Zhou, J., Chen, D. & Lu, T. P. (2014). The influence of repetition and time pressure on effectiveness of mobile advertising messages, Telematics and Informatics, 31(3): 463- 476. Roshandel, T., Khajeian, D. & Azami, A. (2010). Designing metrics for measurement of commercial advertising on audiences in IRIB, Journal of Business Management, 2(4): 53- 72. (In Persian) Rossiter, J. R. & Percy, L. (1997). Advertising communications and promotion management, 2nd Ed, McGraw-Hill, New York. Sarmad, Z., Bazargan, A. & Hejazi, A. (2013). Methodologies in behavioral sciences, Agah Publications, Tehran. (In Persian) Shamabadi, M. A. & Khodadhusseini, S. H. (2003). Designing a marketing model for Iranian handmade carpet exportation, Human Science Instruction Journal, 9(3): 89- 102. (In Persian) Shintaro, O. & Charles R. T. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets, Journal of Business Research, 61(1): 4- 12. Siavashi, M. & Abedin, B. (2009). Assessingthe attitudes and reactions of people in the age of information and communication technology to receive SMS Advertising, Journal of Information Technology Management, 1(3): 53- 68. (In Persian) Smith, R. E., Mackenzie, S. B., Yang, X., Buchholz, L. M. & Darley, W. K. (2007). Modeling the determinants and effects of creativity in advertising, Marketing Science, 26(6): 819- 833. Tenenhaus, M., Vinzi, V. E., Chatelinc, Y. M. & Lauro, C. (2005). PLS path modeling, Computational Statistics & Data Analysis, 48(1): 159– 205. Varnali, K., Yilmaz, C. & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment, Electronic Commerce Research and Applications, 11(6): 570- 581. Velz, V. Bernet, J. & Muritani, S. (2013). Advertising, principles and practices, Mobaleghan Publication, Tehran. (In Persian) Vigara-Ellis, D., Ellis, L. & Barraclough, C. (2007). Perceptions towards SMS marketing: An exploratory investigation, Management Dynamic, 16(2): 9- 16. White, A. & Smith, B. L. (2001). Assessing advertising creativity using the creative product semantic scale, Journal of Advertising Research, 41(6): 27- 34.
| ||
آمار تعداد مشاهده مقاله: 3,299 تعداد دریافت فایل اصل مقاله: 3,906 |