|تعداد مشاهده مقاله||111,691,134|
|تعداد دریافت فایل اصل مقاله||86,302,795|
رابطه ویژگیهای پیام بر مزاحمت ادراکشده از تبلیغات همسان و تحلیل پیامدهای آن در فضای وب
|بررسیهای مدیریت رسانه|
|مقاله 2، دوره 1، شماره 2، 1401، صفحه 148-167 اصل مقاله (631.94 K)|
|نوع مقاله: مقاله پژوهشی|
|شناسه دیجیتال (DOI): 10.22059/mmr.2000.89050|
|صدیقه باقری فرادنبه1؛ امیررضا کنجکاو منفرد* 2؛ الهه حسینی3|
|1کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.|
|2دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.|
|3مربی، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.|
|هدف: امروزه کاربران در مقابل روشهای سنتی بازاریابی، از قبیل تبلیغات سنتی، از خود مقاومت نشان میدهند و آنها را گونهای از تبلیغات مزاحم در نظر میگیرند. با توجه به این مطلب، هدف از اجرای پژوهش حاضر، بررسی رابطه ویژگیهای پیام بر مزاحمت ادراکشده از تبلیغات همسان و بررسی پیامدهای مزاحمت ادراکشده از تبلیغات همسان در فضای وب است.|
روش: پژوهش حاضر از نظر هدف، کاربردی و از نظر روش، توصیفی ـ همبستگی است. جامعه آماری پژوهش، کلیه دانشجویان دانشگاه یزد بودند که در سالهای 1399 و 1400 در معرض تبلیغات همسان قرار گرفتند. بر اساس فرمول کوکران، تعداد نمونه 250 نفر تعیین شد. دادهها از طریق پرسشنامه جمعآوری و با نرمافزار پیالاس 3 تجزیهوتحلیل شدند.
یافتهها: یافتهها حاکی از آن است که جاذبه اطلاعاتی، جاذبه احساسی و شفافیت پیام، تأثیر منفی و معناداری بر مزاحمت ادراکشده از تبلیغات همسان داشته است. بهعلاوه، مزاحمت ادراکشده موجب نگرش منفی به تبلیغات همسان و رنجش کاربران از آن شده است.
نتیجهگیری: نتایج بهدستآمده نشان داده است که تبلیغات همسان موجب کاهش مزاحمت ادراکشده از سوی کاربران اینترنت شده است و هرچه ویژگیهای پیام در تبلیغات همسان افزایش یابد، مزاحمت ادراکشده از تبلیغات همسان کاهش مییابد و هرچه مزاحمت ادراکشده در تبلیغات همسان افزایش یابد، رنجش و نگرش منفی نیز افزایش مییابد.
|تبلیغات همسان؛ مزاحمت؛ جاذبه اطلاعاتی؛ جاذبه احساسی؛ شفافیت؛ نگرش به تبلیغات؛ رنجش|
|عنوان مقاله [English]|
|The Relationship between Message Characteristics of the Perceived Nuisance of Matching Advertisements and the Analysis of its Impact on Web|
|Sedigheh Bagheri Faradonbeh1؛ Amirreza Konjkav Monfared2؛ Elahe Hosseini3|
|1MSc., Department of Business Management, Faculty of Economics, Management & Accounting, Yazd University, Yazd, Iran.|
|2Associate Prof., Department of Business Management, Faculty of Economics, Management & Accounting, Yazd University, Yazd, Iran.|
|3Instructor, Department of Business Management, Faculty of Economics, Management & Accounting, Yazd University, Yazd, Iran.|
Nowadays, users reluctantly accept traditional marketing methods such as traditional advertisements and consider them irritating. Accordingly, a significant reason for the growth of matching ads is to avoid disturbing digital media users. Matched ads are integrated into platforms like Facebook, LinkedIn, Twitter, blogs, news outlets, and other media people used by people to utilize the content. Despite the fact that it is challenging to do matching ads appropriately, new platforms and technologies have made it possible for marketers to apply the right methods to target users in relevant environments. Therefore, matching ads is a bright spot in the digital media market and has quickly grabbed the attention of marketers and advertising professionals, and matching ads have a leading position in social networking services because they deliver compelling messages to consumers with integrated content. While matching ads serve a valuable function in avoiding the disturbance of users, few studies have been carried out on the effect of message characteristics on the perceived disturbance of matching ads and analyzing their consequences in the media. On the other hand, based on the theoretical background of the present study, three variables (transparency, information attractiveness emotional appeal) have been identified as message characteristics that influence users' perceived annoyance with matching advertisements. In addition, the impact of the perceived annoyance of advertisements on the level of resentment and attitude of users towards similar advertisements has been investigated. According to the above-mentioned contents, the purpose of the study is to investigate the effect of message characteristics on the perceived nuisance of similar advertisements and to analyze its consequences on websites.
The present research is applied in terms of purpose and in terms of method, it is considered part of descriptive-correlational research. The statistical population was all the students of Yazd University who were exposed to similar advertisements from 2014 to 2016. Based on Cochran's formula, the number of samples was determined to be 250 people. To collect data via a questionnaire , which includes 44 closed questions, 10 questions of information attraction (10-1), 8 questions of emotional attraction (11-18), 4 questions of transparency (19-22), 9 questions of perceived annoyance (23-31), there are 6 questions about the attitude towards advertisements (32-37) and 7 questions about resentment (38-44) with a 5-point Likert scale (1- completely disagree, 2- disagree, 3- no opinion, 4- agree and 5- completely agree) It has been used to measure the variables of the conceptual model. This research has investigated the relationships between variables using PLS3 software and structural equation modeling. The reason for using this software is that there is no need for normal distribution compared to other available software. In this research, perceived annoyance is a dependent variable for information attraction, emotional attraction, and transparency, and perceived annoyance is an independent variable for resentment and attitude. In order to ensure the accuracy and correctness of the research results, the technical characteristics of the questionnaire were evaluated in terms of validity and reliability, using different criteria. The validity of the questionnaire was evaluated and confirmed through content and construct validity. To measure the content validity of the tool, the opinions of professors and experts about the subject were used, and to measure the construct validity, the model of structural equations of convergent and divergent validity was used. In order to determine the convergent validity, the extracted average standard deviation index (AVE) was used, and for the divergent measurement, the extracted root mean-variance index was used. The average standard deviation extracted for the variables in this change is higher than 0.5 and indicates its high validity. Also, the reliability of the questionnaire tool was measured using Cronbach's alpha coefficient and composite reliability. Also, given the fact that Cronbach's alpha of all variables was higher than 0.70 and the overall alpha of the questionnaire was calculated as 0.85, it can be concluded that the research tool used has a good level of reliability.
In order to check the fitness of the model, it was checked at three measurement, structural and general levels. Several criteria are used to check the fitness of the structural model of the research using the partial least-squares method, which is the first and most basic criterion of significant coefficients or t-statistic values. For the fitness of the structural model using t-coefficients, the figure must be greater than 1.96 in order to confirm their significance at the 95% confidence level. The results of the examination of this criterion showed that the obtained values, whose critical value is greater than the critical value (1.96) at the 95% confidence level, have been confirmed. Latency is endogenous to the model. In this research, the considered criterion is for resentment (0.803), attitude towards advertising (0.803), and perceived annoyance (0.865), so the structural model has a good fit from the perspective of this criterion at a strong level. Q2 criterion for all Dependent constructs are calculated and it represents the product of the combined values of the research constructs in the values of the coefficient of determination related to them. In the present study, this criterion was used for resentment (0.750), attitude towards advertisements (0.737), and perceived annoyance (0.823). This result shows the high and acceptable fit of the structural model of the research. The general model includes both parts of the measurement and structural model, and by confirming its fit, the fit of the model is completed. Therefore, the overall fit of the model is possible with the help of the GOF goodness of fit criterion. According to the obtained value of 0.878 for GOF, the overall fit of the research model is very appropriate and approved. Finally, the t-statistic has been used to check the assumed relationships between the variables. To measure the main hypothesis, five sub-hypotheses have been used, and the t-coefficient corresponding to the five existing relationships has been confirmed.
Discussion & Conclusion
The present research has results that have implications for those who currently use matching ads, as well as managers and marketers who wish to implement matching ads in their strategy in the future. More research shows that the creation of non-intrusive matching advertisements has positive effects in relation to customer satisfaction, the effect of advertisements, increasing profits, and reducing the cost of advertisements. Researchers express the importance and the value of information in accepting informative and useful advertisements that help the customer to buy a specific product, and information appeals in advertisements promise more tangible, practical, and useful rewards. They also state that informative content has a positive effect on advertisements, and advertisements with useful information are considered less intrusive. Therefore, informational advertising provides information about a product and invites users to cognitively process information, and creating effective advertising has long been a key issue in advertising, marketing, and business research. Two elements of advertising design - namely, informational and emotional appeals - are widely recognized as the key determinants that influence advertising effects and are considered to be an effective factor in the effectiveness of brand marketing and advertising. They also state that advertising with emotional appeal retains longer in the audience's mind and is considered more attractive and effective, and the content of such messages engages the person with the product and has a better effect on the person, and has a positive effect on the user's understanding of the brand and on the purchase decision. Also, messages that have emotional appeal are shared more often, and in the surveys conducted, advertisements that contain humorous and emotional content are considered less disturbing, and this type of advertisement is considered more effective than non-humorous information and has significant effects on attitude and the behavioral response of consumers. Therefore, it can be said that the transparency of advertisements in the sender and the source of advertisements leads to the establishment of a reliable relationship between the brand and the consumer and is a form of respect for the privacy of users. Also, transparency in matched advertisements has a positive effect on users and supports the content of the site. The ability of consumers to identify the advertising source and commercial brand is effective and prevents users from being deceived. They also state that the transparency of advertisements should be placed in a suitable place so that their commercial nature is revealed and users can see the content of identical advertisements that are transparent from a commercial point of view. They accept it. Therefore, in an advertisement, while the content of the advertisement is presented, transparency in the brand and the source of the advertiser should be placed and presented in a suitable place. Therefore, according to the nuisance theories, advertisements that interfere with users' goals will lead to resentment and they will avoid those advertisements, forced exposure to an advertisement will lead to a psychological reaction, and users will avoid intrusive advertisements. Also, researchers state that expanding similar ads on social media and the effect of electronic lifestyle has reduced the number of users avoiding ads, and this factor causes a decrease in user resentment, but an increase in resentment leads to a decrease in the level of user participation and a decrease in user loyalty.
|Matching advertisements, Annoyance, Information attraction, Emotional attraction, Transparency, Attitude towards advertisements, Resentment|
آذر، عادل؛ باقری قره بلاغ، هوشمند و کشاورز، محمد (1397). پیشایندها و پیامدهای نگرش دانشجویان نسبت به تبلیغات رسانههای اجتماعی در دانشگاه سمنان. مجله جهانی رسانه ـ نسخه فارسی، 13(1)،1-21.
جلالت، شبنم و قلیپور سلیمانی، علی (1398). تأثیر سبک زندگی الکترونیک بر اجتناب از تبلیغات اینترنتی با تبیین نقش تعدیلگری تجربه منفی و ازدحام تبلیغات. مدیریت بازرگانی،11(2)، 341-356.
میرزانورعلی، فاطمه؛ خواجهئیان، داتیس و حاجی حیدری، نسترن (1401). امکانمندیهای پلتفرمهای رسانههای اجتماعی در درگیرسازی کاربران. بررسیهای مدیریت رسانه، 1(1)، 4-29.
محمدیان، محمود (1393). مدیریت تبلیغات. تهران: سپندمینو.
Allison, T. H., Davis, B. C., Webb, J. W. & Short, J. C. (2017). Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance. Journal of Business Venturing, 32(6), 707-725.
Alwreikat, A. A. & Rjoub, H. (2020). Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis. South African Journal of Business Management, 51(1), 11.
Amazeen, M. A. & Vargo, C. J. (2021). Sharing native advertising on Twitter: Content analyses examining disclosure practices and their inoculating influence. Journalism Studies, 1-18.
Amazeen, M. A. & Wojdynski, B. W. (2019). Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts. Mass Communication and Society, 22(2), 222-247.
Amazeen, M. A. & Wojdynski, B. W. (2020). The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers. Journalism, 21(12), 1965-1984.
Ariffin, S. K., Ihsannuddin, N. Q. & Mohsin, A. M. A. (2021). The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea. Journal of Islamic Marketing, (ahead-of-print).
Azar, A., Bagheri Gara Bollagh, H. & Keshavarz, M. (2023). Precursors and outcomes of students' attitude towards social media advertising; the case of the University of Semnan. Global Media Journal-Persian Edition, 13(1), 1-21. (in Persian)
Benes, R. (2019). Advertisers spend more on native, but favor the same formats. eMarketer (March 18). https://www. emark eter. com/content/advertisers-spend-more-on-native-but-favor-thesame-formats.
Cahyani, N. I. & Artanti, Y. (2020). The influence of informativeness, entertainment and e-mail marketing irritation on online buying intentions with attitude toward advertising as mediation variable. Sentralisasi, 9(2), 77-86.
Campbell, C. & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.
Campbell, C. & Marks, L. J. (2015). Good native advertising isn’ta secret. Business Horizons, 58(6), 599-606.
Chung, Y. J. & Kim, E. (2021). Predicting consumer avoidance of native advertising on social networking sites: A survey of Facebook users. Journal of Promotion Management, 27(1), 1-26.
Edelson, L., Sakhuja, S., Dey, R. & McCoy, D. (2019). An analysis of United States online political advertising transparency. arXiv preprint arXiv:1902.04385.
Edwards, S. M., Li, H. & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of advertising, 31(3), 83-95.
Elliott, M.T. & Speck, P.S. (1998). Consumer perceptions of advertising clutter and its impact across various media. Journal of Advertising Research, 38 (1/ 2), 29-41.
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equations models with unobservable variables andmeasurement error. Journal of Marketing Research, 18 (1), 39-50
Goodrich, K., Schiller, S. Z. & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37-50.
Greyser, S. A. (1973). Irritation in advertising. Journal of Advertising Research, 13(1), 3-10.
Hallock, W., Roggeveen, A. L. & Crittenden, V. (2019). Firm-level perspectives on social media engagement: an exploratory study. Qualitative Market Research: An International Journal. 22(2), 217-226.
Harms, B., Bijmolt, T. & Hoekstra, J. (2017). Digital native advertising: Practitioner perspectives and a research Agenda. Journal of Interactive Advertising, 17(2), 80-91.
Ho Nguyen, H., Nguyen-Viet, B., Hoang Nguyen, Y. T. & Hoang Le, T. (2022). Understanding online purchase intention: the mediating role of attitude towards advertising. Cogent Business & Management, 9(1), 2095950.
Hur, S., Lee, J. E. & Stoel, L. (2020). Fair trade advertising: Influences of information type and emotional appeal congruency. Journal of Marketing Communications, 26(2), 186-206.
Jalalat, S. & Gholipour Soleimani, A. (2019). The impact of IT-based lifestyle on the avoidance of internet advertising through explaining the moderating role of negative experience and advertisement congestion. Journal of Business Management, 11(2), 341-356. (in Persian)
Jeon, Y. A., Son, H., Chung, A. D. & Drumwright, M. E. (2019). Temporal certainty and skippable in-stream commercials: Effects of ad length, timer, and skip-ad button on irritation and skipping behavior. Journal of Interactive Marketing, 47, 144-158.
Kim, B. H., Pasadeos, Y. & Barban, A. (2001). On the deceptive effectiveness of labeled and unlabeled advertorial formats. Mass Communication & Society, 4(3), 265-281.
Kim, C., Jeon, H. G. & Lee, K. C. (2020). Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability, 12(12), 5189.
Kline, R. B. (2015). Principles and practice of structural equation modeling: Guilford publications.
Lee, S.S., Chen, H. & Lee, Y. H. (2021). How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness. Journal of Product & Brand Management, 31(1), 149-162.
Medina Serrano, J. C., Papakyriakopoulos, O. & Hegelich, S. (2020, July). Exploring political ad libraries for online advertising transparency: lessons from Germany and the 2019 European elections. In International conference on social media and society . 111-121.
Mirzanoorali, F., Khajeheian, D. & Hajiheidari, N. (2022). Investigating the effect of social media platform affordances on user engagement. Media Management Review, 1(1), 4-29. (in Persian)
Mishra, S. & Malhotra, G. (2020). The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness. International Journal of Information Management, 102245.
Mohammadian, M. (2013). Advertising management. Tehran: Sepandamino. (in Persian)
Mohiuddin, M., Hosseini, E., Faradonbeh, S. B. & Sabokro, M. (2022). Achieving human resource management sustainability in universities. International Journal of Environmental Research and Public Health, 19(2), 928.
Moriarty, S.E. & Everett, S.L. (1994). Commercial breaks: A viewing behavior study. Journalism Quarterly, 71(2), 346-355.
Nallaperuma, K., Septianto, F. & Bandyopadhyay, A. (2021). Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility. Asia Pacific Journal of Marketing and Logistics.
Park, H., Kim, S. & Lee, J. (2020). Native advertising in mobile applications: Thinking styles and congruency as moderators. Journal of Marketing Communications, 26(6), 575-595.
Parra-Arnau, J., Achara, J. P. & Castelluccia, C. (2017). Myadchoices: Bringing transparency and control to online advertising. ACM Transactions on the Web (TWEB), 11(1), 1-47.
Pelet, J. É. & Ettis, S. A. (2022). Social media advertising effectiveness: The role of perceived originality, liking, credibility, irritation, intrusiveness, and Ad destination. International Journal of Technology and Human Interaction (IJTHI), 18(1), 1-20.
Pulizzi, J. (2014). The ultimate guide to native advertising. [online] Available at: https://www.linkedin.com/pulse/20140107180859-5853751-the-ultimate-guide-to-native-adv ertising/?trk=mp-reader-card [Accessed 4 Apr. 2019]
Redondo, I. & Aznar, G. (2018). To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising. Telematics and Informatics, 35(6), 1607-1616.
Sahni, N.S. & Nair, H.S. (2020). Sponsorship disclosure and consumer deception: Experimental evidence from native advertising in mobile search. Marketing Science, 39(1), 5-32.
Salamzadeh, A., Tajpour, M., Hosseini, E. & Salamzadeh, Y. (2022). Geotourism and destination brand selection: Does social media matter? In Economics and Management of Geotourism (pp. 105-124). Springer, Cham.
Sass, E. (2015). Consumers can't tell native ads from editorial content. Media Post.
Stapel, J. (1994). A brief observation about likability and interestingness of advertising. Journal of Advertising Research.
Statista (2021). Number of Instagram users worldwide from 2016 to 2023. Avaialbe at https://www.statista.com/statistics/183585/instagram-number-of-global-users/
Styśko-Kunkowska, M. A. & Borecka, D. (2010). Extraversion and evaluation of humorous advertisements. Psychological reports, 106(1), 44-48.
Tajpour, M., Hosseini, E., Mohammadi, M. & Bahman-Zangi, B. (2022). The effect of knowledge management on the sustainability of technology-driven businesses in emerging markets: The mediating role of social media. Sustainability, 14(14), 8602.
Teichert, T., Hardeck, D., Liu, Y. & Trivedi, R. (2018). How to implement informational and emotional appeals in print advertisements: A framework for choosing ad appeals based on advertisers' objectives and targeted demographics. Journal of Advertising Research, 58(3), 363-379.
Van Reijmersdal, E. A. & Rozendaal, E. (2020). Transparency of digital native and embedded advertising: Opportunities and challenges for regulation and education. Communications, 45(3), 378-388.
Vrtana, D., Krizanova, A., Skorvagova, E. & Valaskova, K. (2020). Exploring the affective level in adolescents in relation to advertising with a selected emotional appeal. Sustainability, 12(19), 8287.
Wang, Y. & Li, Y. (2017). Understanding “native advertising” from the perspective of Communication Strategies. Journal of Promotion Management, 23(6), 913-929.
Wetterstrand, A., Fransson, A. & Nordmark, J. (2019). Concepts that influence users’ feeling of non-intrusiveness in native advertising: A quantitative study testing the conceptualization of effective native advertisements’ influence on users’ feeling of non-intrusiveness.
White, A. R., Martinez, L. M., Martinez, L. F. & Rando, B. (2021). Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention. Electronic Commerce Research and Applications, 50, 101100.
Wojdynski, B. (2016). The deceptiveness of sponsored news articles. American Behavioral Scientist, 60(12), 1475-1491.
Wojdynski, B. W. (2016). Native advertising: Engagement, deception, and implications for theory. The new advertising: Branding, content and consumer relationships in a data-driven social media era, 203-236.
Wojdynski, B. W. & Bang, H. (2016). Distraction effects of contextual advertising on online news processing: an eye-tracking study. Behaviour & Information Technology, 35(8), 654-664.
Wojdynski, B. W. & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.
Wojdynski, B. W., Evans, N. J. & Hoy, M. G. (2018). Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs, 52(1), 115-137.
Xiang, D., Zhang, L., Tao, Q., Wang, Y. & Ma, S. (2019). Informational or emotional appeals in crowdfunding message strategy: An empirical investigation of backers’ support decisions. Journal of the Academy of Marketing Science, 47(6), 1046-1063.
Yang, S., Carlson, J. R. & Chen, S. (2020). How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54, 102020.
Yang, Y. & Gao, T. L. (2021). The path to people’s responses to native advertising in social media: A perspective of self-presentational desire. Information & Management, 58(3), 103441.
Yu, C. S. (2011). Construction and validation of an e-lifestyle instrument. Internet Research, 21(3), 214-235.
Zheng, M. (2020). When and why negative emotional appeals work in advertising: A review of research. Open Journal of social sciences, 8(03), 7.
تعداد مشاهده مقاله: 560
تعداد دریافت فایل اصل مقاله: 195