پیوندهای مفید
آمار
| تعداد نشریات | 21 |
| تعداد شماره‌ها | 610 |
| تعداد مقالات | 9,027 |
| تعداد مشاهده مقاله | 67,082,797 |
| تعداد دریافت فایل اصل مقاله | 7,656,271 |
Design and validation of an effective model for evaluating the role of online advertising on the consumer purchasing decision process (Case study: Food chain stores in Guilan province) | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 24، دوره 14، شماره 9، آذر 2023، صفحه 337-344 اصل مقاله (658.62 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2022.26638.3374 | ||
| نویسندگان | ||
| Reza Heidari Nejad1؛ Sirus Fakhimi Azar* 1؛ Morteza Mahmoudzadeh1؛ Hossein Gharebiglo2 | ||
| 1Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| 2Department of Business Management, Ajab Shir Branch, Islamic Azad university, Ajab Shir, Iran | ||
| تاریخ دریافت: 28 بهمن 1400، تاریخ بازنگری: 21 فروردین 1401، تاریخ پذیرش: 27 فروردین 1401 | ||
| چکیده | ||
| Social networks and social media provide customers with the opportunity to talk about products and services purchased and to share their experiences with others. The purpose of this study is to design and validate an effective model for evaluating the role of online advertising on the consumer purchasing decision process in food chain stores in Guilan province (with a quantitative approach). The present study is conducted with a quantitative approach. The statistical population in a small part also includes customers of food chain stores in Gilan province. Using the Cochran's formula for indeterminate communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. An initial model was designed to analyze the data using structural-interpretive modeling and MICMAC software. Structural equation modeling and SMART-PLS software were used to validate and present the final model. Findings showed that online advertising has an impact on strategic social media marketing, sponsored content, content marketing and further these variables lead to the management of consumer experience. Emotional commitment to the brand, perceived risk, consumer satisfaction affect the management of the consumer experience and ultimately leads to the decision to buy the consumer. Increasing the understanding of the role of social media for stakeholders in the field of marketing is essential and by applying the achievements of the present study, it is possible to improve online advertising on the consumer purchasing decision process. | ||
| کلیدواژه‌ها | ||
| Online Advertising Role Model؛ Consumer Purchasing Decision Process؛ Blended Approach؛ Gilan Grocery Stores | ||
| مراجع | ||
|
[1] R. Aghamosi, M.R. Khanlou, M. Saki and F. Qanavati, Designing a structural-interpretive model of factors affecting industrial purchasing objectives, Fourth Nat. Conf. Account. Manag. Res., Tehran, 2020. [2] Q. Bakhshandeh and S. Qashqaei, Models of factors affecting women’s desire to buy clothes from online stores, Sci. J. Smart Bus. Manag. Stud. 8 (2020), no. 31, 185—204. [3] H Boudlaie, A. Shahidi, M. Kenarroodi, B.K. Nik, A qualitative study of customer experiences in the retail industry of modern marketing research, Technium Soc. Sci. J. 8 (2020), 273. [4] E. Claffey and M. Brady, An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities, J. Market. Manag. 35 (2019), no. 11-12, 1047–1079. [5] H. Frati, O. Khalaj and M. Noor Mousavi, Factors affecting green consumption based on the of planned behavior theory (Case study: Citizens of Qazvin), Envir. Educ. Sustain. Dev. 7 (2019), no. 3, 59–70. [6] L.C. Harris and K.L. Reynolds, The consequences of dysfunctional customer behavior, J. Serv. Res. 6 (2003), no. 2, 144–161. [7] R. Honarmand, Investigating the impact of the online shopping experience on the satisfaction and online shopping intention of DigiKala customers, New Res. Approach. Manag. Account. 2 (2018), no. 14. [8] M. Hosseinzadeh, M. Habibi and Ms. Vajiheh Heidari, the impact of marketing capabilities on sensitivity and the formation of a creative and timely marketing strategy, Modern Market. Res. 1 (2015), 107–128. [9] H. Kharouf, R. Biscaia, A. Garcia-Perez and E. Hickman, Understanding online event experience: The importance of communication, engagement and interaction, J. Bus. Res. 121 (2020), 735–746. [10] A. Krizanova, G. L˘az˘aroiu, L. Gajanova, J. Kliestikova, M. Nadanyiova and D. Moravcikova, The effectiveness of marketing communication and importance of its evaluation in an online environment, Sustainability 11 (2019), no. 24, 7016. [11] J. Kumar, R. Konar and K. Balasubramanian, The impact of social media on consumers’ purchasing behavior in Malaysian restaurants, J. Spatial Organ. Dyn. 8 (2020), no. 3, 197–216. [12] H. Li, K. L. Xie and Z. Zhang, The effects of consumer experience and disconfirmation on the timing of online review: Field evidence from the restaurant business, Int. J. Hospital. Manag. 84 (2020), 102344. [13] A. Mollen and H. Wilson, Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives, J. Bus. Res. 63 (2010), 919–925. [14] V.H. Silva, B. Sousa and M. Goncalves, The role of relational marketing on the consumer buying decision of travel agencies, Market. Tourism Rev. 4 (2019), no. 1. [15] K. Tamilselvan and S. Kumaresan, Effectiveness of advertising on consumer buying decision making style with special reference to home appliances at Chennai city, Wutan Huatan Jisuan Jishu 2020 (2020), 246–256 [16] O.T. Tobi, M.D. Ayodele and A.A. Akindele, Effect of online advertising on consumer buying behaviour of internet users in Lagos state, Ilorin J. Human Resource Manag. 4 (2020), no. 1, 171–181. | ||
|
آمار تعداد مشاهده مقاله: 16,377 تعداد دریافت فایل اصل مقاله: 177 |
||