پیوندهای مفید
آمار
| تعداد نشریات | 21 |
| تعداد شماره‌ها | 628 |
| تعداد مقالات | 9,179 |
| تعداد مشاهده مقاله | 67,527,034 |
| تعداد دریافت فایل اصل مقاله | 8,061,763 |
The effectiveness of Cialdini's principles on persuasion in digital marketing (A case study of Iran's furniture industry) | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 12، دوره 15، شماره 4، تیر 2024، صفحه 135-148 اصل مقاله (479.4 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.30051.4322 | ||
| نویسندگان | ||
| Bahman Naruoei1؛ Hossein Hakimpour* 2؛ Mehdi Mahmoodzadeh Vashshan2؛ Mohammad Mohammadi3 | ||
| 1Department of Human Sciences, Birjand Branch, Islamic Azad University, Birjand, Iran | ||
| 2Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran | ||
| 3Department of Public Management, Birjand Branch, Islamic Azad University, Birjand, Iran | ||
| تاریخ دریافت: 21 آبان 1401، تاریخ بازنگری: 27 اسفند 1401، تاریخ پذیرش: 10 فروردین 1402 | ||
| چکیده | ||
| In order to attract customers choosing a digital marketing approach in business has become an inevitable issue. Through the persuasion principles of Cialdini psychology, many companies are trying to persuade visitors to choose and use their products or services. Despite the frequent use of customer persuasion psychology principles in this marketing approach, little information is found in the academic literature about the effectiveness of these principles on consumer response in digital marketing. The purpose of this study is to investigate whether the use of Cialdini's six principles of persuasion is effective on consumers' reactions to furniture digital marketing. The results indicate the significant effect of these principles in convincing customers of digital marketing in the furniture industry. Therefore, one of the effective ways to attract customers in digital marketing is to pay attention and apply these principles in the production and presentation of content in this marketing method. Persuading people to choose a product in the furniture industry by using persuasion principles requires observing the aspects of caution because the inappropriate and false use of these principles can have a negative and harmful consequence, especially the principle of scarcity, although it is the most effective, but in some cases suspicion It is going to have a negative impact on decision making. However, this effect was only observed for this group of participants. Therefore, to measure the effectiveness of persuasion principles in digital marketing based on Cialdini principles in different fields and to categorize more products, wider research is needed. | ||
| کلیدواژه‌ها | ||
| Cialdini principles؛ digital marketing؛ persuasion | ||
| مراجع | ||
|
[1] A. Aghajani, A. Afrozi, and M. Parhizgar, Advanced research methodology book in management with applied approach (A. Rabiei (Ed.)), Payam Noor University, 2021. [2] N. Alkish and T. Taskaya Temizel, The impact of individual differences on influence strategies, Personal. Individ. Differ. 87 (2015), 147–152. [3] R. Cialdini, Pre-Suasion: A Revolutionary Way to Influence and Persuade, Simon and Schuster, 2016. [4] R.B. Cialdini and N.J. Goldstein, The science and practice of persuasion, Cornell Hotel Restaurant Admin. Quart. 43 (2002), no. 2, 40–50, [5] K. Coombes-Hoar, Effect of cultural differences on the principle of authority introduced by Robert Cialdini, Human. Soc. Sci. 27 (2020), no. 4, 7–18. [6] Y.K. Dwivedi, E. Ismagilova, D.L. Hughes, J. Carlson, R. Filieri, J. Jacobson, V. Jain, H. Karjaluoto, H. Kefi, A.S. Krishen, V. Kumar, M.M. Rahman, R. Raman, P.A. Rauschnabel, J. Rowley, J. Salo, G.A. Tran, and Y. Wang, Setting the future of digital and social media marketing research: Perspectives and research propositions, Int. J. Inf. Manag. 59 (2021), 102168. [7] A. Ferreira, L. Coventry, and G. Lenzini, Principles of persuasion in social engineering and their use in phishing, Human Aspects of Information Security, Privacy, and Trust: Third Int. Conf., HAS 2015, Held as Part of HCI Int. 2015, Los Angeles, CA, USA, August 2-7, 2015, Proc. 3, Springer International Publishing, 2015, pp. 36–47. [8] B. Fogg, A behavior model for persuasive design, Proc. 4th Int. Conf. Persuasive Technol., 2009, pp. 1–7. [9] M. Friestad and P. Wright, The Persuasion Knowledge Model: How People Cope with Persuasion Attempts, J. Consumer Res. 21 (1994), no. 1, 1–31, [10] R. Gass and J. Seiter, Persuasion, Social Influence, and Compliance Gaining, Languages, Philosophy, and Communication Studies Faculty Publications, Routledge, 2015. [11] J. Hair, D. Ortinau and D. Harrison, Essentials of Marketing Research, Kennesaw State University, 2013. [12] J. Henseler, C.M. Ringle, and R.R. Sinkovics, The use of partial least squares path modeling in international marketing, Adv. Int. Market. 20 (2019), 277–319. [13] D. Hooper, J. Coughlan, and M. R. Mullen, Structural equation modelling: Guidelines for determining model fit, Electronic J. Bus. Res. Meth. 6 (2008), no. 1, 53-60. [14] L.F. Hsieh and L.H. Lin, A performance evaluation model for international tourist hotels in Taiwan—An application of the relational network DEA, Int. J. Hospital. Manag. 29 (2010), 14–24. [15] M. Jacob and J. Johnson, Conceptualising digital content marketing for greater consumer brand engagement, Colombo Bus. J. 12 (2021), no. 80. [16] A. Jafari Samimi and A. Amin Khaki, An estimation of consumption function under uncertainty in Iran (1338-1384), J. Econ. Stud. Polic. 11 (2007), no. 11, 132–146. [17] M. Kaptein and D. Eckles, Heterogeneity in the effects of online persuasion, J. Interact. Market. 26 (2012), no. 3, 176–188. [18] M. Kaptein, P. Markopoulos, B. De Ruyter, and E. Aarts, Can you be persuaded? Individual differences in susceptibility to persuasion, Human-Computer Interaction–INTERACT 2009: 12th IFIP TC 13 Int. Conf. Uppsala, Sweden, August 24-28, 2009, Proc. Part I 12, Springer Berlin Heidelberg, 2009, pp. 115–118. [19] T. Keizer, Does social proof and scarcity work for opera lovers?, MS thesis, University of Twente, 2017. [20] A. Krizanova, G. Lazaroiu, 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. [21] B. Lu and Z. Chen, Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective, Inf. Manag. 58 (2021), no. 7, 103509. [22] K. Oyibo, R. Orji, and J. Vassileva, Investigation of the influence of personality traits on Cialdini’s persuasive strategies, PPT@ PERSUASIVE 2017 (2017), 8–20. [23] H. Sari, M. Othman, and H. Sulaiman, A systematic framework for designing persuasive mobile health applications using behavior change wheel, Intell. Comput. Innov. Data Sci.: Proc. ICTIDS 2019. Singapore: Springer Singapore, 2021, pp. 687–694. [24] C.C. Teng and C.H. Lu, Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty, Appetite 105 (2016), 95–105. [25] A. Valerivitch Altoukhov, M. Vladimirovna Kuzmina, and S. Alexandrovitch Tishchenko, Psychological aspects of platform business models risk management, Jett. Dormaj. Com. 8 (2020), no. 4, 1486–1490. [26] J. P. Vargheese, M. Collinson, and J. Masthoff, Exploring susceptibility measures to persuasion, Persuasive Techno., Design. Future Change: 15th Int. Conf. Persuasive Technol., PERSUASIVE 2020, Aalborg, Denmark, April 20–23, 2020, Proc. 15, Springer International Publishing, 2020. [27] G. Vial, Understanding digital transformation: A review and a research agenda, J. Strategic Inf. Syst. Rev. 28 (2019), no. 2, 118–144. [28] A. Zarei and Z. Naseri Ashtrani, The effect of consumer behaviour situation on the behavioral response with the mediation of perceived value and emotional responses (Case study: Consumers of Ladan Oil in Tehran City), Consumer Behav. Stud. 5 (2019), no. 2, 1–20. [29] J. Zhao, F. Xue, S. Khan, and S.F.A. Khatib, Consumer behaviour analysis for business development, Aggre. Violent Behav. In Press (2021), 101591. | ||
|
آمار تعداد مشاهده مقاله: 23,764 تعداد دریافت فایل اصل مقاله: 2,718 |
||