یاسر سبحانی فرد Articles List

List of Articles یاسر سبحانی فرد

Open Access Article
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1 - Structural Modeling of strengthening purchase intention in the Instagram as a social network
یاسر سبحانی فرد

The effect of social networks on consumer behavior in cyberspace is growing. The popular social network Instagram as one of the networks are strengthening their role in purchasing intention. This article seeks to examine know how advertising on the social network Instag More

The effect of social networks on consumer behavior in cyberspace is growing. The popular social network Instagram as one of the networks are strengthening their role in purchasing intention. This article seeks to examine know how advertising on the social network Instagram and its role on the consumer`s shopping intention. In this regard, the study has tested effect of six advertising factors in Instagram on the shopping intention. Population of this study is Instagram users in the city of Qazvin. To generalize the results to the community infinite by random sampling, 384 samples were elected. To answer hypotheses and test the study model, structural equation modeling was used. The results confirm the study's model and majority of hypotheses. Test results showed that the informativeness and advertising creativity, have a positive effect on attitudes toward empathy expression and and this will also affect the intention to express empathy and this reality have positive affect on Purchase intention. Manuscript profile
Open Access Article
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2 - Investigating the effect of sensory marketing strategy components on brand equity through mediating customer satisfaction and brand credibility (Case study: Islamic Republic of Iran TV programs)
Hesamedin Nemati یاسر سبحانی فرد Ali Jafari

In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences o More

In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences of radio and television programs, according to Morgan's table, a sample size of 384 was obtained, and to ensure the questionnaire, 449 questionnaires were distributed among them in a simple random manner. The questionnaire of this research, based on related research, has a five-choice question designed on a Likert scale. Also, for data analysis, linear regression relationships were used in spss software and path analysis in pls software. The results showed that sensory marketing has a direct effect on brand credibility and also sensory marketing has a direct effect on audience satisfaction. In addition, the mediating variable of brand credibility has a direct relationship with brand equity, and also the mediating variable of customer satisfaction has a direct relationship with brand equity, and therefore, considering the establishment of four conditions between customer satisfaction and brand credibility in the relationship between sensory marketing and brand equity, It has a mediating effect. This research, which has been conducted for the first time on radio programs, seeks to investigate whether the components of the sensory marketing strategy have an effect on the special value of the brand through the mediation of customer satisfaction and brand credibility in the radio programs of the Islamic Republic of Iran. Manuscript profile

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List of Articles یاسر سبحانی فرد