بکارگیری روش فراترکیب جهت ارایه مدل جامع عوامل مؤثر بر تبلیغات اقناعی
محورهای موضوعی : مدیریت فناوری اطلاعاتسحر مشهدی 1 * , طهمورث حسنقلی پور 2 , سهیلا بورقانی فراهانی 3 , عبدالحسین کرمپور 4
1 - دانشگاه تهران
2 - دانشگاه تهران
3 - وزارت علوم تحقیقات و فناوری
4 - دانشگاه تهران
کلید واژه: تبلیغات اقناعی, مدل, مشتری, محصول ,
چکیده مقاله :
یکی از روش های مؤثر تبلیغات به ویژه در فضای کسب و کار رقابتی، تبلیغات اقناعی است. تبلیغات اقناعی تکنیکی است که مشتریان را به وسیله ی ایجاد اعتماد و انگیزه نسبت به خرید محصول، جذب می نماید. با توجه به ضرورت جذب و افزایش تقاضا از سوی مشتری در فضای کسب و کار رقابتی، ضروری است تا عوامل مؤثر بر تبلیغات اقناعی شناسایی گردد. به همین منظور در این تحقیق سعی می شود تا با تبیین ابعاد و اجزای هر بّعد از عوامل مؤثر بر تبلیغات اقناعی، به تعریف این پدیده پرداخته شود. در این تحقیق با بکارگیری رویکرد فراترکیب، به تحلیل نتایج و یافته های محققان قبلی پرداخته شده است و با انجام گام های این روش، عوامل مؤثر بر تبلیغات اقناعی در دنیای کسب و کار، در شش بُعد، بیست زیر بُعد طبقه بندی شده است. در نهایت بر اساس فراوانی تعداد کدهای مربوط به زیر ابعاد، چارچوب مفهومی تحقیق، ارایه گردیده است.
Persuasive advertising is one of the effective ways of advertising, especially in the competitive business environment. Persuasive advertising is a technique that attracts customers by building trust and incentive to buy a product. Considering the necessity of attracting and increasing demand from the customer in the competitive business environment, it is necessary to identify the factors affecting convincing advertising. For this purpose, in this research, we try to define the phenomenon by explaining the dimensions and components of each dimension of effective factors on persuasive ads. In this research, using the meta-synthesis approach, we have analyzed the results and findings of previous researchers. By doing this, the factors influencing persuasive advertising in the business world were classified in six dimensions, twenty below. Finally, based on the abundance of number of codes related to the following dimensions, the conceptual framework of the research was presented.
1. Asemah, E.S., (2012). Integrated marketing communication as a strategy for persuading consumers towards product purchase. Benin Mediacom Journal (5).
2. Armstrong, S.(2011), Evidence – based advertising an application to persuasion, International Journal of Advertising, 30(5), pp. 743–767.
3. Bermejo,J. (2013), Masking as a persuasive strategy in advertising for young, Investigating research. Bloch,F. Manceau.D, Persuasive advertising in Hotelling’s model of product differentiation, International Journal of Industrial Organization, 17, pp 557-574.
4. Chenail, R. J. and Weiss, A.D. (2007). Utilizing qualitative meta synthesis to conduct systematic reviews of primary healthcare research. Workshop presented at the 21 st Annual Primary Care Research Methods & Statistic Conference, San Antonio.
5. Chenail, R. J. and Weiss, A.D. (2007). Utilizing qualitative meta synthesis to conduct systematic reviews of primary healthcare research. Workshop presented at the 21 st Annual Primary Care Research Methods & Statistic Conference, San Antonio.
6. Cheng Wu.C, Chen.Wang.J. (2009), Is persuasive advertising always combative in a distribution channel, Marketing Science, Vol. 28, No. 6, pp. 1157–1163.
7. Chang.C, (2009), Masculinity and cognitive age perception: an examination of their relationship and implications for advertising persuasion,No61,pp434-441.
8. Cellini.R, Lambertini.L, Mantovani.A, (2008), Persuasive advertising under Bertrand competiton a differential game, Operationas Research Letters, 381-384.
9. Crisp,R, Persuasive advertising autonomy and the creation of desire, Springer is collaborating with JSTOR to digitize, preserve and extend access to Journal of Business Ethics, 185,82.
10. Carter.O, Patterson.L. (2011), Children’s understanding of the selling versus persuasive intent of junk food advertising: Implications for regulation, Social Science & Medicine 72.
11. Chebat,C. Chrlebois.M,Chebat.C,(2001),Journal of Business Research,93-102.
12. Cogalniceanu.N, (2011), The impact of persuasive communication in adverting,Review of International Comparitive Management.
13. Eagel.L,Rose.L,Kitchen.P,(2012), Advertising in markets: potentially persuasive or repurchase reminde,Vol.4,No21,124-135.
14. Guevremont.A, (2012), The impact of brand personality on consumer responses to persuasion attempts, Journal of Brand Management,20,518-530.
15. Jiang.B , Srinivasan.K,(2015), Pricing advertising in a differentiated market, Springer Science, Business Media New York.
16. Gevorgyan.G, Manucharova,N. (2012), Children and Persuasive Advertising: Drawing the Line between Peripheral and Informative TV Commercials, Journal of Politics and Law; Vol. 5, No. 3.
17. Kruti, S. and D. Alan, (2009). Advertising and promotions: An imc perspectives. New Delhi: Tata McGraw Hill Publishing Company Limited.
18. Kenechukwu, S., (2012). The psycho-social nature of language in human communication.Review of Behavioural Sciences 3(2): 24-29.
19. Kenechukwu S.A, Asemah.E , Edegoh,L. (2013), Behind advertising: The language of persuasion, International Journal of Asian Social Science, 2013, 3(4):951-
20. Koslow.S. (2000),Can truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism, The Journal of Consumer Affairs, Vol. 34, No. 2,pp150-245.
21. Hoffmann, M., (2007). Academic’s dictionary of mass communication. New Delhi: Academic (India) Publishers.
22. Hossain,Md, (2016), Impact of persuasive television advertisement on changing buyers buying behavior of baby products in DHAKA city Bangladeh, International Journal of Economics, Commersce and Management, Vol. IV,
23. Health.R,Down.C, (2012), Emotional persuasion in advertising a hierarchy – of – processing model, University of Bath School of Management.
24. Hassan.L, Walsh. G, Shiu.E. (2007), Modeling persuasion in social advertising, Journal of Advertising, vol. 36, no. 2 (Summer 2007), pp. 15–31.
25. Phillips,D. Stanton,J. (2004), Age – related differences in advertising: recall and persuasion, Journal of Targeting, Measurement and Analysis for Marketing, Vol.13,1,7-20.
26. Labrador.B, Ramon.N,Moreton.H,(2014), Rhetorical structure and persuasive language in the subgenre of online advertising, English for Specific Purpose 34,pp38-47.
27. Lni. Y, Persuasive advertising and product design,Electronic copy:http://ssrn.com/abstract=900642.
28. Matthes,J, Wonneberger.A,Schmuck.D,(2013), Consumers green involvement and the persuasive effect of emotional versus functional ads, Journal of Business Research,IBR.7986,No of Pages 9.
29. and persuasion knowledge on audience reactions, Journal of Marketing Communications, Vol 18, No12.
30. Fox,J, Hanus. M, (Persuasive avatars: the effect of customizing a virtual salesperson;s appearance on brand liking and purchase intentions,
31. Myers.J , Sar. Sela,(2013), Persuasive social approval cues in print advertisisng: Exploring visual and textual strategies and consumer self-monitoring,Journal of Marketing Communication,Vol.19,No.3,168-181.
32. Smet.D , Cayeele.P, (2007), Product Differentiation on a platform: the informative and persuasive role of advertising, CES Discussion Paper 10.03,Center for Economic Studies K.U.Leuven.
33. Sa.N, (2013), Market concentration and persuasive advertising a theoretical approach, Springer – Verlag.
34. Vilaro.M.J,Barnett.T.E,Watson.A.M,Merten.J.W,Mathew.A.E,(2017),Weekday and weekend food advertising varies on children's television in the USA but persuasive techniques and unhealthy items still dominate,Public Health,22-30.
35. Usman.M. Creation of effectrive advertising in the persuasion of target audience, International Journal of Economics, Finance and Management, Vol2,No1.
36. Tutaj,K, Reijmersdal. A. (2012), Effects of online advertising format and persuasion knowledge on audience reactions, Journal of Marketing Communications, Vol 18, No12.
37. Victor J. and Filho.M.(2001), A model of vertical differentiation, brand loyalty and persuasive advertising, Advertising and Differentiated Products, Volume 10,pages 221-238.
38. Zimmer,L.(2006). Qualitative meta-synthesis: a question of dialoguing with texts. Journal of Advanced Nursing, 55(3): 311-318.
39. Yang.X, Smith.R. (2009), Beyond attention effects: modeling the persuasive and emotional effects of advertising creativity, Marketing Science, Vol. 28, No. 5, , pp. 935–949