Interpretive -Structural modeling of effective factors of advertising campaign message content strategy selection based on Meta Synthesis approach

Document Type : Original Article

Authors

1 PhD. Candidate of marketing management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

2 Associate Professor, Department of Business Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.

3 Associate Professor., Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

10.22034/cbsj.2023.137670.2381

Abstract

developing a suitable message content strategy is necessary for advertising campaign successful, so much so that some researchers have mentioned it as one of the most important decisions for advertising campaign designers. A review of previous studies reveals that the choice of the appropriate message content strategy depends on various variables. In this regard, previous researchers have mentioned some factors, but so far, no integrated study has been conducted on the factors affecting the choice of message content strategy and the relationship between them. According to this, the current research aims to identify effective factors of advertising message content strategy selection and the relationship between them. Sequential Mixed Method (qualitative- quantitative) used for achieving the purpose of study. In the qualitative part of the research, the data obtained from the meta-analysis of literature of the period 1950 up to 2022 and interviews conducted with advertising campaign experts were thematically analyzed. The results of this stage of the research identified 15 factors, which were obtained from 29 themes. Then, in the quantitative part of the research, in order to investigate the relationship between the factors, Interpretive Structural Modelling (ISM) and MICMAC analysis was used. The results of Interpretive Structural Modelling leveled the factors in five levels, and the results of MICMAC analysis also categorized the factors into three categories of independent variables, Linkage variables and dependent variables. The results of this study will help the practitioner in how to determine the message content strategy.

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