Modeling the influencing factors on inducing the meaning of TV advertising messages on consumers' behavior

Document Type : Research Paper

Authors

Assistant Professor, Payame Noor University of Tehran, Tehran, Iran

10.22034/cbsj.2023.138056.2420

Abstract

در بازار رقابت محور امروزی، تبلیغات تلویزیونی به عنوان رسانه‌ای در دسترس همگان و با قابلیت بسیار بالا در بکارگیری فنون و ابزارهای مختلف جهت معرفی محصولات و خدمات مورد نظر به مخاطبان، نقش بسزایی در جلب وجذب مصرف کنندگان دارد. از این رو درک چگونگی تأثیر تبلیغات بر رفتار مصرف کننده به سفارش دهندگان و سازندگان تبلیغات تلویزیونی کمک می‌کند تا برنامه‌ریزی بهتری در خصوص چگونگی برقراری ارتباط با مخاطبان و چگونگی اثرگذاری بر آنها در قالب پیام های بازرگانی تلویزیونی داشته باشند. بر همین اساس در پژوهش حاضر محققان با هدف شناسایی عوامل اثرگذار بر القای معانی پیام‌های تبلیغاتی بر رفتار مصرف‌کنندگان، با بهره‌گیری از روش تحلیل محتوای کیفی، با انتخاب 70 آگهی از میان 240 پیام بازرگانی برتر سیمای جمهوری اسلامی ایران در سایت مدیا آرشیو، به بررسی دقیق و استخراج 110 کد باز و دسته‌بندی آنها در قالب 13 مقوله و 5 تم اصلی پرداخته و بدین ترتیب در الگوی پیشنهادی خود، 5 عامل اصلی 1) استراتژی‌های تبلیغاتی شرکت؛ 2) عوامل مرتبط با تبلیغ؛ 3) عوامل مرتبط با پیام؛ 4) عوامل مرتبط با رسانه؛ 5) عوامل مرتبط با مخاطبان را به عنوان عوامل موثر بر القای معانی پیام‌های بازرگانی تلویزیونی به مصرف کنندگان و اثر گذاری در رفتار خرید آنها معرفی نمودند.

Keywords

Main Subjects


Afshari, N. (2013). The necessity of using Gestari grammar (Chomsky) in teaching Persian grammar. the first Persian language teaching conference. (In Persian)
Ali, S., & Yusaf, Z. (2017). Impact of TV Advertisement on changing lifestyle of the youth and how TV advertisements affect the norms and values of the society. Global Media Journal, 10(2), 1-25. [in Persian]
Arenas-Gaitán, J., Sanz-Altamira, B., & Ramírez-Correa, P. E. (2019). Complexity of understanding consumer behavior from the marketing perspective. Complexity, 2019.
Behnam, M., Hamidi, M., & Guderzi, M. (2014). The influence of advertising appeal type on pleasure and consumers’ arousal in sport service. Quarterly Journal of Research in Sports Management and Movement Behavior, 4(8), 73-86. (In Persian)
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Borujerdi Alavi, M., & Rezvani, S. (2019). Semiotics of the Public Services Advertisements of Iranian Television Advertisement aimed at supporting Iranian products. Rasaneh, 30(3), 95-125. (In Persian)
Chris, F., & Barbara, J. (2011). Marketing Communications: Edinburgh Business School, Heriot-Watt University Edinburgh EH14 4AS United Kingdom. Website www. ebsglobal. net.
Darabi, M., Azizian Kohan, N., & Moharamzadeh, M. (2019). A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy. Consumer Behavior Studies Journal, 6(2), 112-133. (In Persian)
Dens, N., & De Pelsmacker, P. (2010). Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation. Marketing Letters, 21(2), 175-189.
Dindarfarkosh, F., & Haiderbeighi, A. (2011). Investigation of the effect of commercial advertisements of Persian language satellite channels on the audience's attitude and their buying behavior. Media Studies Quarterly, 6(12), 203-218. (In Persian)
Esfidani, M. R., Kimasi, M., & Ahmadi, S. (2015). A framework for determining television advertising strategies in banking. Marketing Management Research Journal, 3(3), 118-142. (In Persian)
Frazer, C. F., Sheehan, K. B., & Patti, C. H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8(3), 149-164.
Ghaedy, A., Seyyedamiri, N., & Foroudi, P. (2023). The Impact of Multi-sensory Marketing on Advertising Effectiveness Mediated by Consumer Attitude towards Advertising (Studied Case: Online Retail Industry). Consumer Behavior Studies Journal, 9(4), 110-136. (In Persian)
Gierl, H., & Praxmarer, S. (2007). The effects of a value-oriented advertising strategy on brand attitude. der markt, 46(4), 148-156.
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer research, 11(1), 581-592.
Haghshenas, L., Abedi, A., Ghorbani, E., Kamali, A., & Harooni, M. (2013). Review consumer behavior and factors affecting on purchasing decisions. Singaporean Journal of Business, Economics and Management Studies, 1(10), 17-24.
Harun, M. H. M., Teo, C. B. C., Hussin, M. H. F., & Nasir, S. (2014). The influence of culture in creative strategy and execution of international advertising: A content analysis approach. Procedia-Social and Behavioral Sciences, 130, 419-430.
Hassan, A., & Daniyal, M. (2013). Impact of television programs and advertisements on school going adolescents: a case study of Bahawalpur city, Pakistan. Bulgarian Journal of Science and Education Policy, 7(1), 26.
Hassan, Ali.(2015).  "Effects of TV Advertisement on Consumer Buying Behaviour: A Comparative Study of Rural-Urban and Male-Female Consumers." International Journal of Innovation and Applied Studies 11.3 , 608.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277-1288.
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.15
Kotwal, N., Gupta, N., & Devi, A. (2008). Impact of TV advertisements on buying pattern of adolescent girls. Journal of Social sciences, 16(1), 51-55.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373.
Maitre-Ekern, E., & Dalhammar, C. (2019). Towards a hierarchy of consumption behaviour in the circular economy. Maastricht journal of European and comparative law, 26(3), 394-420.
McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 101975. https:// doi.org/10.1016/j.jretconser.2019.101975  
McCombs, M. (2002). The agenda-setting role of the mass media in the shaping of public opinion. In Mass Media Economics 2002 Conference, London School of Economics: http://sticerd. lse. ac. uk/dps/extra/McCombs. pdf.
Miller, S., & Berry, L. (1998). Brand salience versus brand image: two theories of advertising effectiveness. Journal of Advertising Research, 38(5), 77-78.
Momeni Rad, A., Aliabadi, K., Fardanesh, H., & Mozini, N. (2014). Qualitative content analysis in research tradition: nature, stages and validity of the results. Quarterly of Educational Measurement, 4(14), 187-222. (In Persian)
Moore, E.S. (2004). Children and the changing world of advertising. J. Business Ethics, 52, 161-167
Moore, J. J., & Rodgers, S. L. (2005). An examination of advertising credibility and skepticism in five different media using the persuasion knowledge model. In Proceedings of the conference-American academy of advertising, 10–18. Lubbock: American Academy of Advertising.
Motmani, A., Mardai, H., Banddar, A., & Hemti, A. (2014). Explaining the dimensions of the hospital's reputation and its effect on the mental image of the clients and the special value of the brand name. Business Management Perspective, 13(20), 87-106. (In Persian)
Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments?. Telematics and informatics, 64, 101687.
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147–162. https://doi.org/ 10.1504/IJBIS.2018.091861.
Pandita, A., & Kiran, R. (2021). Examining critical success factors augmenting quality of higher education institutes in India. A SEM_PLS approach. Journal of Applied Research in Higher Education, 13(5), 1323-1343.
Rasouli, M., & Kyamanesh, K. (2008). Investigating the effectiveness of commercial advertisements among the citizens of Tehran. The Monthly Book of Social Sciences, 4(30), 86-95. (In Persian)
Roshandel Arbatani, T., & Ghayoumi, Z. (2016). Identify persuasive components of television advertising for promotion of energy efficiency (power) in the country (Iran). Quarterly Journal of Energy Policy and Planning Research, 1(1), 221-250. (In Persian)
Sama, R. (2019). Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), 54-68.
Singh, Surendra N., and Nikunj P. Dala. (1999). Web home pages as advertisements. Communications of the ACM, 42(8), 91-98.
Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of product & brand management.
Sriram K.V., Namitha K.P., & Giridhar, B. K. (2021). Social media advertisements and their influence on consumer purchase intention. Cogent Business & Management, 8(1), 2000697.
Tajik-Ismaili, S., & Moradi, S. (2017). Relationship between TV Commercials and Customers’ Selection of Products. Rasaneh, 29(1), 79-110. (In Persian)
Vetrivel, D. T., & Muthulakshmi, D. A. (2011). Impact of TV Advertisements-A Study of Viewers in Erode District. Tamilnadu, India.
Waller, D. S. (2006). A proposed response model for controversial advertising. Journal of Promotion Management, 11(2–3), 3–15. https://doi.org/10.1300/ J057v11n02_02
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology-and emotion-based evaluations. Journal of Business Research, 66(9), 1345-1352.
Zipporah, M and Hellen K. Mberia. K. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), 178-188.