Designing and explaining the role model of hidden pleasures in social media advertising (Mixed Methodology)

Emadi, Ehsan; Ghorbani Dinani, Hasan; Landaran Esfahani, Saeid

doi:10.22034/cbsj.2024.63357

Designing and explaining the role model of hidden pleasures in social media advertising (Mixed Methodology)

Document Type : Original Article

Authors

¹ PhD Candidat of business management ,department of management ,mobarakeh branch,islamic azad university,isfahan,iran

² Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran

10.22034/cbsj.2024.63357

Abstract

This research was done with the aim of designing and explaining the influence model of hidden pleasures in social media advertising in two qualitative and quantitative stages. In the qualitative phase, with an exploratory approach, data was collected from experts by interview method and analyzed using the theme analysis method, and finally, the model was designed and entered into the quantitative phase with six hypotheses resulting from this research model. In the quantitative phase with practical purpose, the model obtained from the qualitative phase was tested in a large statistical population, so all Iranian users of Instagram social media were considered as the statistical population. The data from the sample was collected using a researcher-made questionnaire consisting of 40 items with a volume of ten times the number of items equal to 400 people and based on the available sampling method and was analyzed using the structural equation modeling method. . The results of the quantitative phase confirmed the model designed in the qualitative phase and its hypothetical relationships. The results of the research showed that personality traits have a significant effect. The perceived disparity in the advertisement content has a significant effect on the formation of hidden pleasures in the audience. The formation of hidden pleasures in the audience has a significant effect on the internal consequences. The formation of hidden pleasures in the audience has a significant effect on the behavioral consequences. Internal consequences have a significant effect on behavioral consequences.

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