Investigating Effect of Advertisement Features in Social Media on Consumer Attitude with regard to the Mediator Role of Advertising Value in Iran Food Industry

Document Type : Original Article

Authors

1 MSc, MBA and Drug Economics Department, Faculty of Modern Sciences and Technologies, Medical Sciences of Islamic Azad University, Tehran, Iran

2 Assistant Professor, MBA and Drug Economics Department, Faculty of Modern Sciences and Technologies, Medical Sciences of Islamic Azad University, Tehran, Iran

Abstract

Advertisement is one of the most known ways of marketing. today, advertisement is meant to be used in organizations and institutions to reach their social, communicational, and sale goals. Nevertheless, achieving good results is dependent on having right knowledge of market, customers and their needs.in the current era, everyone is aware of the importance of advertising in business. If advertisements help in keeping sales share in the market in short time, they would also assist in long term with making customers used to them and hence creating regular customers. The purpose of this study is investigating Effect of Advertisement Features in Social Media on Consumer Attitude with regard to the Mediator Role of Advertising Value in Iran Food Industry. This research, from target point of view, is known a practical research. by considering data gathering, this article is measured a descriptive non-analytic research. statistical society of this research includes 5200 science and technology students of Islamic Azad University, with respect of Morgan Table and 357 sample number. in this article, random sampling measurement was used. The article presents the positive and meaningful impact of an informativeness and irritation advertisement on the advertising value, as well as entertainment advertisement effect and advertising value on the attitude towards. mediator role of advertising value in irritation advertisement effect on the attitude towards was approved. Consequently, the impact of entertainment advertisement on advertising value and mediator role of advertising value on informativeness advertisement effect on attitude towards was not approved.

Keywords

Journal of International Marketing Modeling
Volume 1, Issue 2
December 2020
Pages 130-141

Files

Share

How to cite

Statistics