Iranian Journal of Educational Sociology
انجمن جامعه شناسی آموزش و پرورش ایران
Iranian Journal of Educational Sociology
Literature & Humanities
http://iase-idje.ir
1
admin
2645-3460
10.61186/ijes
en
jalali
1398
12
1
gregorian
2020
3
1
3
1
online
1
fulltext
fa
Investigating the Training of Subjective Norms and Empathy of Buyers Through the Effectiveness of Advertising on Social Networks
تخصصي
Special
پژوهشي
Research Article
<div style="text-align: justify;"><strong>Purpose</strong>: The purpose of this study was to investigate and predicting positive user responses to social media advertising: The roles of subjective norms and empathy.<br>
<strong>Method</strong><strong>ology</strong>: This study in terms of goal is an applied and in terms of nature is an experimental research. Statistical population for this study was users of the Instagram, and simple random sampling was used and 150 questionnaires were collected successfully. For statistical analysis of the data, Structural Equations Modeling and PLS2 software was used.<br>
<strong>Findings</strong>: This research conceptualizes social networks advertisements effectiveness as a concept encompassing emotional appeal, in formativeness and creativity that all have a potential to contribute to a positive online behavior. The experts were asked to validate the validity. It proposes and tests a conceptual model of the formation of online user’s behavioral responses about social networks advertising.<br>
<strong>Conclusion</strong>: The results of our empirical tests of the model reveal that emotional appeal, in formativeness and advertising creativity were key drivers of favorable behavioral responses to a social networks ad and that intention to engage in favorable user responses was positively associated with purchase intention.</div>
Social networks advertising, Empathy, Herd Behavior, Subjective Norm, Hedonic Motivation
129
139
http://iase-idje.ir/browse.php?a_code=A-10-499-4&slc_lang=fa&sid=1
Maryam
Khajavi
Maryam.khajavi88@gmail.com
10031947532846007300
10031947532846007300
No
Department of Marketing Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Bahram
Kheiri
Bahramkheiri@gmail.com
10031947532846007301
10031947532846007301
Yes
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
Ahmad
Vedadi
10031947532846007302
10031947532846007302
No
Department of governmental Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.