چکیده:
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.
خلاصه ماشینی:
Investigating Effect of Advertisement Features in Social Media on Consumer Attitude with regard to the Mediator Role of Advertising Value in Iran Food Industry Hossein Elahia, Hedieh Divsalarb* a.
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.
The current research shows the meaningful difference in expanding the importance of advertisement and forming the acceptable attitude contradictory to the advertisement itself, and this is the case when the messages linked to the products distributed through the three different channels where they endure different rates of decrease in value of their sources.
Their research presents a comprehensive image of the process that led to habits Kabourani and Mohammadi (2019), conducted a study regarding students' attitude towards fashion advertisements in social media, specifically fashion weblogs.
Composite Reliability for research variables {مراجعه شود به فایل جدول الحاقی} Convergent Validity AVE value is indicative of the mean variance shared between each construct in regards to their index.
Considering the construct model of the research in the form of significance coefficients it can be observed that the value of T coefficient between the two variables of entertaining advertisement and consumers’ attitude is above the critical point of 1.
Considering the construct model of the research in the form of significance coefficients it can be observed that the value of T coefficient between the two variables of advertisement value and consumers’ attitude is above the critical point of 1.