تبیین تاثیر تبلیغات ویروسی بر رفتار خرید مصرف کننده

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز

2 دانشجوی ارشد مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز

چکیده

در دنیای رقابتی کسب و کار امروز، عوامل متعددی بر رفتار خرید مصرف کنندگان و مشتریان تاثیرگذار است. در سال‌های اخیر تبلیغات ویروسی به عنوان یکی از روش‌های کارا و اثربخش که می­تواند سبب ایجاد آگاهی، علاقه، آزمایش و پذیرش محصول شود، پدیدار­ شد. تبلیغات ویروسی از طریق انتقال داوطلبا­نه پیام تحریک­آمیز یک برند از فردی به فرد دیگر به منظور تحت تأثیر قرار­دادن یا متقا­عد­کردن بیننده پیام جهت انتقال آن به دیگران از طریق اینترنت عمل می­کند. بنابراین مهمترین هدف این تحقیق بررسی تاثیر محتوای احساسی پیام (خشم، ترس، تنفر، شادی، غم و تعجب) و اعتبار پیام تبلیغات ویروسی (قابلیت اعتماد، تخصص و جذابیت) بر رفتار خرید مصرف­کنندگان (قصد و تمایل به خرید، میزان و تکرار خرید) است. در این مطالعه 320 کاربر اینترنتی در شهر اهواز با روش نمونه­گیری در دسترس انتخاب شدند. ابزار گردآوری داده­ها پرسشنامه­های دارای روایی و پایایی بوده که ازطریق ایمیل به همراه فیلم تبلیغاتی کوتاه برای کاربران ارسال شد. نتایج حاصل از تجزیه و تحلیل داده­ها با استفاده از مدل معادلات ساختاری با نرم­افزار ایموس نشان داد که محتوای احساسی پیام (تلفن همراه) و اعتبار پیام تبلیغات ویروسی (در هرسه محصول) بر رفتار خرید مصرف­کننده به­طور مثبت و معنادار تاثیر­ می­گذارد. همچنین نتایج بیانگر تاثیر منفی و معنادار محتوای احساسی بر رفتر خرید مصرف کننده در دو محصول بیمه عمر و حشره کش الکتریکی است.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining the Effect of Viral Advertising on Consumer Purchasing Behavior

نویسندگان [English]

  • Sara Mohammadi 1
  • Abdolhadi Darzianazizi 1
  • Farajallah Rahimi 1
  • Rosemina Shafieyan 2
1 Assistant Professor in Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz
2 MSc Student in Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz
چکیده [English]

In today's competitive business world, several factors influence consumers’ purchasing behavior. In recent years, viral advertising has emerged as one of the most effective and efficient methods that can create awareness and interest as well as enhance testing and product acceptance. Viral advertising operates through the voluntary transfer of a provocative message of a brand from one person to another via the Internet in order to influence or persuade the message receiver to transfer it to others. The main objective of this study is to evaluate the effect of messages with emotional contents (i.e. anger, fear, disgust, happiness, sadness and surprise) and the credibility of viral advertising (i.e. trustworthiness, expertise, attractiveness) on consumers’ shopping behavior. The study population consisted of 320 Internet users in the city of Ahvaz selected by the accessible sampling method. The data were collected through valid and reliable questionnaires sent to the Internet users by e-mail along with a short advertising video. The results of the data analysis conducted by using the structural equation model and the Amos software showed that the emotional content and the credibility of the viral advertising messages in all the three advertised products has a positive and significant impact on the purchasing behavior of the customers. Also, the results showed the negative and significant effect of emotional contents on the consumer purchasing behavior in two other products, namely life insurance and electrical insecticides.

کلیدواژه‌ها [English]

  • Message credibility
  • Viral advertising
  • Consumer purchasing behavior
  • Emotional context
1-    Abdul Qader I.K., (2008). Intention to purchase electronic green products amongst lectures: an empirical evidence, MSc thesis, University Sains Malaysia, Malaysia.
2-    Alsmadi, S. (2006). "The Power of Celebrity Endorsement in Brand Choice Behavior: An Empirical Study of Consumer Attitudes in Jordon". Journal of AccountingBusiness & Management, 13: 69-84.
3-    Azar, A. & Momeny, M. (2016). Statistics and its Application in Management, Volume 2 (Statistical Analysis). 3rd Edition, Tehran: SAMT Publishing.
4-    Bahreinizadeh, M. & Aram, F. (2013). Investigating the effects of emotional attractiveness of the viral message and the validity of the viral message on consumer attitudes towards the brand. First National Conference of Accounting & Management, International Institute for Educational and Researches Kharazmi, 16/ September 2013, Shiraz, Iran.
5-    Chin W.W., (1998). Issues and opinion on structural equation modeling. MIS Quarterly. 22(1): vii-xvi.
6-    Do'ayee, H. & Jafariani, H. (2010). Impact of Virus-Infected Messages on the Speed of Message-Distribution in Media. Communication Research, 17(64): 11-29.
7-    Dobele, Adam, L, Michael, B. Vanhamme, J, & Wijk, R. V. (2007), Why pass on viral messages? Because they connect emotionally, Business Horizons, 50: 291-304.
8-    Eckler, p. and Bolls, p, (2011), Spreading the virus: emotional tone of viral advertising and its effect on forwarding internets and attitudes, Journal of Interactive Advertising, 11 (2): 1‐11.
9-    Feiz, D. Arefi, A. & Kohyari Haghighat, A. (2016). The mediating role of the attractiveness of celebrities on advertising effectiveness in Iran (Case Study: Ecut, clothing group), Journal of Business Administration Researches, 8(16): 185-209.
10-Ferguson, R, (2008), Word of Mouth and Viral marketing: Taking the Temperature of the Hottest Trends in Marketing", Journal of Consumer Marketing. 25(3):179–182.
11-Hawkins, D. Boston, R. & Kenny, K. (2006). Consumer Behavior, Translated by Ahmad Rousta, Atieh Bathaei & Zeinab Hagh Verdi, Sargol Publishing.
12-Hooman, H.A. (2016). Structural Equation Modeling Using Laser Software (with Corrections), 7th Edition, Tehran: SAMT Publishing.
13-Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 253-263.
14-Khanlari, A. & Zamanian, S. (2014). The relationship between brand loyalty and advertising Electronic Word of Mouth Marketing on Social Networks. Journal of Business Administration Researches, 6(12): 75-99.
15-Kirby, J. and Marsden, P, (2006), Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Elsevier Ltd.
16-Lindstrom, M. (2015). Purchasing, translated by Sara Nazari, Missionaries Publishing.
17-Lin, C., Wu, W.-Y. & Wang, Z.-F. (2000), a study of market structure: brand loyalty and brand switching behaviours for durable household appliances, International Journal of Market Research, 42(3): 277-300.
18-Meller, J. J., & Hansan, T., (2006), an Empirical Examination of Brand Loyalty, Journal of Product & Brand Management, 15(7): 442-449.
19-Moon, J. & Minour, M. (2014).Consumer Behavior, Translated by Kambiz Heidarzadeh, 6th Edition, Mehrban Publishing.
20-Oliver, R. L. (1999), Whence Consumer Loyalty? , Journal of Marketing, 63(4):33-44.
21-Park, H.J., Rabolt, N.J., & Jeon, K.S., (2008), Purchasing Global Luxury Brands among Young Korean Consumers, Journal of Fashion Marketing and Management, 12(2): 244-259.
22-Peter, P. & Olson, J., (2007), Consumer Behaviour and Marketing Strategy, 8th Edition, Mcgraw-hill/Irwin.
23-Porter, L., and Golan, G, (2006), From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising, Journal of Interactive Advertising, 6 (2): 26-33.
24-Rezaei, S. Madhooshi, M. Shirkhodaei, M. & Ramezani, A. (2013). Examining Viral Ad’s Attributes and the Cause of its Spread on the Internet, Journal of New Marketing Research, 3(1): 37-48.
25-Sarmad, Z. Bazargan, A. & Hejazi, E. (2018). Research Methods in Behavioral Sciences. Tehran: Awareness Publishing.
26-Saeeda Ardakani, S. & Saadati Soltanloo, S. (2013). The Viral Message Release Process, the 2nd National Conference on Modern Management Science, 5/September/2013, Gorgan, Iran.
27-Shukre, A. & Dugar, N. (2013). Effect of Celebrity Endorsements on Consumers’ Decision-Making Processes: A Study of Television Advertisements for Selected FMCG Products, International Journal of 360o Management Review, 1(1): 1-17.
28-Veloutosou, C., Gioulistanis, E. and Moutinho, L. (2004), Own label choice criteria and perceived characteristics in Greece and Scotland: factors influencing willingness to buy, Journal of Product & Brand Management, 13(4): 228-241.
29-Wetzels, M., Odekerken-Shroder, G., Van Oppen, C. (2009).Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly; 33(1): 177-195.
30- Wu, P. C., & Wang, Y.-C., (2011), the influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing, 23(4): 448-472.
31-Yoo, C.W., Sanders, G.L., & Moon, J., (2013). “Exploring the effect of e-WOM participation on e-Loyalty in e-commerce”. Decision Support Systems, 55(2013): 669–678.