نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانی، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی
2 گروه مدیریت بازرگانی، واحد یادگار امام خمینی (ره)، دانشگاه آزاد اسلامی، شهرری، ایران
3 گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 گروه مدیریت بازرگانی ، واحد یادگار امام خمینی (ره)، دانشگاه آزاد اسلامی، شهرری، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The aim of this study is to analyze and explain a model of factors influencing persuasive advertising on social media and to examine their role in enhancing producers' persuasion skills and brand credibility among consumers in Iran. This research is applied in nature and employs a descriptive-correlational method. The statistical population consists of social media users; a sample size of 384 was determined using Cochran's formula, and simple random sampling was utilized. Data collection was conducted via a researcher-made questionnaire; its validity was confirmed by experts, and its reliability was verified using Cronbach's alpha and composite reliability. Structural Equation Modeling (SEM) using AMOS24 software was employed to test the hypotheses and assess the fit of the conceptual model. Fit indices—including CFI, GFI, IFI, and RMSEA—fell within acceptable ranges, indicating a good fit between the model and the empirical data. The findings revealed that customer relationship management, the call-to-action (CTA) rate, and advertising creativity have a significant positive impact on producers' persuasion skills. Furthermore, the results indicate that message elaboration and brand equity play effective roles in enhancing brand credibility among consumers. Conversely, it was found that traditional marketing mix variables, on their own, do not significantly influence persuasion skills within the social media context. The results suggest that achieving effective persuasion in the digital space requires a focus on personalized interactions, the design of creative messages, and trust-building through strategic communication—factors that are more critical than traditional marketing tools.
کلیدواژهها English
