بررسی تاثیر ادراک از خلاقیت پیامک‌های تبلیغاتی بر نگرش و واکنش مصرف‌کنندگان

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازاریابی بین‌الملل دانشگاه سمنان، سمنان، ایران

3 مربی گروه مدیریت بازرگانی دانشگاه پیام نور، دهدشت، ایران

چکیده

در عصر فناوری ‌اطلاعات و ارتباطات، نگرش مصرف‌کنندگان به ادراک از خلاقیت پیامک‌های تبلیغاتی، یکی از موضوعات مطرح در حوزة بازاریابی است و هنوز شناخت چندانی دربارة آن وجود ندارد. هدف این پژوهش، بررسی تأثیر ادراک از خلاقیت پیامک‌های تبلیغاتی بر نگرش و واکنش مصرف‌کنندگان به پیامک‌های تبلیغاتی ارسالی به تلفن همراه آنهاست. جامعة آماری این تحقیق کاربران تلفن همراه در شهر تهران و حجم نمونه 385 نفر است که به‌صورت نمونه‌گیری دردسترس انتخاب شدند. تحقیق حاضر از نظر هدف، کاربردی و از نظر نحوة گردآوری‌ داده‌ها توصیفی- پیمایشی است. مدل مورد مطالعه با استفاده از مدل‌سازی معادلات ساختاری و رویکرد کمترین مربعات جزئی آزمون شد. نتایج بیانگر آن است که ادراک از خلاقیت پیامک تبلیغاتی بر نگرش و واکنش‌رفتاری مصرف‌کنندگان به پیامک‌های تبلیغاتی ارسالی به تلفن همراه آنان تأثیر مثبت معناداری دارد، درحالی‌که ادراک از خلاقیت پیامک تبلیغاتی به‌صورت غیرمستقیم و از طریق متغیر میانجی نگرش نیز بر واکنش ‌رفتاری مصرف‌کنندگان تأثیر می‌گذارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the effect of creativity perception in advertising sms on the consumers attitude and reactions

نویسندگان [English]

  • Azim Zarei 1
  • Mahdi Dehghani Soltani 2
  • Hossein Farsizadeh 2
  • Rasoul Ghollamzadeh 3
1 Assistant Prof., In Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Ph.D. Student of International Marketing Management, Semnan University, Semnan, Iran
3 Instructor, Department of Business Administration, Payame Noor University (PNU), Iran
چکیده [English]

Consumers' attitude about perception of creativity in advertising SMS is one of issues proposed in information technology and marketing era that is not so much identified yet. The purpose of this study is modeling conception in advertisement and its effect on consumers' behavioral reaction and attitude about advertising SMS to their cell phones. Statistical population of this research is cell phone users in Tehran city that their behavioral reactions and attitudes were tested by gathering 385 questionnaires from sample members who were selected by random sampling method. According to purpose, this research is applicable and according to its gathering method, it is surveying- descriptive. The model using structural equation modeling and tested approach is partial least squares. Results show that conception of creativity in advertisement SMS has positive and significant effect on consumers' behavioral reactions and attitude about advertising SMS sent to their cell phones, while conception of creativity in advertising SMS influences indirectly by attitude mediating variable on consumers' behavioral reactions.

کلیدواژه‌ها [English]

  • Perception of advertisement creativity
  • Cell phone advertisement
  • Attitude
  • Behavioral reaction
Abu Bakar, M. & Bidin, R. (2007). Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia, Procedia-Social and Behavioral Sciences, 130(1): 558- 567.
Altsech, M. B. (1995). The assessment of creativity in advertising and the effectiveness of creative advertisements, PhD Thesis, University of Pennsylvania.
Ang, S. H. & Low, S. (2000). Exploring the dimensions of ad creativity, Psychology and Marketing, 17(10): 835- 854.
Azar, A., Gholamzadeh, R. & Ghanavati, M. (2012). Path-Structural modeling in management, Neghah Danesh Publication, Tehran. (In Persian)
Blasko, V. & Mokva, M. (1986). Creativity in advertising: A janusian perspective, Journal of Advertising, 15(4): 43- 50.
Boloorian Tehrani, M. (1997). Advertising place in a range of marketing activities, Trade of Reviews, 118(1): 12- 32. (In Persian)
Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising, Computers in Human Behavior, 51(1): 312- 321.
Chin, W. W. (2010). How to write up and report PLS analyses, In Esposito Vinzi, V., Chin, W., Hensler, J. & Wold, H. (Eds), Handbook of partial least squares: 655– 690.
Christiaans, H. H. C. M. (2002). Creativity as a design criterion, Creativity Research Journal, 14(4): 1- 54.
 Dehghani Soltani, M., Mohammadi, E., Pourashrafi, Y. & Sayeh Miri, K. (2013). Studying affecting factors on consumer’s attitudes on brand development, Journal of Business Management. 5(1): 85- 104. (In Persian)
Drossos, D. A. Giaglis, G. M. Vlachos, P. A. Zamani, E. D. & Lekakos, G. (2014). Consumer responses to SMS advertising: Antecedents and Consequences, International Journal of Electronic Commerce, 18(1): 105-136.
 
Ebrahimi, A., Gharlaghi, E., Khalifeh, M., Samizadeh, M. & Nikbakht, F. (2013). The effect of sales promotion mix and customer relationship management on brand loyalty, Journal of Business Management, 5(3): 1- 18. (In Persian)
Farris, P. W., Bendle, N. T., Pfeifer, P. E. & Reibstein, D. J. (2010). Marketing metrics, The definitive guide to measuring marketing performance, FT Press, Virginia.
Haberland G. S. & Dacin P. A. (1992). The development of a measure to assess viewer’s judgments of the creativity of an advertisement: A preliminary study, Advances in Consumer Research, 19(1): 817- 825.
Haghighi, M., Gharlaghi, E. & Nikbakht, F. (2011). A survey of the factors affecting international exhibition center branding (Case study: Iran fair), Journal of Business Management, 3(9): 71- 90. (In Persian)
Haghirian, P. & Madlberger, M. (2005). Consumer attitude toward advertising via mobile devices– an empirical investigation among Austrian users, Journal of Advertising Research, 4(6): 32- 45.
Hair, J. F., Ringle, C. M. & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet, Journal of Marketing Theory and Practice, 19(2): 139– 151.
Hutchinson, J. W. & Alba, J. W. (1991). Ignoring irrelevant information: Situational determinants of consumer learning, Journal of Consumer Research, 18(3): 325- 345.
Izquierdo-Yusta, A., Olarte-Pascual, C. & Reinares-Lara, E. (2014). Attitudes toward mobile advertising among users versus non-users of the mobile Internet, Telematics and Informatics, 32(2): 355- 366.
Jung, J. H. & Leckenby, J. D. (2007). Attitudes toward mobile advertising acceptance and behavior intention: Comparisons study of Korea an U.S, Journal of Advertising Research, 4(6): 56- 64.
Khodadhusseini, S. H. & Khodami, S. (2010). The impact by Internet on the orientation of exportation channels in SMEs, Commercial Management Explorations Journal, 3(4): 56- 71. (In Persian)
Kover, A. J., Goldberg, S. M. & James, W. L. (1995). Creativity versus effectiveness, Journal of Advertising Research, 35(6): 29- 40.
Lee, S. F., Tsai, Y. C. & Wen-Jang, J. (2006). An empirical examination of customer perception of mobile advertising, Information resource management Journal, 19(4): 39- 55.
Madhooshi, M. & Rezayee, S. (2013). Evaluating the effectiveness of viral advertising using experimental design, Journal of Business Management, 5(3): 125- 144. (In Persian)
Maleki, M. & Hajihasani, N. (2013). Investment in brand reinforcement and credibility in advertising, Journal of Business Management, 5(4): 79-98. (In Persian)
Maneesoonthern, C. & Fortin, D. (2004). An exploration of texting behavior and attitudes toward permission-based advertising in New Zealand, University of Canterbury. Available from: smib. vuw.ac.nz: 8081/www./anzmac2004/cdsite/papers/Maneeso1.pdf.
Maniu, A. I. & Zaharie, M. M. (2014). Advertising creativity– the right balance between surprise, medium and message relevance, Procedia Economics and Finance, 15(1): 1165- 1172.
Matti, L. & Heikki, K. (2008). Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns, Journal of Systems and Information Technology, 10(3): 251- 265.
McStay, A. (2010). A qualitative approach to understanding audience's perceptions of creativity in Online advertising, The Qualitative Report, 15(1): 37- 58.
Mercanti-Guerin, M. (2008). Consumer,s perception of the creativity of advertisements: Development of a valid measurement scale, Recherche et Applications en Marketing, 23(4): 97- 117.
Modig, E., Dahlen, M. & Colliander, J. (2015). The review of marketing communications, International Journal of Advertising, 33(1): 137-154.
Mohammadian, M. (2014). Advertising management from the perspective of marketing, Horoofiyeh Publications, Tehran. (In Persian)
Moriarty, S. E. & Robbs, B. A. (1999). Advertising, In Runco, M. A. & Pritzker, S. P. (Eds), Encyclopedia of creativity, Academic Press, San Diego, 1: 23-29.
Mowen, J. & Minor, S. (2001). Consumer behavior Englewood, 3rd Ed, McGraw-Hill, New York.
Muk, A. (2007). Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers, Journal of Targeting Measurement and Analysis for Marketing, 16(1): 39- 47.
Muk, A. & Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising, Journal of Business Research, 68(4): 1- 6.
Okazaki, S. (2007). Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitude and recall, Published Online: http://link.springer.com/article/10.1007%2Fs11199-007-9300-7
Okazaki, S. & Taylor, C. R. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets, Journal of Business Research, 61(1): 4- 12.
Rau, P. P., Zhou, J., Chen, D. & Lu, T. P. (2014). The influence of repetition and time pressure on effectiveness of mobile advertising messages, Telematics and Informatics, 31(3): 463- 476.
Roshandel, T., Khajeian, D. & Azami, A. (2010). Designing metrics for measurement of commercial advertising on audiences in IRIB, Journal of Business Management, 2(4): 53- 72. (In Persian)
Rossiter, J. R. & Percy, L. (1997). Advertising communications and promotion management, 2nd Ed, McGraw-Hill, New York.
Sarmad, Z., Bazargan, A. & Hejazi, A. (2013). Methodologies in behavioral sciences, Agah Publications, Tehran. (In Persian)
Shamabadi, M. A. & Khodadhusseini, S. H. (2003). Designing a marketing model for Iranian handmade carpet exportation, Human Science Instruction Journal, 9(3): 89- 102. (In Persian)
Shintaro, O. & Charles R. T. (2008). What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets, Journal of Business Research, 61(1): 4- 12.
Siavashi, M. & Abedin, B. (2009). Assessingthe attitudes and reactions of people in the age of information and communication technology to receive SMS Advertising, Journal of Information Technology Management, 1(3): 53- 68. (In Persian)
Smith, R. E., Mackenzie, S. B., Yang, X., Buchholz, L. M. & Darley, W. K. (2007). Modeling the determinants and effects of creativity in advertising, Marketing Science, 26(6): 819- 833.
Tenenhaus, M., Vinzi, V. E., Chatelinc, Y. M. & Lauro, C. (2005). PLS path modeling, Computational Statistics & Data Analysis, 48(1): 159– 205.
Varnali, K., Yilmaz, C. & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment, Electronic Commerce Research and Applications, 11(6): 570- 581.
Velz, V. Bernet, J. & Muritani, S. (2013). Advertising, principles and practices, Mobaleghan Publication, Tehran. (In Persian)
Vigara-Ellis, D., Ellis, L. & Barraclough, C. (2007). Perceptions towards SMS marketing: An exploratory investigation, Management Dynamic, 16(2): 9- 16.
White, A. & Smith, B. L. (2001). Assessing advertising creativity using the creative product semantic scale, Journal of Advertising Research, 41(6): 27- 34.