شناسایی و طبقه‌بندی ویژگی‌های متون تبلیغاتی با محوریت رفتار درگیری مصرف‌کننده: رویکرد فراترکیب

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

چکیده

هدف: تبلیغات بخشی اجتناب‌ناپذیر از جامعه مصرفی سرمایه‌داری مدرن است و با استفاده از محتوای تبلیغات، بازاریابان تلاش می‌کنند تا درگیری مصرف‌کنندگان را برانگیزند و سطوح بالاتری از تعامل مصرف‌کننده با برندهای خود را ایجاد کنند. افزایش درگیری مصرف‌کننده مطلوب است؛ زیرا تصور می‌شود با پیامدهای مثبتی مانند روابط قوی‌تر مصرف‌کننده و برند، تمایل به برند، افزایش رضایت، وفاداری و خرید بیشتر مشتری همراه باشد. مصرف‌کننده تبلیغات را از طریق رسانه‌های مختلفی مانند اینترنت (به‌خصوص رسانه‌های اجتماعی)، رادیو، تلویزیون، مجله و روزنامه دریافت می‌کند؛ از این رو در سال‌های اخیر، هم‌زمان با رشد چشمگیر کاربران رسانه‌های اجتماعی، تمرکز بر ویژگی‌های محتوای درگیرکننده، برای محققان امری اجتناب‌ناپذیر است. در این پژوهش تلاش‌ شده است تا ویژگی‌های پیام‌های متنی برندها در رسانه‌های اجتماعی، چاپی، تلویزیون و... که بر رفتار درگیری تأثیرگذارند و در پژوهش‌های پیشین به آن‌ها اشاره شده است، شناسایی و طبقه‌بندی شود تا از آن‌ها برای ارائه مدل ویژگی‌های محتوای درگیرکننده بهره‌برداری شود.
روش: پژوهش حاضر بر اساس هدف، توسعه‌ای ـ کاربردی و بر اساس ماهیت داده‌ها، کیفی است. روش اجرای پژوهش، تحلیلی ـ توصیفی است و داده‌های کیفی آن، از روش پژوهش فراترکیب جمع‌آوری شده است. انتخاب اسناد برای بررسی، به‌روش در دسترس بود و این اسناد از طریق موتور جست‌وجوی گوگل اسکالر، در پایگاه‌های داده الکترونیکی الزویر، ساینس دایرکت، امرالد و اسپرینگر، طی سال‌های 1996 تا 2022 استخراج شد. در مجموع 86 مقاله یافت شد که پس از ارزیابی کیفیت مقاله‌ها از جنبه‌هایی همچون عنوان، چکیده، محتوا، دسترسی و کیفیت روش پژوهش، مقاله‌های خارج از اعتبار حذف شد و در نهایت 23 مقاله برای کدگذاری، تحلیل و بررسی باقی ماند.
یافته‌ها: از طریق تحلیل محتوا، از مجموع 86 متن اولیه شناسایی‌شده، در نهایت 34 مفهوم برجسته در قالب 7 مقوله کلیدی و 7 بُعد یا ویژگی اصلی برای متون درگیرکننده شناسایی شد که عبارت‌اند از: متقاعد‌کنندگی، اطلاعاتی، توصیفی، به‌یادماندنی‌بودن، خوانایی، ارزش توجه و قدرت فروش.
نتیجه‌گیری: بُعد متقاعد‌کنندگی با 5 مقوله کلیدی و 20 مفهوم، بیشترین گستردگی را داشت و ابعاد اطلاعاتی با 3 مقوله کلیدی و 16 مفهوم و توصیفی با 2 مقوله کلیدی و 6 مفهوم، در رده‌های بعدی اهمیت قرار گرفتند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identification and Classification of the Advertising Texts Features with the Focusing on Consumer Engagement Behavior: A Meta-synthesis Approach

نویسندگان [English]

  • Ali Divandari 1
  • Masoud Keimasi 2
  • Sanam Mottaghi 3
1 Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
2 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
3 Ph.D. Candidate, Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
چکیده [English]

Objective
Advertising is an inevitable part of modern capitalist consumer society, and by using advertising content, marketers attempt to provoke consumer engagement and create higher levels of consumer engagement with their brands. Increased consumer engagement is desirable because it is thought to be associated with positive outcomes such as stronger consumer-brand relationships and brand preference, increased satisfaction and loyalty, and more purchases. Advertisements reach consumers through various media such as the Internet (especially social media), radio, television, magazines, and newspapers. Since advertisers use completely different language; there are advantages in creating strange and controversial sentences in unusual ways, as well as communicating with the audience using simple and fluent language. Therefore, in recent years, especially with the significant growth of social media users, it has been inevitable for researchers to focus on the characteristics of engaging content. This study aims to identify and classify the characteristics of brand text messages across various media, such as social, print, and television, that influence conflict behavior, as previously examined in the research. The ultimate goal is to leverage these findings to develop a model for creating engaging content with the identified characteristics.
 
Methodology
This study is classified as developmental-applied research, driven by its purpose and qualitative, given the type of data it examines. Furthermore, it adopts an analytical-descriptive approach, collecting qualitative data through the meta-synthesis research method. The articles were extracted from the Google Scholar search engine and were available in Elsevier, Science Direct, Emerald, and Springer electronic databases from 1996 to 2022. First, 86 articles were identified. After assessing parameters such as title, abstract, content, ease of access, and quality of the research method applied to them, the invalid articles were removed. Finally, 23 articles were recognized as suitable for coding were analyzed and reviewed.
 
Findings
In this study, through content analysis, from a total of 86 primary texts, 34 outstanding concepts were finally identified and classified into seven key categories and seven main dimensions or features, including persuasive, information, descriptive, memorability, readability, attention value, and selling power, for Involving texts were identified.
 
Conclusion
The dimensions of persuasion (comprising five key categories and 20 concepts) were found to have the most significant impact, followed by the dimensions of information (three key categories and 16 concepts) and descriptive (two key categories and 6 concepts), which were ranked next in order of importance.

کلیدواژه‌ها [English]

  • Advertising texts
  • Consumer engagement
  • Features
  • Meta-Synthesis

مراجع

حاجی حیدری، نسترن؛ کیماسی، مسعود و عمویی، علی (1393). توسعه چارچوبی جامع برای ارزیابی عملکرد بازاریابی با استفاده از رویکرد فراترکیب: مطالعه‌ای در صنعت بانکداری ایران. مدیریت بازرگانی، 6 (2)، 271-290.
رعیت پیشه، محمدعلی و قاسمی، احمدرضا (1394). ارائه مدلی برای ارزیابی پایداری زنجیره تأمین با رویکرد فراترکیب. پژوهشنامه مدیریت اجرایی، 7(14)، 91-112.
کیماسی، مسعود؛ انوشه، مزدک و اسدزاده، وحیده  (1398). نشانه‌شناسی بلاغت کلامی در تبلیغات چاپی ـ مطالعه چند موردی. مدیریت بازاریابی، 14(45)، 41-56.
 
References
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
Algesheimer, R., Dholakia, U. M. & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
Bapna, R., Ramaprasad, J. & Umyarov, A. (2018). Monetizing freemium communities: does paying for premium increase social engagement? MIS Quarterly, 42(3), 719-735.
Bartikowski, B., Laroche, M. & Richard, M. O. (2019). A content analysis of fear appeal advertising in Canada, China, and France. Journal of Business Research, 103, 232-239.
Belch, G. E. & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective (6th ed.). New York: McGraw-Hill.
Bench, S. & Day, T. (2010). The user experience of critical care discharges: a meta-synthesis of qualitative research. International journal of nursing studies, 47(4), 487-499.
Bertrand, M., Karlan, D., Mullainathan, S., Shafir, E., & Zinman, J. (2010). What's advertising content worth? Evidence from a consumer credit marketing field experiment. The quarterly journal of economics, 125(1), 263-306.
Beukeboom, C. J., Kerkhof, P. & de Vries, M. (2015). Does a virtual like cause actual liking? How following a brand's Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing, 32, 26-36.
Bowden, J. L.H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
Brodie, R. J., Hollebeek, L. D., Jurić, B. & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Chaika, O., & Sharmanova, N. (2021). Advertising pragmatics of contemporary media for polylingualism and polyculturalism. International Journal of Social Science and Human Research, 4(05), 1215-1221.
Chandrasekaran, S., Annamalai, B. & De, S.K. (2019). Evaluating marketer generated content popularity on brand fan pages – a multilevel modelling approach. Telematics and Informatics, 44, e101266, doi: 10.1016/j.tele.2019.101266.
Chen, J., Kou, G., Peng, Y., Chao, X., Xiao, F. and Alsaadi, F.E. (2020). Effect of marketing messages and consumer engagement on economic performance: evidence from Weibo. Internet Research, 30(5), 1565-1581.
Chetia, B. (2015). Rhetorical devices in English advertisement texts in India: A Descriptive Study. International Journal of Social Science and Humanity, 5(11), 980.
Cruz, R. E., Leonhardt, J. M. & Pezzuti, T. (2017). Second person pronouns enhance consumer involvement and brand attitude. Journal of Interactive Marketing, 39, 104–116.
da Silva, J. M., Rodrigues, M. B., de Paula Matos, J., Mais, L. A., Martins, A. P. B., Claro, R. M. & Horta, P. M. (2021). Use of persuasive strategies in food advertising on television and on social media in Brazil. Preventive Medicine Reports, 24, 101520.
Damirovna, E. S., Oktamovna, E. F., Khumoyun, E., Yulduz, E. & Dilbar, E. (2019). Advertising Text as a Discourse. International Journal on Integrated Education, 2(3), 20-22.
Dehghani, M., Niaki, M. K., Ramezani, I. & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165-172.
Fomukong, S. E. A. (2016). Stylistics analysis in advertising discourse: A case of the dangote cement advertisement in Bamenda-Cameroon. Advances in Language and Literary Studies, 7(6), 105-112.
Ghasemi, A.R., & Raeiyatpishe, M.A.. (2015). Presentind a model for assessing of supply chain sustainability with meta synthesis approach. Journal of  The Faculty of Humanities and Social Sciences, 7(14), 91-112.
Gopalakrishna, S., Malthouse, E. C. & Lawrence, J. M. (2019). Managing customer engagement at trade shows. Industrial Marketing Management, 81, 99-114.
Hajiheidari, N., Keimasi, M. & Amoei Ojaki, A. (2014). Development of a comprehensive framework for marketing performance assessment using meta-synthesis approach: A study in Iran banking industry. Journal of Business Management, 6(2), 271-290.
(in Persian)
Han, S.H. and Lind, C.J. (2017). Putting powerfulness in its place: a study on discursive style in public discussion and its impact. Argumentation and Advocacy, 53(3), 216-233.
Hughes, G. (1987). Words in time, London, Blackwell.
Jovanović, P., Vlastelica, T. & Kostić, S. C. (2017). Impact of advertising appeals on purchase intention. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 21(81), 35-45.
Kabadayi, S. & Price, K. (2014). Consumer–brand engagement on Facebook: liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203-223.
Kaur, K., Arumugam, N., & Yunus, N. M. (2013). Beauty product advertisements: A critical discourse analysis. Asian Social Science, 9(3), 61.
Keymasi, M., Anusheh, M. & Asadzadeh, V. (2019). Semiotics of verbal rhetoric in print advertising - Case study. Journal of Marketing Management, 14 (45), 41-56. (in Persian)
Kim, M. (2007, April). Discourse features and marketing strategy in American magazine advertising. In Proceedings of the Fifteenth Annual Symposium About Language and Society-Austin.
Koa, M. R. (2019). An analysis of language styles used in revlon’s written advertisements. JELLT (Journal of English Language and Language Teaching), 3(1), 49-57.
Lau, L.K. & Don, Z. M. (2010). Fear factors in Malaysian Slimming Advertisements. Available at: https://docplayer.net/22587662-Fear-factors-in-malaysian-slimming-advertisements-lau-kui-ling-zuraidah-mohd-don.html
Lee, D., Hosanagar, K. & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131.
Lee, J. & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373.
Leech, Geoffrey (1966), English in Advertising, London, Longman.
Li, G., Kou, G. and Peng, Y. (2018), “A group decision making model for integrating heterogeneous information”, IEEE Transactions on Systems, Man, and Cybernetics: Systems, 48(6), 982-992.
Lin, C., Kou, G., Peng, Y. and Alsaadi, F.E. (2020). Aggregation of the nearest consistency matrices with the acceptable consensus in AHP-GDM. Annals of Operations Research, 316(1), 17i -195.
Liu, S. (2017, September). A Study of the Foregrounded Features in English Advertising Texts. In 3rd Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2017) (pp. 475-478). Atlantis Press.
Lv, Z., Jin, Y. and Huang, J. (2021), “MGC, consumers’ engagement with MGC, WOM and consumers’ purchase intention: the case of Weibo platform”, Information Systems and E-Business Management, 19(2), 495-516.
McQuarrie, E. F. & Glen Mick, D. (2009). A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising. International Journal of Advertising, 28(2), 287-312.
McQuarrie, E. F. & Mick, D. G. (1996). Figures of rhetoric in advertising language. Journal of consumer research, 22(4), 424-438.‎
McShane, L., Pancer, E., Poole, M. & Deng, Q. (2021). Emoji, playfulness, and brand engagement on Twitter. Journal of Interactive Marketing, 53, 96-110.
Meire, M., Hewett, K., Ballings, M., Kumar, V. & Van den Poel, D. (2019). The role of marketergenerated content in customer engagement marketing”, Journal of Marketing, 83(6), 21-42.
Muchardie, B. G., Yudiana, N. H. & Gunawan, A. (2016). Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar. Binus Business Review, 7(1), 83-87.
Nohovska, S. (2021). Functional and pragmalinguistic aspects of english advertising text of tea products. Publishing House “Baltija Publishing”.
O’Keefe, D. J. (2021). Persuasive message pretesting using non-behavioral outcomes: differences in attitudinal and intention effects as diagnostic of differences in behavioral effects. Journal of Communication, 71(4), 623-645.
Patterson, P., Yu, T. & De Ruyter, K. (2006). Understanding customer engagement in services. Paper presented at the Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane.
Pezzuti, T., Leonhardt, J. M. & Warren, C. (2021). Certainty in language increases consumer engagement on social media. Journal of Interactive Marketing, 53, 32-46.
Ray, S., Kim, S.S. & Morris, J.G. (2014). The central role of engagement in online communities. Information Systems Research, 25(3), 528-546.
Rishika, R., Kumar, A., Janakiraman, R. & Bezawada, R. (2013). The effect of customers' social media participation on customer visit frequency and profitability: an empirical investigation. Information systems research, 24(1), 108-127.
Roslan, N. W., Halim, H. A., Jabbar, M. A. A. & Mamat, R. (2019). Elements of Critical Discourse in Copywriting on Malaysian Celebrity Television Advertisement. Asian Social Science, 15(2).
Sandelowski, M. & Barroso, J. (2007). Handbook for synthesizing qualitative research. Springer, New York.
Sashi, C. (2012). Customer engagement, buyer-seller relationships, and social media. Management decision, 50(2), 253-272.
Schreiner, M., Fischer, T. & Riedl, R. (2019). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 1-17.
Sharma, S. & Singh, R. (2006). Advertising: Planning and Implementation, PHI Learning Pvt. ISBN: 8195161103, 9788195161102
Shen, B. & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
Silva, M. (2015). A systematic review of Foresight in Project Management literature. Procedia Computer Science, 64, 792-799.
Sprott, D., Czellar, S. & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92-104.
Urde, M. and Greyser, S.A. (2015). The Nobel Prize: the identity of a corporate heritage brand. Journal of Product and Brand Management, 24(4), 318-332.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Vasiloaia, M. (2009). Linguistic features of the language of advertising. Economy Transdisciplinarity Cognition, 1, 294-98.
Wanninayake, W. M. C. B. & Chovancová, M. (2019). Impact of Advertising Appeals on Brand Loyalty: Special reference to the Commercial banking Industry in SriLanka. Innovation and Knowledge Management Journals, 4(5), 1222-1239.
Weiger, W.H., Wetzel, H.A. & Hammerschmidt, M. (2019). Who’s pulling the strings? The motivational paths from marketer actions to user engagement in social media. European Journal of Marketing, 53(9), 1808-1832.
Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244.
Yang, Q., Li, H., Lin, Y., Jiang, Y. & Huo, J. (2022). Fostering consumer engagement with marketer-generated content: the role of content-generating devices and content features. Internet Research, 32(7), 307-329. https://doi.org/10.1108/INTR-10-2021-0787
Zha, Q., Kou, G., Zhang, H., Liang, H., Chen, X., Li, C.C. and Dong, Y. (2021). Opinion dynamics in finance and business: a literature review and research opportunities. Financial Innovation, 6(1), 1-22.
Zhang, C., Song, P., Qu, Z., Xue, L. and Li, J. (2020a). Firm actions, user engagement, and firm performance: a mediated model with evidences from internet service firms. Information and Management, 57(7), e103364, doi: 10.1016/j.im.2020.103364.
Zhang, H., Kou, G. & Peng, Y. (2019). Soft consensus cost models for group decision making and economic interpretations. European Journal of Operational Research, 277(3), 964-980.
Zheng, X., Cheung, C. M., Lee, M. K. & Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology & People, 28(1), 90-106.
Zimmer, L. (2006). Qualitative meta-synthesis: a question of dialoguing with texts. Journal of Advanced Nursing, 53(3), 311-318.
مدیریت بازرگانی
دوره 15، شماره 3
1402
صفحه 481-505

فایل ها

هم رسانی

ارجاع به این مقاله

آمار