Designing and Validating a Systematic Model of E-Advertising

Abstract

The paper's aim is that how the electronic system is able to transmit the message and is considered as an advertising tool, influencing factors on consumer's behavioral response should be identified in order to use this media desirably, effectively, and utilize the e-advertising advantages to satisfy consumers' needs. This is a research an applied research and a descriptive one with field studies. There are some casual relationships among the research variables. A questionnaire is used to collect data. This study aims to designing, validating, and evaluating a model which explains the influence of e-advertising on consumer behavior as well as providing strengths and weaknesses of the model and suggesting solutions to enhance strengths and converting weaknesses to strengths. In this paper, capabilities of internet advertising are examined in a form of 14 content and communicate motives via a leading process (cognition, affection, and attitude) on consumer's behavioral response (image and mentality, intention and desire, testing, purchasing and consuming) as "an e-advertising model" in Tehran Refah Chain Stores. Results show a suitability of the fitted structural model. The above mentioned company, however, should improve its website's capability in content and communicate motives. In this way, internet advertisings of Refah Chain Store's are able to have a desirable effectiveness in order to lead the consumer behavior.

Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa

“…Allport (1935) describes an attitude as a state of mental readiness owing to experience, which exercises influence on a person's response to situations and objects in which they transpire. Attitudes are somewhat enduring and constant over time, which comprise of three components: cognitive, affective and behavioural (Hamidizadeh et al, 2012). This study is in agreement with Lutz (1985), who describes attitudes towards advertising (Aad) as a tendency to respond in a positive or negative way to a certain stimulus during exposure to communication.…”

Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials

“…The nine-item scale that was used to measure intention-to-purchase was largely adapted from Putrevu and Lord (1994), Taylor and Hunter (2002) and Wu et al (2008), and was employed to measure this construct using a five-point Likert scale that ranged from strongly disagree to strongly agree. The nine-item scale that was used to assess purchase was mainly adapted from Martinez-Lopez et al (2005), Patwardhan and Ramaprasad (2005) and Hamidizadeh et al (2012) with a five-point Likert scale also being utilised. The last section of the questionnaire consisted of three multiple-choice questions on the demographic physiognomies that included gender, age and population group.…”

Behavioral Intentions and Cognitive-Affective Effects of Exposure to YouTube Advertisements among College Students

“…The fourth important result of this study is that the cognitive, affective and behavioral effects of YouTube ads are positively associated with each other. Hamidizadeh, Yazdani, Tabriz, and Latifi (2012) indicated that cognitive response doesn't have a significant effect on the behavioral response. This result reinforces some previous research (e.g., Ahn & Back, 2017;Agapito, Valle & Mendes, 2013;Back & Parks, 2003;Hinson, Boateng, Renner & Kosiba, 2019;Matthes & Beyer, 2015;Punyatoya, 2019) that demonstrated the positive relationships among cognitive, affective and behavioral effects.…”

“…Various marketing communications studies have investigated the relationships among the communication effects (e.g., Ahn & Back, 2017;Agapito, Valle & Mendes, 2013;Back & Parks, 2003;Hamidizadeh, Yazdani, Tabriz, & Latifi, 2012;Hinson, Boateng, Renner & Kosiba, 2019;Matthes & Beyer, 2015;Punyatoya, 2019). Back and Parks (2003) found that cognitive brand loyalty influences on emotional brand loyalty, and emotional brand loyalty impacts on behavioral brand loyalty.…”

“…On the other hand, Hamidizadeh, Yazdani, Tabriz, and Latifi (2012) indicated that cognitive response doesn't have a significant impact on the behavioral one. In line with these results, we hypothesize the following three hypotheses: To understand the associations between the variables of the current study, and to explain the research hypotheses, the model was proposed as the following figure (1).…”