بکارگیری روش فراترکیب جهت ارایه مدل جامع عوامل مؤثر بر تبلیغات اقناعی
محورهای موضوعی : مدیریت فناوری اطلاعاتسحر مشهدی 1 , طهمورث حسنقلی پور 2 , سهیلا بورقانی فراهانی 3 , عبدالحسین کرمپور 4
1 - دانشگاه تهران
2 - دانشگاه تهران
3 - وزارت علوم تحقیقات و فناوری
4 - دانشگاه تهران
کلید واژه: تبلیغات اقناعی, مدل, مشتری, محصول ,
چکیده مقاله :
یکی از روش های مؤثر تبلیغات به ویژه در فضای کسب و کار رقابتی، تبلیغات اقناعی است. تبلیغات اقناعی تکنیکی است که مشتریان را به وسیله ی ایجاد اعتماد و انگیزه نسبت به خرید محصول، جذب می نماید. با توجه به ضرورت جذب و افزایش تقاضا از سوی مشتری در فضای کسب و کار رقابتی، ضروری است تا عوامل مؤثر بر تبلیغات اقناعی شناسایی گردد. به همین منظور در این تحقیق سعی می شود تا با تبیین ابعاد و اجزای هر بّعد از عوامل مؤثر بر تبلیغات اقناعی، به تعریف این پدیده پرداخته شود. در این تحقیق با بکارگیری رویکرد فراترکیب، به تحلیل نتایج و یافته های محققان قبلی پرداخته شده است و با انجام گام های این روش، عوامل مؤثر بر تبلیغات اقناعی در دنیای کسب و کار، در شش بُعد، بیست زیر بُعد طبقه بندی شده است. در نهایت بر اساس فراوانی تعداد کدهای مربوط به زیر ابعاد، چارچوب مفهومی تحقیق، ارایه گردیده است.
Persuasive advertising is one of the effective ways of advertising, especially in the competitive business environment. Persuasive advertising is a technique that attracts customers by building trust and incentive to buy a product. Considering the necessity of attracting and increasing demand from the customer in the competitive business environment, it is necessary to identify the factors affecting convincing advertising. For this purpose, in this research, we try to define the phenomenon by explaining the dimensions and components of each dimension of effective factors on persuasive ads. In this research, using the meta-synthesis approach, we have analyzed the results and findings of previous researchers. By doing this, the factors influencing persuasive advertising in the business world were classified in six dimensions, twenty below. Finally, based on the abundance of number of codes related to the following dimensions, the conceptual framework of the research was presented.
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