The role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network)

Articles in Press

Document Type : Research Paper

Authors

1 MSc student of business management, marketing major, Faculty of Humanities, Malayer University, Malayer, Iran

2 Assistant Professor, Department of Business Management, Faculty of Humanities, Malayer University, Malayer, Iran

3 Associate Professor, Department of Psychology, Malayer University, Malayer, Iran

Abstract

Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network). The method of the present research was correlation. The statistical population of the research included all young consumers who regularly participated in social network activities in these spaces. The exact number of these people was unknown. According to Cochran's sample size formula, 381 people were selected as the research sample in the conditions of uncertainty of the statistical population and also high dispersion of the statistical population. In order to analyze the research data, structural equation test was used in SPS and Imus software. The key results of narrative structural equation modeling and the validity of the current model and the significant effect of performance expectation, pleasure-seeking motivation, interaction, information value and perceived importance on purchase intention were shown. This study provides some practical and theoretical guidelines on how to plan and effectively implement marketing campaigns on social media platforms.

Keywords

Main Subjects

Communication Management in Sport Media

Articles in Press, Accepted Manuscript
Available Online from 03 July 2024

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History

  • Receive Date: 18 September 2023
  • Revise Date: 30 April 2024
  • Accept Date: 03 July 2024

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