The Customer’s Desire and Online Effective Advertisements in Social Media (Case Study: Instagram Users) (Published)
Today Online social media is an inevitable part of consumers’ modern life.. Every day, more consumers use the internet for acquiring information related to their needs and purchases. Despite the fact that the social media increase commercial incomes and purchases, the conducted studies about them and effective factors on advertisement effectiveness in online spaces are limited and many users leave the social media due to advertisements. This study is sought to investigate one of the moderating factors on effectiveness of advertisement using DAGMAR model in online space. The survey method and questionnaire have been used. The population of the study includes Instagram users at the age range of 20-50 years old during the time period of spring 2018.384 questionnaires were distributed among available users. This number was calculated through the Cochran formula. Using structural equations model and PLS software, the data were analyzed. The results indicated the effect of customers’ tendency for receiving commercial messages on their leading to purchase and effectiveness of online advertisement has a mediating role.
This research is conducted on “impact of celebrity endorsement on consumer’s buying behavior”; this behavior judges the purchase intention of consumers in the field of cosmetics, this research only focuses on the buying intention of the female segment. Celebrity endorsement is made up of four main pillars that are credibility, attractiveness, product matchup and lastly meaning transfer. All these four elements combine to make up celebrity endorsement. The findings of this research report shows that the element of credibility (which is composed of expertise and trustworthiness) of the celebrity positively affects consumers intention to purchase cosmetics. Celebrities also transfer meanings to the product that positively influences consumer’s intention to buy cosmetics. This meaning transferred indicates that consumers start accepting that celebrity endorsed cosmetics makes them feel classy and glamorous and also perceive such cosmetics as a symbol of status. This research also shows that people get more attracted towards celebrity endorsed advertisements than the ones that doesn’t have celebrities into them which ultimately leads them to recall the products (cosmetics) much easier because celebrities appeared into those advertisements.
Effect of Emotional Experience on Purchase Intention: A Sequential Mediation of Social Value and Hedonic Value in a Retail Setting (Published)
The purpose of this study is to empirically examine the indirect effect of social and hedonic value on the relationship between emotional experience and purchase intention. The sample consists of 420 retail customers selected using the store intercept method. Process macro program is used to test the sequential mediating effect. The results of the study show that both social value and hedonic value individually mediates the relationship between emotional experience and purchase intention. Moreover, social and hedonic value sequentially mediates the relationship between emotional experience and purchase intention. Based on the study findings, managers should focus on improving the customer’s emotional experience by dealing with them as individuals with unique expectations. In addition, managers should lay a lot of emphasis on creating enjoyable and fun-packed shopping environment while at the same time creating an environment that encourages socialization.