Designing an Effective Model of Advertising Campaigns for (Snack) Food Products
Objective The purpose of this study is to design a model to increase the effectiveness of advertising campaigns for food products, in particular, snacks. Methodology This is mixed-methods and developmental research. Its participants, in the qualitative part, included marketing professors and exper...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2022-04-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_87747_7bc70f5315b82dd6f976f58c1d2affe7.pdf |
| _version_ | 1811194656366526464 |
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| author | Rahil marvi Hassan Esmailpour Ali Rezaiean |
| author_facet | Rahil marvi Hassan Esmailpour Ali Rezaiean |
| author_sort | Rahil marvi |
| collection | DOAJ |
| description | Objective
The purpose of this study is to design a model to increase the effectiveness of advertising campaigns for food products, in particular, snacks.
Methodology
This is mixed-methods and developmental research. Its participants, in the qualitative part, included marketing professors and experts, selected by the purposive sampling technique. In the quantitative part, the statistical population consisted of 374 customers (snack food consumers) of Shahrvand Chain Stores in Tehran. In this research, interviews and questionnaires were used to collect data. Validity and reliability were confirmed. To analyze the data in the qualitative part, Thematic analysis (MAXQDA) and in the quantitative part, structural equations (Smart PLS) were used.
Findings
The findings led to the identification of five main themes including; Background, organizational, level of engagement, competitive effects and consumer behavior, and 14 sub-themes were identified for the effectiveness model of food-snack advertising campaigns. Also, the results show a significant effect of contextual, organizational variables and level of involvement on consumer behavior and competitive effects.
Conclusion
It is necessary to pay full attention to the five main contents, fourteen sub-content, related concepts and use them properly with full awareness in order to be success in the food- snacks industry products advertising campaigns effectiveness. |
| first_indexed | 2024-04-12T00:30:26Z |
| format | Article |
| id | doaj.art-e5361ed59c2949f299569f22bf6a0b7e |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-04-12T00:30:26Z |
| publishDate | 2022-04-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-e5361ed59c2949f299569f22bf6a0b7e2022-12-22T03:55:23ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912022-04-0114114917410.22059/jibm.2022.335143.426987747Designing an Effective Model of Advertising Campaigns for (Snack) Food ProductsRahil marvi0Hassan Esmailpour1Ali Rezaiean2Ph.D. Candidate, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.Assistant Prof., Department of Business Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.Prof., Department of Public Administration, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.Objective The purpose of this study is to design a model to increase the effectiveness of advertising campaigns for food products, in particular, snacks. Methodology This is mixed-methods and developmental research. Its participants, in the qualitative part, included marketing professors and experts, selected by the purposive sampling technique. In the quantitative part, the statistical population consisted of 374 customers (snack food consumers) of Shahrvand Chain Stores in Tehran. In this research, interviews and questionnaires were used to collect data. Validity and reliability were confirmed. To analyze the data in the qualitative part, Thematic analysis (MAXQDA) and in the quantitative part, structural equations (Smart PLS) were used. Findings The findings led to the identification of five main themes including; Background, organizational, level of engagement, competitive effects and consumer behavior, and 14 sub-themes were identified for the effectiveness model of food-snack advertising campaigns. Also, the results show a significant effect of contextual, organizational variables and level of involvement on consumer behavior and competitive effects. Conclusion It is necessary to pay full attention to the five main contents, fourteen sub-content, related concepts and use them properly with full awareness in order to be success in the food- snacks industry products advertising campaigns effectiveness.https://jibm.ut.ac.ir/article_87747_7bc70f5315b82dd6f976f58c1d2affe7.pdfadvertisingadvertising campaignadvertising effectivenessfood industry productssnacksconsumer behaviorconsumer |
| spellingShingle | Rahil marvi Hassan Esmailpour Ali Rezaiean Designing an Effective Model of Advertising Campaigns for (Snack) Food Products مدیریت بازرگانی advertising advertising campaign advertising effectiveness food industry products snacks consumer behavior consumer |
| title | Designing an Effective Model of Advertising Campaigns for (Snack) Food Products |
| title_full | Designing an Effective Model of Advertising Campaigns for (Snack) Food Products |
| title_fullStr | Designing an Effective Model of Advertising Campaigns for (Snack) Food Products |
| title_full_unstemmed | Designing an Effective Model of Advertising Campaigns for (Snack) Food Products |
| title_short | Designing an Effective Model of Advertising Campaigns for (Snack) Food Products |
| title_sort | designing an effective model of advertising campaigns for snack food products |
| topic | advertising advertising campaign advertising effectiveness food industry products snacks consumer behavior consumer |
| url | https://jibm.ut.ac.ir/article_87747_7bc70f5315b82dd6f976f58c1d2affe7.pdf |
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