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The Morally Controversial Phenomenon of "Guilty Pleasure": Pattern Design in Social Media Advertising Contacts
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Abstract: (509 Views) |
Background: Guilt, in the sense of feeling guilty, is a moral matter. Next to that is the pleasure of guilt, which is usually induced by committing a minor sin. The current research has been done with the aim of providing a model of the formation and role-playing of the "guilty pleasure" phenomenon in the audience of social media advertisements (case study: Instagram).
Method: This research is applied in terms of purpose, in terms of survey-exploratory approach, and in terms of type, it is qualitative. The statistical population of this research was a group of experts, university professors, senior managers and experienced consultants in the fields of psychology and marketing based on online social media, based on the theoretical sampling method, 11 of them were selected as a statistical sample and were interviewed. Selection of experts and conducting interviews with them continued until theoretical saturation was reached and then it was stopped. The approach adopted in this research to analyze the interviews was the foundational data theory and triple coding.
Results: A total of 11 interviews were conducted, 130 initial concepts were extracted, after examining and putting them together and removing duplicate concepts, 32 concepts and finally 13 main categories were identified and by selective coding the pattern of formation and role-playing of the phenomenon. The pleasure of sin was presented in the audience of Instagram social media ads.
Conclusion: social media is a major channel for communicating and disseminating information. According to this, there are successful organizations that can use this channel and the opportunities created for their benefit. For this, it is very important to pay attention to the principles and values of the society as well as the internal conflicts of the audience.
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Article number: 5 |
| Keywords: Ethics, Guilty pleasure, Online advertising, Social media, Instagram |
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Full-Text [PDF 560 kb]
(233 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/11/28 | Accepted: 2023/02/6 | Published: 2023/08/1
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