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Provide a Model to Identify the Dimensions of Video Advertising of Top Brands and Its Impact on Customer Sentiment with Respect to the Role of Ethics Moderator
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Abstract: (611 Views) |
Background: The increasing use of video advertising on the Internet has turned the environment and its media into a marketing tool for introducing and selling the dominant products and services. Therefore, the present study presented a model to identify the dimensions of video advertising of top Iranian brands in the insurance industry and its impact on customer sentiment in Iran with respect to the role of ethics moderator.
Method: The method of the present study is a hybrid qualitative-quantitative approach. In the qualitative part, the data method of the foundation was used. The statistical population included experts and specialists in insurance and video advertising. Among them, 8 experts were selected as the sample by judgmental sampling method and snowball and fearing theoretical saturation. The interview data collection tool was semi-structured and finally the data were analyzed by coding method in Maxqda 12 software. A small part of the statistical population included agricultural insurance and Iran insurance customers, which were selected by the available method 384 people. The tool was a researcher-made questionnaire and finally the data were analyzed by structural equation analysis in pls software.
Results: Qualitative analysis of the present study showed that out of 201 identified semantic units, 69 open codes and 10 axial codes were extracted. In a small part, it was found that the model has a good fit and it was found that there is a significant relationship between video advertising and customer feeling. There is a significant relationship between moderating factors (ethics) and customer feeling. Modifying factors (ethics) play a moderating role in the relationship between video advertising and customer sentiment.
Conclusion: The results of the present study showed that in order to be more effective in advertising and to affect the feelings of customers, it is necessary for insurance companies to pay attention to ethics in their work process.
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| Keywords: Video advertising, Iran insurance, Agricultural insurance, Customer feeling, Internet, Media |
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Full-Text [PDF 359 kb]
(370 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2021/12/19 | Accepted: 2022/02/17 | Published: 2022/08/4
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