the impact of advertising personalization and interaction on the advertising value and purchase intention at DJ Kala Company

Subject Areas : business management

Majid Ahmadi ¹ , shahla sohrabi ² , sara tahzibi ³

1 - Department of Business Management, Shahre-e Qods Branch, Islamic Azad University, Shahre-e Qods, Iran
2 - Department of management, West Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Shahre-e Qods Branch, Islamic Azad University, Shahre-e Qods, Iran

Received: 2020-02-21 Accepted : 2020-05-25 Published : 2020-09-22

Keywords: interaction, Advertising value, Hedonic motivations, Advertising personalization, and purchase intention,

Abstract :

Description of abstracts of scientific research articles: The purpose of this study was to investigate the impact of advertising personalization and interaction on the advertising value and purchase intention at DJ Kala Company in Tehran. The purpose of this study i s applied and based o n data collection method, descriptive correlational type The statistical population o f this research i s all customers of DJ Kala Company. Using Cochran formula, 384 individuals were selected as sample, 400 questionnaires were distributed randomly an d 393 questionnaires were collected. Reliability o f the research questionnaire was measured by Cronbach's alpha coefficient (0.780). The validity of the research instrument was also evaluated by confirmatory factor analysis technique. Then the data were analyzed by structural equation modeling using Smart PLS software. The results of the research hypotheses show that Advertising personalization and interaction has played a role in advertising value and purchase intention.