Designing an Effective Model of Localized Advertisements in Social Networks with a Qualitative Content Analysis Approach

Subject Areas : Media Management

Zoleikha Dehghani ¹ , Reza Ebrahimzadeh ² , Mehrdad Sadeghi ³ , Mehraban Hadi peykani ⁴

1 - ph.d student
2 - Assistant Professor, Faculty of Islamic Governance, Islamic Azad University (Khorasgan), Isfahan
3 - Assistant Professor, Faculty of Islamic Governance, Islamic Azad University (Khorasgan), Isfahan, Iran
4 - Assistant Professor, Faculty of Islamic Governance, Islamic Azad University (Khorasgan), Isfahan, Iran

Received: 2023-04-03 Accepted : 2023-05-10 Published : 2023-07-23

Keywords: Indigenous advertising, Advertising effectiveness, socialnetworking,

Abstract :

Today, the advent of native advertising has changed the advertising landscape, localized advertising is the latest trend in hybrid content that has similar features to content marketing, journalism and important content with financial support and also depends on the digital environment of the host media.This study aims to design an effective model of localized advertising on social networks. To answer the main question of the research, content analysis method was used. The field of research of all foreign articles is localized advertisements In this research, topics related to the effectiveness of localized advertising are extracted from articles, which after clustering, combining and deleting common codes; 61 key themes, 18 integrating themes and four macro themes were obtained.In order to explain the validity of the research, the exploratory and confirmatory model approach was used, which shows the acceptable validity of the result s. Holstay method was used to evaluate the reliability, based on which the reliability was calculated to be / 85. And was higher than the standard value of 0.7. Research results show that localized advertising is effective. The use of advertising strategies also play an important role in the effectiveness of native advertising