The role of advertising on the community of cultural products, among of families in Tehran city

Subject Areas : Journal of Cultural Management

Nazli Abdollahi ¹ , محمد سلطانی‌فر ² , عباسعلی gh ³

1 - Islamic Azad University،Science And Research Branch
2 - دانشیار، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
3 - دانشیار، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران

Received: 2018-04-10 Accepted : 2018-12-03 Published : 2020-04-20

Keywords: advertising and consumption of cultural products, print advertising, Street advertising, induction advertising,

Abstract :

The purpose of the research: The purpose of this study is to investigate the impact of advertising and its types on the consumption of cultural products among the families of Tehran. Methodology: The current research is applied in terms of purpose and based on the method of collecting descriptive-survey data. The statistical population of this study was Tehranian families of students of Faculty of Management, Tehran University of Science Research, which were selected using purposeful sampling of Tehranian students' families in cultural affairs management, based on a census of 97 samples. Findings: The results obtained from structural equations in Lisrel software showed that street, print, inductive, and propagation variables influenced the consumption of cultural products by respondents and had the greatest impact on street advertising with a coefficient of 0.52 and the least impact on propaganda variable with a coefficient of 0.32 on consumption of cultural products. Discussion and Conclusion: Advertisements can be made with the latest technology to inform cultural products. Promotion of cultural products can also affect the people of the community and will bring about the exchange of ideas and meeting the social needs of individuals.