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Manuscript ID : JISDS-1809-10827 Visit : 136 Page: 99 - 119

Article Type: Original Research

Investigating the impact of advertising on the behavioral patterns of tourists in social networks

Subject Areas : Journal of Iranian Social Development Studies

yazdan shirmohammadi 1 (faculty)
Farzane Abedi 2 (Master of Science)

Received: 2018-09-30 Accepted : 2019-08-04 Published : 2019-04-21

Keywords: cognitive image and emotional image, advertising in social media, oral-to-mouth advertising, behavioral tendencies, audience participation,

Abstract :

Undoubtedly, with all the changes that have taken place in the social media landscape, advertising has been recognized as the most important financial support for the media, and competition between social networks Facebook, YouTube, Netfix and Amazon to attract tourists on the move. In this study, the impact of advertising in social media, audience participation and oral-to-mouth advertising on the behavioral patterns of European tourists has been studied through cognitive image and emotional image of the Facebook social network. The present research is applied in terms of its purpose and in terms of research method, it is a descriptive survey. The statistical population of the study is European tourists in Tehran. the structural equation model was used to determine the causal relationship between the variables. The findings show that tourism advertising has a positive and meaningful effect on the cognitive image of the destination, but the advertisement of the tourism media on the emotional image is unaffected. The audience participation and oral-to-mouth advertisements have a positive impact on the image of the image. It also has a significant impact on the emotional image and emotional image of the behavioral tendencies of tourists. It has a positive and constructive impact on the planning of creativity and innovation in advertising, the recognition of the audience in terms of gender and the choice of advertising, and the creation of tourist websites in the media. Socially acceptable levels are effective in attracting tourists

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