The effect of digital advertising strategy on attitude and intention to purchase financial products and services
Subject Areas : marketing
1 - Department of Business Management, Science and Research Unit, Islamic Azad University, Tehran, Iran.
Keywords: digital advertising, digital marketing, financial services, purchase intention,
Abstract :
The main purpose of this research is to investigate the effect of digital advertising strategy on the attitude and intention to purchase financial products and services. This research is practical in terms of purpose. In terms of its nature and method, it is a descriptive-survey research that is single-sectional in terms of time. The statistical population of this research is all the customers of Tejarat Bank in Tehran (unlimited statistical population). Based on this formula, a sample size of 384 was considered. The data collection tool in this research is a questionnaire with 9 dimensions and 31 items with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through face validity and construct validity. Analysis of obtained data was done using statistical software SPSS23 and PLS3. The results of the research hypotheses test showed that all five dimensions of digital advertising, including trust in advertising, emotional appeal, logical appeal, uniqueness and innovation have a positive and significant effect on perceived ease and perceived usefulness. It was also found that the perceived ease and perceived usefulness have a positive and significant effect on the attitude towards digital financial services. Finally, it was found that the attitude towards digital financial services has a positive and significant effect on the intention to use digital financial services.