A persuasive strategy for advertisement on social media

Subject Areas : Media Management

Ali Ghiasian ¹ , Ataolah Abtahi ² , Neda Soleimani ³ , Ali Ameri ⁴

1 - public Relations Manager
2 - Assistant Professor, Faculty of Management and Economics, Department of Information Technology Management, Islamic Azad University, Science and Research Branch, Tehran
3 - Assistant Professor, Faculty of Management and Economics, Department of Information Technology Management, Islamic Azad University, Science and Research Branch, Tehran
4 - Assistant Professor, Faculty of Management and Economics, Department of Information Technology Management, Islamic Azad University, Science and Research Branch, Tehran

Received: 2020-10-18 Accepted : 2022-03-12 Published : 2021-07-23

Keywords: "Content analysis", "advertising", " social media", "persuasion in advertising", "Media",

Abstract :

A persuasive strategy for advertisement on social mediaAbstractSocial media has been expanded and developed remarkably nowadays . Many users are active in social media every day so that these media considerably influence their audience. Social media applications installed on smartphones are developing and popular due to features such as easy access , attractiveness, interactivity, and high performance in terms of providing the information needed by users . In this work, we attempted to design a persuasive strategy to advertise on Instagram. It was applied exploratory-descriptive research conducted based on a cross-sectional design. Data were collected using qualitative and quantitative methods. The statistical population of the study included cyberspace experts and masters. Experts were first interviewed using questionnaires, and texts of the interviews were then encoded through content analysis in MAXQDA, and ultimately 58 indicators were selected. For quantitative analysis of the data obtained from the close-ended questionnaire , the sample size was determined 196 based on the study population and using Cochran's formula. The results were divided into 11 categories using the exploratory factor analysis method. The results confirmed a proper correlation between the study elements and items.Keywords: Content analysis, advertising, social media, persuasion in advertising, media

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