A Model for Studying the Influence of the Media in Creating the Willingness to Invest in the Stock Market Through Advertising Messages

Subject Areas : Media Management

Hashem Aghazadeh ¹ , Taher Roshandel Arbatani ² , Sama Banifazel ³

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3 - عهده دار مکاتبات

Received: 2015-04-03 Accepted : 2015-08-05 Published : 2015-07-23

Keywords: Advertising, investment, media, stock exchange,

Abstract :

The Stock Exchange is one of the main pillars of the economy. Unfortunately due to the lack of investor awareness in Iran, stock market efficiency is not desirable. The only way of creating awareness is to connect with investors and the best way for connection is through the media. So in this research we are going to represent a model to investigate the impact of media in creating willingness for investing in stock market. The population of the research consists all the clients of stock exchange hall in 1392-1393. Its study gathered survey data from a sample of 157 person through Cochran formula. The questionnaire has been used for data collection and simple random has been conducted for sampling. For the data analysis and results we have used of testing structural equation through the AMOS software. Results show that there a significant relationship between the structural appeal, emotional appeal and rational appeal of massage and the willingness for investing in stock market. So we can conclude that media should pay attention to these three factor in presenting a massage to persuade investors.