سیویلیکا را در شبکه های اجتماعی دنبال نمایید.

Determine the Impact of Humor and Social Responsibility on the Effectiveness of Advertising with a Mixed Approach

Publish Year: 1397
Type: Conference paper
Language: English
View: 466

This Paper With 12 Page And PDF Format Ready To Download

Export:

Link to this Paper:

Document National Code:

ICOCS02_039

Index date: 29 June 2019

Determine the Impact of Humor and Social Responsibility on the Effectiveness of Advertising with a Mixed Approach abstract

In this study, we examined the effects of humor and social responsibility on the effectiveness of advertising. The sample study is 384 targeted Master degree and Ph.D. students aged between 23 and 36 years old. After designing banner ads with humor content and social responsibility in which celebrities are used; the effectiveness of advertising was measured using attitude toward the brand (Ab) and persistence in memory by five-point Likert scale questionnaire. The findings showed that advertisements featuring celebrities with humorous scenario have more impact on persistence in memory, and advertisements featuring celebrities with social responsibility scenario have more impact on attitude toward the brand

Determine the Impact of Humor and Social Responsibility on the Effectiveness of Advertising with a Mixed Approach Keywords:

Celebrity - Social Responsibility - Humor - Advertising

Determine the Impact of Humor and Social Responsibility on the Effectiveness of Advertising with a Mixed Approach authors

Iman seifabadi

Ph.D. student, Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran

Mehdi Mahmoodzadeh

Assistant Professor, Department of Business Management, Birjand Branch,Islamic Azad University, Birjand, Iran

Behrouz Basirat

Assistant Professor, Department of Basic Sciences, Birjand Branch,Islamic Azad University, Birjand, Iran