دانلود رایگان ترجمه مقاله بررسی تاثیر ویژگی های تبلیغاتی رسانه های اجتماعی بر روی قصد خرید مشتری (نشریه الزویر ۲۰۱۸) (ترجمه رایگان – برنزی ⭐️)
این مقاله انگلیسی ISI در نشریه الزویر در ۱۳ صفحه در سال ۲۰۱۸ منتشر شده و ترجمه آن ۳۲ صفحه میباشد. کیفیت ترجمه این مقاله رایگان – برنزی ⭐️ بوده و به صورت کامل ترجمه شده است.
دانلود رایگان مقاله انگلیسی + خرید ترجمه فارسی | |
عنوان فارسی مقاله: |
بررسی تاثیر ویژگی های تبلیغات رسانه های اجتماعی بر قصد خرید مشتری |
عنوان انگلیسی مقاله: |
Investigating the impact of social media advertising features on customer purchase intention |
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مشخصات مقاله انگلیسی (PDF) | |
سال انتشار | ۲۰۱۸ |
تعداد صفحات مقاله انگلیسی | ۱۳ صفحه با فرمت pdf |
رشته های مرتبط با این مقاله | مدیریت |
گرایش های مرتبط با این مقاله | مدیریت کسب و کار، بازاریابی و مدیریت فناوری اطلاعات |
چاپ شده در مجله (ژورنال) | مجله بین المللی مدیریت اطلاعات – International Journal of Information Management |
کلمات کلیدی | رسانه های اجتماعی، بازاریابی، تبلیغات، مشتریان، قصد خرید |
رفرنس | دارد ✓ |
کد محصول | F1442 |
نشریه | الزویر – Elsevier |
مشخصات و وضعیت ترجمه فارسی این مقاله | |
وضعیت ترجمه | انجام شده و آماده دانلود |
تعداد صفحات ترجمه تایپ شده با فرمت ورد با قابلیت ویرایش | ۳۲ صفحه (۲ صفحه رفرنس انگلیسی) با فونت ۱۴ B Nazanin |
ترجمه عناوین تصاویر و جداول | ترجمه شده است ✓ |
ترجمه متون داخل تصاویر | ترجمه شده است ✓ |
ترجمه متون داخل جداول | ترجمه شده است ✓ |
درج تصاویر در فایل ترجمه | درج شده است ✓ |
درج جداول در فایل ترجمه | درج شده است ✓ |
کیفیت ترجمه | کیفیت ترجمه این مقاله پایین میباشد |
فهرست مطالب |
چکیده |
بخشی از ترجمه |
چکیده |
بخشی از مقاله انگلیسی |
Abstract Social media is being increasingly used as a platform to conduct marketing and advertising activities. Organizations have spent a lot of time, money, and resources on social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. Thus, this study aims to identify and test the main factors related to social media advertising that could predict purchase intention. The conceptual model was proposed based on three factors from the extending Unified Theory of Acceptance and Use of Technology (UTAUT2) (performance expectancy, hedonic motivation, and habit) along with interactivity, informativeness, and perceived relevance. The data was collected using a questionnaire survey of 437 participants. The key results of structural equation modelling (SEM) largely supported the current model’s validity and the significant impact of performance expectancy, hedonic motivation, interactivity, informativeness, and perceived relevance on purchase intentions. This study will hopefully provide a number of theoretical and practical guidelines on how marketers can effectively plan and implement their ads over social media platforms. ۱- Introduction Social media is increasingly finding a place for itself in all aspects of our lives. Customers are accordingly more behaviourally and perceptually engaged with the major social media platforms such as Facebook, Google+, Snapchat, YouTube, and Twitter (Alalwan, Rana, Dwivedi, & Algharabat, 2017; Kapoor et al., 2017; Kim and Kim, 2018; Shareef, Mukerji, Dwivedi, Rana, & Islam, 2017). This really changes the nature of our interactions either with our friends or with private and public organizations. Indeed, social media platforms represent a new place where people, organizations, and even governments can commercially, socially, politically, and educationally interact with each other and exchange information, thoughts, products, and services (Hawkins and Vel, 2013; Rathore, Ilavarasan, & Dwivedi, 2016; Usher et al., 2014; Zeng and Gerritsen, 2014; Zhu and Chen, 2015). Consequently, organizations worldwide have started thinking about how using these platforms could help in attracting customers and building a profitable marketing relationship with those customers (Alalwan, Rana, Algharabat, & Tarhini, 2016; Braojos-Gomez, Benitez-Amado, & Llorens-Montes, 2015; Kamboj, Sarmah, Gupta, & Dwivedi, 2018; Lin and Kim, 2016; Oh, Bellur, & Sundar, 2015). As mentioned by Alalwan et al. (2017), there are different marketing practices that firms could apply over social media platforms (i.e. advertising, e-WOM, customer relationship management, and branding). However, the significant interest in social media marketing has been in terms of advertising from both researchers’ and practitioners’ perspectives (i.e. Alalwan, Dwivedi, Rana, & Williams, 2016; Alalwan et al., 2017; Braojos-Gomez et al., 2015; Duffett, 2015; Jung, Shim, Jin, & Khang, 2016; Kamboj et al., 2018; Shareef et al., 2017; Shareef, Mukerji, Alryalat, Wright, & Dwivedi, 2018; Zhu and Chang, 2016). Such interest is also demonstrated by the large amount of money spent by organizations on advertising campaigns; for instance, in 2016 about 524.58 billion USD was invested for this purpose as reported by Statista (2017a). The same level of interest was also paid to social media ads, according to Statista (2017b), with about 32.3 billion USD spent in 2016 on both desktop and mobile social media ads. This, in turn, raises a question about the feasibility of such campaigns from the firm’s perspective. More importantly, marketers are always faced with the challenge of how they can plan and design these social media ads in a more effective and attractive manner. Likewise, Jordan is considered as one of the fast-growing countries in terms of the number of social media users along with the special interest paid by Jordanian business in investing in social media marketing activities. For instance, according to a study conducted by Pew Research Centre in 2016, the number of social media users in Jordan had reached about 7.2 million (Alghad, 2016). Thus, there is a big challenge for Jordanian organizations regarding the effective use and design of social media advertising campaigns (Alalwan et al., 2017). Due to their nature as interactive and modern technology (Web 2.0), social media ads represent the cutting edge of firm–customer communication (Logan, Bright, & Gangadharbatla, 2012). In comparison with traditional mass media advertising or online ads (that are used for Web 1.0 applications), firms are able to have more informative and interactive (two-way) communication with their customers (Barreda, Bilgihan, Nusair, & Okumus, 2016; Lee and Hong, 2016; Mangold and Faulds, 2009; Palla, Tsiotsou, & Zotos, 2013; Swani, Milne, Brown, Assaf, & Donthu, 2017; Wu, 2016). Hence, social media ads could help firms to accomplish many marketing aims, such as creating customers’ awareness, building customers’ knowledge, shaping customers’ perception, and motivating customers to actually purchase products (Alalwan et al., 2017; Duffett, 2015; Kapoor et al., 2017; Shareef et al., 2017). Social media ads are a form of internet ad, yet as they are Web 2.0, customers could have different perceptions and experiences in interacting with social media ads. This is also due to the nature of social media ads as they empower customers to have more engagement (i.e. liking, re-sharing, commenting, posting, and learning) with the targeted ads (Laroche, Habibi, & Richard, 2013; Tuten and Solomon, 2017). Accordingly, as suggested by Logan et al. (2012), there has been a need to conduct more examination into such phenomena in recent years. In fact, researchers have to focus more on discovering the main dimensions that could influence the customer’s reaction and perception toward social media ads (Oh et al., 2015). In line with Tuten and Solomon (2017), one of the main aims of using social media for promotion and communication is to shape the consumer’s decision-making process. Therefore, this study attempts to identify and examine the main factors that could predict the customer’s purchase intention for the products that are promoted using social media advertising. Further, this study attempts to answer the following questions: ۱٫ What is a suitable conceptual model that could be adopted to provide a clear picture covering the main aspects related to social media advertising? ۲٫ What are the main factors associated with social media advertising that could predict the customer’s purchase intention?. |
دانلود رایگان مقاله انگلیسی + خرید ترجمه فارسی | |
عنوان فارسی مقاله: |
بررسی تاثیر ویژگی های تبلیغات رسانه های اجتماعی بر قصد خرید مشتری |
عنوان انگلیسی مقاله: |
Investigating the impact of social media advertising features on customer purchase intention |
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فایل ورد مقاله “بررسی تاثیر ویژگی های تبلیغات رسانه های اجتماعی بر قصد خرید مشتری” رو برای خرید ندارید؟
سلام، نه متاسفانه