The role of human geography components in the effectiveness of home appliance market advertising messages in the interaction of local national culture

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Jabbar zadeh Seyed Vahid; Heydari Abbas; Nemati zadeh Sina

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Journal Paper

Paper Information

Journal: Geography (Regional Planning) Year:2022 | Volume: | Issue: Page(s): 738-753

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Information Journal Paper

Title

The role of human geography components in the effectiveness of home appliance market advertising messages in the interaction of local national culture

Author(s)

Jabbar zadeh Seyed Vahid | Heydari Abbas | Nemati zadeh Sina | Issue Writer Certificate

Keywords

Effectiveness ModelQ4

Advertising Message EffectivenessQ4

National cultureQ4

Abstract

This research was carried out in two stages with the aim of examining the model of Advertising Message Effectiveness with an emphasis on Iran's National culture in the home appliances market, in the first part, the questionnaire of this research was examined using the Delphi method in three stages by experts related to the subject of the research. And the consensus was reached. Then, in the second or quantitative part, the research hypotheses were examined using the descriptive-survey method and using the questionnaire tool. The statistical population of the research consists of two groups: the first group includes academic experts and professors and the second group includes potential customers of household appliances in Tehran. In order to access the statistical sample, the potential customers present at the 19th International Exhibition of Household Appliances in Tehran were considered during four days, and for this purpose, 384 questionnaires were distributed based on the sample size obtained from Cochran's formula. SPSS and PLS software were used to analyze the data, and the findings of the research show that "national culture affects the mental image, media factors, emotions, values and norms, the reputation of the endorsers, the attractiveness of the occasions, the content of the advertising message and the validity of the message. advertising as well as the mental image, feelings, attractiveness of the occasions, the content of the advertising message on the attitude towards the advertising message, and on the other hand, the positive feelings and the validity of the advertising message on

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