Effect of positive and negative Excitements on attitudes toward social media-based advertising with Role of Mediate emotions (Case study: Telegram users in Mashhad)

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ghayour seyed morteza; Rojui Morteza; Khoshandam Aref; Pourang Ali

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Journal Paper

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Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:2 Page(s): 216-234

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Information Journal Paper

Title

Effect of positive and negative Excitements on attitudes toward social media-based advertising with Role of Mediate emotions (Case study: Telegram users in Mashhad)

Author(s)

ghayour seyed morteza | Rojui Morteza | Khoshandam Aref | Pourang Ali | Issue Writer Certificate

Keywords

positive emotions

negative emotions

social networks

attitude

mobile advertising

feelings

Abstract

The purpose of this study was to investigate the role of positive and negative emotions and users feelings in creating attitudes towards mobile advertising among social network users. The role of feeling as an intermediate variable in an emotional-attitude effect has also been studied. This is an applied research and survey-causal type. A questionnaire was used for gathering data in this research. The statistical population of this study was all users of the Telegram social network in Mashhad Due to having the Hamrahe Aval user bank with Telegram with the prefix number 915, an electronic questionnaire was sent to about 4000 users randomly That Finally, 402 questionnaires were analyzed as a statistical sample. The reliability of the questionnaire was assessed by Cronbach's alpha Results were found to be higher than 0. 7 for all variables and its validity was examined and approved by structural analysis. Data analysis was also performed by structural equation modeling by Smart PLS software. Based on the results, the effect of positive emotions and feelings on the attitude toward accepting mobile-based ads was significant. It was also found that the direct effect of positive emotions on attitude is more than other variables. However, the effect of negative emotions on feelings and attitude towards mobile based ads has not been confirmed. In this research, the effect of attitude on the intention to accept was positively evaluated.

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APA: Copy

ghayour, seyed morteza, Rojui, Morteza, Khoshandam, Aref, & Pourang, Ali. (2020). Effect of positive and negative Excitements on attitudes toward social media-based advertising with Role of Mediate emotions (Case study: Telegram users in Mashhad). CONSUMER BEHAVIOR STUDIES, 7(2 ), 216-234. SID. https://sid.ir/paper/960775/en

Vancouver: Copy

ghayour seyed morteza, Rojui Morteza, Khoshandam Aref, Pourang Ali. Effect of positive and negative Excitements on attitudes toward social media-based advertising with Role of Mediate emotions (Case study: Telegram users in Mashhad). CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(2 ):216-234. Available from: https://sid.ir/paper/960775/en

IEEE: Copy

seyed morteza ghayour, Morteza Rojui, Aref Khoshandam, and Ali Pourang, “Effect of positive and negative Excitements on attitudes toward social media-based advertising with Role of Mediate emotions (Case study: Telegram users in Mashhad),” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 2 , pp. 216–234, 2020, [Online]. Available: https://sid.ir/paper/960775/en

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