Explaining the Intergenerational Differences of Advertising: The Influence of Advertising Attractions on the Effectiveness of Advertising in the Banking Industry with the Moderating Role of Value Priorities and Generation

Document Type : علمی وپزوهشی

Authors

1 3. Associate Professor of Business Administration, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Associate Professor, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University, Babolsar, Iran

3 PhD student, Busniness Management department, Faculty of Economic and Administrative Sciences, Mazandaran university, Babolsar, Mazandaran, Iran

4 Assistant professor, Business Administration Department, Faculty of Management and Accounting, university of Payeme Noor, Iran

10.22059/jsr.2023.310103.1559

Abstract

Due to the competitive environment in the Iranian banking industry, banks and financial institutions now need to pay more attention to the attractiveness of their promotional messages on social media, the interactions formed, and the value priorities of users of these media. The current study aims to investigate the effect of value priorities and para-social interactions on the public acceptance of advertising messages, taking the mediating role of generation into account. The study population includes the customers of Meeli Bank, Saderat Bank, Parsian Bank, Ayandeh Bank, and Shahr Bank in Tehran. Applying the Cochran's formula for a random cluster sampling, the sample size of this study contains 348 persons. To measure the acceptance component of advertising messages, including two dimensions of emotional attractiveness and logical attractiveness, the Yi-Lin questionnaire is utilized. Kitsman et al. questionnaire is also utilized to measure para-social interactions. In order to measure value priorities, Inglehart’s Value Scale is used in this study. The validity of the questionnaires is assessed by construct validity (diagnostic, divergent, and convergent), and their reliability is assessed by Cronbach's alpha coefficient using Smart PLS software. The results shows that value preferences and para-social interactions have a positive effect on public acceptance of the attractiveness of advertising messages. Findings also indicate that generation plays a mediating role in the relation.

Keywords

References

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Sociological Review
Volume 30, Issue 1
September 2023
Pages 93-114

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