Volume 21, Issue 4 (12-2024)
jor 2024, 21(4): 71-84 |
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Jowkar A, Parhizgar M, Karimi A, Mohammadian Roushan R. A New Technique in Measuring Advertisements in Social Media Using the Hierarchical Analysis Process. jor 2024; 21 (4) :71-84
URL: http://jamlu.liau.ac.ir/article-1-2265-en.html
URL: http://jamlu.liau.ac.ir/article-1-2265-en.html
Department of Management, Payam-Nour University, Tehran, Iran , r.mohammadian@pnu.ac.ir
Abstract: (446 Views)
There are many techniques for measuring advertising in traditional media. Among them, AIDA and Dagmar's persuasive technique can be mentioned. But in the field of social media, there was no method to measure advertising messages, and only methods such as AIDA technique, P4 model, and ACCA model, which are used in the field of Internet advertising, were used. The purpose of this research is to provide a model specific to social media to measure the effectiveness of advertising messages. In this research, by using structured questionnaires based on pairwise comparisons, the common and known reactions of people to advertising messages in social media such as desire and interest, text writing and sharing through the process Analyzing Hierarchy (AHP) was ranked and positioned according to the criterion of willingness to buy. As a result, after facing the audience with the advertising message and creating attention, with 44% for desire and interest, 28% for text writing and 27% for sharing, a ranking was made and their positioning was done considering the increase in the desire to buy and finally, action. Buying from the audience, the new ALCSA model was proposed to measure the effectiveness of advertising messages in social media. In a simple way, this model sees audience reactions to advertising messages in social media as a basis for the level of willingness to buy, and these reactions are divided between the two definite variables of attention as the lowest level of willingness to buy and the variable of purchase as the highest level of willingness to buy with the increasing strain has prioritized and positioned itself in the desire for it.
Keywords: Social Media, Advertising Message Measurement Technique, Hierarchical Analysis, ALCSA Technique
Type of Study: Research |
Subject:
Special
Received: 2024/05/8 | Accepted: 2024/10/12 | Published: 2024/12/21
Received: 2024/05/8 | Accepted: 2024/10/12 | Published: 2024/12/21
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