A relação entre a atitude com a publicidade em sms e a intenção de compra de clientes (estudo de caso; saman insurance co)
Palavras-chave:
Atitude em relação à publicidade móvel, a qualidade do argumento, a participação do produto, a atitude em relação à publicidade, a atitude em relação à marca, marketing móvel, publicidade móvel.Resumo
Esta pesquisa tenta investigar a aplicação de telefones celulares para marketing (via SMS) no setor de seguros, de acordo com o rápido progresso das tecnologias usadas em telefones celulares e seu crescente uso em diversos setores. De fato, seu objetivo foi investigar o efeito da propaganda por SMS na atitude individual em relação à publicidade, sua atitude em relação à marca e seu efeito de atitude sobre a intenção de compra. Portanto, um modelo inclui os componentes de uma mensagem publicitária que podem afetar a atitude em relação à publicidade. Esses componentes eram; publicidade percebida como válida, a atitude em relação à publicidade móvel, a qualidade do argumento, o incentivo, a atratividade, a interação, a intenção percebida, o envolvimento emocional percebido e o envolvimento cognitivo percebido. Um questionário baseado nesses fatores foi fornecido e distribuído entre 384 do tamanho da amostra. Os dados coletados foram analisados pelo software Smart PLS 2.0. Os resultados indicaram que a atitude para com a publicidade tem um efeito direto sobre a atitude da marca, a atitude para com a marca tem um efeito direto sobre atitudes em relação a intenção de compra e atitude em relação a publicidade tem um efeito direto e positivo na Intenção de compra Além disso, todos os componentes mencionados acima têm um efeito positivo na atitude em relação à publicidade.
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