Analyzing the effect of video marketing and its various strategies on consumer behavior(Case study: Ramak Dairy Company)

The purpose of paying attention to advertisements is to provide the context for consumers' attitudes and behaviors and how they are selected. Therefore, proper understanding and awareness of advertising, as one of the marketing strategies has a tremendous impact on the attitude and behavior of consumers and how to choose them, and thus has gained an important role and a prominent place in promoting successful sales of a company's products. Accordingly, this study aims to evaluate the impact of video marketing and its various strategies on consumer behavior. The method of the present study is descriptive and survey type. Using available sampling, 384 questionnaires were collected with a reliability of 0.88. Data analysis was performed using structural equation modeling method through AMOS software. The results showed that the experience of video marketing strategies did not have a significant effect on the behavior of consumers of Ramek dairy products. Also, brand identity, advertising, usefulness of information and quality of services of video marketing strategies have a significant effect on consumer behavior of dairy products of the company under study. After presenting the results, suggestions and strategies for research-related findings are presented.