The Impact of Communication Channels on Verbal Advertising: Investigating the Mediating Role of Social Risk and Rapid Release of Information and Moderating Role of Brand Self-Reporting

Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Objective

The purpose of the present study was to evaluate the impact of communication channels on word of mouth: examining the mediating role of social risk and the faster diffusion and the moderating role of self-brand connection.

Methodology

The purpose of the study is applied and descriptive - survey type. The statistical population of the study consisted of customers of Razi Insurance Company in Mashhad who were selected by random sampling method from 396 individuals based on Cochran formula. Data was collected using a standard questionnaire whose validity and reliability was confirmed.

Findings

The findings showed that communication channels had a significant effect on social risk, faster diffusion and word of mouth ads. There was also a significant effect of social risk and faster diffusion on word of mouth ads. The mediating role of social risk and faster diffusion in the relationship between communication channels and verbal advertising were also confirmed. The moderating role of self-brand connection in the relationship between social risk and verbal advertising and the speed of disseminating information and word of mouth was also confirmed.

Result

It can be said that by reducing the social risk and increasing the faster diffusion in the light of promotion of communication channels, one can expect customers to offer word of mouth.

Language:
Persian
Published:
Journal of Business Management, Volume:19 Issue: 2, 2021
Pages:
110 to 128
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