مجله مطالعات رفتار مصرف کننده
سال نهم شماره 3 (پاییز 1401)

In the present era, where speed and competition are two important principles in commercial and industrial activities, advertising has played a very important role in attracting the attention and convincing consumers. Humor is one of the types of advertising attractions and can highlight the brand and the audience's desire to share ads, and thus spread the advertising message and make it viral. The purpose of this study is to investigate the effect of different types of humor on the virality of advertising according to the humor style of the audience and the social connections of consumers in social networks. To achieve the purpose of this study, a quasi-experimental method was used. Seven types of humor were selected from a pool of humorous ads and the participants willingness to share was measured after watching the ads. 236 consumers participated in this study as a statistical sample. The results of this study showed that humor and types of humor have a significant effect on the virality of advertising. Also, the variable of social links of consumers modulates the relationship between the virality of advertisements on social networks and types of humor.

Today, accuracy in corporate procurement is especially important for public organization due to the numerous sensitivities and legal oversights that exist. Knowing these types of sensitivities, production units also try to create a positive position in the minds of this type of specific customers by recognizing the real needs of organizational buyers and their attitudinal and behavioral preferences. In this regard, the present study was conducted to investigate the impact of corporate social responsibility as an appropriate approach to corporate positioning on the behavior of organizational buyers in government organizations in Kurdistan province. To achieve this goal, 100 procurement experts of government organizations in Kurdistan province were selected as a statistical sample. The present study is a descriptive correlational study in terms of applied purpose and data collection method. Both library and field methods have been used to collect information. In the field method, data collection was done by a questionnaire and 100 questionnaires were analyzed. SPSS and Smartpls software were used to analyze the data. The results of this study show that corporate social responsibility has a positive effect on the behavior of organizational buyers in government organizations in Kurdistan province by influencing brand preferences and Perceived Brand Quality.

The world has not experienced exceptional conditions like the coronavirus at its scale since World War II. Most crises in recent decades have been caused by a financial or economic crisis, but the corona virus Pandemic as a widespread and catastrophic health event affected the social and economic lives of many people around the world and disturbed consumption patterns and consumer behaviours. It has influenced the well-being and welfare of the people thourgh increasing unemployment, poverty and reducing economic growth. Considering the importance of this issue, this study examines the effects of corona virus pandemic on household consumption patterns in the Kurdistan Region of Iraq and compares changes in consumer behavior before the time of spread and during the outbreak of coronavirus and its impact on household income and expenditure. This study is cross-sectional in terms of time and method, focusing on the population of Kurdistan Region of Iraq. The sample size is determined by the Morgan table. And the data will be collected through survey questionnaire. In designing the questionnaire, a 5-point Likert scale was used. Data analysis was performed using two software packages: Excel and SPSS25. The overall results of the study showed that the corona virus pandemic had a significant effect on consumer behavior, such that consumer behavior changed before and during the pandemic, as the spread of the virus reduced income and increased the expenditures of households.

The aim of this study was the analysis effect of animated messages and real characters in advertising on the attitude, attraction and intention to buy consumers' of sports goods. The research method is descriptive-correlational and has been performed in the field. The statistical population of the study was 1217 students of physical education students in the universities of Hamadan, (Islamic Azad University, Bu Ali Sina University and Payame Noor University) which according to Morgan table, 296 people were selected as a sample by stratified-random method. To measure the main variables of the research, 80 questions were designed by combining questionnaires of several researchers, which are: effect of animated messages and real characters in advertising Forozandeh (2014), consumer attraction Forozandeh (2014), purchase intention Lida Shayan (2010), attitude to advertising Liu et al (2002) and brand attitude Chang and Liu (2009). validity of the tools was evaluated and approved by experts (content validity), Cronbach's alpha coefficient (reliability), and confirmatory factor analysis (structural validity). The findings were analyzed using structural equation modeling in Smart PLS software. results showed that, advertising through animation and real characters both have a significant effect on the formation of attitudes towards advertising and brand, consumers' attraction and purchase intention. Based on the research findings, it can be said that the more these advertisements are designed in creative and attractive ways, such as the use of famous and favorite persons and animated characters, the more they will impress their audience. And it will motivate them to choose that brand

The purpose of this study is to investigate the relationship between gamification, brand engagement and brand value from the perspective of customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study is the students of Allameh Tabatabai University, Tehran, Tarbiat Modares, Shahid Beheshti and Sharif University of Technology in Tehran, who have purchased at least once from the Digi Kala store and are also members of the Digi Club, which were selected by convenient sampling. Due to the unlimited size of the population, the number of samples was selected through the Cochran's formula for an unlimited sample size of 384 people. A questionnaire was used to collect data. Smart PlS and SPSS software were used to analyze the questionnaire data. The results of hypothesis testing showed that the standard factor load between the variables of gaming and brand conflict was 0.751, which showed a positive relationship between these two variables. The factor load of t-statistic is 4.574, which indicates that the observed correlation is significant; as a result, the main hypothesis of the research is confirmed, meaning that the results confirm the existence of a significant relationship between gamification and brand engagement

identifying the indicators and components of brand linguistics as well as the existing dimensions in the process of consumer psychology of the first target brand and investigating the effect of brand linguistics dimensions on the dimensions of consumer psychology in the food industry is another goal of this research. A qualitative approach was used to identify the dimensions and indicators of brand linguistics and a quantitative approach was used to examine the significance and extent of the effects of the model components. The data required for the research were used in qualitative section based on an expert panel containing 10 marketing experts in the food industry. These individuals were selected based on the snowball sampling method and the selection process continued until theoretical saturation was achieved. Also, in order to complete the questionnaires in quantitative part, a sample of 420 marketing and sales experts and managers and analysts in the food industry were used using the available sample sampling method and the formula related to the structural equation modeling method. Data were collected in the qualitative part using semi-structured interview tools and in the quantitative part by a researcher-made questionnaire. Finally, the collected data were analyzed in the qualitative section based on the hermeneutic approach by using of qualitative content analysis method in MAXQDA software. Quantitative data were collected in the form of a questionnaire in two sections of brand linguistics and consumer psychology based on 75 questions and were analyzed using structural equation modeling in AMOS software.

In this research, the effect of the fit between the individual's regulatory focus and advertisement message on perceived waiting time and waiting time satisfaction was examined for the first time using an experimental research methodology. In order to examine the hypothesis, individuals’ regulatory focus was first manipulated. Then, participants were experienced a waiting condition. During the waiting time, they saw a series of advertisements that were matched/mismatched with their regulatory focus. Then, their waiting time perception was measured through direct questions. Finally, the effect of regulatory fit between the advertising message and the individual's regulatory focus on waiting time perception was examined. The research method is in the form of a laboratory experiment. The study population included all individuals aged between 18 and 60 years old who had been notified through study announcements. Data collection method was based on the presence of participants in the Business Research Lab. The data was analyzed using linear regression and with the use of SPSS software. The sampling method was random. The sample size was equal to 101.The results of the study supported the hypothesis. Participants in the fit conditions had significantly lower perceptions of waiting time compared ton nonfit conditions.

Todays, gaining more share from the consumer market is the main purpose of companies and industry owners. The high popularity and potential benefits of social media, easy access, reduced perception cost, and high efficiency in communications have encouraged many companies to attend such spaces. The present study aimed to investigate the effect of social networks on online brand relationships by moderating online brand experience. This study was applied in terms of objective and descriptive-survey in terms of method. The statistical population of the study included the users of social network, marketing experts, and active business managers in social networks in Tehran. A number of 384 subjects were analyzed using random sampling and Cochran, Krejcie, and Morgan statistical formula. A researcher-made questionnaire was used for this study and its validity and reliability were tested. Cronbach's alpha coefficient was obtained as 0.901. In addition, structural equation technique was used to measure the effect of variables using PLS software. The findings indicated that the dimensions of social networks (experimental benefits, functional benefits) play a significant role in determining the online brand relationships of individuals. In addition, it was found that online brand experience as a moderator variable and social network variables have a significant positive effect on online brand relationships.