نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
2 کارشناسی ارشد مدیریت کسب و کار-بازاریابی، دانشکده اقتصاد و مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
3 استادیار مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه بیرجند، بیرجند، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: In the contemporary digital space, video marketing has become one of the most effective tools for influencing consumer behavior. Empirical evidence shows that short video content on social platforms has a significant impact on purchase intention through mechanisms such as user persona perception, shared values, and trust. Video marketing can have a significant impact on consumers' purchase intention and attitude, because videos are usually more effective than text or image content in attracting people's attention due to their visual appeal and high ability to convey information. However, empirical research in this field, especially in the insurance industry, is limited. Accordingly, the present study was conducted to investigate the effect of video marketing on consumers' purchase intention.
Methodology: The research was applied in terms of purpose and descriptive-correlational in terms of method and was based on structural equation modeling with partial least squares. The statistical population included all consumers of the insurance industry in Semnan city, and given the unlimited nature of the population, 384 people were selected using the convenience sampling method. Data were collected through a questionnaire and its validity was confirmed with face validity and its reliability with Cronbach's alpha coefficient. Data analysis was performed using structural equation modeling based on partial least squares.
Findings: The findings showed that video marketing has a positive and significant effect on purchase intention and consumer attitude in the insurance industry, and consumer attitude also positively affects purchase intention. Also, consumer attitude plays a mediating role in the relationship between video marketing and purchase intention with a confidence level of 99%, while video duration does not have a significant moderating role.
Conclusion: The results of the study highlight the importance of video advertising in developing purchase intention and improving consumer attitude towards insurance companies' services. Accordingly, insurance companies' targeted attention to video content design can be used as an effective tool in marketing strategies.
کلیدواژهها [English]
)