Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Identifying and prioritizing programs and consequences of persuasive knowledge management with the FCM approach (case study: cosmetics industry)

Authors
Ali Shariat nejad 1
farnaz mehdikhani 2
saeid mir 3
1 Lorestan University,Khorramabad, Iran
2 Ph.D. Candidate of management, Lorestan University, Khorramabad, Iran.
3 Assistant Professor of Islamic Azad University
10.22034/asm.2024.714397
Abstract
Objective: Consumers' attitude towards advertising plays a key role in influencing the dimensions of brand equity. Considering the ever-increasing competition between companies and the challenge of attracting new customers and keeping current customers, companies should seek to improve customers' attitudes and reduce their doubts about advertisements. In this regard, persuasive knowledge management has a significant role in achieving this goal. Therefore, the present research was carried out with the aim of identifying the programs and consequences of persuasive knowledge management with the method of fuzzy cognitive mapping.
Methodology: The present research is an exploratory research in terms of practical purpose in terms of gathering information. Also, this research is a mixed type of research based on qualitative and quantitative research. The statistical population of the research in the qualitative part is the experts and customers of the cosmetics industry, 30 of whom were selected using purposeful sampling and based on the principle of theoretical saturation. Also, the statistical population of the research in the quantitative part is the customers of the cosmetic and health industry, and due to the unlimited population, 384 of them were selected using Cochran's formula and available sampling method. The data collection tool in the qualitative part is an interview and in the quantitative part is a questionnaire. The validity and reliability of the interview was confirmed using content validity and theoretical validity and intra-coder inter-coder reliability. Also, the validity and reliability of the questionnaire was measured by content and retest validity.
Keywords
Persuasion knowledge
persuasion knowledge management
Cosmetics industry
fuzzy cognitive map

Subjects

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Journal of Advertising and Sales Management
Volume 5, Issue 2 - Serial Number 18
Summer 2024
Pages 172-190