نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
Objective: Iranian handmade carpets have a special place among European tourists. However, the lack of an effective marketing system has prevented this product from gaining a worthy place in global markets. This study attempts to examine the role of brand awareness, brand differentiation, and user interaction with online advertising in shaping tourists’ purchasing behavior and to show how these new advertising methods can be effective. The aim of this study is to evaluate the role of online advertising in changing customers’ attitudes and purchasing behavior.
Method: This research is applied in terms of purpose and is classified as a descriptive survey study in terms of method. In this study, in order to test the hypotheses, the statistical population including European tourists, especially European tourists, was considered and the non-probability sampling method was used; 384 complete and valid questionnaires were obtained. Cronbach’s alpha coefficient was used to measure the reliability of the data collection tool, and all descriptive and inferential statistical calculations were performed with the help of SPSS version 23 software. Also, to analyze the conceptual model and examine the relationships between variables, the structural equation modeling (SEM) method was used in Amos software version 23.
Findings and Conclusion: The findings from field and statistical analyses showed that the use of social networks, especially Instagram and Facebook, as advertising tools plays a significant and positive role in increasing the willingness to buy and promoting the sales of handmade carpets. The most important results of this research include increasing brand awareness, brand differentiation, association of cultural personality, perceived desirability and value of advertising, and user interaction with the brand, which directly and indirectly affected customers' purchase intention. The results indicate that the obtained values are acceptable. The final model consists of the category of causal conditions, the contextual category, the intervening conditions, and the pivotal category, which lead to outcomes through strategies that showed that the use of social media marketing leads to increased brand awareness, brand differentiation, cultural personality associations, perceived desirability and value of advertising, and increased audience interaction with the Iranian carpet brand. Based on the findings of this study, the use of social media, especially Instagram and Facebook, can be an effective strategy in increasing brand awareness and brand differentiation of Iranian handmade carpets in global markets. Therefore, Iranian carpet brand managers can exploit these platforms as advertising tools to attract new customers and increase sales. This study also shows that effectively communicating with customers through digital interactions and using cultural content in advertising can lead to strengthening brand image and creating loyalty among international customers. Also, these findings can help policymakers and government institutions design and implement digital marketing strategies for Iranian cultural products, such as handmade carpets.
کلیدواژهها English
