Contents & References of Analysis of the mixed effect of social marketing on the effectiveness of urban advertising
List:
Chapter 1: Generalities of the research.. 1
1-1 Introduction.. 2
1-2 Definition of the subject (problem definition, purpose of implementation and application of research results). 2
1-2-1 Statement of the problem.. 3
1-2-2 Purpose of implementation and necessity. 3
1-2-3 application of the research.. 6
1-3 research objectives.. 6
1-4 research hypotheses.. 7
1-5 research scope.. 7
1-5-1 thematic scope of the research. 8
1-5-2 The spatial scope of research. 8
1-5-3 Time domain of research. 8
1-6 society and a statistical sample. 8
1-7 research method.. 8
1-8 operational definition.. 9
1-9 thesis structure.. 10
Summary.. 10
Chapter two: review of literature and research background. 11
1-2 introduction.. 12
2-2 social marketing.. 13
2-2-1 concept of social marketing. 15
2-2-2 The importance of social marketing. 16
2-2-3 social marketing objectives. 19
2-2-4 characteristics of social marketing. 19
2-2-5 Theories and models of speculative marketing. 21
2-2-6 social marketing criteria. 24
2-2-7 social marketing mix. 25
2-2-7-1 offer instead of product. 27
2-2-7-2 Contribution fee instead of price. 28
2-2-7-3 Accessibility instead of location. 28
2-2-7-4 Social communication instead of promotion. 29
2-3 The concept of advertising.. 30
2-3-1 The purpose of advertising.. 31
2-3-2 The importance of advertising.. 32
2-3-3 The concept of advertising effectiveness. 33
2-3-4 The importance of evaluating the effectiveness of advertising. 33
2-3-5 Factors affecting the effectiveness of advertising. 35
2-3-6 Advertising effectiveness models. 37
2-3-6-1 Hierarchy of effects model. 37
2-3-6-2 AIDA model. 38
2-3-6-3 Krugman Hierarchy Model. 41
2-3-6-3-1 learner hierarchy model. 41
2-3-6-3-2 unbalanced/documentary hierarchy model. 42
2-3-6-3-3 model of low mental involvement hierarchy. 43
2-3-6-4 DAGMER model). 43
2-3-6-5 Lavage and Steiner's psychological model. 44
2-3-6-6 Information Interpretation Likelihood Model (ELM). 45
2-3-6-7 Non-hierarchical models. 47
2-4 research background.. 47
2-4-1 internal research. 47
2-4-2 Foreign research. 52
Summary and summary.. 55
The third chapter: research methodology. 57
3-1 introduction.. 57
3-2 research type and method.. 58
3-3 statistical population.. 58
3-4 sampling method and sample size. 58
3-5 information gathering methods. 59
3-6 information gathering tools. 60
3-7 Questionnaire components.. 60
3-8 Validity and reliability of the questionnaire. 62
3-9 research variables.. 64
3-10 statistical methods and questionnaire data analysis method. 65
3-10-1 descriptive statistics.. 69
3-10-2 inferential statistics.. 69
3-11 theoretical framework (model) of research. 70
3-12 research assumptions.. 70
Summary and summary.. 71
Chapter four: data analysis. 73
4-1 Introduction.. 74
Part I.. 75
4-2 General analysis of questionnaire data. 75
The second part.. 76
4-3 Examining the fit of the research model (external model). 78
4-3-1 Functionality of indicators. 78
4-3-2 Internal model reliability. 79
a) Cronbach's alpha coefficient.. 79
b) composite reliability (CR).. 80
4-3-3 internal model validity. 82
A) Convergent validity.. 82
B) Divergent validity.. 84
B-1) Cross-factor loading.. 84
B-2) Fornell Locker method.. 84
4-4 Structural model evaluation (internal model). 86
1- significant coefficients Z (t-values). 87
2- Coefficient of determination R2.. 88
3- Coefficient of determination of Cohenf2. 89
4- Criterion Q2.. 89
5- Redundancy criterion. 91
4-5 fitting the general research model. 92
4-6 Testing research hypotheses. 93
4-7 summary and conclusion. 94
Chapter five: conclusions and suggestions. 95
5-1 introduction.. 96
5-2 research summary.. 97
5-3 research results and findings. 98
5-3-1 The results of research hypothesis testing. 98
5-4 research limitations. 102
5-5 research proposals. 102
5-5-1 Suggestions based on research findings.102
5-5-2 Other practical suggestions. 103
5-5-3 suggestions for future research. 104
5-6 summary and conclusion. 104
Appendix 1: Research questionnaire. 105
Appendix 2: output result of spss software. 108
Appendix 3: The software output result pls. 111
Appendix 4: pls output in standard coefficients mode (functional). 112
Appendix 5: pls output in the mode of significant coefficients (t-value). 113
Resources. 117
List of tables
Table 3-1 How to score questions on the Likert scale. 60
Table 3-2 Classification of social marketing mix questions. 61
Table 3-3 classification of questions showing the effectiveness of advertising. 62
Table 3-4 Cronbach's alpha coefficients of the factors (SPSS output). 64
Table 5-3 Methods and tools for data analysis. 69
Table 1-4 Distribution of sample frequency according to demographic characteristics. 75
Table 4-2 mean, standard deviation and variance of social marketing mix components. 75
4-3 Average, standard deviation and variance of advertising effectiveness. 76
Table 4-4 factor loadings of indicators. 78
Table 4-5 Cronbach's alpha coefficient. 79
Table 4-6 Structural Reliability Coefficient (CR). 80
Table 4-7 Average Variance Extracted (AVE). 83
Table 4-8 The primary data entered according to the hidden variables. 85
Table 4-9 Fornell-Locker table. 86
Table 4-10 significant coefficients Z (t-values). 86
Table 4-11 R2 determination coefficient. 88
Table 4-12 Q2 impact factor. 90
Table 4-13 Common values. 91
Table 14-4. The results of the research hypotheses test using the partial least squares method. 93
Table 5-1 The results of research hypothesis testing. 98
List of figures
Figure 2-1 Theory of planned behavior. 24
Figure 2-2 Hierarchy of effects model. 38
Figure 2-3 of the learner hierarchy model. 42
Figure 2-4 behavioral path of document unbalanced hierarchy model. 42
Figure 2-5 stages of document hierarchy model. 42
Figure 6-2 behavioral path of the low mental involvement hierarchy model. 43
Figure 7-2 Hierarchy of low mental involvement model. 43
Figure 2-8 Dagmar model stages. 44
Figure 9-2 steps of advertising influence. 45
Figure 2-10 Model of probability of influence in persuasion process. 46
Figure 3-1 Path analysis diagram. 66
Figure 2-3 conceptual model of research. 67
Figure 4-1 Data analysis algorithm in smart PLS method. 78
Figure 4-2 of the final research model. 94
Source:
List of sources and reference
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Khwajeh, Elahe (2009), "Evaluation of the role of social marketing in modifying the electricity consumption pattern of household customers and its effect on the attitude of managers of the organizational transformation of Isfahan Regional Electricity Company", end Master's thesis, Faculty of Administrative Sciences and Economics, Isfahan University.
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