Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

Understanding the impact of website logos as animated talking characters on media advertising: A meta-social interaction perspective

Document Type : Research Paper

Authors
yazdan Shirmohammadi 1
Golbarg Rohksarpor 2
1 Associate Professor, Department of Business Management,, Payame Noor University, Tehran, Iran (Corresponding Author)
2 M. A. in Tourism Management, Karaj Branch, Payam Noor University, Tehran, Iran
10.22034/jiscm.2023.381177.1485
Abstract
In the competitive world of selling goods and services, many commercial establishments are looking for innovative methods of advertising, and since today one of the effective ways to identify the brand is to design a good website for businesses, we must look for ways to increase the number of web visitors. The site and the attraction were mostly advertisements. The use of animated brand spokesperson characters (BASC) is one of these methods. In fact, these characters are cartoon characters that create good social interactions with people with their human-like characteristics. This study examines the characteristics of animated spokesperson characters about How to create an advertising effect on the websites of travel service offices in Tehran was investigated. Questionnaires were given to 384 customers of these offices and the following findings were obtained: Website logos as animated talking characters have an effect on social interaction and the effect of advertising. They are positive and meaningful. The effect of advertising also has a positive and significant effect on purchase intention, and these results were in full agreement with the results of previous research. The results of this research included suggestions for the use of different sectors of the society, including business owners, buyers, cultural centers and other sectors.
Keywords
website
advertising work
animated talking character
parasocial relations
fun and entertainment
advertising Lego

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