نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
One of the key customer acquisition subsystems that leads to the realization of goals such as efficiency, transparency, and encouraging entrepreneurship is the advertising effect and performance system, which can explain the necessity of conducting research in the area under study. Financial technology companies were selected as the statistical population of this study due to their interaction with a large volume of customers and also a large amount of environmental advertising or visual advertising. The data collection method, library study, and in-depth interviews with 15 experienced university professors and experts through purposeful sampling until saturation point, is discussed. The validity of this research has been examined and confirmed by the interviewees and then by expert professors. Reliability was also obtained as 91% using the test-retest reliability method. The continuous comparison method has been used to analyze the data during three stages of open, axial, and selective coding. Data analysis shows that source, message, customer satisfaction, customer interaction, service and product are the factors affecting the performance of advertising on customer attraction and loyalty. The effectiveness of advertising is affected by the dimensions of source (message), message, audience, media and environment. Also, different levels of advertising effectiveness include attention and understanding, awareness (knowledge), attitude change, internalization (belief), caring behavior, consent behavior and cooperative behavior.
کلیدواژهها English
