Investigating the effect of gender differences on adoption of advertisement massageJournal: International Journal of Management sciences and Education (Vol.1, No. 1)
Publication Date: 2014-02-05
Authors : Narges Delafrooz; Masoumeh Maghsoud;
Page : 39-44
Keywords : Advertisement Messages; adoption; gender and consumer Behavior;
One of the issues that have been raised in the era of marketing, advertising is advertising through massages. The goal of this project is to examine the attitudes of men and women of the advertising message. 370 people were surveyed consumers to receive promotional massages. The aspect of aim is operation and aspect of collection data is descriptive? survey in the present study. By using questionnaire, attitude of sample people were selected by branch method. Morgan table and t is used to test hypotheses. And to analyze the data using AMOS software. The results indicate that the advertising massages to attitude of men and women in variable of accreditation and influences plan to use advertising in Mobile, There is a significant difference in the acceptance of advertising massages and stimulus variables and message personalization, entertaining messages, valid messages, and informational messages are the same in men and women. The result of this research could be applied to the directors of companies offering their products with respect to the attitudes of men and women to some variables, classified according to the needs and interests of women and men to send to them.
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Last modified: 2014-07-09 13:46:42