مدل‌سازی شناختی-هیجانی تبلیغات یکپارچه

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشگاه آزاد اسلامی، قزوین، ایران

2 استادیار، دانشگاه آزاد اسلامی، قزوین، ایران

3 دانشیار، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

این پژوهش با هدف، مدل‌سازی شناختی- هیجانی تبلیغات یکپارچه صورت گرفته است. در این پژوهش، با شناسایی و کشف عناصر و مولفه‌های شناختی و هیجانی در ابزارهای مختلف تبلیغاتی، مدلی متشکل از ابزارهای مختلف تبلیغاتی، همراه با عناصر شناختی و هیجانی شناسایی شده‌، تبیین شده است. رویکرد این پژوهش نظریه داده‌بنیاد کلاسیک می‌باشد؛ در این رویکرد بعد از مصاحبه عمیق نیمه ساختاریافته، کدگذاری باز ضمن پیاده‌سازی‌های مصاحبه‌ها، انجام گردید. در این مرحله، شکل‌گیری مقوله‌ها و مفاهیم و همچنین کدگذاری انتخابی که به جهت اشباع مقوله‌ها و مفاهیم کشف شده می‌باشد، صورت می‌گیرد. در این پژوهش پس از ۱۶ مصاحبه، اشباع نظری حاصل شد؛ سپس در کد گذاری نظری، چگونگی ارتباط مقوله‌ها با یکدیگر مفهوم سازی گردید. در این مرحله و از طریق کدهای نظری، مفاهیم به یکدیگر مرتبط و مدل پژوهش ایجاد و تبیین گردید. پس از انجام مراحل بیان شده، ۱۱۳ کد استخراج شده است که منجر به پیدایش سه مقوله‌ ۱) برقراری ارتباط دوسویه و دوستانه با مشتری بالقوه با استفاده از عناصر شناختی و هیجانی وب‌سایت سازمانی، ۲) افزایش اثربخشی ابعاد بصری شناختی و هیجانی تبلیغات محیطی سازمان، و ۳) توسعه تعامل و مشارکت مخاطبان پلتفرم اینستاگرام در انتشار محتوای شناختی و هیجانی، گردیده، این سه مقوله دارای نه مفهوم سازنده می‌باشند. برای موفقیت در کمپین‌های تبلیغاتی، می‌بایست، عناصر شناختی و هیجانی کشف شده در تبلیغات یکپارچه به درستی طرح‌ریزی و اجرا شود، تا همراه با برانگیختی هیجانات نسبت به تبلیغات، باعث ایجاد و افزایش توجه و شناخت گردد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Cognitive-emotional modeling of integrated advertising

نویسندگان [English]

  • Allahyar Ghasemi 1
  • Ahmad Rahchamani 2
  • Hamid Reza Saeednia 3
1 PhD student, Islamic Azad University, Qazvin, Iran
2 Assistant Professor, Islamic Azad University, Qazvin, Iran
3 Associate Professor, Islamic Azad University, Tehran, Iran
چکیده [English]

Introduction: The research’s aim is cognitive-emotional modeling of integrated advertising by identifying and discovering cognitive and emotional elements and components in different advertising tools. we achieve a model consisting of different advertising tools, along with identified cognitive and emotional elements.
Methodology: The approach of this research is classical Grounded Theory; in this approach, after depth semi-structured interviews with experts and informants in this field, open coding is done while implementing the interviews. Sequential review, review and return to the previous step are the principles of this approach. At this stage, the formation of categories and concepts, which is the main concern of the interviewees and informants, as well as the selective coding that, did to saturate the categories and concepts discovered. In this study, after 16 depth interviews, theoretical saturation obtained. After saturation, sorting takes place; this sorting provides a theoretical blueprint or conceptual framework for formulating classical grounded theory; then in theoretical coding, we conceptualize how categories relate to each other. At this stage, through theoretical codes, we relate the concepts to each other and create a research model.    
Results and Discussion:  After performing the GT’s steps, 113 codes were extracted, which led to the emergence of three categories and nine concepts. These categories include: two-side and friendly communication with the potential customer using the cognitive and emotional elements of the corporate website, which includes four concepts, 1) Designing visual motions and using particles in the corporate website with a focus on Emotional Arousal and Increase cognition (cognitive/emotional). 2) Customer-orientation pop-up design with the aim of expanding two-side and friendly relationships with the role of emotion arousal and intensifying the Cognition of the potential        customer(cognitive/emotional). 3) Innovation in organizational color design in the website with the aim of arousing emotion and visual cognition of the organization (cognitive / emotional). Four- Using organizational slogans on the website with the effect of increasing cognition(cognitive). The second category, increasing the effectiveness of the visual cognitive and emotional dimensions of the organization's environmental advertising, has four concepts: 1) Minimal Design and implementation of the organizational logo in environmental advertising with the effect of increasing cognition (cognitive). 2) Innovation in organizational color design in environmental advertising with the aim of arousing emotion and visual cognition of the organization (emotional / cognitive) 3) Using organizational slogans in environmental advertising with the effect of increasing cognition (cognitive).  
 4) Using a short and sustainable domain name of the website in environmental advertising with an impact on cognition(cognitive). third category, the development of interaction and participation of the audience of the Instagram platform in the dissemination of cognitive and emotional content, including the concept of arousing emotion in the audience using famous personalities in the implementation of content and cognitive impact on the organization.
Conclusion: In order to succeed in advertising campaigns, the cognitive and emotional elements discovered in integrated advertising had properly designed and implemented, in order to create and increase attention and cognition along with arousing emotions towards advertising.
 

کلیدواژه‌ها [English]

  • Cognition reflection
  • Emotion reflection
  • Organizational slogans
  • Integrated advertising
  • Innovation

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فصلنامه مطالعات مدیریت راهبردی
دوره 14، شماره 54
تیر 1402
صفحه 213-244

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  • تاریخ دریافت: 09 خرداد 1401
  • تاریخ بازنگری: 09 مرداد 1401
  • تاریخ پذیرش: 18 شهریور 1401

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