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Register a new userAdvertising: The Effect of sex on Consumer Attitudes "Survey Study"
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Tishreen University مقالة
Publication date
2014
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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This research consists of two parts. The first part depends on the previous researches and literature dealing with the subject research "sex in advertising". This research aims through the first part to analyze "sex in advertising" phenomenon, since advertisers use sex in advertising to attract the consumer to the advertisement. This research through field study aims to measure the effect of sex in advertising on the consumer's attitude toward advertising and towards brand according to the consumer's gender. Through survey study, the research shows that there is a positive effect of sex in advertising on the consumer's attitude towards advertising and brand: when the consumers are male, whereas there is a negative effect of sex in advertising on the consumer's attitude towards advertising and brand when the consumers are females. Based on the findings, researchers suggest that advertisers can use sex in advertising to create a positive attitude toward advertising and brand when the consumers are males, and avoid using sex in the advertising addressed to female consumers with the aim to gain positive attitude towards both advertising and brand.
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Research summary
يهدف هذا البحث إلى دراسة تأثير استخدام الجنس في الإعلانات على اتجاهات المستهلكين نحو الإعلانات والعلامات التجارية المعلن عنها، مع التركيز على الاختلافات بين الجنسين. يتكون البحث من جزأين: الأول يعتمد على مراجعة الأدبيات السابقة التي تناولت موضوع استخدام الجنس في الإعلانات، والثاني يتضمن دراسة ميدانية لقياس تأثير الجنس في الإعلانات على المستهلكين. أظهرت النتائج أن استخدام الجنس في الإعلانات يؤثر بشكل إيجابي على اتجاهات المستهلكين الذكور نحو الإعلانات والعلامات التجارية، بينما يؤثر بشكل سلبي على اتجاهات المستهلكات. بناءً على هذه النتائج، يوصي الباحثون باستخدام الجنس في الإعلانات الموجهة للذكور وتجنب استخدامه في الإعلانات الموجهة للإناث لتحقيق تأثير إيجابي على اتجاهات المستهلكين نحو الإعلانات والعلامات التجارية المعلن عنها.
Critical review
دراسة نقدية: يعتبر هذا البحث خطوة مهمة في فهم تأثير استخدام الجنس في الإعلانات على اتجاهات المستهلكين. ومع ذلك، هناك بعض النقاط التي يمكن تحسينها. أولاً، الاعتماد على عينة ميسرة من الشباب في مدينة إدلب قد لا يعكس تنوع المجتمع السوري بأكمله، مما قد يؤثر على تعميم النتائج. ثانياً، التركيز على الفئة العمرية بين 18-25 سنة قد يغفل تأثيرات استخدام الجنس في الإعلانات على الفئات العمرية الأخرى. ثالثاً، يمكن أن تكون النتائج متأثرة بالثقافة المحلية والدينية، والتي قد تختلف بشكل كبير عن الثقافات الأخرى، مما يستدعي الحذر عند محاولة تعميم النتائج على مجتمعات أخرى. أخيراً، كان من الممكن أن يتناول البحث تأثيرات استخدام الجنس في الإعلانات على المدى الطويل، وليس فقط التأثيرات الفورية على اتجاهات المستهلكين.
Questions related to the research
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ما هو الهدف الرئيسي من البحث؟
يهدف البحث إلى دراسة تأثير استخدام الجنس في الإعلانات على اتجاهات المستهلكين نحو الإعلانات والعلامات التجارية المعلن عنها، مع التركيز على الاختلافات بين الجنسين.
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ما هي النتائج الرئيسية التي توصل إليها البحث؟
توصل البحث إلى أن استخدام الجنس في الإعلانات يؤثر بشكل إيجابي على اتجاهات المستهلكين الذكور نحو الإعلانات والعلامات التجارية، بينما يؤثر بشكل سلبي على اتجاهات المستهلكات.
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ما هي التوصيات التي قدمها الباحثون بناءً على النتائج؟
يوصي الباحثون باستخدام الجنس في الإعلانات الموجهة للذكور وتجنب استخدامه في الإعلانات الموجهة للإناث لتحقيق تأثير إيجابي على اتجاهات المستهلكين نحو الإعلانات والعلامات التجارية المعلن عنها.
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ما هي المنهجية التي اعتمدها الباحثون في هذا البحث؟
اعتمد الباحثون على المنهج الوصفي واستخدام نوعين من البيانات: البيانات الثانوية من الأدبيات السابقة، والبيانات الأولية من دراسة ميدانية باستخدام استبيان موجه لعينة ميسرة من الشباب في مدينة إدلب.
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This research consists of two parts. The first part depends on the previous researches and literature dealing with the subject research "sex in advertising". This research aims through the first part to analyze "sex in advertising" phenomenon, since
advertisers use sex in advertising to attract the consumer to the advertisement. This research through field study aims to measure the effect of sex in advertising on the consumer's attitude toward advertising and towards brand according to the consumer's gender.
Through survey study, the research shows that there is a positive effect of sex in advertising on the consumer's attitude towards advertising and brand: when the consumers are male, whereas there is a negative effect of sex in advertising on the consumer's attitude towards advertising and brand when the consumers are females. Based on the findings, researchers suggest that advertisers can use sex in advertising to create a positive attitude toward advertising and brand when the consumers are males, and avoid using sex in the advertising addressed to female consumers with the aim to gain positive attitude towards both advertising and brand.
This study aimed to identify the mental image of the brand and the concept and definition of the concept of consumer trends, and aims to analyze the impact of the mental image of the brand on the consumer trends and according to the post-cognitive an
d behavioral. To achieve this, the researcher to identify and study the dimensions of mental image and its impact on consumer trends, through a survey on the brands of sport clothes in Lattakia province, and ensure that the research community on all consumers of sports apparel in Lattakia province will be selected sample based on the standard error of the percentage equation that 95% confidence coefficient In the case that the percentage of search terms a society in which the property is available measurement = 50% shop and return to the statistical tables showing that the appropriate sample size = 384 single and the researcher distributed 520 questionnaires were recovered 500 questionnaires were 480 valid study. The researcher found the presence of a statistically significant effect between the mental image of the brand, according to the post (cognitive - behavioral) and consumer trends toward brands of sport clothes in Lattakia province. The researcher presented through this study, a set of proposals and recommendations that are expected to help brand owners to enhance consumer confidence and business Baalamthm build positive attitudes towards it.
The aim of this research is to study the relationship between digital fingerprint analysis and consumer impact across the buying process. In order to achieve this, a main hypothesis has been formulated with three sub-hypotheses, according to the stag
es of the procurement process (pre-purchase, procurement, post-purchase). The researcher used the descriptive method, where the researcher used the questionnaire method to collect the data that were analyzed using statistical tests, the most important of which are: One- Sample T. test and Pearson Correlation. The researcher has reached several results, the most important of which are: There is a good orientation for the adoption of websites for digital fingerprint analysis as a rich source of data, in addition to a strong positive relationship between digital fingerprint analysis and influence on consumer behavior at every stage of the purchasing process. The study recommended that companies analyze the digital footprint in order to better understand customer behavior and provide information about them.
The research aims to identify the extent of the impact of the creation of confidence when the Commercial Bank of Syria clients to achieve their loyalty to him. And to identify the extent of the impact of the commitment of the Syrian Commercial Bank t
o customers to achieve customer loyalty to him. In order to achieve the goals researcher relied on the methodology include distribution (110) questionnaire was distributed to a random sample of the branches of the Syrian Commercial Bank customers in the province of Lattakia, and the use of SPSS statistical software for analysis by calculating the Pearson coefficient and the coefficient of determination. The researcher reached the low level of both the commitment and the confidence of customers, accompanied by lower customer loyalty to the bank, as the study found, and there is a significant correlation between each of the commitment and loyalty of customers of the bank, on the other hand, and there is a significant correlation between customer trust and loyalty of customers Commercial Bank of Syria.
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