وحيد آزادفر

Abstract Transmitting commercial an‎d advertising messages is the responsibility of the media, which acts as a mediating force, which with the development of communication technology an‎d the emergence of Web 2.0, created a new phenomenon in advertising strategies in social media, which made two-way communication between companies an‎d consumers possible. an‎d a wave emerged that business managers are willing to use social media marketing in Web 2.0 to create awareness an‎d advertising. an‎d given the high cost of advertising, paying attention to the effectiveness of advertising content an‎d the acceptance of emerging technologies is of particular importance for knowledge-based companies that have chosen social networks as a suitable platform for presenting their advertisements. In the context of the advertising message content framework, the fundamental issue is that obtaining a suitable, efficient an‎d usable model for organizations in order to maximize effectiveness in attracting audiences in the target market in social networks is very vital. In this research, we seek to identify the model of advertising effectiveness an‎d technology acceptance in social networks for emerging goods an‎d the relationship between the two. In the framework of this research, the information obtained from the questionnaire (with Cronbachʹs alpha of 0.83) distributed on the Telegram social network platform was analyzed using SPSS an‎d LISREL software using inferential statistics, exploratory factor analysis, an‎d structural equation analysis, an‎d the effectiveness models of advertising content an‎d acceptance of emerging technologies on the Telegram social network platform were identified. Finally, the relationship between the two extracted models was examined using structural equation analysis. The effectiveness model of advertising content by Telegram users has three concepts: changing attitudes towards the product, attracting attention to the product, an‎d creating attitudes towards the product. The technology acceptance model by Telegram users also has three concepts: enhancing perceptions of technology, creating a desire to use technology, an‎d accepting technology capabilities. The relationship between both models was confirmed in the structural equation analysis.

، پذيرش فناوري، رسانه‌هاي اجتماعي، فناوري نوظهور

advertising content, technology acceptance, social media, emerging technology

vahid azadfar

Yaser Sobhani Fard