期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：6
页码：1693-1703
出版社：Journal of Theoretical and Applied
摘要：The information revolution represents an essential feature of the era that the world is currently living in. Social Networking is one of the important elements of this revolution. According to the literature review, previous studies focused on measuring of the model elements depending on specific perceptions toward determined ads. This study presents a contemporary application of AIDA model stages; Attention, Interest, Desire and Action on Social Networking Advertise (SNA), with the impact analysis of gender and SNA-image. This paper reviews the literature need of measuring the general awareness of SN users according to AIDA model applied to SNAs. Additionally, it explores the perceptions of youth who represent the largest sector among SN users, especially universities' students. A proposed questionnaire was contributed as a research instrument, the reliability and validity of the questionnaire were tested by a group of statistical measures included Cronbach's α and Exploratory Factor Analysis (EFA). Data were collected based on snowball sampling. There are 738 participants in this survey; 570 females and 168 males. After data collection, the goodness fit of the proposed model was examined and ensured by seven fit indicates. The main contributions of this study are exploring the general perception of young users about AIDA stages applying on SNA. Moreover, the influences of SNA-image and gender on AIDA stages were tested. These contributions enable marketers and advertisers to predict the effectiveness of their advertising campaigns through social networking sites (SNSs). Findings discussion, limitations of the study and suggested future researches were provided to extend the applicability of its contributions.
关键词：Marketing; Social Networking Advertise; AIDA; Forecasting; Ad Effectiveness
