مطالعات مدیریت راهبردی (Jun 2023)
Cognitive-emotional modeling of integrated advertising
Abstract
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.
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