Presenting A Model For Advertising Video Acceptance On Social Networks With A Digital Marketing Approach

Abstract

The success of new advertising channels on social networks depends on advertisement acceptance by the audience. This research presents a model for advertising video acceptance on social networks with a digital marketing approach. Thus, a model was designed for advertising video acceptance on social networks using qualitative approaches and a grounded theory strategy. The three-step open, selective, and theoretical coding method was used for data analysis. The findings show that advertising video acceptance on social networks includes target audience engagement, trust, attraction, purchase, and feedback. The antecedents of advertising video acceptance on social networks include appropriate targeting and operational planning at the macro level; selection and evaluation of media and message content; accurate determination and identification of the target audience; selection of the executive structure of advertising techniques; and informing and scheduling repeat broadcasts. Barriers to advertising video acceptance include cost, lack of awareness of the cultural background and audience, annoying advertisements, poor content, and excessive broadcasting. Consequences of advertising video acceptance on social networks include taking advantage of social networks' benefits, quick notification, virality, and culture building. Company managers can use these components to increase advertising video acceptance on social networks.