Investigating the Impact of Dimensions of Green Hotels Advertising on Verbal Advertising and Persuading Customers with the Mediating Role of Encouragement, Cognitive and Effective Advertising (Case Study: Homa Hotels in Tehran)
Abstract
The purpose of this research is Investigating the effect of green advertising dimensions on verbal advertising and persuading customers with the mediating role of encouraging and effective advertising in Homa Hotel in Tehran. The current research in terms of purpose is applied research and in terms of the nature and method of data collection is descriptive-survey. This research is cross-sectional in terms of time. The statistical population of this research was formed by all the customers of Homa hotels in Tehran, considering that it is not possible to obtain an accurate estimate of the number of customers, the size of the population is considered unlimited, and since the population is unlimited, to determine the statistical sample of Cochran's formula was used and the sample size was determined to be 384 people. The sampling method in this research is a simple random sampling method. In this research, all the research hypotheses were confirmed except for these two hypotheses which were not confirmed. "Green advertisements of hotels have an effect on persuading customers with the mediating role of encouraging them to use Homa Hotel in Tehran.”, was not approved. Also, the hypothesis "green advertising of hotels has an effect on convincing customers with the mediating role of effective advertising in the use of Homa Hotel in Tehran" was not confirmed.
Keywords
Full Text:
PDFReferences
Ahuja, M., Gupta, B., & Raman, P. (2019). An empirical investigation of online consumer purchasing behavior. Communication of the ACM, 46 (12): 145–151 . Procedia Economics and Finance 35.
Atigan,B. (2023). Vicarious and persuasive influences on efficacy expectations and intentions to perform breast self-examination. Public Relations Review, 26(1), 97–114
Ajzen, I., & Driver, B. E. (2021). Applied of the theory of planned behavior to leisure choice. Journal of Leisure Research, 24 (3):207–224
Batista, Deise de Arau ´jo, de Medeiros, Denise Dumke . (2023 )” Assessment of quality services through linguistic variables”. Benchmarking: An International Journal Vol. 21 No. 1, 2022 pp. 28-45
Dennis, Charles. (2022).“E-consumer behavior”. European journal of Marketing. Vol.43, No.9/10, pp.1121-1139.
D. Silvia, H. Hendrayati (2023) Analysis of green marketing on purchasing decisions, In book: Advances in Business, Management and Entrepreneurship, pp.160-163
Donghwan Yoon, Youn-Kyung Kim, Rachel J.C. Fu,(2020), How can hotels’ green advertising be persuasive to consumers? An information processing perspective
Davis, F.D. (2023). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13 (3): 319–340.
Elena, F., Eva, M., & Jorge, M. (2023). Green Marketing In B2borganizations: An Empirical Analysis From The Natural-Resource-Based View Of the Firm. Journal Of Business & Industrial Marketing.
Ho, C., & Lee, Y. (2007). The development of an e-travel service quality scale. Tourism Management, 28 (6): 1434-1449
Hawkins. Del, Mothersbaugh.David, Best.Roger (2017); "Consumer Behavior: Budling Marketing Strategy", Tenth Edition.
.Lee, K. (2022), “Opportunities For Green Marketing: Young Consumers”, Marketing Intelligence And Planning, Vol. 26 No. 6, Pp. 573-586.
Lai, E., Wang, Z.,(2023). An Empirical Research on Factors Affecting Customer Purchasing Behavior Tendency During Online Shopping. (pp583-586). Institute of Electrical and Electronics Engineers
Oliver, R.L., & Bearden, W.O. (2023). Crossover effects in the theory of reasoned action: a moderating influence attempt. Journal of Consumer Research, 12: 324–340.
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62: 441–450.
Pedro Domingos,(2022)” Mining Social Networks for Viral Marketing” Department of Computer Science and Engineering, University of Washington Vol.20 No.2,pp.188-209
Pourshahid، Alireza ؛Tran, Thomas,(2007). "Modeling Trust in E-Commerce: An Approach Based on User Requirements", ninth international conference on Electronic commerce،New York.413-421.
Rahul Singal, Anuradha Garg, Dr. Sanjay Singla, (2023), Green Marketing: Challenges and Opportunities, International Journal of Innovations in Engineering and Technology (IJIET), New Delhi, pp. 3-5
Shamra, A., & R.Iyer, G.(2022), Resource-Constrained Product Development: Implications For Green Marketing And Green Supply Chains. Industrial Marketing Manament, 599-608.
Simon Homburg, (2007),A General theory of marketing ethics, journal of macromarketing,6,5-16
Tariq, A. N., & Eddaoudi, B. (2020). Assessing the Effect of Trust and Security Factors on Consumers’ Willingness for Online Shopping among the Urban Moroccans. International Journal of Business and Management Science, 2(1), 17-32.
Wanghsa Ign. H.S (2022), TV-Based Advertising and Impact to the Dimension of Brand Equity: Towards Effective Marketing Communication”, Universitas Katolik Darma Cendika Surabaya, Journal Kewirausahaan, Vol 1, No 2 .
Wong Kok Yaw (2023), Growth of Green Marketing in Asia, Conference: 7th International Conference on Business, Accounting, Finance, and Economics Wons F, Lam P, Chan E, (2020), “Optimizing Design Objective Using The Balanced Scorecard Approach, Design Studies, 32, 369-392
Zhang, X., & Chen, R. (2023). Customer Participative Chain: Linking Customers And Firm To Co-Create Competitive Advantages. Management Review, 18(1), 51–56.
DOI: http://dx.doi.org/10.18415/ijmmu.v11i3.5674
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 International Journal of Multicultural and Multireligious Understanding
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.