The Effective Model of Endorsement in Television Products of the Islamic Republic of Iran TV  (Case: Golestan Province)

Soufi, Mohammad Ali; Matani, Mehrdad; Fallah, Ali; Mehrara, Asadollah; Bagherzadeh, Mohammad Reza

doi:10.22082/cr.2022.550712.2326

The Effective Model of Endorsement in Television Products of the Islamic Republic of Iran TV (Case: Golestan Province)

Document Type : Original Article

Authors

Mohammad Ali Soufi ¹

Mehrdad Matani ²

Ali Fallah ³

Asadollah Mehrara ²

Mohammad Reza Bagherzadeh ²

¹ Management - Media Management,

² Assistant Prof. In Media Management, Islamic Azad Uni., Qaemshahr Branch, Iran

³ Assistant Prof. In Media Management, Islamic Azad Uni., Noor Branch, Iran

https://doi.org/10.22082/cr.2022.550712.2326

Abstract

Endorsement is one of the important methods in the advertising industry in which a famous person is used to introduce a product or brand. This research was conducted with the aim of developing a model for measuring the effectiveness of Endorsement in the television products of the Islamic Republic of Iran with a mixed method approach. Data was collected through in-depth interview method and questionnaire technique, and the statistical population in the qualitative part included national media experts and in the quantitative part, it included all the audience of TV programs in Golestan province, of which 400 people were randomly selected. Data was analysed by thematic analysis method in the qualitative part, and in the quantitative part, by the partial least squares technique. The results obtained from the three stages of coding in the qualitative part showed that the effectiveness of the Endorsement strategies can be checked using the indicators of attractiveness, reliability, expertise and congruence. Validation of the model using a survey study and the partial least squares technique indicates that the four factors identified in the qualitative section, i.e. attractiveness, congruence, expertise and reliability, have a positive and significant effect on the effectiveness of Endorsement.

Keywords

Endorsement in Advertising

Brand Image

Audience's Behavioral Tendencies

Attractiveness

TV of the Islamic Republic of Iran

20.1001.1.25382977.1401.29.110.1.0

Subjects

Media

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