تحليل محتواي بصري تبليغاتي بر نرخ مشاهده مجدد و تصوير برند با ميانجيگري هوش هيجاني

This thesis analyzed the visual content of advertisements and its impact on the rate of re-viewing and brand image mediated by emotional intelligence. In todayʹs competitive world, visual advertisements are recognized as a key tool in attracting consumersʹ attention and strengthening a positive image of brands. The purpose of this study was to investigate how visual elements of advertisements affect consumersʹ ability to remember advertisements and form a lasting impression of the brand. After proposing the main research problem and preparing the research plan, the present study studied and collected the literature related to the subject. Then, in order to collect the data required for the research to measure the variables and test the hypotheses, a questionnaire consisting of appropriate questions and measures was designed. Then, after distributing and collecting the questionnaires, the collected data was analyzed using SPSS and SMARTPLS software, and finally, the results and suggestions were presented. In examining the main hypothesis of the study, the path coefficient was 0.553, and according to the t-statistic (7.372) at the 99% level, the effect of visual content on revisitation was significant, and this hypothesis was accepted. In examining the second hypothesis, the path coefficient was 0.424, and according to the t-statistic (22.121) at the 99% level, the effect of visual content on emotional intelligence was positive and significant, and this hypothesis was accepted. The path coefficient in the third hypothesis was 0.860, and according to the t-statistic (21.604) at the 99% level, the effect of revisitation on brand image was positive and significant, indicating that the third hypothesis was confirmed. In examining the fourth hypothesis, the path coefficient was (0.907) and according to the t-statistic (212.32) at the 99% level, the observation on positioning was positive and significant, and this hypothesis was accepted. According to the results collected, it was suggested that brands should focus on designing attractive and creative visual content. The use of vivid colors, emotional images, and visual storytelling can help attract the attention of the audience. Brands should regularly eva‎luate the performance of their advertising clips. The use of data analysis tools and surveys can help identify the strengths and weaknesses of the clips. These analyses can include examining the level of brand recall, the emotions created, and the impact on purchasing behavior. Brands should try to create more variety in their advertising content. The use of storytelling, characterization, and attractive visual elements can help attract the attention of the audience and create an emotional connection.

5

118745