بررسي رابطه تبليغات ديجيتال با رفتار مصرف كننده: نقش ميانجي اعتماد به برند و درگيري با برند (مورد مطالعه: شركت اسنپ)

Investigating the Relationship Between Digital Advertising an‎d Consumer Behavior: The Mediating Role of Bran‎d Trust an‎d Bran‎d Engagement (Case study: Snapp Company)

روان شناسي

With the rapid expansion of digital technologies an‎d increasing competition in the online service market, digital advertising has become one of the most important tools for communication between bran‎ds an‎d customers. In this context, bran‎d engagement an‎d bran‎d trust are considered key factors in shaping consumers’ behavior in digital environments. The present study aimed to investigate the effect of digital advertising on consumer behavior, with the mediating role of bran‎d trust an‎d bran‎d engagement among users of the Snapp application. This study is applied in terms of purpose an‎d descriptive-correlational in nature, conducted using a survey method. The statistical population consisted of all users of the Snapp application, an‎d a sample of 384 respondents was selec‎ted based on Cochran’s formula. Data were collected using the Online Digital Media Advertising Effectiveness Questionnaire, Consumer Purchasing Behavior Questionnaire, Bran‎d Engagement Questionnaire, Bran‎d Trust Questionnaire, all measured on a five-point Likert scale. Data analysis was performed using SPSS software. The results indicated that digital advertising has a positive an‎d significant effect on bran‎d engagement. Furthermore, both bran‎d trust an‎d bran‎d engagement were found to have positive an‎d significant effects on consumer behavior. The mediation analysis also indicated that bran‎d engagement plays a significant mediating role in the relationship between digital advertising an‎d consumer behavior, whereas bran‎d trust does not have a significant mediating effect on this relationship. Accordingly, it can be concluded that strategic investment in interactive digital advertising can enhance consumer behavior in urban service platforms such as Snapp by strengthening usersʹ engagement with the bran‎d.

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