چکیده مقاله
This study aims to examine the impact of message attractiveness, message clarity, and message memorability on brand awareness in the digital marketing environment Data were collected through a questionnaire covering cognitive and emotional attractiveness, cognitive and communicative clarity, and message memorability, with a sample of 86 respondents Statistical analyses were conducted using Python and its libraries, including Pandas, NumPy, and Scikit learn The results indicated that both cognitive and emotional message attractiveness have a positive and significant effect on brand awareness, while cognitive clarity and message memorability exhibited positive but marginally significant effects Moreover, the interaction between message attractiveness and clarity demonstrated a notable reinforcing effect on brand awareness These findings highlight that designing effective marketing messages requires simultaneous attention to attractiveness, clarity, and memorability The results offer practical implications for marketing managers and advertising designers, providing guidance to enhance communication strategies and improve brand awareness
کلیدواژهها
نویسندگان
Amirreza Asadimoayed
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
Mohammadghaem Mohammdi
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
شیوه ارجاع
Asadimoayed, Amirreza and Mohammdi, Mohammadghaem,1404,The Impact of Message Attractiveness, Clarity and Memorability on Brand Awareness in Digital Marketing,1St International conference on new horizons in management,business, economics and humanities
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی افق های نوین در مدیریت، تجارت، اقتصاد و علوم انسانی10 آذر 1404