انخفاض تأثير التصوير الفوتوغرافي لإعلان المنتج على قرارات الشراء لدى المستهلك
DOI:
https://doi.org/10.35516/hum.v52i2.5203الكلمات المفتاحية:
انخفاض التأثير، التصوير الإعلاني، قرارات الشراء، العصر الرقمي، منصات التواصل الاجتماعي.الملخص
الأهداف : إن الظاهرة المرئية في العصر الرقمي تبين أهمية إعادة النظر في مسألة الإدراك العام للإعلان للتأكد من فعاليته. وبينما كان يُعتقد أن التصوير الفوتوغرافي هو وسيلة قادرة على تكوين صورة إيجابية في أذهان المستهلكين ، فإنها تشهد الآن انخفاضًا في تأثيرها على المستهلك . الهدف من هذا البحث وصف وتحليل التدهور في أثر التصوير الفوتوغرافي في الإعلان على قرارات الشراء لدى المستهلك.
الطريقة :يستخدم البحث المنهج شبه التجريبي بالنسق السببي والوصفي مع التحليل الجمالي (الجاذبية التصميمية). وتم جمع البيانات باستخدام الملاحظة والمقابلات والاستبيانات. وقد تمت دراسة السببية باعتبارها محاولة لاختبار حقيقة العلاقات السببية (السبب- المسبب)، وهي العلاقة بين المتغيرات المستقلة (التي تؤثر) مع المتغيرات التابعة (التي تتأثر) في قرارات الشراء.
النتيجة :أظهرت نتائج البحث أن التصوير بالفيديو للإعلان قادر على تقديم جودة المنتج ومواصفاته مقارنة بقدرة التصوير الفوتوغرافي.
الخلاصة :مع قدرة تصوير الفيديو الإعلانية، الذي يحتوي على عناصر الصور والأصوات والحركات، فإنه يصبح أكثر قدرة على إقناع القرارات الشرائية من التصوير الفوتوغرافي الثابت. لذلك، لا يمكن للتصوير الفوتوغرافي في الإعلانات أن يؤثر بعد الآن في قرار شخص ما بشراء منتج (وبشكل خاص فإن التصوير الإعلاني على وسائل التواصل الاجتماعي وفي عصر الرقمنة يعد مجرد ناقل لرسائل التذكير بالمنتج).
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