Presenting a model for evaluating Internet advertisements for modification of energy consumption
Journal of Science and Technology Policy Management
ISSN: 2053-4620
Article publication date: 13 March 2017
Abstract
Purpose
Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption.
Design/methodology/approach
To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM).
Findings
The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior.
Originality/value
This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.
Keywords
Citation
Khazaei Pool, J., Salehzadeh, R. and Khalilakbar, R. (2017), "Presenting a model for evaluating Internet advertisements for modification of energy consumption", Journal of Science and Technology Policy Management, Vol. 8 No. 1, pp. 32-42. https://doi.org/10.1108/JSTPM-08-2016-0015
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited