The Effect of Brand Journalism on Customers' Repatronage Intention towards Local

Document Type : Research Paper

Authors

1 Master of Management Executive, Payam Noor, Tehran, Iran

2 Assistant Professor of Psychology, Faculty of Psychology, Payame Noor University, Tehran, Iran

Abstract


Startups have limited budget, resources or experience, so marketing style choose is very important for them. Meanwhile, audiences' distrust in traditional advertising has led marketers to an increase in their tendency to brand journalism. This research was aimed at investigating the effect of brand journalism on customers' repatronage intention towards domestic startups. According to purpose, the study is an applied research, and a descriptive survey in collecting data. The statistical population is all Tehrani citizens who use Tap30 services. To determine the sample size, Cochran formula was applied, and because of the unrestricted statistical population, sample size of 384 people was selected by cluster sampling method. The data collecting instrument was a questionnaire. The reliability was confirmed by calculating the Cronbach's alpha coefficient and the validity was confirmed by the CVR method. Data analysis was performed using Structural Equation Modeling Methodology by Liserl software. The results confirmed all assumptions. They showed that brand journalism has an impact on customers' repatronage intention. Based on the findings, it can be said that the attention to brand journalism in digital marketing activities increases the quality of advertising content, attracts customers' trust and attention, as well as increasing the customers' repatronage  intention towards the 

Keywords

References

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