نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت فرهنگی، دانشکده مدیریت ، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران
2 استادیار ،دانشکده مدیریت ، دانشگاه آزاد اسلامی واحد اصفهان(خوراسگان) ، اصفهان، ایران
3 دانشجوی کارشناسی ارشد مدیریت فرهنگی، دانشکده مدیریت ، دانشگاه آزاد اسلامی واحد اصفهان(خوراسگان) ، اصفهان، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The present study aims to investigate the impact of the use of advertising-based advertising (Banner ads on the web) for the use of cultural services, changing their profile, through the tendency to advertise Among students at Najaf Abad University .The research method is a descriptive-correlational type for the purpose of application. The statistical population consisted of all students of Najaf Abad University of Humanities in the year98-99 The number is 1647 female students and 1464 male students Of these, 642 people were selected by using a sample-based sampling method. The analysis of the research data in descriptive descriptive level was performed using statistics such as mean and deviation of the non-interferential criteria using structural equation modeling, variance analysis using LaserL and SPSS software. The findings from the research hypotheses showed that the effectiveness of advertising based on the use of cultural services is important in terms of changing the profile of individuals through the tendency toward advertising.
کلیدواژهها [English]