The impact of management social intelligence on socio-cultural advertising effectiveness (case study: socio-cultural advertising of Isfahan city)

Seyed Fathollah Amiri Aghdaie, Hadi Teimouri and Seyed Hasan Hosseini

International Journal of Services and Operations Management, 2019, vol. 34, issue 2, 197-209

Abstract: This study was conducted to analyses the effect that social intelligence of managers could have on socio-cultural advertising effectiveness in a number of organisations engaged in socio-cultural advertising in Isfahan city. The statistical population consisted partly of the executive officers and experts in nine selected organisations who were involved in development of socio-cultural advertising. In addition, for assessment of the socio-cultural advertising effectiveness, the citizens exposed to this advertising were addressed as well. Due to the large number of the latter group, using Cochran formula for infinite population the sample size was set at 320. The collected data were analysed in SMART PLS and SPSS Environment. The findings indicated a positive and significant relationship between managers' social intelligence (and its components) and socio-cultural Advertising effectiveness. In addition, the results indicated that social skill and social information processing ability played a major role, relative to social awareness, in socio-cultural advertising effectiveness.

Keywords: socio-cultural advertising effectiveness; social intelligence; social awareness; social information processing; social skill. (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsoma:v:34:y:2019:i:2:p:197-209

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