Research Article Volume 6 Issue No. 4

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1 DOI / ISSN IJESC Research Article Volume 6 Issue No. 4 The Effect of Repeat in Advertising on Customer Loyalty Cosmetic Products 1394 Tehran Case Study Dr Habibollah Danai 1, Dr Ozhan KARIMI 2, Matineh Moghaddam 3 Payame Noor University, Tehran, Iran 1, 2 Master of Business Administration in International Business student, Payame Noor University Center of Tehran Gharb, Iran 3 h.danaei@yahoo.com 1, Ozhankarimi@yahoo.com 2, Matineh_moghaddam@yahoo.com 3 Abstract: Customer loyalty is key to business success and the main asset of any enterprise is that if you succeed in this, the share of market and economic performance of firms is changing. For this purpose adopt appropriate strategies such as advertising in the media field associated with favorable outcomes. The main objective of this study was to investigate the influence of advertising in digital media marketing cosmetic products specifies in Tehran. To raise awareness for the use of advertising, information and communication exchange more convenient, and others want to buy and when to buy and choose different alert Knd.shkl advertising, enabling institutions to customers immediately and effectively communicate. Media itself an important tool for customer information and entertainment are kind. This research is a descriptive survey, statistical society customer s cosmetic products, the questionnaire (Likert) and data using SPSS and Excel software have been analyzed. Statistical analyses, descriptive and inferential in two part of information were studied. The validity by Cronbach's alpha was approved by 95% and the results showed that advertising in the mass media have an impact on customer loyalty and customer loyalty factors. This research can be effective for all participants and their production companies in this way can performance digital marketing and its impact on the loyalty of your customers assesses their business environment. Key words: advertising, cosmetics and perfumery, customer loyalty, digital marketing, mass media 1. Introduction: Analysis of data from the major industrial countries suggests that advertising investment through four mechanisms, positive impact on economic growth that will encourage growth in consumption, the acquisition will accelerate innovation, enhance competitiveness and dynamism inherent in the advertising constant average growth rate of GDP (gross domestic product) to promote. "Advertise" the "Send message to impact on the attitude of the person or persons to one or more of the phenomenon" is. "Message" in this definition is "something that needs to be transferred to another, or to give information or to influence and persuasion" (given researcher, 1385) Its simple concept of advertising in the direction of public opinion towards particular with previous intentions through various means of advertising such as media (Train, 1387). To raise awareness for the use of advertising, information and communication exchange more convenient, and others want to buy and when to buy and choose different alert advertising, enabling institutions to customers immediately and effectively communicate. Media itself an important tool for customer information and entertainment are kind.promotions, special awareness and actions in the direction of public opinion, using tools such as language and script and display the image. A mixture of reality and virtually is jaundiced or even fundamentally false and destructive nihilism of the role play (Torabi, 1381).the aim of this study was to evaluate the factors affecting the effectiveness of advertising in the mass media in the digital domain digital marketing. 2. Problem Statement: In the current era are the biggest challenges facing the industry, which includes interest income and economic communities, customers and competition is fierce. Increased competition and higher expectations and more complex customer expectations and the emergence of new innovative developments in the field of marketing have created. In this regard, many organizations customer loyalty programs as part of the main activities to develop their relationship has been defined.manufacturers and companies are only satisfied with keeping their consumers, will be able to ensure their survival in the competition. Complex concept covers consumer loyalty and the willingness of consumers is buying again and price analysis. Increase customer loyalty with current customers secure its future earnings, based on the company's ultimate goal is customer loyalty (Evans & et al., 2009, 439). In this context, economic actors are trying to use all sorts of marketing tools. One of the most effective tools in the field of electronic devices and the use of methods that use digital technology platforms. Digital marketing efforts using the same tools and platforms to achieve marketing goals, has provided. Taking advantage of digital marketing in the economic sphere, consequences such as: mobility, reduce costs, increase speed and develop the effectiveness of advertising and marketing to follow. Increase International Journal of Engineering Science and Computing, April

the awareness and increase customer choice other digital marketing capabilities and for clients it is possible that in the shortest time, the best and most appropriate choice in their purchase.

2 the awareness and increase customer choice other digital marketing capabilities and for clients it is possible that in the shortest time, the best and most appropriate choice in their purchase. In modern marketing issues and problems of traditional physical and former encounters will be insignificant. 3. Literature (theoretical framework) At the present time the concept of communications, competitive, customer-oriented business and etc. Are inextricably linked together, digital marketing as an element of the business and existing business pivotal role in the preservation and conservation by businesses attract and retain customers, introduce products and creating incentives to feel the need to buy play well, because the marketing elements known as one of the tools of development and penetration in the market and surpass competitors is commercial. Since digital marketing between the manufacturer (supplier, the supplier) and the consumer has a key role in the booming commercial purposes. It is also thriving businesses selling (products or services); expansion of production will have to increase the level of national income. On the other hand, financial institutions, business and social media as a tool for expanding its sphere of influence and attract new audiences and consumers of goods, products, services, ideas and opinions will be supported Services. Reinartz and Kumar (2003) showed how customers throughout their lifetime benefit associated with the company's activities. The main logic of marketing, exchange of goods in order to serve the greater interaction and communication is (Vargo and Lusch 2004). This type of communication channels according to their cost-effectiveness and ease of this method of marketing than traditional marketing and differentiate them win the competition. 3.1 Definition of digital marketing communications: Digital channels powerful tool for creating loyalty among customers. These channels attract and retain customers with the lowest costs. DMC or digital marketing communications with customers as the interaction between a company and brand that defines the use of digital channels (e.g. Internet, , mobile and digital TV, etc.) According to the definition of a two-way communication between the customer or marketing. Time between the customer and the company. we see customer loyalty and customer repurchase tendency to brand it finds (see Jakoby and Chestnut 1978) DMC different elements on both type of different influences their loyalty. Create a sense of loyalty in your customer is a process. All of these steps lead to value creation in the eyes of consumers. If you do so, the customer in mind, this activity is considered positive. There are other factors that indicate customer loyalty is based on DMC performance for example regular contact with the brand. 3.2 Regular contact with the brand 3.2.1: Repeat Reinartz and Kumar (2003) found that companies with customers mailing activities had a positive effect on the profitability of the company. Regular communication on the positive effect on their customers loyalty. For example, electronic mail on the absorption of tendency to have very effective brands and makes buying customer and their loyalty to the brand had been (DuFrene 2005; Merisavo and Raulas 2004). This result shows that digital marketing must be strategic brand communication. If this work done correctly and a strong relationship between customer - they will be achieved. (Clarke 1976; Leone 1995) And if it continues with its client's product and tendency to find a sense of familiarity and thus the process is done shopping and customer loyalty.(broussard 2000; Crowder 1976; Howard- Brown 1998; Sawyer 1973; Markus 1982; Zielske 1959). If this message continues to be too self-involved to a certain level of customer mind to where your ad the customer is considered old. 3.3 The consequences of DMC on customer loyalty According to the concept paper, customer loyalty is the ultimate dependent variable that is related to brand loyalty. Talk about customer loyalty and customer loyalty and how to calculate its definition of a long-term discussion. (Dick and Basu 1994; Odin et al. 2001; Oliver 1999) Customer loyalty based on the behavior repurchases smart decision and is continuing this behavior (Jakoby and Chestnut 1978). Repeat the repurchase from a positive attitude towards the brand in the mind of the customer. According to Oliver (1999, 34) customer loyalty, a deep commitment to repurchase the same product or service in the future will be defined and builds a positive attitude towards the brand and its similarities brand and sub-brand Many researchers believe is the best way to optimize customer loyalty at the same time assessing their attitudes and behaviors (Rundle-Thiele and Bennett 2001) FIGURE 1: CONCEPTUAL MODEL OF THE INTERACTION BETWEEN DIGITAL MARKETING AND CUSTOMER LOYALTY RESEARCH SHOWS The main focus of this model is the relationship between brand and customer loyalty. The main result is that it is the behavior Both theoretical scales for measuring brand loyalty are: scale of attitude and behavior. Focus on the attitude scale commitment is planned. Attitude scales to buy some brand loyalty and word of mouth or purchase additional points. For example, behavioral scales brand loyalty includes sharing wallets, purchases of consumer goods brand in the product category for International Journal of Engineering Science and Computing, April

3 displacement and the re-purchase behavior. F. Kressmann et al) 2006, 960) There are differences between customer loyalty and customer behavioral loyalty might be found, but it tends to be little logic (Dick and Basu 1994) The division loyalty by Oliver (1999) carried out his previous loyalty to a variety of cognitive, effective, deeds, has operating divisions. But in general, all of these types are classified in two categories attitude and behavior. In the concept paper, loyal customer behavior, including buying the products, website or visit the shops and feedback their views to loyalty attitude include brand orientation, brand imagery and brand knowledge and consent and understanding it is due to their volatility. In the case of traditional advertising, brand identity that is related to digital channels (eg Chen et al. 2002; McMillan et al. 2002; Ribbink et al. 2006; Srinivasan et al. 2002; Zeithaml et al. 2002). 3.4 Hypotheses: The first hypothesis: increase the number of brand associated with a positive effect on customer behavioral loyalty. The second hypothesis: increase the number of brand associated with a positive effect on customer loyalty approach. 4. Literature: Research in the field of conceptual models of digital marketing and customer loyalty, marketing literature is very extensive and we can say few studies in this area have been few studies to determine factors, leading to the development of the loyalty of advertising in the media have become digital. Bvnykr Hoff and Dressler (1385) in a study entitled "identify and rank the most important factors influencing brand loyalty in the enterprise with the use of multi-criteria decision approach" to the results found that three factors (physical - environmental, trust and competence of staff) are associated with customer brand loyalty. Ranking Factors significant difference among the three chosen method can be seen, but in reviewing the rating group separately by different factors, no significant difference. Robertson and Rvsytr (1977) in a study on the impact of television advertising on the people to the conclusion that the time spent watching ads on their behalf, asking them to buy a product associated with. Ahmadi-Pour (1389) in an article titled Foundations of the influence of advertising messages to the conclusion that in terms of the values of the culture of any society, members of the community to ad content, feel good or bad, so the cultural values in making promotions it should be noted. Thesis titled "Role of Media in advertising" from Mlaahmd (1383) tried to attract media best practices in search advertising and pay attention to factors such as the level of individuals based on age and gender profile Advertising will be discussed. 5. Research methodology: The validity of research, in addition to the questions and indices relevant to the study of theoretical foundations and hypothesis were selected, the validity has also been used. Statistical community for calculating the reliability of the distribution of questionnaires among 384 secondary and minor creature of this study was to assess the reliability of the questionnaire using Cronbach's alpha and using descriptive statistics and Babes-demographic variables such as the calculation of frequency and percentage were used. Finally, to assess the impact, export motivators for the development of export of regression coefficient test and analyzing its significance by ANOVA one-way ANOVA. To determine the sample size was not available because the population variance Morgan table was used. The population of people uses these products in chair stores SHAHRVAND in tehran. The results of Morgan sample size n = 384, respectively. Analysis of data: Examine public data Valid TABLE 1: GENDER OF RESPONDENTS female man Frequency Percent Valid Percent Cumulative Percent Total As Table 1 show, most respondents to the questionnaire in terms of gender, women at 52.3 percent-haves. Most respondents to the questionnaire regarding the type of degree, bachelor's degree were 39.8%. To investigate the significant difference in mean values of the mean, the one-sample t-test was used. As the results in Table 3 can be seen, suggesting that the views of respondents in meaningful level of 0.05, a significant difference between the mean number of components and content, advertising, and customer loyalty (attitudinal and behavioral) is intended to mean. Other respondents from the perspective of designing the performance of the advertising content and customer loyalty more than average attention. International Journal of Engineering Science and Computing, April

4 Numberrelationmean Relationcontentmean Relationadvertismean Behavioralloyalty TABLE 3: ONE-SAMPLE T-TEST VARIABLES t df Sig. (2- tailed) Test Value = 0 Mean Difference 95% Confidence Interval of the Difference Lower Upper Attitudinalloyalty Research hypothesis test: Test hypothesis 1: Increase the number associated with a positive effect on brand loyalty and customer behavior. TABLE 4: REGRESSION COEFFICIENT ASSOCIATED WITH THE VARIABLE FREQUENCY BRAND Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), number relation mean In Table 4 for the count regression coefficient associated with the brand and customer loyalty behavior shows a correlation of intensity factor (.966a = R) and coefficient of determination equals (.933 = R2), meaning approximately 0.041% of the variance of behavioral customer loyalty by changing the frequency of brand association to explain the flora. TABLE 5: REGRESSION COEFFICIENT Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) numberrelationmean a. Dependent Variable: behavioralloyalty Table 5 shows the regression coefficient component count can be a variance associated with brand loyalty significantly explain customer behavior. Beta value shows the variables associated with the brand plays on the changes in customer behavior loyalty involved and the amount is significant at the 95% level, which represents the effective role of the number of components behavior associated with brand loyalty customer. TABLE 6:ANOVA Model Sum of Squares df Mean Square F Sig. 1 Regression b Residual Total a. Dependent Variable: behavioralloyalty b. Predictors: (Constant), numberrelationmean International Journal of Engineering Science and Computing, April

5 To confirm the regression coefficient analysis of variance (ANOVA) are used, ANOVA test results showed F observed ( = F) in the (0.05p =) meaningful is evident; in other words, the results of the relationship between the number of Visit the brand association and customer behavioral loyalty is confirmed. Hypothesis 2: Increase the number of times a brand associated with a positive effect on customer loyalty approach. TABLE 7: REGRESSION COEFFICIENT ASSOCIATED WITH THE VARIABLE FREQUENCY BRAND Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), numberrelationmean Table 7 shows the correlation coefficient equal to (.812a = R) and coefficient of determination (.659 = R2), meaning approximately 0.659% of the variance in customer loyalty by changing the frequency of brand association to explain the bulk be. TABLE 8: REGRESSION COEFFICIENT Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) numberrelationmean a. Dependent Variable: Attitudinalloyalty Table (8) of the regression coefficient shows that the component count can be a variance associated with brand loyalty consumers' attitude to significantly explain. Beta value shows the variables associated with the brand plays a role in explaining the loyalty consumers 'attitude and this value is significant at the 95% level, which represents the role of brand loyalty consumers' attitude variables interaction frequency Are. ANOVA: TABLE 9 Model Sum of Squares df Mean Square F Sig. 1 Regression b Residual Total a. Dependent Variable: Attitudinalloyalty b. Predictors: (Constant), numberrelationmean ANOVA test results showed F observed ( = F) in the (0.05p =) meaningful is evident; in other words, the results of the relationship between the frequency of brand communication and attitudinal loyalty is confirmed. 6. Summary and interpretation of results TABLE 10: ASSUMPTIONS RELATED TO THE COHERENT INTERACTION BETWEEN DIGITAL MARKETING COMMUNICATIONS AND CUSTOMER LOYALTY Conceptual Model Hypotheses The impact on customer loyalty Brand communication and interaction Repeated interactions: P1a,P1b Behavioral loyalty + Attitudinal loyalty + When the marketing logic of focusing on products to services (Vargo and Lusch 2004) will be redirected. The DMC also can help marketers build profitable and function better and more efficient (Reinartz and Kumar 2003; Reinartz et al. 2005) Digital channels effective opportunities for marketers who are in contact with the customer provide and thus enhance their loyalty. Based on conceptual models suggest that with communications are arranged in a row and increases customer loyalty. As we have shown how the model will greatly strengthen customer loyalty can be also applied this formula to attract new customers. 7. Suggestions: In order to complete the results of this research could be the reasons for the lack of effectiveness of promotional campaigns in Iran and limits to be explored. Reference: [1]Aaker,David A.1997, Dimentions of Brand Personality Journal Of Marketing Research 34(August): International Journal of Engineering Science and Computing, April

6 [2]Baldinger,Allan L.and Joel Rubinson Brand Loyalty: The Link Between Attitude and Behaviour. Journal of Advertising Research 36(6):22-34 [3]Crowder, Robert G.1976.Principle Of Learning and memory.hillsdale, NJ, Erlbaum [4]Jacoby,Jacob & Chestnut,Robert.1978.Brand Loyalty: Measuement and Management. New York: Wiley. [5]Rosenspan,A.(2000). Permission is not enough. Journal of Interactive Marketing (3): International Journal of Engineering Science and Computing, April

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