International Journal of Nonlinear Analysis and Applications
Design and explication of the role-playing pattern of the phenomenon of guilty pleasure in the audience of social media advertising (Mixed method approach)
Document Type : Research Paper
Authors
1 Department of Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
2 Department of Economics and Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
Abstract
This research was conducted to design and explain the role-playing pattern of the phenomenon of the pleasure of sin in online social media advertising. This research is applied in terms of objective, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis methodology. In the qualitative phase of the research and in order to design a model based on the grounded theory methodology, a group of experts, including university professors, senior managers, and experienced consultants in the fields of psychology and social media-based marketing were selected and subjected to in-depth interviews. In this phase, the theoretical sampling method was used, and this process continued until theoretical saturation was reached by the researcher, resulting in a total of 11 interviews being conducted. In the quantitative phase, the online social media audience (specifically Instagram users) in Tabriz city was considered as the population, and among them, 400 individuals were selected as the sample using a convenience random sampling method. In the qualitative phase of the research, due to the use of the grounded theory method, the main data collection tool was semi-structured, in-depth interviews with experts. In the quantitative phase of the research, the main data collection tool was a structured questionnaire developed by the researcher consisting of 16 items, designed based on the initial conceptual model, research literature, and data obtained from interviews. In the quantitative phase of the research, SPSS and LISREL software were used for descriptive and inferential analysis. Ultimately, the research results led to the design of the role-playing model of the pleasure of sin phenomenon in online social media advertising, which was confirmed after quantitative testing.
Keywords
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Articles in Press, Corrected Proof
Available Online from 25 February 2026
- Receive Date: 24 April 2024
- Accept Date: 31 January 2025