The effectiveness of Cialdini's principles on persuasion in digital marketing (A case study of Iran's furniture industry)

Document Type : Research Paper


1 Department of Human Sciences, Birjand Branch, Islamic Azad University, Birjand, Iran

2 Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran

3 Department of Public Management, Birjand Branch, Islamic Azad University, Birjand, Iran


In order to attract customers choosing a digital marketing approach in business has become an inevitable issue. Through the persuasion principles of Cialdini psychology, many companies are trying to persuade visitors to choose and use their products or services. Despite the frequent use of customer persuasion psychology principles in this marketing approach, little information is found in the academic literature about the effectiveness of these principles on consumer response in digital marketing. The purpose of this study is to investigate whether the use of Cialdini's six principles of persuasion is effective on consumers' reactions to furniture digital marketing. The results indicate the significant effect of these principles in convincing customers of digital marketing in the furniture industry. Therefore, one of the effective ways to attract customers in digital marketing is to pay attention and apply these principles in the production and presentation of content in this marketing method. Persuading people to choose a product in the furniture industry by using persuasion principles requires observing the aspects of caution because the inappropriate and false use of these principles can have a negative and harmful consequence, especially the principle of scarcity, although it is the most effective, but in some cases suspicion It is going to have a negative impact on decision making. However, this effect was only observed for this group of participants. Therefore, to measure the effectiveness of persuasion principles in digital marketing based on Cialdini principles in different fields and to categorize more products, wider research is needed.


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Volume 15, Issue 4
April 2024
Pages 135-148
  • Receive Date: 12 November 2022
  • Revise Date: 18 March 2023
  • Accept Date: 30 March 2023