Document Type : Research
Authors
1
PhD student of Management, Islamic Azad University, Hamedan Branch, Hamedan, Iran
2
Associate professor, Department of Management, Islamic Azad University, Hamedan Branch, Hamedan, Iran
3
Assistant professor, Department of Management, Ilam University, Ilam, Iran
4
Assistant professor, Department of Management, Islamic Azad University, Hamedan Branch, Hamedan, Iran
Abstract
The present study aims to identify and prioritize the dimensions of covert advertising in rural businesses in Ilam Province and to explain its consequences for consumer behavior. This applied study uses a mixed-methods (sequential exploratory) design. In the first stage, qualitative content analysis was employed to identify the dimensions of covert advertising and its consequences. In the second stage, the Delphi technique and statistical analyses were used to validate and prioritize the findings. The study population consisted of experts in marketing, consumer behavior, digital advertising, rural development, and digital business, who were purposively selected from among faculty members, researchers, government specialists, and rural business practitioners. A total of 24 experts were invovled in three Delphi rounds. In the first round, data were collected through semi-structured interviews and open-ended questionnaires. In the second round, the extracted dimensions and consequences were evaluated using a structured questionnaire on a 5-point Likert scale. In the third round, feedback was provided to assess expert consensus on the importance of the dimensions and consequences under study. Data were analyzed using mean, standard deviation, and Kendall’s coefficient of concordance. The findings revealed four principal dimensions of covert advertising. Kendall’s coefficient of concordance (W = 0.81) indicated a high level of expert agreement. Accordingly, “local and narrative-based content” ranked first (mean = 4.67), followed by “social media and local influencer-based advertising” (4.42), “referral and digital word-of-mouth marketing” (4.21), and “experience- and trust-based indirect advertising” (4.05). These dimensions explained the effects of covert advertising on consumer behavior by enhancing perceived trust, improving brand attitude, strengthening purchase intention, increasing customer loyalty, and encouraging business recommendations. Furthermore, “using local narratives to introduce rural products” gained the highest importance score (mean = 4.78).
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