Providing a sustainable advertising model with a meta synthesis approach

Introduction

In recent decades, the increase of advertising messages, false and exaggerated advertising content, advertising at the wrong time, etc., has caused audience pessimism towards advertising. Sustainable advertising is a different model to regain this lost trust. Social claims and misleading advertising messages regarding the company's sustainability activities cause change and loss of the company's identity and reputation, increasing doubts about the company's future financial prospects and negative effects on the company's stock market prices, perception of the company's hypocrisy, reducing brand credibility. It will reduce the purchase intention of customers and so on. Sustainable advertising is communication that promotes the social, economic and environmental benefits of products, services or actions through advertising in the media in order to encourage responsible consumer behavior. A favorable attitude toward sustainability advertising does not always translate into actual purchase. In a recent survey, 65% of consumers stated that they are looking to buy from brands that support sustainability. However, only 26% of them completed the purchase process. More than 85% of people around the world are moving towards buying sustainable products. Therefore, sustainability has become common in product branding and advertising and provides a strategic source of competitive advantage. This gap stems from several factors that have not been well explored in the field of sales and advertising sustainability. The attitude of consumers in attracting advertising messages is different and it is affected by various factors that have not been comprehensively investigated so far. In this regard, the current research seeks to provide a sustainable advertising model with a hybrid approach.

Materials and methods

The current research is applied in terms of purpose and in terms of qualitative approach, it is meta-composite and exploratory in nature. Metasynthesis is a qualitative research method that identifies new concepts and metaphors from the findings and information extracted from other quantitative and qualitative studies related to the subject by applying a systematic approach and combining previous studies. Transcombination can be done with different methods, and in the present study, the seven-step method of Sandelowski and Barso (2006) was used.

findings

The components of the research include: what is it, what is the society, the time limit and how is the method. Based on them, the main research question was formed: What is the model of sustainable advertising? The statistical population of the research consists of all articles, theses and scientific documents in domestic and foreign journals. In the research, 6 keywords (sustainable advertising, sustainable marketing + advertising, factors affecting sustainable advertising, drivers of sustainable advertising, models of sustainable advertising, consequences of sustainable advertising) in foreign and domestic databases were searched in full from 2010 to 2024. . The search result included 924 articles, books, theses and reports of institutions related to this field. To select suitable articles, different items such as: title, abstract, content, questions and research methodology have been reviewed. Finally, 65 articles were selected by carefully reviewing the texts, and after applying the critical evaluation criteria, 38 articles were selected as final articles. After confirming the quality of the extracted findings, the final model of sustainable advertising is presented in Figure (1).

Discussion and conclusion

The research findings of the derived model have been classified into three general categories: drivers, sustainable advertising and consequences, which are explained below. Drivers: Drivers are a set of factors that affect sustainable advertising. The drivers include various factors. Companies should pay attention to all 3 dimensions of consumer, company, market and society in order for sustainable advertising to be effective. First, businesses must assemble a specialized team of marketing and advertising experts. This team must have the financial resources, system facilities, information and required data. The managers of the company should act on the provision of infrastructure. In order to produce sustainable advertising messages, advertising experts must know the consumer and the target community well in the first step. The advertising team must use the right content, away from any exaggeration and exaggeration, and using valid distribution channels in between. The use of reliable distribution channels will lead to a positive attitude among the audience and they will pay attention to them with more confidence. In preparing sustainable advertising messages, attention should be paid to the society's consumption culture and its development. Examining the behavior of competitors and the advertising industry in general is effective in preparing sustainable advertising content and understanding the target community. On the other hand, in the current digital world and the growth of new technologies in the advertising industry, many advertising contents have been created under the influence of these technologies. It is suggested to the marketing and advertising team of companies to use new technologies, especially artificial intelligence, in preparing advertising messages. It is suggested to use influencers and famous and popular people in the field of environment to prepare advertising content. Company and business managers are suggested to explain the importance of sustainability to their employees by holding meetings and lectures and use their cooperation. It is suggested that the advertising team put the results of not paying attention to environmental, economic and social sustainability in the advertising clips. Consequences: Consequences are the results and outputs from the implementation of a process, decision or activity. The implementation of sustainable advertising brings with it results and consequences. In this research, the consequences are divided into 3 categories of consequences for the consumer, for the company, and for the market and society. Sustainable advertising can convey appropriate sustainability information to the consumer. This information improves the consumer's knowledge and awareness of sustainability issues and is effective in his purchase. A person who knows the bad consequences of environmental destruction for the current generation and especially the future generation will move towards the consumption of sustainable goods. A society in which sustainable consumption culture is institutionalized will go towards sustainable development and achieve economic, social and environmental development.