Document Type : Research Paper

Authors

1 Department of Business management, Qom Branch, Islamic Azad University, Qom, Iran

2 Department of Management, Faculty member, Islamic Azad University, Arak. Iran

3 Assistant Professor, Public Administration Dept, Farabi Campus, University of Tehran, Qom, Iran

4 Assistant Professor, Business Management Dept, Faculty of Humanities, Islamic Azad University, Qom, Iran

Abstract

The growing evolution of social networks with intensified role in the business world and consequently in the advertising in one hand, and the ease of deception in such emerging media on the other hand, have increased the prevalence of deceptive advertising and false claims in the communication and commercial media. In this way, it is difficult for the audiences of social media ads to distinguish between the truthful and deceptive advertising and this can lead to distrust to social media advertising and reduced sales. In this regard, the present research aimed at providing a model for the perceived deception of social media advertising using grounded theory. For the purpose, in-depth and semi-structured interviews were performed among 15 people who had past deception related experiences in their purchase from social networks. Data analysis was undertaken using open coding method and MAXQDA 2020 software. Finally, the research conceptual model was designed based on 8 main categories, 15 sub-categories, and 71 concepts, and it was revealed that social media perceived usefulness and social media ads characteristics as “causes”, and media characteristics as “covariance” were effective on perceived deception. In this regard, customer knowledge and perceived trust were considered as “contingencies”. Consumer attitude was recognized as “condition”, and consumer characteristics was presented as contextual factor for such a process resulting in the occurrence of consumer psychological damage known as individual consequence of social media ads perceived deception.

Keywords

دانایی‌فرد، ح.، الوانیم.، آذر، ع.، (1395)، روش‌شناسی پژوهش کیفی در مدیریت: رویکردی جامع، تهران: صفار.
ططری، ا.، احسانی، م،. کوزهچیان، ه؛ و نوروزی سیدحسینی، م.، (1398)، طراحی مدل الزامات پیاده‌سازی بازاریابی اجتماعی در ورزش‌های تفریحی کشور با استفاده از نظریة داده بنیاد، مطالعات مدیریت ورزشی، 11 (53)، 58- 33. doi: 10.22089/smrj.2017.4345.1833
عابدین، ب.، اکبری، ش.، عباس نژاد، ط.، 1399، طراحی مدل مفهومی ترک خدمت افراد مستعد از سازمان‌های ایران: پژوهشی اکتشافی در صنعت ICT، مدیریت منابع انسانی پایدار، 2 (2)، 64- 49. doi: 10.22080/shrm.2020.2673
عابدین، ب،. کردناییج، ا،. 1397، فهم چرایی بروز تغییرات استراتژیک از منظر فرآیند ساخت دستور کار در سازمان، چشم‌انداز مدیریت بازرگانی، 17 (34)، 69- 53.
References
Abdulbaqi, H. M. M. (2020), "Impact of deceptive advertising on consumer buying decision on social media with mediating word of mouth: an empirical study from University of Tabuk", Saudi Arabia, Journal of Economic, Administrative and Legal Sciences, 4 (7), 159 – 182. https://doi.org/10.26389/AJSRP.S120420
Agag,G. & El-masry, A. (2016),"Cultural and religiosity drivers and satisfaction outcomes of consumer perceived deception in online shopping", Internet Research, 26(4), 1-34. https://doi.org/ 10.1108/IntR-06-2015-0168
Aghakhania, H. & Main, K. J. (2019), "Can two negatives make a positive? Social exclusion prevents carryover effects from deceptive advertising", Journal of Retailing and Consumer Services, 47, 206–214. https://doi.org/10.1016/j.jretconser.2018.11.021
Alka, H. K. (2016), "Preventing Deception from Online Social Media using Deception Matrix", International Research Journal of Engineering and Technology, Volume: 3 (7), 1144- 1148. https://doi.org/ 10.11591/ijai.v5.i1.pp35-40
Attas, D. (1999), "What’s wrong with ‘deceptive’ advertising?", Journal of Business Ethics, 21(1), 49–59. https://doi.org/ 10.1023/A:1005985723779
Barnes, N.G. & Mattson, E. (2009), "Social media in the 2009 Inc. 500: new tools and new trends", Journal of New Communication Research, 4 (2), 70-9
Bond, C. F. & DePaulo, B. M. (2008), "Individual differences in judging deception: accuracy and bias". Psychological Bulletin, 134(4), 477-492. https://doi.org/10.1037/0033-2909.134.4.477
Buller, D. B. & Burgoon, J. K. (1996), "Interpersonal Deception Theory", Communication Theory, 6 (3), 203–242. https://doi.org/ http://dx.doi.org/10.1111/j.1468-2885.1996.tb00127.x
Carson, T. L. (2010), "Lying and Deception: Theory and Practice", Oxford University Press, 280pp, ISBN 9780199577415. http://dx.doi.org/10.1093/acprof:oso/9780199577415.001.0001
Carson, T. L., Wokutch, R. E., & Cox, J. E, Jr., (1985), "An ethical analysis of deception in advertising". Journal of Business Ethics, 4(2), 93–104. http://dx.doi.org/ 10.1007/BF00383562
Chadderton, C. & Croft, R. (2006),"Who is kidding whom? A study of complicity, seduction and deception in the marketplace", Social Responsibility Journal, 2 (2), 207 – 215. https://doi.org/ 10.1108/eb059274
Chaouachi, S.G. & Ben Rached, K.S. (2019), "Perceived deception in advertising: antecedents and consequences", European Journal of Management and Marketing Studies, 3 (4), 123- 141. https://doi.org/ 10.5281/zenodo.2965536
Cladea, A. (2015), "Consequences of consumers’ perceptions of online and offline retailers’ deceptive practices: A moderated mediation analysis", submission_85, Corpus ID: 202625715.
Fathy, D., AbouAish, E. & El-Sharnouby, T. (2014), "Demographic Differences in Consumer Perception of Deception in Advertising: The Egyptian Case", Conference: Academy of Marketing, At Bournemouth, UK, 1-8
Glaser, B. G. (2008). "Conceptualization: On theory and theorizing using grounded theory". International Journal of Qualitative Methods, 1(2), 22-38. https://doi.org/10.1177/160940690200100203
Glaser, B. & Hon, G. (2005). "Staying open: the use of theoretical codes in
Grossman, M. (2017), "the Relationship between Online Deception, Machiavellian Personality, Self-steem, and Social Desirability", Dissertation Proposal presented to the Faculty of the California School of Professional Psychology, Alliant International University, San Diego, In partial fulfillment of the requirement for the degree Doctor of Psychology.
Han, J., Drumwright, M. & Go, W. (2018), "Native Advertising: Is Deception an Asset or a Liability?" Journal of Media Ethics, 33(1), 1-18. https://doi.org/ 10.1080/23736992.2018.1477048
Heinze, J., Thomann, M. & Fischer, P. (2017), "Ladders to m-commerce resistance: A qualitative means-end approach". Computers in Human Behavior, 73, 362- 374. https://doi.org/ 10.1016/j.chb.2017.03.059
Held,J. & Germelmann, C. C. (2018), "Deception in consumer behavior research: A literature review on objective and perceived deception", Projectics, 21(3), 119 – 145. https://doi.org/10.3917/proj.021.0119
Heugens, P. P. (2002). "Strategic issues management: implications for corporate performance". Business & Society, 41(4), 456-468. https://doi.org/10.1177/0007650302238778
Hooi, R. & Cho, H. (2013), "Deception in avatar-mediated virtual environment", Computers in Human Behavior, 29, 276–284. https://doi.org/ 10.1016/j.chb.2012.09.004
Jones, M. & Alony, I. (2011). "Guiding the use of Grounded Theory in Doctoral studies–an example from the Australian film industry". International Journal of Doctoral Studies, 6, 95-114. https://doi.org/ 10.28945/1429
Joseph, M. & Nimako, S. G. (2015), "Modelling the Antecedent and Consequence of Consumer Perceived Deception in Loan Services", International Journal of Financial Research, 6(1), 43-55. https://doi.org/ 10.5430/ijfr.v6n1p43
Karabas, I., Kareklas, I., Weber, T.J. & Muehling, D. D. (2020), "The impact of review valence and awareness of deceptive practices on consumers’ responses to online product ratings and reviews", Journal of Marketing Communications. https://doi.org/10.1080/13527266.2020.1759120
Ketron, S. (2016), "Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis)honesty", Journal of Retailing and Consumer Services, 33, 33–42. https://doi.org/ 10.1016/j.jretconser.2016.07.018
Kuruvilla, A. M. & Varghese, S. (2015), "A Survey on detecting Identity Deception in Social Media Applications", International Journal of Modern Trends in Engineering and Research, 2(4), 560- 563. ISSN (Online):2349–9745; ISSN (Print):2393-8161
Levine, T. R., Serota, K. B., Shulman, H., Clare, D. D., Park, H. S., Shaw, A. S., Shim, J. C., & Lee, J. H. (2011), "Sender demeanor: Individual differences in sender believability have a powerful impact on deception detection judgments", Human Communication Research, 37, 377-403. https://doi.org/ 10.1111/j.1468-2958.2011.01407.x
Martínez, M.P.R. (2013), "Ethical issues in online retailing from consumers’ perspective", Universidad de Murcia facultad de economia y empresa, http://hdl.handle.net/10803/124103.
Masip, J., Garrido, E. & Herrero, C. (2004), "Defining Deception", Anales de Psicologia, 20(1), 147-171. ISSN edición impresa: 0212-9728. ISSN edición web (www.um.es/analesps): 1695-2294
Ormond, D., Warkentin, M., Johnston, A.C. & Thompson, S.C. (2016), "Perceived deception: Evaluating source credibility and self-efficacy", journal of information privacy and security, 12(4), 197–217. https://doi.org/ 10.1080/15536548.2016.1243857
Peng, L., Mengzhou, G.C. & Li, Z. C. (2016), "Consumer perceptions of online review deceptions: an empirical study in China", Journal of Consumer Marketing, 33(4), 1-29. https://doi.org/ 10.1108/JCM-01-2015-1281
 Ramalho, I. F. F. (2016), "Deception behaviors in the social and professional networking websites in the scope of the recruitment processes", Dissertation of Master Degree in Human Resources Management, 1-83.
Riquelme, I. P. & Roman, S. (2014), "The Influence of Consumers’ Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts", J Bus Ethic, 119, 405–422. https://doi.org/ 10.1007/s10551-013-1628-z
Rockmann, W. K. & Northcraft, G.B. (2008), "To be or not to be trusted: The influence of media richness on defection and deception", Organizational Behavior and Human Decision Processes, 107, 106–122. https://doi.org/ 10.1016/j.obhdp.2008.02.002
Roman, S. (2010), "Relational Consequences of Perceived Deception in Online Shopping: The Moderating Roles of Type of Product, Consumer’s Attitude toward the Internet and Consumer’s Demographics", Journal of Business Ethics, 95,373–391. https://doi.org/ 10.1007/s10551-010-0365-9
Shahzad, M. & Kausar, M. (2016), "The Influence of Deceptive Advertising on Customer Trust and Loyalty: A Study of Telecom Sector in Pakistan", Ume ه School of Business and Economics, spring semester, Master thesis, 1-57.
Ullah, N. & Hussain, M. (2015), "Impact of Unethical Advertising, Misleading Information or Deceptive Advertising on Customer Purchasing Intention with Mediating Effect of Word of Mouth: Case of Pakistan", International Journal of Innovation and Economics Development, 1(4), 49 – 69. https://doi.org/ 10.18775/ijied.1849-7551-7020.2015.14.2005
van Esch, P., Arli, D., Castner, J., Talukdar, N. & Northey, G. (2018), "Consumer attitudes towards bloggers and paid blog advertisements: what’s new? ", Marketing Intelligence & Planning, 36(1), 778-793. https://doi.org/ 10.1108/MIP-01-2018-0027
Wright, R., Chakraborty, S., Basoglu, A. & Marett, K. (2010), "Where Did They Go Right? Understanding the Deception in Phishing Communications", Group Decis Negot, 19, 391–416. https://doi.org/ 10.1007/s10726-009-9167-9
Wu, J. & Zhou, L. (2015), "DOBNet: exploiting the discourse of deception behaviour to uncover online deception strategies", Behaviour & Information Technology, 34(9), 936-948. https://doi.org/ 10.1080/0144929X.2015.1016116
Xie, G-X., Madriga, R. & Boush, D. M. (2014), "Disentangling the Effects of Perceived Deception and Anticipated Harm on Consumer Responses to Deceptive Advertising", Journal of Business Ethics, 129(2), 281-293. https://doi.org/ 10.1007/s10551-014-2155-2
Zacek, N. E. (2020), "Social media influencer marketing and implementing the return on investment" Selected Honors Theses. Southeastern University - Lakeland, 110. https://firescholars.seu.edu/honors/110.
Zhou, L., Sung, Y.w. & Zhang, D. (2013), "Deception Performance in Online Group Negotiation and Decision Making: The Effects of Deception Experience and Deception Skill", Group Decis Negot, 22, 153–172. https://doi.org/ 10.1007/s10726-012-9303-9
Zhou, L. & Zhang, D. (2007), "Typing or messaging? Modality effect on deception detection in computer-mediated communication", Decision Support Systems, 44, 188–201.https://doi.org/ 10.1016/j.dss.2007.03.012
References  [In Persian]
Abedin, B., Akbari, Sh. & Abbasnejad, T. (2020), Designing a conceptual model of retirement of talented people from Iranian organizations: Exploratory research in the ICT industry, Sustainable Human Resource Management, 2 (2), 49-64. https://doi.org/10.22080/shrm.2020.2673
 [In Persian]
Abedin, B. & kordnaeej, A. ​​(2018), Understanding why strategic changes occur from the perspective of the agenda building process in the organization, Business Management Perspective, 17 (34), 69-53. [In Persian]
Danaeifard H., Alvani M. & Azar A. ​​(2016), Qualitative research methodology in management: a comprehensive approach, Tehran: Saffar [In Persian]
Tatri, A., Ehsani, M. Kuzechian, H., & Nowruzi Seyed Hosseini, M. (2019), Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran, Sports Management Studies, 11 (53), 33-58. https://doi.org/ 10.22089/smrj.2017.4345.1833 [In Persian]
 
 
 
استناد به این مقاله: بختیاری بستاکی، ثریا.، غفاری آشتیانی، پیمان.، حمیدی زاده، علی.، ثانوی فرد، رسول. (1401). طراحی مدل مفهومی فریب ادراک‌شده تبلیغات شبکه‌های اجتماعی با رویکرد داده‌بنیاد، مطالعات مدیریت کسب وکار هوشمند، 10(39)، 225-256.
DOI: 10.22054/IMS.2022.64585.2090
 Journal of Business Intelligence Management Studies is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License..