Lyubomira Venkova Spasova

Trakia University · Department Language Learning and Information Technologies

The study of verbal-visual cognitive styles of advertising of consumers is a new scientific study that aims to prove that cognitive affiliation is a determinant of successful advertising communication. The present scientific work aims to distribute the consumers of advertising according to the scale of Kirby et al. (1988), as well as according to t...

This study has three chief objectives. Firstly, it aims to identify individual susceptibility to Cialdini’s persuasion strategies among consumers with different marital status. Secondly, it focuses on determining the susceptibility of each family member to persuasive strategies. Finally, the study examines the purchasing funnel among consumers with...

The purpose of this article is to investigate and establish the influence of gender and age on the attitudes of young consumers of advertising. To achieve this goal, an empirical study was conducted with a contingent of 474 young respondents, whose advertising needs were analysed in three Bulgarian universities. The research data confirm, albeit pa...

This study has the following objective: to validate, adapt and modify a scale from Kirby, Moore and Schofield – VVQ, based on Richardson’s scale, to be applied in measurements of advertising influence. The statistical methods applied in the study were factor analysis using principal component analysis (PCA) and Varimax orthogonal rotation with Kais...

Gender and education are two of the socio-demographic characteristics that are studied to establish individual differences in personality. The purpose of the present research is to determine the susceptibility of individuals to the VVQ, adapted and modified from Kirby et al., and to show the influence of gender and education in the segmentation of...

This investigation has three aims: (1) to adapt and modify the STPS questionnaire - developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiven...

The study has two main objectives: to find out what is the susceptibility of individuals to the persuasion strategies of Cialdini 's persuasive power according to gender and to determine some characteristics of users with different marital status in social influence. Cialdini's (2001-2021) persuasion strategies (principles), as well as Keptein's ST...

This investigation has several main objectives: 1) to determine whether the third-person effect (TRE) (Gunther & Thorson 1992;Youn, Faber, & Shah, 2000) can be achieved through advertising messages; 2) to identify which strategies for persuasive social influence from P. Cialdini (Cialdini, 2001-2021) help to enhance the third-person effect (TRE) am...

Research on consumer attitudes and their change under advertising influence is becoming a defining feature in advertising communication. The present review aims to outline recent advances in social psychology on the concept of “attitude” with an emphasis on the possibility of consumer attitudes being shaped by various advertisements. Some models of...

This investigation has two aims: to establish the presence of stereotypes in advertisements offered in Bulgaria and to identify which stereotypes achieve positive and negative effects on consumers of both genders. Taking into account Eisend's theoretical formulation of gender roles in advertising (2019), as well as research on the cross-gender effe...

This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as...

The present investigation has two aims: 1) to investigate the susceptibility of consumers to persuasion principles of Cialdidni and 2) to identify which of the principles achieves a high effect of advertising impact on different consumers. The instrument used was the adapted and modified STPS questionnaire developed by Kaptein el at., as well as th...

The purpose of this article is to present research on consumer attitudes to mobile operator advertising, as well as their relationship with components of the value of consumers of mobile products and services. The Petty and Cacioppo’s Elaboration Likelihood Model of Persuasion, which examines the variability of attitudes toward advertising, as well...

The use of gender as a marketing strategy for market segmentation requires consideration of gender differences in information processing. This would increase the effect of advertising campaigns by adapting them to the dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 to 25 years, users of functi...

The present study was conducted in order to establish the main relationships between gender and financial status on indicators influencing the purchase of a mobile operator. Basic indicators for measuring consumer behavior are derived, applying analysis of variations, ANOVA, and correlation analyses to check the strength of indicators influence. Ac...

The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is largely important in the context of the rational use of various mobile products and services. The main thesis of this study is that the components of company advertising can influence a customer’s decision for purchase. On the basis of this hypothesis,...

The present study explores psychological models for changing consumers’ attitudes under the influence of advertisements in young people of 18 to 25 years of age. The aim of the study is to establish the influence of the advertisements of mobile phone operators on the attitudes, consumer thinking and behaviour of youth with respect to mobile product...

This study focuses on advertising communication of mobile phone operators by indicating its effectiveness through the main acronyms for advertising influence. The aim of the study is to define precisely the acronyms applied in the area of communications, while searching for psychological efficiency of advertizing and its indicators. In order to acc...

The article examines and compares the results of a cross-sectional needs analysis survey for the purposes of designing an innovative EAP/ESPP course for students in Veterinary Medicine. Students from two European universities responded to a nominal polytomous survey which probed their range of preferences, expectations and motivation. We analyzed s...

The advertising researches are a very important specialized form of the contemporary marketing researches, conducted to improve the efficiency of the contemporary advertising. More and more companies report conduct customers’ researches in an attempt to develop the advertising business, to improve relationships with the different targeted groups, t...

ABSTRACT The aim of this research is to apply the hopeful and express method for evaluation of nutrition, the degree of "contamination" of the organism, immunity, psycho-emotional stress and adaptive capacities of the cardiovascular system to dosed physical load. Methods of study include: inquiry, index of Ryufie, mathematical-statistical and graph...