CV


FA
Alireza Abbasi Gorji

Alireza Abbasi Gorji

Assistant Professor

Full-Time Faculty Member

Faculty: Literature and Humanities

Department: Management and Economics

Degree: Ph.D

Birth Year: 1992

CV
FA
Alireza Abbasi Gorji

Assistant Professor Alireza Abbasi Gorji

Full-Time Faculty Member
Faculty: Literature and Humanities - Department: Management and Economics Degree: Ph.D | Birth Year: 1992 |

Alireza Abbasi Gorji has been an Assistant Professor of Business Administration at the University of Birjand since 2025. In 2023, he defended his Ph.D. dissertation entitled “Designing a Business Democracy Model for Iranian Petrochemical Companies” and received his Ph.D. in Business Administration-Business Policy from the University of Guilan. He also holds an M.Sc. in Business Administration-Marketing from Semnan University, where he completed his master’s thesis entitled “The Effect of the Green Marketing Mix on Brand Equity and Customer Purchase Intention through Corporate Social Responsibility”. He earned his B.Eng. in Electrical Engineering-Control from Mazandaran. His research and academic expertise encompasses Business Policy and Strategy, Strategic Management, Marketing, and Branding. He has published numerous research articles in reputable national and international academic journals. He also serves as a member of scientific committees and a peer reviewer for reputable national and international academic journals and is actively involved in the authorship and peer review of specialized books and the evaluation and review of research projects in the field of business.

Work Phone: +985631026144

Mobile: +989116406602

Organizational Email: AlirezaAbbasiGorji@birjand.ac.ir

Personal Email: AlirezaAbbasiGorji@yahoo.com

My affiliation

Assistant Professor of Business Administration at University of Birjand

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The Impact of Video Marketing on Consumer Attitudes and Purchase Intentions with the Moderating Role of Advertisement Duration: Evidence from the Insurance Industry

AuthorsAzim Zarei-Farhad Babaei-Alireza Abbasi Gorji
JournalCommercial Strategies
Dor Code 10.22070/cs.2026.21440.1468
Paper TypeOriginal Research
Published At۲۰۲۶
Journal GradeScientific - research
Journal TypeElectronic
Journal CountryIran, Islamic Republic Of
KeywordsVideo Marketing; Consumer Attitude; Purchase Intention; Video Duration, Video Advertising

Abstract

Objective: Video marketing can have a significant impact on consumers' purchase intention and attitude, because videos are usually more effective than text or image content in attracting people's attention due to their visual appeal and high ability to convey information. However, empirical research in this field, especially in the insurance industry, is limited. Accordingly, the present study was conducted to investigate the effect of video marketing on consumers' purchase intention.

Methodology: The research was applied in terms of purpose and descriptive-correlational in terms of method and was based on structural equation modeling with partial least squares. The statistical population included all consumers of the insurance industry in Semnan city, and given the unlimited nature of the population, 384 people were selected using the convenience sampling method. Data were collected through a questionnaire and its validity was confirmed with face validity and its reliability with Cronbach's alpha coefficient. Data analysis was performed using structural equation modeling based on partial least squares.

Findings: The findings showed that video marketing has a positive and significant effect on purchase intention and consumer attitude in the insurance industry, and consumer attitude also positively affects purchase intention. Also, consumer attitude plays a mediating role in the relationship between video marketing and purchase intention with a confidence level of 99%, while video duration does not have a significant moderating role.

Conclusion: The results of the study highlight the importance of video advertising in developing purchase intention and improving consumer attitude towards insurance companies' services. Accordingly, insurance companies' targeted attention to video content design can be used as an effective tool in marketing strategies.

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