Commercial Surveys

Commercial Surveys

Designing an Astrology-Based Content Model in Advertising Campaigns and Its Impact on Generation Z’s Purchase Intention: A Meta-Synthesis and Fuzzy Cognitive Mapping Approach

Document Type : Original Article

Authors
Yazdan Shirmohammadi 1
Zeinab Hashemi Baghi 2
1 Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran.
2 Ph.D, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
10.22034/bs.2026.2082009.3202
Abstract
This study aims to develop an integrated and theoretically grounded framework for examining the impact of astrology-based content on Generation Z consumers’ purchase intentions. This topic is important both theoretically within the field of marketing and practically for brands; however, it has not yet been examined in a coherent and systematic manner. The present study is applied in terms of purpose and descriptive in terms of data collection, employing a mixed qualitative–quantitative approach. In the qualitative phase, a meta-synthesis method was adopted, encompassing the stages of searching, appraisal, synthesis, reporting, and interpretation of findings from previous studies. Data were collected through a review of the existing literature, and 26 scientific articles were selected for analysis using content analysis techniques. Subsequently, thematic analysis was conducted through expert interviews. The coding process was performed both manually and with the assistance of MAXQDA software. In the quantitative phase, the Fuzzy Cognitive Mapping (FCM) method was employed. To calculate the degrees of influence, susceptibility, and centrality, the weights obtained for 37 relationships were organized into a matrix and analyzed using FCMapper software. The results indicate that consumer interaction and engagement, along with consumer attitudes toward the brand, exhibit the highest levels of influence, susceptibility, and centrality. In contrast, interaction with the campaign and the characteristics of advertising content demonstrate the lowest levels across these indices.

Keywords
Astrology-based content/ advertising campaigns/ zodiac signs/ Generation Z consumers
astrology content and purchase intention
 
-          Akhavan kharazaian, M., Dadbeh, S. (2023). The Effect of Perceived Benefits of Digikala Customers on Price, Convenience and Product on Online Shopping Attitude and Intention. Commercial Surveys, 21(119), 99-118. doi: 10.22034/bs.2022.557353.2592. [In Persian]
-          Alviansyah, A., Anca, A., & Sabrin, A. (2025). Influencer Marketing Strategies for Gen Z: Understanding Preferences and Engagement Patterns. https://dx.doi.org/10.2139/ssrn.5111071
-          Ahmed, S., Sharif, T., Ting, D. H., & Sharif, S. J. (2024). Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement. Psychology & Marketing, 41(7), 1514-1529. https://doi.org/10.1002/mar.21994
-          Awasthi, A. (2025). Astrological Belief and Decision-Making in the Digital Age. Indian Journal of Astrology and Occult, 2(1), 8-14. https://ijastro.shodhsagar.co.in/index.php/ijao/article/view/24
-          Bakış, S., & Kitapçı, H. (2023). Why do consumers purchase green clothing? Investigating symbolic meanings beyond social status and the role of consumer mindset. Journal of Fashion Marketing and Management: An International Journal, 27(4), 710-738. https://doi.org/10.1108/JFMM-02-2022-0032
-          Bakhshizadeh Borj, K. , Darvishinia, M. and Salehian fard, R. (2026). Effect of Greenwashing on the Purchase Intentions of Generation Z: The Role of Brand Image, Skepticism, and Brand Pessimism. New Marketing Research Journal, 16(1), 69-94. doi: 10.22108/nmrj.2026.144862.3174. [In Persian]
-          Booth, A., Martyn-St James, M., Clowes, M., & Sutton, A. (2021). Systematic approaches to a successful literature review. https://www.torrossa.com/it/resources/an/5282271
-          Bowo, F. A., Anisah, A., & Marthalia, L. (2024). Meme marketing: Generation Z consumer behavior on social media. Jurnal Indonesia Sosial Sains, 5(02), 188-201. http:/jiss.publikasiindonesia.id/
-          Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331. https://doi.org/10.1016/j.intmar.2009.07.002
-          Cao, Y., & Matsuoka, H. (2025). Consumer engagement on social media in the sport context: a scoping review. Leisure Studies, 44(3), 495-522. https://doi.org/10.1080/02614367.2024.2324819
-          Chi, F., Wang, H., Wang, D., & Hu, T. (2025). Feeling in Sync: Exploring Emotional Contagions Between Live Streamers and Viewers in Tourism Live Streaming. Journal of Travel Research, 00472875251372454. https://doi.org/10.1177/00472875251372454
-          Dewan, S., Mukthar, K. J., & John, S. P. (2024). Exploring the Influence of Religion on Consumer Behavior: A Comprehensive Review. Business Development via AI and Digitalization: Volume 1, 493-500. https://link.springer.com/chapter/10.1007/978-3-031-62102-4_41
-          Guo, L., Wilkinson, D., Namara, M., Patil, K., & Knijnenburg, B. P. (2025). The OPAD-perception framework: measuring perceptions of online personalized advertising. Internet Research, 35(6), 2146-2188. https://doi.org/10.1108/INTR-01-2023-0078
-          González-Reverté, F., Corrons, A., & Gomis-López, J. M. (2025). Exploring the role of memorable tourism experiences and place attachment in the revisit intention of tourists staying in short-term rentals. Journal of Hospitality and Tourism Insights, 8(11), 79-99. https://doi.org/10.1108/JHTI-05-2024-0451
-          Gutiérrez, M. M. G., Perona Páez, J. J., & Gutiérrez Bonilla, F. D. P. (2024). Models of brand equity. A systematic and critical review. Cogent Business & Management, 11(1), 2433168. https://doi.org/10.1080/23311975.2024.2433168
-          Gurunathan, A., & Lakshmi, K.S., (2025) Social media and digital marketing perceptions: Intra-and Intergenerational similarities and differences among Gen X, Y and Z (February 26, 2025). Journal of Informatics Education and Research, Vol 5, Issue 1, 2268 - 2284. DOI: 10.52783/jier.v5i1.2227
-          Farokhi, M. , Amiri, Z. and Emadi, P. (2024). Effect of Influencer-Audience Alignment on Purchase Intentions: The Mediating Role of Customer Citizenship and Engagement Behaviors. New Marketing Research Journal, 14(2), 27-54. doi: 10.22108/nmrj.2024.140899.3037. [In Persian]
-          Engberg, J., & Maier, C. D. (2022). Multimodal Generic Trends of Harvard Business Review Knowledge Communication in and beyond Social Media Context: Exploiting Affordances, Neglecting Opportunities. Publications, 10(1), 4. https://doi.org/10.3390/publications10010004
-          Escalas, J. E. (2007). Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research, 33(4), 421-429. https://doi.org/10.1086/510216
-          Hasim, M. A., & Nazri, S. N. A. M. (2025). The Role of Mobile Application Design, Branding, AI-Driven Personalization, and Social Commerce Integration on Purchase Intention Among Generation Z: The Mediating Role of Mobile App Marketing. PaperASIA, 41(1b), 317-329. https://doi.org/10.59953/paperasia.v41i1b.371
-          Hashemi Baghi,Z. , Haghighinasab,M. and Khadivar,A. (2025). Designing a cognitive map of Generation Z consumption behavior based on digital lifestyle. Journal of Intelligent Marketing Management, 6(4), 155-185. https://doi.org/ JABM.3.2.155654854.25741546. [In Persian]
-          Hosany, S., Sthapit, E., & Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467-1486. https://doi.org/10.1002/mar.21665
-          Jaiganesh, S., & Parameswari, P. (2025). An Intelligent Astrological Insight Model: A Data-Driven Approach to Profession Prediction Using Hybrid Classifiers. Cuestiones de Fisioterapia, 54(3), 2075-2083. https://doi.org/10.48047/0p4yn026
-          Khademi, M., Gaderyani, F., Nosrati, SH., (2023) Effect of Attitude Functions on Intention to Purchase Counterfeits Brands in Iran; Analysis of the Role of Gender and Purchase Value, Commercial Surveys Bimonthly, 60 - 35 , Vol.21, No.118, Apr-May 2023. 35-60, doi: 10.22034/bs.2022.552727.2550. [In Persian]
-          Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons. https://books.google.com/J&oi=fnd&pg=PR1&dq=Marketing+5.0:+Technology+for+humanity&ots=QoRtkjBKLW&sig=5MXY0zsE2osP5jk_l1Kqs4lj50g#v=onepage&q=Marketing%205.0%3A%20Technology%20for%20humanity&f=false
-          Kraght, H., & Brøndum, L. (2025). Bridging the generational divide: Soft skills and value perceptions of Gen Z in the workforce. Journal of Innovation in Polytechnic Education, 6(2), 41-70. https://doi.org/10.69520/jipe.v6i2.209
-          Kwak, H., Jaju, A., & Zinkhan, G. M. (2014, October). Astrology: Its influence on consumers’ buying patterns and consumers’ evaluations of products and services. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 94-98). Cham: Springer International Publishing. https://link.springer.com/chapter/10.1007/978-3-319-11885-7_25
-          Lai, Z.J., Leong, M.K., Khoo, K.L. and Sidhu, S.K. (2025), “Integrating technology acceptance model and value-based adoption model to determine consumers’ perception of value and intention to adopt AR in online shopping”, Asia Pacific Journal of Marketing and Logistics, Vol. 37 No. 1, pp. 1-19. https://doi.org/10.1108/APJML-03-2024-0386
-          Limna, P., Shangchart, Y., Kraiwanit, T., Asanprakit, S., & Nivornusit, R. (2025). Muketing: The Fusion of Mutelu and Marketing in E-Commerce-Trends in Thailand’s Faith Economy. Frontiers in Communication, 10, 1662524. https://doi.org/10.3389/fcomm.2025.1662524
-          Mishra, V., Kaur, G., & Absar, S. (2025). An Exploratory Study of the Usage, Reliability and Influence of Astrology Applications among Youth and Adults in the Northern Region. Journal of Communication and Management, 4(02), 41-47. https://doi.org/10.58966/JCM2025425
-          Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM informa‌tion in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(1), 2316933. https://doi.org/10.1080/23311975.2024.2316933
-          Noy, S., Siefke, A., Corcoran, K. E., & Scheitle, C. P. (2025). Contemporary Views and Uses of Astrology in the United States: A Descriptive, Mixed-Methods Analysis. Social Currents, 12(5), 456-471. https://doi.org/10.1177/23294965251360016
-          Nutt, C. G., DiMassimo, A. N., & Hale, R. G. (2024). Revisiting the Birthday Number Effect, Subjective Preferences, and Self-Esteem in College Students. Psi Chi Journal of Psychological Research, 29(2). DOI: 10.24839/2325-7342.JN29.2.120
-          Patanjali, N. (2025). The Influence of Astrological Beliefs on Consumer Behavior: A Study of Zodiac Sign Preferences in Marketing. Indian Journal of Astrology and Occult, 2(2), 17-22. https://ijastro.shodhsagar.co.in/index.php/ijao/article/view/30
-          Podara, A., Saridou, T., Kostarella, I., Georgiadou, E., & Veglis, A. (2025). Talking to Gen Z About Media and Pseudoscience: Trends and Perceptions. Societies, 15(6), 148. https://doi.org/10.3390/soc15060148
-          Putra, J. E., Sulistyani, N. W., Ramadhan, F., & Hidayat, H. (2025). Effectiveness of Content Marketing in Attracting Generation Z Consumer Loyalty. Oikonomia: Journal of Management Economics and Accounting, 2(2), 45-58. https://doi.org/10.61942/oikonomia.v2i2.309
-          Shafiei, N., Seifollahi, N., Zarei, GH., Bashekoh, M., (2025) How AI Strategies Can be Used to Create a New Customer Experience In The Fashion Industry. Commercial Surveys Bimonthly, Vol.23, No.131, June-July 2025. 119-139. doi: 10.22034/bs.2025.2054735.3078. [In Persian]
-          Shevchenko, І. (2025). SIMULATION OF THE INFLUENCE OF GENERATION Z, ALPHA AND BETA ON THE DEVELOPMENT OF DIGITAL MARKETING. Аctual Problems of International Relations, 1(162), 101-108. DOI: https://doi.org/10.17721/apmv.2025.162.1.101-108
-          Shirmohammadi, Y., Hashemi Baghi, Z., (2024) Analysis of the Effect of Dramatic Consumption on Consumers’ Repurchase Motivation Through Hofstede’s Cultural Dimensions, Utility Motives and Hedonistic Motives (Case Study: Sepahan Gold Brand). Commercial Surveys Bimonthly, Vol.22, No.126, Aug-Sep 2024, 93- 116. doi: 10.22034/bs.2024.2018159.2904. [In Persian]
-          Shermohammadi., Y, Abiyaran, P., Hashemi Baghi, Z., Taleghani; Gh. R., (2020). The effect of brand prestige, brand differentiation, brand experiences, brand social benefits on brand productivity through brand attractiveness and Customer brand (case study: Tabriz leather). The Journal of Productivity Management, 52(1), 117. https://sanad.iau.ir/journal/jpm/Article/671973?jid=671973&lang=fa. [In Persian]
-          Shirmohammadi, Y., Hashemi Baghi, Z. (2021). The Effect of Literary Tourism on Increasing Re-Visits to Tourism Destinations through Spirituality and Authenticity. International journal of Tourism, Culture & Spirituality, 5(1), 13-36. https://doi.org/10.22133/ijts.2021.136615. [In Persian]
-          Shirmohammadi, Y., Darabi, G., Hashemi Baghi, Z. (2020). The Effect of Value Orientations on Friendly Environmental Tourism Behavior Using the Value-Belief-Norm and Expectancy Theories among Tourists Visiting Darband and Darakeh. Tourism Management Studies, 15(50), 221-252. doi: 10.22054/tms.2020.37757.2147. [In Persian]
-          Shirmohammadi, Y. and Hashemi Baghi, Z. (2026). Identifying Effective Factors in the Digital Tourism Industry Based on Jungian Archetypes: Bibliometrics and Fuzzy Cognitive Mapping Approach. Tourism Management Studies, doi: 10.22054/tms.2026.90129.3152. [In Persian]
-          Slater, D., & Stone, P. R. (2024). ‘Looking Up’: Exploring Night Skies and Astro-Tourist Sensory Experiences. In Sensory Tourism: Senses and SenseScapes Encompassing Tourism Destinations (pp. 84-93). GB: CABI. http://researchrepository.napier.ac.uk/id/eprint/5376
-          Sobreira, É. M. C., & Manosso, F. C. (2024). Superstitious beliefs and marketing appeals: how Brazilian brands use astrological content in their media. Intexto, (56). https://doi.org/10.19132/1807-8583.56.138252
-          Suryana, M., Susanto, E., & Chendraningrum, D. (2025). Beyond Consumption: Exploring Sensory, Symbolic, and Digital Influences in Gastronomic Tourist Behaviour (Evidence from Indonesia). E-Journal of Tourism, 198-223. https://doi.org/10.1108/IJCHM-04-2025-0534
 
-          Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable consumption and branding for Gen Z: How brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability, 17(9), 4124. https://doi.org/10.3390/su17094124
-          Theocharis, D., Tsekouropoulos, G., Hoxha, G., & Simeli, I. (2025). Location-Based Moderation in Digital Marketing and E-Commerce: Understanding Gen Z’s Online Buying Behavior for Emerging Tech Products. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 161. https://doi.org/10.3390/jtaer20030161
-          Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British journal of management, 14(3), 207-222. https://doi.org/10.1111/1467-8551.00375
-          Tuerlan, T., Li, S., & Scott, N. (2021). Customer emotion research in hospitality and tourism: conceptualization, measurements, antecedents and consequences. International Journal of Contemporary Hospitality Management, 33(8), 2741-2772. https://doi.org/10.1108/IJCHM-11-2020-1257
-          Wang, Z., Liu, W., Sun, Z., & Zhao, H. (2024). Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study. International Journal of Contemporary Hospitality Management, 36(2), 602-631. https://doi.org/10.1108/IJCHM-02-2023-0190
-          Yan, J., Yue, J., Zhang, J., & Qin, P. (2023). Research on spatio-temporal characteristics of tourists’ landscape perception and emotional experience by using photo data mining. International Journal of Environmental Research and Public Health, 20(5), 3843. https://doi.org/10.3390/ijerph20053843
-          Yu, J., Xie, C., & Huang, S. (2024). Value co-creation in live streaming through tourism scenes: a contextual marketing perspective. Internet Research. https://doi.org/10.1108/INTR-05-2023-0362
-          Zhang, X., & Wang, Y. (2025). Swiping through the stars: Exploring identity and intimacy through astrology sensemaking on Douyin. new media & society, 14614448251344588. https://doi.org/10.1177/14614448251344588
-          Zheng, W., Ba, Z., & Long, C. (2025). A Cross-Temporal Meta-Analysis of Changes in Tourists’ Well-Being in China 2011-2022. Behavioral Sciences, 15(3), 264. https://doi.org/10.3390/bs15030264
-          Zhou, Z., Li, T., Liu, C., Zhou, Y., Li, P., & Wen, S. (2023). Why do social media users follow tourism-related posts? Roles of bloggers and posts in trip planning. Industrial Management & Data Systems, 123(12), 3080-3108. https://doi.org/10.1108/IMDS-11-2022-0692
 
Commercial Surveys
Volume 23, Issue 134 - Serial Number 134
November and December 2026
Pages 95-120

  • Receive Date 27 December 2025
  • Revise Date 04 May 2026
  • Accept Date 19 May 2026