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نقش تبلیغات احساسی محصولات تندرستی در شبکههای اجتماعی برجذب ذهنی مصرفکنندگان نوجوان و جوان (مطالعه موردی شبکه اجتماعی روبیکا) | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 1، دوره 13، شماره 1 - شماره پیاپی 49، آبان 1404، صفحه 1-16 اصل مقاله (1.09 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2024.69275.1801 | ||
| نویسندگان | ||
| نادیا کهریزی1؛ محمد پیری* 2؛ جواد کریمی3 | ||
| 1دانشجوی کارشناسیارشد ، مدیریت بازرگانی، گرایش بازاریابی، دانشکده علوم انسانی، دانشگاه ملایر، ملایر، ایران. | ||
| 2استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه ملایر، ملایر، ایران. | ||
| 3. دانشیار ،گروه روانشناسی، دانشگاه ملایر، ملایر، ایران. | ||
| چکیده | ||
| رسانههای اﺟﺘﻤﺎﻋﻰ بهعنوان ﻳﻚ ﭘﻠﺘﻔﺮم ﺑﺮاى اﻧﺠﺎم فعالیتهای ﺑﺎزارﻳﺎﺑﻰ و ﺗﺒﻠﻴﻐﺎﺗﻰ اﺳﺘﻔﺎده میشوند. پژوهش حاضر باهدف بررسی نقش تبلیغات احساسی محصولات تندرستی در شبکههای اجتماعی برجذب ذهنی مصرفکنندگان نوجوان و جوان (مطالعه موردی شبکه اجتماعی روبیکا) طراحی و اجرا گردید. روش پژوهش حاضر همبستگی بود. جامعة آماری پژوهش شامل تمامی مصرفکنندگان جوان بودند که بهصورت منظم در فعالیتهای شبکههای اجتماعی در این فضاها حضورداشتهاند. تعداد دقیق این افراد نامشخص بود. با توجه به فرمول حجم نمونة کوکران در شرایط نامشخص بودن جامعة آماری و همچنین پراکندگی بالای جامعة آماری، تعداد 381 نفر بهعنوان نمونة پژوهش انتخاب شدند. بهمنظور تجزیهوتحلیل دادههای پژوهش از آزمون معادلات ساختاری در نرمافزارهای اسپیاساس و ایموس استفاده شد. ﻧﺘﺎﻳﺞ ﻛﻠﻴﺪى مدلسازی ﻣﻌﺎدﻟﻪ ﺳﺎﺧﺘﺎرى رواﻳﻰ و اﻋﺘﺒﺎر ﻣﺪل ﻓﻌﻠﻰ و اﺛﺮ معنیدار اﻧﺘﻈﺎر ﻋﻤﻠﻜﺮد، اﻧﮕﻴﺰش ﻟﺬت ﺟﻮﻳﺎﻧﻪ، ﺗﻌﺎﻣﻞ، ارزش اﻃﻼﻋﺎﺗﻰ و اﻫﻤﻴﺖ ادراکشده را ﺑﺮ روى ﻗﺼﺪ ﺧﺮﻳﺪ ﻧﺸﺎن دادﻧﺪ. اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﺑﺮﺧﻰ دستورالعملهای ﻋﻤﻠﻰ و ﻧﻈﺮى را در ﺧﺼﻮص ﺷﻴﻮه برنامهریزی و پیادهسازی مؤثر ﺗﺒﻠﻴﻐﺎت ﺑﺎزارﻳﺎﺑﻰ ﺑﺮ روى پلتفرمهای رسانههای اﺟﺘﻤﺎﻋﻰ ارائه میکند. | ||
| کلیدواژهها | ||
| : ﺑﺎزارﻳﺎﺑﻰ؛ ﺗﺒﻠﻴﻐﺎت؛ رسانههای اﺟﺘﻤﺎﻋﻰ؛ ﻗﺼﺪ ﺧﺮﻳﺪ؛ ﻣﺸﺘﺮﻳﺎن | ||
| عنوان مقاله [English] | ||
| The role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network) | ||
| نویسندگان [English] | ||
| Nadia Kahrizi1؛ Mohamad Piri2؛ Javad Karimi3 | ||
| 1MSc Student of Business Management, Marketing Major, Faculty of Humanities, Malayer University, Malayer, Iran. | ||
| 2Assistant Professor, Assistant Pror, Department of Business Management, Faculty of Humanities, Malayer University, Malayer, Iran. | ||
| 3Associate Prof, Department of Psychology, Malayer University, Malayer, Iran. | ||
| چکیده [English] | ||
| Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network). The method of the present research was correlation. The statistical population of the research included all young consumers who regularly participated in social network activities in these spaces. The exact number of these people was unknown. According to Cochran's sample size formula, 381 people were selected as the research sample in the conditions of uncertainty of the statistical population and also high dispersion of the statistical population. In order to analyze the research data, structural equation test was used in SPS and Imus software. The key results of narrative structural equation modeling and the validity of the current model and the significant effect of performance expectation, pleasure-seeking motivation, interaction, information value and perceived importance on purchase intention were shown. This study provides some practical and theoretical guidelines on how to plan and effectively implement marketing campaigns on social media platforms. | ||
| کلیدواژهها [English] | ||
| social media, marketing, advertising, customers, purchase intention | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 1,063 تعداد دریافت فایل اصل مقاله: 78 |
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