نقش مشارکت اجتماعی، تبلیغات دهان به دهان الکترونیکی در ارزش ویژه برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران.

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران.

3 استادیار، گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه خواجه نصیر طوسی، تهران، ایران.

4 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، ایران.

چکیده

هدف: پژوهش حاضر به بررسی ارتباط میان مشارکت اجتماعی، تبلیغات دهان به دهان الکترونیکی بر متغیرهای هرم ارزش ویژه برند می‌پردازد
روش: پژوهش حاضر در قلمرو تحقیقات کاربردی قرار می‌گیرد. جهت گردآوری اطلاعات از روش مطالعات کتابخانه‌‌‌ای و میدانی که ابزار آن پرسشنامه است، استفاده شده‌است. ماهیت و روش این پژوهش در جمع تحقیقات پیمایشی قرار می‌گیرد. پس از مشورت با اساتید روایی صوری پرسشنامه مورد بررسی قرار گرفت و پس از آن یک پیش آزمون با حجم 30 نفر انجام شد و آزمون آلفای کرونباخ جهت تائید پایایی پرسشنامه مورد بررسی قرار گرفت. جامعه آماری این پژوهش اعضای کانال تلگرام رسمی دانشجویان پردیس البرز دانشگاه تهران است. برای انتخاب 306 نمونه از روش تصادفی ساده استفاده شد.
یافته‌ها: نتایج آزمون فرضیه‌ها نشان داد که تبلیغات دهان به دهان الکترونیکی بر تمام پارامترهای ارزش ویژه برند تاثیر معنادار دارد.
نتیجه‌گیری: در نسل پنجم بازاریابی، برندها با انقلاب تکنولوژی و توسعه انواع پلتفرم‌های اجتماعی در فضای مجازی روبرو شده اند، علاوه بر آن مشتریان قادر به به اشتراک گذاری تجربه، ادراک و توصیه‌های خود از طریق درگیر کردن در تبلیغات دهان به دهان الکترونیکی در همان پلتفرم‌ها هستند. لذا توجه به مشارکت اجتماعی از جمله تبلیغات دهان به دهان الکترونیکی به عنوان عامل مستقلی که بر روی تمام شاخص‌های ارزش ویژه برند تاثیر مستقیم می‌گذارد، جهت موفقت پایدار سازمان‌ها از اهمیت بالایی برخوردار است.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Social Participation and Electronic Word-of-Mouth Advertising in Brand Equity

نویسندگان [English]

  • Maryam Alefpour Tarakameh 1
  • Manouchehr Ansari 2
  • Sepideh Nasiri 3
  • Sina Mohamadifam 4
1 MSc in Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran.
2 Associate Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 Assistant professor, Department of Industrial Management, Faculty of Management, K. N. Toosi University of Technology, Tehran, Iran.
4 MSc student in Marketing Management, faculty of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
The development of technology has changed how businesses, organizations, and marketers interact with their consumers. With the remarkable advances in data collection technologies, there is a plethora of information on goods readily available to consumers, allowing them to employ this information on social media. Marketing and branding policies aim to use this trend to implement more effective advertising strategies. Similarly, brands also require proper strategies to gain a foothold in consumers' minds and strengthen their image. In that regard, brand equity is one of the most popular marketing concepts. Branding can influence brand equity by interacting with customers on social networks and effectively shaping the brand image through the concept of electronic word-of-mouth advertising. Accordingly, the present study examined the effect of social participation and electronic word-of-mouth advertising on brand equity pyramid variables
 
Methodology
This is an applied research study. Data collection was conducted using the library and field research methods by administering a questionnaire. Thus, this study can be considered survey research. The face validity of the questionnaire was examined after consulting with several selected experts. A pre-test involving thirty individuals was conducted, consequently. Next, Cronbach's alpha was calculated to confirm the reliability of the administered questionnaire. The statistical population included 1,500 members of the official Telegram channel of Alborz Campus students at the University of Tehran. Using Cochran's formula, the number of statistical samples with an error value of 0.05 was equal to 306 individuals. The simple random sampling method was used to select 306 individuals.
 
Findings
According to the Pearson correlation test and regression performed in SPSS, the hypothesis test results showed that electronic word-of-mouth advertising had a significant effect on all parameters of the brand equity pyramid. It should be noted that many studies have focused on this issue. Our findings confirmed that positive word-of-mouth advertising could considerably influence the variables of the brand equity pyramid.
 
Conclusion
In the fifth generation of marketing, brands are witnessing a technological revolution and significant development in various social platforms, such as social networking sites, online brand/shopping sites, online consumer review sites, online discussion sites, and blogs is underway. Moreover, thanks to these advances, customers can now share experiences, perceptions, and recommendations by engaging in electronic word-of-mouth advertising on these platforms. Therefore, paying attention to social participation, especially by electronic word-of-mouth advertising as an independent factor that directly influences all indicators of brand equity, is a vital policy for sustainable organizational success.

کلیدواژه‌ها [English]

  • Brand Equity
  • Customer-based brand equity pyramid
  • Electronic Word-of-Mouth
  • Social Media
  • Social participation

مراجع

اعظمی،محسن؛ آینه، معصومه (1399) ، تاثیر فعالیت‌های بازاریابی رسانه‌های اجتماعی بر ارزش ویژۀ برند با نقش میانجیگری درک مصرف‌کننده (مطالعه موردی: شرکت‌های تامین قطعات خودرو استان کرمانشاه) ، مجله رسانه ،  شماره 121 ، ص 71-88 .
ایزدی, حمید؛ بحرینی زاد,منیژه؛ اسماعیل پور, مجید (1398). بخش‎بندی مصرف‎کنندگان در شبکه‎های اجتماعی بر اساس انگیزه‎های اجتماعی مشارکت در ارتباطات دهان‎به‎دهان الکترونیک. مدیریت بازرگانی218-201،(1)11.
جلالت, شبنم؛ قلی‌پور‌سلیمانی, علی. (1398). تأثیر سبک زندگی الکترونیک بر اجتناب از تبلیغات اینترنتی با تبیین نقش تعدیلگری تجربه منفی و ازدحام تبلیغات . مدیریت بازرگانی356-341،(2)11.
فخرایی، اسماعیل؛ وظیفه دوست،حسین؛هدایت نیا، محمد،(1399)،شناسایی و اولویت بندی عوامل موثر بر ارزش ویژه برند در بانک سپه با استفاده از روش تحلیل سلسله مراتبی،هشتمین همایش ملی پژوهش‌های مدیریت و علوم انسانی در ایران،تهران.
رباط سرپوش، مجید؛صالحی، سهیلا ؛ احمری نژاد، آیه،(1398)،تاثیر تبلیغات دهان به دهان و عشق به برند بر ارزش ویژه برند (مطالعه موردی: بانک پارسیان)،دومین کنفرانس بین المللی مدیریت،مهندسی صنایع، اقتصاد و حسابداری.
کیماسی، مسعود؛خوشنویس، مژده (1399) ، تاثیر تجربه برند بر نگرش برند ، اعتبار برند و ارزش ویژه برند ، رهیافتی در مدیریت بازرگانی ، شماره 2 ، ص 353-368 .
مهرنوش, مینا؛ طهماسبی, داریوش.(1396). اثر ارزش ویژۀ برند و سرمایۀ اجتماعی بر تصویر برند(مورد مطالعه: برند خودروی سمند). مدیریت بازرگانی, 9(4), 905-925.
نعلی‌زاده محمد.رضا.(1390). بررسی تاثیر عناصر آمیخته و تصویر ذهنی شرکت بر ارزش ویژه برند ایرانسل. بانک مقالات بازاریابی ایران(TMBA).
رحیم‌نیا، فریبرز؛ لطفی، رضا (1394). زنجیره ارزش برند جهانی: اثر ارتباط برند، کیفیت خدمت و تجربه برند با واسط اعتماد به برند بر وفاداری به برند. کنفرانس بین‌المللی مدیریت و اقتصاد در قرن 21، دوره 1 ، تهران.
References
 
 
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Aaker, D.A. (2000). Measuring brand equity across products and markets. California Management Review, 38: 102-120.
Ansary, A., & Nik Hashim, N. M. H. (2017). Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969–1002.
Aramendía-Muneta, M.E. (2017). 2 Spread the Word – The Effect of Word of Mouth in e-Marketing.
Azami, Mohsen, Ayneh, Masoumeh (2015), the effect of social media marketing activities on brand equity with the mediating role of consumer perception (Case study: Kermanshah auto parts companies), Media Magazine, No. 121, p.71 -88.(in Persian)
Bambauer-Sachse S. & Mangold S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services I, 18, 38–45.
Burnasheva, R., Suh, Y. G., & Villalobos-Moron, K. (2019). Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brands. Journal of Global Fashion Marketing, 10(1), 50–65.
Carrol, B.A., Ahuvia, A.C., 2006. Some antecedents and outcomes of brand love. Market. Lett 17, 79–89.
Chakraborty.A, Bhat.C,(2018),The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior,Journal of Promotion Management 24(1):57-82,DOI:10.1080/10496491.2017.1346541
Cheng, Y., Tung, W., Yang, M., & Chiang, C. (2019). Linking relationship equity to brand resonance in a social networking brand community. Electron. Commer. Res. Appl., 35.
Cheung, Christy MK, and Dimple R. Thadani (2012). "The Impact of Electronic Word-Of-Mouth Communication: A Literature Analysis and Integrative Model." Decision Support Systems, 54, no. 1, pp. 461-470.
Chiu, C. L., Wang, Q., Ho, H.-C., Zhang, J., & Zhao, F. (2019). Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention. Journal of Global Fashion Marketing, 1–21.
Christy, C.M.K. & Dimple, T.R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54, 461-470.
Duman, T., Ozbal, O., & Duerod, M. (2018). The role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of destination marketing & management, 8, 359-372.
Escalas, J. E. (2004). Imagine yourself in the product. Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37–48.
Fakhraei, Ismail and Vazifehdoost, Hossein and Hedayatnia, Mohammad, 1399, Identification and prioritization of factors affecting brand equity in Sepah Bank using hierarchical analysis method, 8th National Conference on Management Research and Humanities in Iran, Tehran. (in Persian)
Farquhar, Peter H. (1989), “Managing Brand Equity”, Marketing Research, 1 (September), 24-33.
Farquhar, PH. Han JY. 1990. Recognizing and Measuring Brand Assets. Report 91-119, Marketing Cambridge, MA. Science Institute, 81-90.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2–14. https://doi.org/10.1080/ 15252019.2006.10722114.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM Scale: Word-ofmouth measurement scale for e-services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5–23.
Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63, 1041-1049.
Izadi, Hamid, Bahreini Zad, Manijeh, Ismailpour, Majid. (1398). Consumer segmentation in social networks based on social motivation to participate in word-of-mouth electronic communication. Business Management. 11 (1), 201-218.(in persian)
Jalalat, Shabnam, Gholipour Soleimani, Ali. (1398). the effect of electronic lifestyle on avoiding online advertising by explaining the moderating role of negative experience and advertising congestion. Business Management, 11 (2), 341-356.(in persian)
Jalilvand m. & Samiei N. (2012). The Effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Journal of Marketing Intelligence & Planning, 30 (4), 5–5.
Jalilvand, M. R. & Samiei, N. (2012a). The effect of word of mouth on inbound tourists' decision for traveling to Islamic destinations (the case of Isfahan as a tourist destination in Iran), Journal of Islamic Marketing, 3 (1), 12 – 21.
Jalilvand, M. R. & Samiei, N. (2012b). The impact of electronic word of mouth on a tourism destination choice: testing the theory of planned behavior (TPB), Internet Research, 22 (5), 591 -612.
Jariego, Isidro & De la Peña Leiva, Adriana & Arenas Rivera, Claudia & Alieva, Deniza. (2019). Personal networks, social media, and community cohesion in the strategies of peace-building agents in Colombia to counteract the segregation of displaced populations: MAYA-JARIEGO et al. Journal of Community Psychology. 47. 1300-1312. 10.1002/jcop.22173.
Jayasuriya, Nisha & Azam, S. M. & Khatibi, Ali & Dharmaratne, Isuri. (2018). The Role of Social Media Marketing on Brand Equity-A Literature Review. Global Journal of Management and Business Research. XVIII.
Keller, K.L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing. 57(1), 1–22.
Keller, K.L. (2001). Building customer-based brand equity: a blueprint for creating strong brands. Marketing science Institute Working Paper Series, 1-107.
Keller, KL. 2008. Strategic Brand Management-Building, Measuring, and Managing Brand Equity (3rd ed.), United States: PEARSON - Prentice Hall.
Kimasi, Massoud, Calligrapher, Mojdeh (1399), The effect of brand experience on brand attitude, brand credibility and brand equity, an approach in business management, No. 2, pp. 353-368.(in Persian)
Kozinets, R.V., de Valck, K., Wojnicki, A.C. & Wilner, S.J.S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74, 71-89.
Krishnamurthy, Anup & Kumar, S. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services. 43. 149-156. 10.1016/j.jretconser.2018.03.010.
Lai, I, (2019), Hotel image and reputation on building customer loyalty: An empirical study in Macau, Journal of Hospitality and Tourism Management, 38,111-121.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM). International Journal of Advertising, 28(3), 473–499.
Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity? Marketing Management, 10(1), 20–25.
Mahrinasari, M.S., Christopher Marquette and Satria Bangsawan. 2018. Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective, Journal for Global Business Advancement, Volume 10, Issue 5
Mangold, W., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365.
Martin-Consuegra, D., Faraoni, M., Diaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237–251.
Mehrnoush, M., Tahmasebi, D. (1396). Effect of brand equity and social capital on the brand image (study case: Samand vehicle brand). Business Management, 9 (4), 925-905. (in Persian)
Moura, Luiz Rodrigo & Ferreira, Paulo & Oliveira, Alessandra & Rosa, Nina. (2019). Test and validity of the Brand Resonance Model's. Revista Gestão & Tecnologia. 19. 4-24.
Nalizadeh, M. (1390). Study impact of mixed elements and company mental image on equity of Irancell commercial brand. Iran Markering Papaers Bank (TMBA). (in Persian)
Pauliene, Rasa & Vaiginienė, Erika. (2020). Relationship between eWOM in social media and customer's purchase intentions in Egypt and Lithuania.
Piha, L., Papadas, K., Davvetas, V. (2021). Brand orientation: Conceptual extension, scale development and validation. Journal of Business Research, 134, 203–222.
Rahimnia, Fariborz; Lotfi, Reza (1394). Global brand value chain: The effect of brand communication, service quality and brand experience through brand trust on brand loyalty. International Conference on Management and Economics in the 21st Century, Volume 1, Tehran.(in Persian)
Robat Sarposh, Majid and Salehi, Soheila and Ahmadinejad, verse, 1398, the effect of word of mouth and brand love on brand equity (Case study: Parsian Bank), 2nd International Conference on Management, Industrial Engineering, Economics and Accounting.(in Persian)
Sun, Yang & Gonzalez-Jimenez, Hector & Wang, Shenghui. (2020). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research. 130. 10.1016/j.jbusres.2019.09.040.
Sürücü, Özlem & Öztürk, Yüksel & Okumus, Fevzi & Bilgihan, Anil. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management. 40. 114-124. 10.1016/j.jhtm.2019.07.002.
Syahrivar, Jhanghiz & Ichlas, Andy. (2018). The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? The Asian Journal of Technology Management (AJTM). 11. 57-69. 10.12695/ajtm.2018.11.1.5.
Travis, D. (2000), Emotional branding: How successful brands gain the irrational edge Prima Pub.
Wells, V.K., & Foxall, G.R. (2013). Matching, demand, maximization and consumer choice, The Psychological Record, 63, 239-258.
Ye, Q., Law, R., GU, B., & Chen, W. (2015). The influence of usergenerated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human Behavior, 27(2), 634-639.
Yeh, H. (2015), “Effects of ICT's innovative applications on brand image and customer's purchase intention”, International Journal of Organizational Innovation, Vol. 7, No. 4, pp. 31-43.
Yoo, B., Donthu, N. and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Academy of Marketing Science, 28 (2), 195-212.
You.Y, He.Y, Hu.M,(2020), The interplay between brand relationship norms and ease of sharing on electronic word-of-mouth and willingness to pay,Information & Management, Volume 58, Issue 2, March 2021, 103410.
Zhang, T., Abound Omran, B., & Cobanoglu, C. (2017). Generation Y’s positive and negative eWOM: Use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732–761.
Zhu, F., & Zhang, X. (M.). (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148.
مدیریت بازرگانی
دوره 13، شماره 4
1400
صفحه 953-973

فایل ها

هم رسانی

ارجاع به این مقاله

آمار