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
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.
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