تأثیر ارتباطات بازاریابی شبکه های‌ اجتماعی بر ارزش ویژه برند، ارزش ویژه ارتباطی و پاسخ مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

2 کارشناسی ارشد، گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران.

3 دانشجوی دکتری، مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران

10.34785/J018.2019.420

چکیده

هدف از این پژوهش بررسی تأثیر ارتباطات بازاریابی شبکه‌ اجتماعی بر ارزش ویژه برند، ارزش ویژه ارتباطی و پاسخ مشتری است. ابعاد ارتباطات بازاریابی شبکه های اجتماعی سرگرمی، تعامل، به روز بودن، سفارشی سازی و تبلیغات شفاهی درنظر گرفته شد. از آگاهی از برند و تصویر برند بعنوان دو بُعد اصلی ارزش ویژه برند استفاده شد. همچنین ترجیح برند، تمایل به پرداخت بالاتر و وفاداری به برند، بعنوان ابعاد اصلی پاسخ مشتری لحاظ شد. برای روایی پرسشنامه از روایی محتوا و برای پایایی از آلفای کرونباخ استفاده شد که مقدار آن 89/0 بدست آمد. جامعه آماری پژوهش کاربران شبکه اجتماعی اینستاگرام چرم درسا هستند. باتوجه به حجم بالای جامعه، از نمونه‌گیری تصادفی ساده با حجم 300 نفر استفاده شد. داده‌های گردآوری شده در دو سطح آمار توصیفی و استباطی تحلیل شد. از مدلسازی معادلات ساختاری برای آزمون مدل و بررسی فرضیه های پژوهش استفاده شد. نتایج پژوهش به مدیران شبکه های اجتماعی کمک کند تا از طریق ساز و کارهای موجود در ارزش ویژه برند و ارزش ویژه ارتباطی، بر پاسخ مشتری تاثیرگذار باشند. با استفاده از نتایج این پژوهش می توان به مدیران بازاریابی پیشنهاد کرد با استفاده از ساز و کارهای پیش بینی شده در ارتباطات بازاریابی شبکه اجتماعی و همچنین با فراگیر کردن فعالیت های برند خود در شبکه های اجتماعی پاسخ های مشتریان به این فعالیت ها را مشاهده نموده و با استفاده از این سازوکارها، وفاداری مشتریان به برند خود را تقویت نموده و پاسخ مشتریان در جهت افزایش رضایت از برند را دریافت نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

The impact of social networks marketing communication on brand equity, relationship equity and customer responses

نویسندگان [English]

  • Majid Mohammad shafiee 1
  • Yazdan Rahmatabadi 2
  • omid soleymanzadeh 3
1 Assistant prof. University of Isfahan
2 MSc., Management Department, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
3 Ph.D. student, Business Management, Faculty of management and mccounting, Shahid Beheshti University, Tehran
چکیده [English]

The purpose of this study was to investigate the effect of social network marketing communications on brand equity, communication value and customer response. The dimensions of social network marketing communications include entertainment, interaction, up-to-date, customization and word-of-mouth advertising. Brand awareness and brand image have been used as two key aspects of brand equity. Also, brand preference, willingness to pay higher and brand loyalty are considered key dimensions of customer response. Content validity was used to assess the validity of the questionnaire and Cronbach's alpha for its reliability was 0.89. The statistical population of the study is Dorsa Leather Instagram social network users. Due to the large size of the population, simple random sampling method with sample size of 300 people was used. The data were analyzed in two levels of descriptive and inferential statistics. Structural equation modeling was used to test the model and investigate the research hypotheses. The results of this study help social network managers influence customer response through the mechanisms of brand equity and communication value. Using the results of this study, it can be suggested to marketing managers to observe customer responses to these activities using predicted mechanisms in social network marketing communications and by incorporating their brand activities in social networks. By using these mechanisms, customers 'loyalty to their brand is strengthened and their customers' response to increased brand satisfaction.

کلیدواژه‌ها [English]

  • Brand equity
  • Customer responses
  • Marketing communication
  • Relationship equity
  • Social networks

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 105-124

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