شناخت واکنش مصرف‌کنندگان و سطح درگیری آنها در هشتک‌های تبلیغاتی : رویکردی مبتنی بر خوشه بندی بازار با استفاده از نقشه‌های خودسازمان‌ده

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 استاد دانشگاه خلیج فارس

2 دانشگاه خلیج فارس

چکیده

هدف: هدف این پژوهش شناسایی بخش‌های مختلف مصرف‌کنندگان در شبکه‌های اجتماعی بر اساس ویژگی‌های جمعیت‌شناختی، سطح درگیری و واکنش نسبت به تبلیغات از طریق هشتگ، است.
روش‏شناسی: این پژوهش از نظر ماهیت در دسته‌ی پژوهش‌های آمیخته قرار می‌گیرد و ترکیبی از آزمایش و پیمایش است. جامعه آماری این پژوهش را کاربران ایرانی و بین‌المللی شبکه‌های اجتماعی تشکیل می‌دهند. داده‌های واکنش نسبت به تبلیغات از طریق بررسی لایک و کامنت‌های کاربران در شبکه‌های اجتماعی و کدگذاری آنها و داد‌های سطح درگیری در تبلیغات از طریق هشتک با پرسشنامه به دو شیوه حضوری و آنلاین در میان 545 نفر از کاربران جمع‌آوری شده است. به‌منظور بخش‌بندی کاربران شبکه‌های اجتماعی و توصیف ویژگی‌های آنها از رویکرد نقشه‌های خودسازمانده استفاده شده است.
یافته‏ها: بر اساس یافته‌های این پژوهش مصرف‌کنندگان در شبکه‌های اجتماعی بر اساس ویژگی‌های جمعیت‌شناختی، سطح درگیری و واکنش نسبت به تبلیغات از طریق هشتگ در سه بخش مصرف‌کنندگان غیر درگیر نسبتا منطقی، مصرف‌کنندگان درگیر منطقی و مصرف‌کنندگان نسبتا درگیر احساسی، بخش‌بندی شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Recognizing Consmer Reaction and Involvment to Advertising Hashtag: An Approach Based on Market Segmentation using Self-organizing maps

نویسندگان [English]

  • Manijeh Bahrainizad 1
  • Sepideh Aslami 2
1 Persian Golf University
2 Persian Gulf University
چکیده [English]

Objective: The purpose of this study is to identify different segments of consumers in social networks based on demographic characteristics, level of involvement and reaction to advertising through hashtags.

Methods:This research is a mix research with a combination of experiment and survey. The statistical population of this study consists of Iranian and international users of social networks. Response data to ads were collected through users' likes and comments on social networks and data on the level of involvement in ads through hashtags with a questionnaire in both face-to-face and online methods among 545 users.
Results: Based on the findings of this study, consumers in social networks were divided into three sections: relatively rational non-involved consumers, rationally involved consumers, and relatively emotionally involved consumers.

Conclusion: The first part consists of men who have the lowest level of conflict compared to the other parts and after the second part have the most logical positive and negative reactions. The second part is composed of young women who have the highest level of involvement and the most logical positive reaction, the least logical negative reaction and also the most negative emotional reaction. The third section is considered to be the youngest section and its members are also women. So far, few studies in the world have examined the reaction of consumers to advertising through social networks, but no research has examined the reaction of consumers to advertising through hashtags,

کلیدواژه‌ها [English]

  • Hashtag
  • Involvement Levels
  • Reaction to Hashtag Ads
  • Market segmentation
  • Self-Organizing Maps
ایزدی، حمید؛ بحرینی‌زاد، منیژه و اسماعیل‌پور، مجید (1398). بخش­بندی مصرف­کنندگان در شبکه­های اجتماعی براساس انگیزه­های اجتماعی مشارکت در تبلیغات دهان‌به‌دهان الکترونیکی. فصلنامه مدیریت بازرگانی، 11(1)، 201-218.
سیف‌اللهی، ناصر و اسکندری، نادر (1400). بازاریابی رسانه‌های اجتماعی و قصد خرید مصرف‌کننده؛ واسطه‌گری تصویر و آگاهی برند. مطالعات رفتار مصرف‌کننده، 8 (3)، 199-220.
عظیما، شیما؛ جعفری، پژمان؛ مطیع‌نصرآبادی، علی و سماک‌نژاد، نگار (1400). واکنش‏های احساسی، شناختی و رفتاری مصرف‌کنندگان نسبت به محرک‏های نوستالژی موجود در تبلیغات: مطالعه‌ای با رویکرد ترکیبی. مطالعات رفتار مصرف‌کننده، 8 (3)، 140-171.
 
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