ارائه مدل مفهومی ارزیابی اثرگذاری تبلیغات شخصی بر ارزش ویژه برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشکده مهندسی صنایع دانشگاه صنعتی خواجه نصیر

2 دانشکده مهندسی صنایع دانشگاه صنعتی خواجه نصیر الدین طوسی

3 دانشگاه صنعتی خواجه نصیر الدین طوسی

10.22034/cbsj.2024.63359

چکیده

در چند دهه گذشته شخصی سازی تبلیغات به دلیل ارائه محتوای مخاطب پسند و افزایش اثربخشی در بین بازاریاب‌ها بسیار محبوب شده است. تبلیغات شخصی ابزار قدرتمندی است که علاوه بر ایجاد تجارب منحصر به فرد برای کاربران و تسریع اثربخشی اقدامات تبلیغ کنندگان، به عنوان یکی از راه‌های متمایزسازی برند در بازار تلقی می‌شود. این نوع تبلیغات در صورت طراحی و اجرای صحیح سبب شکل گیری نگرش مثبت نسبت به برند، تمایل به تعامل با برند، کسب جایگاه منحصر به فرد در ذهن مشتریان و در نتیجه دستیابی به ارزش ویژه برند قدرتمندمی‌شود. از این رو درک مکانیزم اثرگذاری تبلیغات شخصی بر ادراک و میزان تعامل مخاطب با برند و جایگاه ارزشی برند از اهمیت بالایی برخوردار است. با توجه به محدود بودن پژوهش‌های فارسی زبان انجام شده در زمینه تبلیغات و ارتباطات شخصی شده و خلا موجود در زمینه ارزیابی تاثیرگذاری تبلیغات شخصی شده بر تمامی المانهای زیرمجموعه ارزش ویژه برند در سطح بین الملل، در پژوهش حاضر سعی شده است با مطالعه جامع ادبیات پژوهش و بهره گیری از نظر خبرگان با استفاده از روش دلفی، موثرترین متغیرهای موثر شناسایی و سپس مدلی جامع به منظور ارزیابی اثرگذاری تبلیغات شخصی بر ادراک و تعامل مخاطب و نهایتا ارزش ویژه برند ارائه شود. بر اساس این مدل شخصی سازی یکی از روش‌های موثر جهت تقویت ارزش ویژه برند ادراکی در اذهان مخاطبان از طریق بهبود خودبیانگری برند، ارزش ادراکی تبلیغات، تعامل با برند و نگرش به تبلیغ است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Providing a conceptual model for evaluating the impact of personalized advertising on brand equity

نویسندگان [English]

  • sepideh nasiri 1
  • donya rahmani 2
  • setareh heidari 3
1 استادیار گروه سیستم های اقتصادی اجتماعی
2 دانشیار گروه سیستم های اقتصادی اجتماعی
3 دانشجو
چکیده [English]

Over the past few decades, ad personalization has become very popular among marketers due to providing audience-friendly content and increasing effectiveness. Personalized advertising is a powerful tool that, in addition to creating unique experiences for users and accelerating the effectiveness of advertisers' actions, is considered as one of the ways to differentiate the brand in the market. This type of advertising, if designed and implemented properly, leads to the formation of a positive attitude towards the brand, gaining a unique position in the minds of customers and thus achieving strong brand equity, which is a vital element for businesses. Therefore, understanding the mechanism of the effect of personalized advertising on consumers’ perception, engagement, and brand equity is of great importance. Taking into account the limited Persian language research conducted in the field of advertising and personalized communication and the existing gap in the field of evaluating the impact of personalized advertising on all the elements of the brand's Equity at the international level, in the present study, an attempt has been made to conduct a comprehensive study by comprehensively studying the research literature and using the opinions of experts using the Delphi method. According to this model, personalization is one of the effective ways to strengthen the special value of the perceived brand in the minds of the audience through improving the self-expression of the brand, the perceived value of advertising, interaction with the brand and attitude towards advertising.

کلیدواژه‌ها [English]

  • personalization communications
  • perceived ad value
  • brand equity
  • personalized advertising

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