نقش تبلیغات احساسی محصولات تندرستی در شبکه‌های اجتماعی برجذب ذهنی مصرف‌کنندگان نوجوان و جوان (مطالعه موردی شبکه اجتماعی روبیکا)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی‌ارشد ، مدیریت بازرگانی، گرایش بازاریابی، دانشکده علوم انسانی، دانشگاه ملایر، ملایر، ایران.

2 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه ملایر، ملایر، ایران.

3 . دانشیار ،گروه روان‌شناسی، دانشگاه ملایر، ملایر، ایران.

چکیده

رسانه‌های اﺟﺘﻤﺎﻋﻰ به‌عنوان ﻳﻚ ﭘﻠﺘﻔﺮم ﺑﺮاى اﻧﺠﺎم فعالیت‌های ﺑﺎزارﻳﺎﺑﻰ و ﺗﺒﻠﻴﻐﺎﺗﻰ اﺳﺘﻔﺎده می‌شوند. پژوهش حاضر باهدف بررسی نقش تبلیغات احساسی محصولات تندرستی در شبکه‌های اجتماعی برجذب ذهنی مصرف‌کنندگان نوجوان و جوان (مطالعه موردی شبکه اجتماعی روبیکا) طراحی و اجرا گردید. روش پژوهش حاضر همبستگی بود. جامعة آماری پژوهش شامل تمامی مصرف‌کنندگان جوان بودند که به‌صورت منظم در فعالیت‌های شبکه‌های اجتماعی در این فضاها حضورداشته‌اند. تعداد دقیق این افراد نامشخص بود. با توجه به فرمول حجم نمونة کوکران در شرایط نامشخص بودن جامعة آماری و همچنین پراکندگی بالای جامعة آماری، تعداد 381 نفر به‌عنوان نمونة پژوهش انتخاب شدند. به‌منظور تجزیه‌وتحلیل داده‌های پژوهش از آزمون معادلات ساختاری در نرم‌افزارهای اس‌پی‌اس‌اس و ایموس استفاده شد. ﻧﺘﺎﻳﺞ ﻛﻠﻴﺪى مدل‌سازی ﻣﻌﺎدﻟﻪ ﺳﺎﺧﺘﺎرى رواﻳﻰ و اﻋﺘﺒﺎر ﻣﺪل ﻓﻌﻠﻰ و اﺛﺮ معنی‌دار اﻧﺘﻈﺎر ﻋﻤﻠﻜﺮد، اﻧﮕﻴﺰش ﻟﺬت ﺟﻮﻳﺎﻧﻪ، ﺗﻌﺎﻣﻞ، ارزش اﻃﻼﻋﺎﺗﻰ و اﻫﻤﻴﺖ ادراک‌شده را ﺑﺮ روى ﻗﺼﺪ ﺧﺮﻳﺪ ﻧﺸﺎن دادﻧﺪ. اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﺑﺮﺧﻰ دستورالعمل‌های ﻋﻤﻠﻰ و ﻧﻈﺮى را در ﺧﺼﻮص ﺷﻴﻮه برنامه‌ریزی و پیاده‌سازی مؤثر ﺗﺒﻠﻴﻐﺎت ﺑﺎزارﻳﺎﺑﻰ ﺑﺮ روى پلتفرم‌های رسانه‌های اﺟﺘﻤﺎﻋﻰ ارائه می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network)

نویسندگان [English]

  • Nadia Kahrizi 1
  • Mohamad Piri 2
  • Javad Karimi 3
1 MSc Student of Business Management, Marketing Major, Faculty of Humanities, Malayer University, Malayer, Iran.
2 Assistant Professor, Assistant Pror, Department of Business Management, Faculty of Humanities, Malayer University, Malayer, Iran.
3 Associate Prof, Department of Psychology, Malayer University, Malayer, Iran.
چکیده [English]

Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network). The method of the present research was correlation. The statistical population of the research included all young consumers who regularly participated in social network activities in these spaces. The exact number of these people was unknown. According to Cochran's sample size formula, 381 people were selected as the research sample in the conditions of uncertainty of the statistical population and also high dispersion of the statistical population. In order to analyze the research data, structural equation test was used in SPS and Imus software. The key results of narrative structural equation modeling and the validity of the current model and the significant effect of performance expectation, pleasure-seeking motivation, interaction, information value and perceived importance on purchase intention were shown. This study provides some practical and theoretical guidelines on how to plan and effectively implement marketing campaigns on social media platforms.

کلیدواژه‌ها [English]

  • social media
  • marketing
  • advertising
  • customers
  • purchase intention

مراجع

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics,
34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Algharabat, R. (2018). Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk. Journal of Retailing and Consumer Services, 40, 125–138. https://doi.org/10.1016/j.jretconser.2017.08.026  
Arifin, F., & Putra, D. P. (2024). Mediating role of advertising finance in crowdfunding success factors for MSMEs in Indonesia. Asian Journal of Management, Entrepreneurship and Social Science, 4(01), 322-349. http://www.ajmesc.com/index.php/ajmesc/article/view/578
Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service personalization and loyalty. Journal of Services Marketing, 20(6), 391–403. https://scholar.google.com/scholar?hl=en&as
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding:
Development of hotel branding through interactivity theory. Tourism Management,
57(2016), 180–192. https://doi.org/10.1016/j.tourman.2016.06.007  
Braojos-Gomez, J., Benitez-Amado, J., & Llorens-Montes, F. J. (2015). How do small firms learn to develop a social media competence? International Journal of Information Management, 35(4), 443–458. https://doi.org/10.1016/j.ijinfomgt.2015.04.003
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777–782. https://doi.org/10.1016/j.jbusres.2014.11.027
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and
purchase amongst Millennials. Internet Research, 25(4), 498–526. https://scholar.google.com/scholar?hl=en&as_sdt
Hawkins, K., & Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2), 125–141. https://doi.org/10.1362/146934713X13699019904605   
Fuller, A., Vasek, M., Mariconti, E., & Johnson, S. D. (2024). Understanding and preventing the advertisement and sale of illicit drugs to young people through social media: A multidisciplinary scoping review. Drug and Alcohol Review,
https://doi.org/10.1111/dar.13716
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of stimulus-organismresponse. International Journal of Information Management, 39, 169–185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001 
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2017). Advances in social media research: Past, present and future. Information Systems Frontiers, 1–28. http://dx.doi.org/10.1007/s10796-017-9810-y  
Kim, N., & Kim, W. (2018). Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce. International Journal of Information Management, 39, 38–48. https://doi.org/10.1016/j.ijinfomgt.2017.10.006
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, in formativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior,
64, 710–718. https://doi.org/10.1016/j.chb.2016.07.027
Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television:
Advertising value perceptions among females. Journal of Research in Interactive
Marketing, 6(3), 164–179. https://doi.org/10.1108/17505931211274651
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Oh, J., & Sundar, S. S. (2015). How does interactivity persuade? An experimental test of interactivity on cognitive absorption, elaboration, and attitudes. Journal of
Communication, 65(2), 213–236. https://doi.org/10.1111/jcom.12147
Oh, J., Bellur, S., & Sundar, S. S. (2015). Clicking, assessing immersing, and sharing: An empirical model of user engagement with interactive media. Communication Research, https://journals.sagepub.com/doi/abs/10.1177/0093650215600493
Palla, P. J., Tsiotsou, R. H., & Zotos, Y. C. (2013). Is website interactivity always beneficial? An elaboration likelihood model approach. In Advances in advertising research (Vol. IV, pp. 131-145). Wiesbaden: Springer Gabler131–145. https://link.springer.com/chapter/10.1007/978-3-658-02365-2_10
Rana, N. P., Dwivedi, Y. K., Lal, B., Williams, M. D., & Clement, M. (2017). Citizens’
adoption of an electronic government system: Towards a unified view. Information Systems Frontiers, 19(3), 549–568. https://link.springer.com/article/10.1007/s10796-015-9613-y
Rathore, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2016). Social media content and product co-creation: An emerging paradigm. Journal of Enterprise Information
Management, 29(1), 7–18. https://doi.org/10.1108/JEIM-06-2015-0047
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2017). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services. http://dx.doi.org/10.1016/j.jretconser.2017.11.001   
Shareef, M. A., Baabdullah, A., Dutta, S., Kumar, V., & Dwivedi, Y. K. (2018). Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages. Journal of Retailing and Consumer Services, 43, 54–67. https://doi.org/10.1016/j.jretconser.2018.03.00
Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2018). Advertisements on Facebook: Identifying the persuasive elements in the development
of positive attitudes in consumers. Journal of Retailing and Consumer Services,
43, 258–268.
 http://dx.doi.org/10.1016/j.jretconser.2018.04.006  
Sundar, S. S., Bellur, S., Oh, J., Xu, Q., & Jia, H. (2014). User experience of on-screen
interaction techniques: An experimental investigation of clicking, sliding, zooming,
hovering, dragging, and flipping. Human-Computer Interaction, 29(2), 109–152. https://www.tandfonline.com/doi/abs/10.1080/07370024.2013.789347
Sundar, S. S. (2007). Social psychology of interactivity in human-website interaction. In A. N. Joinson, K. Y. A. McKenna, T. Postmes, & U.D. Reips (Eds.). The oxford
handbook of internet psychology (pp. 89–104). Oxford, UK: Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199561803.013.0007
Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages topost? Evaluating the popularity of social media communications in business versus Consumer markets. Industrial Marketing Management, 62, 77–87. https://doi.org/10.1016/j.indmarman.2016.07.006
Usher, K., Woods, C., Casella, E., Glass, N., Wilson, R., Mayner, L., et al. (2014).Australian health professions student use of social media. Collegian, 21(2), 95–101. https://doi.org/10.1016/j.colegn.2014.02.004
Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Wu, Y. L., Li, E. Y., & Chang, W. L. (2016). Nurturing user creative performance in social
media networks: An integration of habit of use with social capital and information
exchange theories. Internet Research, 26(4), 869–900. https://doi.org/10.1108/IntR-10-2014-0239  
Wu, C. W. (2016). The performance impact of social media in the chain store industry. Journal of Business Research, 69(11), 5310–5316. https://doi.org/10.1016/j.jbusres.2016.04.130
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology-and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/j.jbusres.2012.02.035
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism?
Review. Tourism Management Perspectives, 10, 27–36. https://doi.org/10.1016/j.tmp.2014.01.001
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
 

فایل ها

سابقه مقاله

  • تاریخ دریافت: 27 شهریور 1402
  • تاریخ بازنگری: 11 اردیبهشت 1403
  • تاریخ پذیرش: 13 تیر 1403

هم رسانی

ارجاع به این مقاله

آمار