شناسائی و اولویت‌بندی ابعاد تبلیغات شفاهی الکترونیکی در ارتباطات بین فردی مشتریان کالاهای ورزشی در شبکه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران.

2 استاد، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

3 استادیار، گروه مدیریت بازرگانی، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران.

4 استادیار، گروه مهندسی صنایع، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران.

چکیده

ظهور رسانه‌های اجتماعی، باعث پیشرفت و توسعه ارتباطات شفاهی شد و پدیدۀ جدیدی به نام تبلیغات شفاهی الکترونیکی پدیدار گردید. این پژوهش که نوعی پژوهش توسعه‌ای با روش آمیخته است، با هدف شناسائی و اولویت بندی ابعاد تبلیغات شفاهی الکترونیکی در روابط بین فردی مشتریان کالاهای ورزشی در شبکه‌های اجتماعی انجام شد. لذا برای شناسائی ابعاد تبلیغات شفاهی الکترونیک از روش فراترکیب و جهت اولویت بندی این ابعاد از روش بهترین-  بدترین استفاده شده است. جامعۀ آماری در بخش کیفی تعداد 158 مقاله مستند بود که در نهایت به 28 مقالۀ مرتبط با موضوع پژوهش تعدیل شد و در بخش کمی نیز 10 نفر از مدیران (ادمین) شبکه‌های اجتماعی 5 فروشگاه آنلاین محصولات ورزشی، به روش نمونه گیری در دسترس به عنوان خبرگان انتخاب شدند. داده‌ها در بخش کیفی با استفاده از روش هفت گامی سندلوسکی و باروسو در فراترکیب و در بخش کمی با استفاده از روش بهترین- بدترین توسط نرم افزارهای مکس کیودا و لینگو تحلیل شد. ابعاد تبلیغات شفاهی الکترونیکی در بین مشتریان کالاهای ورزشی در 5 مقولۀ (عناصر ارتباطی، بستر پیام، تأثیرگذاری پیام، تبادل اطلاعات و پیامد‌های تبلیغ شفاهی الکترونیکی)، 10 کد محوری و 70 کد باز تعیین و معرفی شد و اولویت بندی آن‌ها به ترتیب (تأثیرگذاری پیام، بستر پیام، تبادل اطلاعات، عناصرارتباطی و پیامدهای تبلیغ شفاهی الکترونیکی) ارائه شد. نتایج این پژوهش می‌‌تواند برای مدیران شبکه‌های اجتماعی جهت مدیریت تبلیغات شفاهی الکترونیک به صورت اثربخش مفید واقع شود.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying and Prioritizing the Dimensions of Electronic Word of Mouth in Interpersonal Communication of Sporting Goods Consumers on Social Networks

نویسندگان [English]

  • Mohammad Reza Abbaszadeh 1
  • hossein vazifehdoost 2
  • Mohammad Ali Nasimi 3
  • Hossein Dideh Khani 4
1 Ph.D. Student. in Department of Business Management, Aliabad Katoul branch, Islamic Azad University, Aliabad Katoul, Iran.
2 Prof. in Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Assistant Prof. in Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
4 Assistant Prof. in Department of Industrial Engineering, Aliabad Katoul branch, Islamic Azad University, Aliabad Katoul, Iran.
چکیده [English]

The advent of social media has contributed to the advancement and development of word-of-mouth communication, and has led to the emergence of a new phenomenon called electronic word-of-mouth (e-WOM). This mixed-methods developmental research aimed to identify and prioritize the dimensions of e-WOM in interpersonal Communications of sporting goods customers on social networks. Therefore, the meta-synthesis method and the Best-Worst Method (BWM) were used to identify and prioritize the dimensions of e-WOM, respectively. In the qualitative section, 158 articles were analyzed and 28 articles related to the research topic were finally selected, and in the quantitative section, 10 administrators of social networks working in 5 online sporting goods stores were selected as the experts using convenience sampling. In the qualitative section, the data were analyzed using Sandlowski and Barroso’s Meta-Synthesis Method, and in the quantitative section, the data were analyzed using BWM in MAXQDA and LINGO. Based on the findings, the dimensions of e-WOM were classified into 5 categories of communication elements, message platform, effectiveness of message, information exchange and outcomes of e-WOM. Moreover, 10 axial codes and 70 open codes were also identified. In addition, the most important categories included effectiveness of message, message platform, information exchange, communication elements and outcomes of e-WOM, respectively. The results can help social network managers effectively manage their e-WOM practices.

کلیدواژه‌ها [English]

  • Electronic Word of Mouth Communication
  • Mixed Methods
  • Social Media
  • Word of Mouth Communication

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سابقه مقاله

  • تاریخ دریافت: 19 تیر 1400
  • تاریخ بازنگری: 12 مرداد 1400
  • تاریخ پذیرش: 04 شهریور 1400

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