بررسی رابطه بین وفاداری به برند و تبلیغات توصیه‌ای الکترونیک در شبکه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشکده‌ی مدیریت، دانشگاه تهران

2 دانشجوی کارشناسی ارشد مدیریت رسانه، دانشکده‌ی مدیریت، دانشگاه تهران

چکیده

شبکه‌های اجتماعی به عنوان شکل نوینی از اجتماعات پرطرفدار و پرکاربرد، خصوصاً در میان ایرانیان، به عنوان مکانی برای تبادل نظرات، علایق و ترجیحات شخصی با دوستان محسوب می‌شوند و کارکردی دو سویه دارند: از یک طرف برای صاحبان برندها این امکان را فراهم می‌کنند که بتوانند به بیشترین تعداد از مشتریان (بالقوه و یا بالفعل) خود دست یابند و از طرف دیگر کاربران نیز فعالانه‌تر در این عرصه حاضر شده و با مشارکت در تبلیغات توصیه‌ای الکترونیک، به بیان نظرات، تجربیات و علاقه‌مندی‌های خود بپردازند و نقشی پررنگ ‌در انتخاب آگاهانه ‌یخود و دیگران ایفا کنند.
هدف این پژوهش یافتن ارتباطی منطقی میان و فاداری به کالاها و خدمات از یک‌سو و مشارکت در تبلیغات توصیه‌ای الکترونیک و هویت‌یابی افراد از طریق برندهای خاص (برند آدیداس در تحقیق حاضر) از سوی دیگر است.  مدل ارائه شده در تحقیق به تبیین همین فرآیند می‌پردازد. نتایج این پژوهش نشان داد که یک ارتباط مثبت و معنادار میان وفاداری به برند و مشارکت در تبلیغات توصیه‌ای‌ الکترونیک و هم چنین هویت‌یابی از طریق برند وجود دارد.
 

کلیدواژه‌ها

عنوان مقاله [English]

The relationship between brand loyalty and advertising Electronic Word of Mouth Marketing on Social Networks

نویسندگان [English]

  • Amir Khanlari 1
  • Sahra Zamanian 2
1
2
چکیده [English]

 
Social networks as the new popular form and widely used communities, especially among Iranian users is a chance for exchanging ideas, interests and Personal preferences with friends. and it provides the possibility to access the largest number of customers (potential or actual) for all users,  the owners of the Brands and social network members participate in electronic word of mouth more actively and have more effective role to make an informed choice by themselves and others, without needing the place. The purpose of this study was to find a logical relationship between brand loyalty on the one hand and participation in electronic word of mouth on social networks and self-identification through brands (Adidas in present study) on the other hand. Also the model of this study explains this process. The results showed a significant positive correlation between brand loyalty and participation in electronic word of mouth on social networks and brand identification through there.

کلیدواژه‌ها [English]

  • Electronic Word of Mouth Marketing
  • Social networks
  • brand loyalty
  • Brand identification
  • Motivation

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