بررسي تاثير جنسيت نام تجاري بر تبليغات كلامي آنلاين در شبكه مجازي اينستاگرام
محورهای موضوعی : بررسی وضعیت مطلوب رشد فناوری در کشور و چگونگی رسیدن به آنحسين نوروزي 1 * , امیرحسین خداکرمی 2
1 - استاديار گروه مديريت بازرگاني، دانشكده مديريت، دانشگاه خوارزمي، تهران، ايران.
2 - كارشناس ارشد مديريت بازرگاني، دانشكده مديريت، دانشگاه خوارزمي،تهران، ايران.
کلید واژه: جنسیت نام تجاري, عشق به نام تجاري, وفاداری به نام تجاري, تبليغات كلامي آنلاين, اينستاگرام, نوين چرم,
چکیده مقاله :
تحولات پر سرعت ابزارهاي تبليغاتي به خصوص در حوزه فناوري هاي ارتباطي باعث شكل گرفتن انقلابات در نحوه و نوع تبليغات شده است و شبكه هاي مجازي به عنوان يكي از تازه ترين و محبوب ترين اين ابزارها توجه كسب و كار ها و شركت هاي فراواني را به خود معطوف داشته است. به دليل شرايط ويژه كشور ايران و مشكلاتي نظير تحريم ها و عدم دسترسي به شبكه هاي مجازي نظير فيسبوك، اينستاگرام به بستر محبوبي براي برنامه هاي بازاريابي كسب و كار هاي مختلف تبديل شده است. پژوهش حاضر به دنبال بررسي تاثير جنسيت نام تجاري و دو بعد آن ويژگي هاي مردانه و زنانه بر عشق به نام تجاري، وفاداري به نام تجاري و تاثير اين دو به عنوان محركي بر تبليغات كلامي آنلاين مي باشد. اين پژوهش از نظر هدف كاربردي و از لحاظ ماهيت توصيفي مي باشد. جامعه آماري اين پژوهش مشتريان و كاربران صفحه اينستاگرام محصولات نام تجاري "نوين چرم" مي باشد. اين پژوهش با استفاده از روش نمونه‌گیری غیراحتمالی در دسترس انجام شد و 250 نمونه جمع‌آوری شدند. تجزیه و تحلیل‌ها با استفاده از مدل معادلات ساختاری انجام شد. و فرضيات با استفاده از SPSS و SmartPLS مورد بررسي قرار گرفتند. بر اساس نتایج این پژوهش، جنسیت نام تجاري و دو بعد آن ویژگی‌های مردانه و زنانه جنسیت نام تجاري بر عشق به نام تجاري و وفاداري به نام تجاري تأثیر مثبت و معنادار دارد و تاثير مثبت و معنادار عشق و وفاداري به نام تجاري بر تبليغات كلامي آنلاين تاييد گشت.
Rapid changes in advertising tools, especially in the field of communication technologies, have led to the formation of revolutions in the manner and type of advertising Techniques and Tactics, and virtual networks, as one of the newest and most popular tools, have attracted the attention of many businesses and companies. Due to the special conditions of Iran and problems such as sanctions and lack of access to virtual networks such as Facebook Due to Political Reasons, Instagram has become a popular platform for marketing programs of various businesses. The aim of the present study is to investigate the effect of brand gender and its two dimensions masculine and feminine brand personality traits on brand love, brand loyalty and the effect of these two as a stimulus on electronic word of mouth. This applied research is a descriptive survey. Its statistical population is the followers of the Instagram page of the "Novin Charm" brand in Iran. 250 samples were collected using the available non-probability sampling method. Data Analyzes were performed using structural equation modelling And hypotheses were tested using SPSS and Smart PLS. According to the results of this study, brand gender and its two dimensions, masculine and feminine brand personality traits have a positive and significant effect on brand love and brand loyalty And the positive and significant effect of brand love and brand loyalty on Electronic Word of Mouth was confirmed.
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