مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

نقش ویژگی های پیام در بازاریابی توصیه ای الکترونیک از طریق رهبران ایده. دیدگاه خودافزایی مثبت و منافع اجتماعی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 گروه مدیریت بازرگانی، واحد بندرعباس، دانشگاه آزاد اسلامی، بندرعباس، ایران.
2 استادیار، گروه مدیریت بازرگانی، واحد بندرعباس، دانشگاه آزاد اسلامی، بندرعباس، ایران.
چکیده
هدف این پژوهش بررسی نقش ویژگی‌های پیام در بازاریابی توصیه‌ای الکترونیک از طریق رهبران ایده با تأکید بر دیدگاه خودافزایی مثبت و منافع اجتماعی است. پژوهش حاضر از نظر هدف، کاربردی و از نظر ماهیت، توصیفی-همبستگی است. جامعه آماری پژوهش را دانشجویان کارشناسی ارشد یکی از دانشکده‌های دانشگاه آزاد اسلامی واحد بندرعباس تشکیل دادند که از میان آنان، 145 نفر با استفاده از روش نمونه‌گیری تصادفی ساده انتخاب شدند. ابزار گردآوری داده‌ها، پرسشنامه استانداردی بود که ابتدا به زبان انگلیسی تدوین و سپس به زبان فارسی ترجمه شد. به‌منظور اطمینان از صحت ترجمه، از روش ترجمه معکوس استفاده گردید. همچنین، پیش از اجرای نهایی، پرسشنامه در یک مطالعه مقدماتی با مشارکت 30 نفر از دانشجویان مورد آزمون قرار گرفت. داده‌ها از طریق ارسال الکترونیکی پرسشنامه و جمع‌آوری پاسخ‌ها از طریق پست الکترونیک گردآوری شدند.
برای تجزیه و تحلیل داده‌ها، از آمار توصیفی و استنباطی استفاده شد. در بخش توصیفی، ویژگی‌های جمعیت‌شناختی پاسخ‌دهندگان با استفاده از نرم‌افزار SPSS22 بررسی شد و در بخش استنباطی، به‌منظور آزمون فرضیه‌ها و بررسی روابط علّی میان متغیرها، از مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی با استفاده از نرم‌افزار PLS بهره گرفته شد. نتایج پژوهش نشان داد که ویژگی‌های پیام تأثیر مثبت و معناداری بر رهبری عقیده دارد. همچنین، رهبری عقیده تأثیر مثبت و معناداری بر خودافزایی مثبت و منافع اجتماعی دارد. یافته‌ها بیانگر آن است که خودافزایی مثبت و منافع اجتماعی نیز به‌طور معناداری بر بازاریابی توصیه‌ای الکترونیک اثرگذار هستند. در مجموع، نتایج پژوهش بر نقش کلیدی رهبران ایده در انتقال اثر ویژگی‌های پیام بر رفتارهای توصیه‌ای الکترونیک تأکید داشته و اهمیت عوامل روان‌شناختی و اجتماعی را در تقویت اثربخشی راهبردهای بازاریابی دیجیتال نشان می‌دهد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

The Role of Message Characteristics in Electronic Word-of-Mouth Marketing Through Opinion Leaders: The Perspectives of Positive Self-Enhancement and Social Benefits

نویسندگان English

Vahid Hallaji 1
Payam Paslari 2
1 Department Of Business Management, Bandar Abbas branch, Islamic Azad University, Bandar Abbas, Iran.
2 Assistant Professor , Department Of Business Management, Bandar Abbas branch, Islamic Azad University, Bandar Abbas, Iran
چکیده English

The present study aims to investigate the role of message characteristics in electronic word-of-mouth (eWOM) marketing through opinion leaders, with an emphasis on the perspectives of positive self-enhancement and social benefits. In terms of purpose, this research is applied, and regarding its nature, it is a descriptive-correlational study. The statistical population consisted of master's students from one of the faculties of the Islamic Azad University, Bandar Abbas Branch. A total of 145 participants were selected using a simple random sampling method.
Data were collected using a standardized questionnaire that was originally developed in English and subsequently translated into Persian. To ensure translation accuracy, the back-translation method was employed. Furthermore, prior to the main study, the questionnaire was pilot-tested with a sample of 30 students. The questionnaires were distributed electronically via email, and completed responses were collected accordingly.
Descriptive and inferential statistical methods were used to analyze the data. In the descriptive phase, respondents' demographic characteristics were examined using SPSS version 22. In the inferential phase, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the research hypotheses and examine the causal relationships among the study variables.
The findings revealed that message characteristics have a positive and significant effect on opinion leadership. In addition, opinion leadership positively and significantly influences positive self-enhancement and social benefits. The results further indicated that both positive self-enhancement and social benefits exert significant positive effects on electronic word-of-mouth marketing. Overall, the findings highlight the crucial role of opinion leaders in transmitting the effects of message characteristics on electronic recommendation behaviors and underscore the importance of psychological and social factors in enhancing the effectiveness of digital marketing strategies.

کلیدواژه‌ها English

Message Characteristics
Electronic Word-of-Mouth Marketing (eWOM)
Opinion Leaders
Positive Self-Enhancement
Social Benefits
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  • تاریخ دریافت 11 فروردین 1405
  • تاریخ بازنگری 22 اردیبهشت 1405
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