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طراحی مدل آمیختگی مشتری با برند در شبکههای اجتماعی با تأکید بر پیشرانها و نتایج با استفاده از روش فراترکیب | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
دوره 6، شماره 4 - شماره پیاپی 20، دی 1398، صفحه 15-64 اصل مقاله (924.21 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2020.28953.1887 | ||
نویسندگان | ||
وجیهه السادات شجاعی1؛ میراحمد امیرشاهی* 2؛ ندا عبدالوند2 | ||
1دانشجوی دکتری بازاریابی بینالملل دانشگاه الزهرا | ||
2دانشیار و عضو هیئتعلمی دانشگاه الزهرا | ||
چکیده | ||
در سالهای اخیر مشتریان برای انتخاب برندها و همچنین تصمیمات خرید خود به شبکههای اجتماعی وابسته هستند و با برندها در شبکههای اجتماعی ارتباط برقرار کرده و با آنها آمیخته میشوند. آنها از طریق شبکههای اجتماعی اطلاعات و تجربیات خود در مورد محصولات و خدمات برندها را با دیگر مشتریان به اشتراک میگذارند؛ بنابراین با ظهور شبکههای اجتماعی و توانمندی این شبکهها برای آمیخته کردن هرچه بهتر مشتریان، پژوهشگران و متخصصان حوزه بازاریابی را بر آن داشته است تا با شناخت آمیختگی مشتری و به کارگیری شبکههای اجتماعی از این فرصت استفاده نمایند. در همین راستا هدف این مطالعه ارائه پیشرانها و نتایج آمیختگی مشتری با برند در شبکههای اجتماعی در قالب یک مدل میباشد. در این پژوهش با بهکارگیری رویکرد فراترکیب، به تحلیل نتایج و یافتههای پژوهشگران قبلی پرداخته شده است و با انجام گامهای هفتگانه این روش، 24 متغیر برای پیشرانها و نتایج مدل آمیختگی مشتری با برند در شبکههای اجتماعی به دست آمده است که در قسمت پیشرانها در 4 مفهوم و در قسمت نتایج در 2 مفهوم دستهبندی شدهاند. سپس روایی و پایایی مدل به دست آمده، سنجیده و مدل نهایی ارائه شده است. یافتههای حاصل از این مطالعه بینش ارزشمندی را از پیشرانها و نتایج آمیختگی مشتری با برند در شبکههای اجتماعی، در اختیار پژوهشگران دانشگاهی قرار میدهد و برای سازمانها و برندها ایجاد ارزش میکند. | ||
کلیدواژهها | ||
آمیختگی مشتری؛ شبکههای اجتماعی؛ آمیختگی مشتری با برند | ||
عنوان مقاله [English] | ||
Designing Customer Brand Engagement Model in Social Networks Highlighting Antecedents and Consequences Using Meta-Synthesis Method | ||
نویسندگان [English] | ||
vajihealsadat shojaei1؛ Mirahmad Amirshahi2؛ Neda Abdolvand2 | ||
1International Marketing Ph،D،Student, Alzahra University, | ||
2Associate Professor،Alzahra University | ||
چکیده [English] | ||
In recent years, customers rely on social networks to choose brands and make buying decisions and actively connect and engage with brands on social networks. They share their information and experiences about products and services of brands with other customers through social networks. Therefore, the emergence of social networks and their ability to engage customers much better than before, has made marketing researchers and professionals to seize this opportunity via realizing customer engagement concept and taking advantage of social networks. Hence, the purpose of this study is to present antecedents and consequences of customer brand engagement in social networks through a model. In this study, the results and findings of previous studies have analyzed by means of Meta-Synthesis approach through seven known steps of method, and found 24 variables as antecedents and consequences of the customer brand engagement model in social networks. The variables were divided into two groups; one as antecedents containing 4 concepts and the other as consequences including 2 concepts. After that, the validity and reliability of the obtained model was evaluated and then final model was presented. The findings of this study provides valuable insights into the antecedents and consequences of customer brand engagement in social networks for academic researchers and also creates value for organizations and brands. | ||
کلیدواژهها [English] | ||
Customer Engagement, Social Networks, Customer Brand Engagement | ||
مراجع | ||
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