ارزیابی مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی
محورهای موضوعی : اقتصاد محیط زیست
فرزاد زاهدی
1
(دکتری، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران. )
حسین بوداقی خواجه نوبر
2
(گروه مدیریت، دانشکده مدیریت، اقتصاد و حسابداری، واحد تبریز، دانشگاه ازاد اسلامی، تبریز، ایران.)
مرتضی محمودزاده
3
(استادیار گروه مدیریت آموزشی، دانشگاه فرهنگیان استان آذربایجان شرقی، تبریز، ایران.)
سهراب یزدانی
4
(استادیار گروه مدیریت آموزشی، دانشگاه فرهنگیان استان آذربایجان شرقی، تبریز، ایران)
کلید واژه: مضامینِ بَصریِ تبلیغات, محصولات غذایی سبز, رسانه‌های اجتماعی.,
چکیده مقاله :
زمینه و هدف: هدف این پژوهش واکاویِ مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی می باشد. روش بررسی: در این پژوهش که از نظر شیوه‌ی جمع آوری داده ها، ترکیبی و استقرائی-قیاسی بود تعداد ۱۵ نفر از متخصصان مدیریت صنعتی در سطح دانشگاهی به عنوان اعضای پانل در بخش کیفی مشارکت داشتند. در واقع در بخش کیفی که از تحلیل‌های فراترکیب و دلفی استفاده شد. لذا با اتکا به تحلیل فراترکیب ابتدا ۱۳ پژوهش به عنوان مبنای ارزیابی جهت تعیین مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی در قالب ارزیابی انتقادی بررسی شدند که براساس آن ۲۰ مضمون گزاره‌ای انتخاب و به شیوه چک لیستی وارد تحلیل دلفی جهت تعیین حدِ کفایت نظری شدند. در این مرحله نیز ۹ گزاره طی دو مرحله تحلیل دلفی حذف و مجموعا ۱۱گزاره وارد بخش تحلیل کمی یعنی تحلیل تفسیری ساختاری فراگیر شدند. یافته‌ها: نتایج نشان داد، مضمونِ تسخیر ذهن مشتریان براساس طراحی متریال به عنوان یک اکوسیستم زیباشناسی (V11) براساس مشترک بودن گزاره‌های خروجی و عناصر برابر، به عنوان گزارهِ سطح آخر (سطح پنجم تاثیرگذاری) یعنی اثرگذارترین مضمون از مجموعِ مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی تعیین گردید.
Background and Objective: The purpose of this research is Analysis of Green Food Products Advertising Visual Themes of Knowledge-Based Companies in Social Media. Material and Methodology: In this study, which was synthetic and inductive-deductive in terms of data collection method, 15 industrial management specialists at the university level participated as panel members in the quality department. Therefore, relying on meta-analysis, first 13 studies were reviewed as a basis for evaluation to determine the visual content of green food products advertising of knowledge-based companies on social media in the form of critical evaluation that according to which, 20 themes of selected propositions were entered into Delphi analysis in a checklist manner to determine the theoretical adequacy. In this stage, 9 propositions were removed during the two stages of Delphi analysis and a total of 11 propositions entered the quantitative analysis section, ie comprehensive structural interpretive analysis. Findings: The results showed that the theme of capturing customers' minds based on material design as an aesthetic ecosystem (V11) based on the commonality of output propositions and equal elements, as the last level proposition (fifth level of influence) is the most effective theme of visual product advertising.
1. Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39(1): 169-185.
2. Kim, M., Song, D. and Jang, A. (2021). Consumer response toward native advertising on social media: the roles of source type and content type, Internet Research, https://doi.org/10.1108/INTR-08-2019-0328
3. Hunt, D. S., Lin, C. A., & Atkin, D. J. (2014). Communicating social relationships via the use of photo-messaging. Journal of Broadcasting & Electronic Media, 58(2): 234-252.
4. Jiang, Y. (2019). Research on the best visual search effect of logo elements in internet advertising layout, Journal of Contemporary Marketing Science, 2(1): 23-33. https://doi.org/10.1108/JCMARS-01-2019-0009
5. Negm, E., Tantawi, P. (2015). Investigating the Impact of Visual Design on Consumers’ Perceptions towards Advertising, International Journal of Scientific and Research Publications, 5(4): 1-9.
6. Peterson, M, O. (2019). Aspects of visual metaphor: an operational typology of visual rhetoric for research in advertising, International Journal of Advertising: The Review of Marketing Communications, 38(1): 67-96. https://doi.org/10.1080/02650487.2018.1447760
7. Willis, E. (2017). Visual elements in direct-to-consumer advertising: Messages communicated to patients with arthritis, Health Marketing Quarterly, 34(1): 1-17. https://doi.org/10.1080/07359683.2016.1238651
8. Chan, K. & Cheng, B. (2011). Awareness of Outdoor Advertising in Hong-Kong, International Journal of Consumer Research, 22(3): 1-29
9. Pardoe, I., Yin, X., Cook, D. (2007). Graphical tools for quadratic discriminant analysis, American statistical association and the American society for quality. Technometrics, 49(2): 172-183. https://doi.org/10.1198/004017007000000074
10. Rossiter, J, R., Percy, L. (2013). Attitude Change through Visual Imagery in Advertising, Journal of Advertising, 9(2): 10-16. https://doi.org/10.1080/00913367.1980.10673313
11. Boateng, H., & Okoe, A. F. (2015). Consumers’ attitude towards social media advertising and their behavioural response. Journal of Research in Interactive Marketing, 9(4): 299-312.
12. Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services, 45(2): 230-238. https://doi.org/10.1016/j.jretconser.2018.08.015
13. Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, in formativeness and creativity. International Journal of Information Management, 36(3): 360-373
14. Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2018). Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers. Journal of Retailing and Consumer Services, 43(3): 258-268.
15. Shiau, W. L., Dwivedi, Y. K., & Yang, H. S. (2017). Co-citation and cluster analyses of extant literature on social networks. International Journal of Information Management, 37(5): 390-399
16. Bakhtiari bastaki, S., Ghafari ashtiani, P., Hamidizadeh, A., Sanavi Fard, R. (2021). Modeling Factors Affecting Perceived Deception of Advertising in Social Networks with a Structural-Interpretive Approach. IT Management Studies, 10(2), 44-25. (In Persian)
17. Margariti, K., Boutsouki, Ch., Hatzithomas, L., Zotos, Y. (2019). Visual metaphors in food advertising: A cross-cultural study, Food Research International, 115(2): 338-351 https://doi.org/10.1016/j.foodres.2018.11.030
18. Goransson, K. and Fagerholm, A.-S. (2018). Towards visual strategic communications: An innovative interdisciplinary perspective on visual dimensions within the strategic communications field, Journal of Communication Management, 22(1): 46-66. https://doi.org/10.1108/JCOM-12-2016-0098
19. Kusumasondjaja, S. and Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram, Internet Research, 29(4): pp. 659-687. https://doi.org/10.1108/IntR-11-2017-0459
20. Minissale, G. (2017). Advertising With Art: Creative Visuals, Reference Module in Neuroscience and Biobehavioral Psychology, https://doi.org/10.1016/B978-0-12-809324-5.06113-7
21. Sharma, N. (2021). The effects of matching empty ad space color to featured product’s color on consumer buying impulse, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-10-2019-3477
22. Rita, P., Ramos, R.F., Moro, S., Mealha, M. and Radu, L. (2021). Online dating apps as a marketing channel: a generational approach, European Journal of Management and Business Economics, 35(1): 1-17. https://doi.org/10.1108/EJMBE-10-2019-0192
23. Kusumasondjaja, S. (2020). Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram, Journal of Fashion Marketing and Management, 24(1): 15-31. https://doi.org/10.1108/JFMM-02-2019-0019
24. Agarwal, N.D. and Kumar, V.V.R. (2020). Three decades of green advertising – a review of literature and bibliometric analysis, Benchmarking: An International Journal, https://doi.org/10.1108/BIJ-07-2020-0380
25. Leong, V.S., Hibbert, S. and Ennew, C. (2018). Communicating value to enhance service visualization, Journal of Services Marketing, 32(6): 645-656. https://doi.org/10.1108/JSM-04-2017-0114
26. Garaus, M. (2020). The influence of media multitasking on advertising effectiveness,AMS Review, 10(2): 244-259. https://doi.org/10.1007/s13162-019-00155-7
27. De San Eugenio Vela, J., Nogué, J. and Govers, R. (2017). Visual landscape as a key element of place branding, Journal of Place Management and Development, 10(1): 23-44. https://doi.org/10.1108/JPMD-09-2016-0060
28. Benar, N., Beyrami, L., GOharrostami, H. (2019). The Effect of Green Marketing Mix on Word of Mouth Advertisement with the Mediating Role of Brand Love and Brand Loyalty. 3. 2019; 7(24): 25-37 (In Persian)
29. Abbaszadeh, A., Yazdani, N. (2019). Identifying and Prioritizing Online Advertising Methods for Commercial Complexes Case Study of Arg Tehran Commercial Complex. New Marketing Research Journal, 9(4): 77-96 (In Persian)
30. Bakhshizadeh, A., Kordnaeij, A., Khodadad Hossaini, S., Ahmadi, P. (2017). The Impact of Visual Aspects of Outdoor Advertising on Consumer Brand Awareness, Brand Preference and Brand Loyalty (Case Study: Palladium Mall). New Marketing Research Journal, 6(4): 1-24. (In Persian)