بررسی تفاوت تأثیر مشغولیت ذهنی با برند (مصرف محتوا و مشارکت در محتوا) در شبکه‌های اجتماعی بین نسل X و Y
محورهای موضوعی : مدیریت بازاریابی
سارا رستمی زاد
1
(دانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کامبیز حیدرزاده
2
(دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
فرشته لطفی زاده
3
(استادیار، گروه مدیریت بازرگانی، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران)
کلید واژه: قصد ارجاع تبلیغات کلامی الکترونیکی, انگیزه‌ها, مشغولیت ذهنی با برند, مصرف محتوا, مشارکت در محتوا, نسل X و Y, اینستاگرام,
چکیده مقاله :
پژوهش حاضر به بررسی تفاوت تأثیر مشغولیت ذهنی با برند (مصرف محتوا و مشارکت در محتوا) در شبکه‌های اجتماعی بین نسل X و Y می‌پردازد. این پژوهش از نظر هدف کاربردی و از نظر روش گردآوری داده‌ها، از نوع توصیفی، پیمایشی می‌باشد. گردآوری داده‌ها به دو صورت کتابخانه‌ای و روش میدانی گردآوری شده و ابزار مورد استفاده، پرسش‌نامه استاندارد بوده است. پایایی پرسش‌نامه با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی و روایی آن نیز با استفاده از روایی همگرایی و روایی محتوا تأیید گردید. جامعه آماری این پژوهش دانشجویان دانشگاه آزاد اسلامی واحد علوم تحقیقات تهران است که صفحه (پیج) شخصی اینستاگرام دارند. نمونه مورد مطالعه در این پژوهش با توجه به فرمول کوکران تعداد 400 نفر از بین دانشجویان محاسبه گردید که با استفاده از روش نمونه‌گیری طبقه‌ای انتخاب شدند. تجزیه و تحلیل داده‌ها با استفاده از نرم‌افزار SPSS و Minitab انجام شد و همه فرضیه‌ها در سطح اطمینان 95 درصد تأیید شدند. نتایج حاکی از آن است که، انگیزه وابستگی به برند، انگیزه تحقیق، انگیزه فرصت جستجو، انگیزه گفتگو، مشارکت در محتوا و قصد ارجاع تبلیغات کلامی الکترونیکی در نسل Y بالاتر از نسل X است. انگیزه سرگرمی و مصرف محتوا در نسل X بالاتر از نسل Y است.
The purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire whose reliability was confirmed by Cronbach 's alpha coefficient and its composite reliability and its validity was confirmed by Convergent Validity and content validity, were used. The statistical population is the students of Islamic Azad University, Science and Research Branch, Tehran, who has an Instagram page the study sample was calculated using Cochran's formula of 400 people who were selected using stratified sampling method. Data analysis was conducted using SPSS and Minitab software and all hypotheses were confirmed at 95% confidence level. The results show that Brand Affiliation motivation, Investigation Motivation, Opportunity Seeking motivation, Conversation motivation, Contribution of content, e-WOM referral intention is higher in Generation Y than in Generation X. Entertainment motivation and Consumption of content is higher in the Generation X than in Generation Y.
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Baldus, B.J., Voorhees, C. & Calantone, R. (2015). “Online brand community engagement: scale development and validation”, J. Bus. Res, Vol. 68, PP. 978-985. http://dx.doi.org/10.1016/j. jbusres.2014.09.035.
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Bennett, S., Maton, K. & Kervin, L., (2008). The “digital natives debate: a critical review of the evidence”, Br. J. Educ. Technol, Vol. 39(5), PP. 775-786. http://dx.doi.org/10.1111/j. 1467-8535.2007.00793.x.
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Berger, J. (2014). “Word of mouth and interpersonal communication. A review and directions for future research”, J. Consum. Psychol, Vol. 24(4), PP. 586-607. http://dx.doi.org/ 10.1016/j.jcps.2014.05.002.
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Enginkaya, E. & Yılmaz, H., (2014). “What drives consumers to interact with brands through social media? A motivation scale development study”, Procedia - Social and Behavioral Sciences, Vol. 148, PP. 219-226. http://dx.doi.org/10.1016/j.sbspro.2014.07.037.
Hamilton, M., Kaltcheva, V.D. & Rohm, A.J. (2016). “Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions”, J. Consum. Mark, Vol. 33(2), PP. 135-144. http://dx.doi.org/10.1108/JCM-04-2015-1398.
Hardeep, C. & Anu, R. (2017). “How trust moderates social media engagement and brand equity”, Journal of Research in Interactive Marketing, Vol. 11(3), PP. 312-335, https:// doi.org/10.1108/JRIM-10-2016-0104.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”, J. Acad. Mark. Sci, Vol. 45, PP. 312-335. http://dx.doi.org/ 10.1007/s11747-016-0509-2.
Hayes, M., van Stolk-Cooke, K. & Muench, F. (2015). “Understanding Facebook use and the psychological affects of use across generations”, Comput. Hum. Behav, Vol. 49, PP. 507-511. http://dx.doi.org/10.1016/j.chb.2015.03.040.
Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. & Skiera, B. (2010). “The impact of new media on customer relationships”, J. Serv. Res, Vol. 13(3), PP. 311-330. http://dx.doi.org/10.1177/1094670510375460.
Hollebeek, L.D., Glynn, M.S. & Brodie, R.J., (2014). “Consumer brand engagement in social media: conceptualization, scale development and validation”, J. Interact. Mark, Vol. 28, PP. 149-165. http://dx.doi.org/10.1016/j.intmar.2013.12.002.
Hollebeek, L.D., Srivastava, R.K. & Chen, T. (2016). “S-D logic-informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM”, J. Acad. Mark. Sci. http://dx.doi.org/10.1007/s11747-016-0494-5.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2016). “The influence of social media interactions on consumer-brand relationships: a three-country study of brand perceptions and marketing behaviors”, Int. J. Res. Mark, Vol. 33(1), PP. 27-41. http://dx.doi.org/ 10.1016/j.ijresmar.2015.06.004.
Im, H. & Ha, Y. (2012). “Who are the users of mobile coupons? A profile of US consumers”, J. Res. Interact. Mark, Vol. 6, PP. 215-232. http://dx.doi.org/10.1108/17505931211274688.
Jaakkola, E. & Alexander, M. (2014). “Theroleofcustomer engagementbehaviorin valuecocreation a service system perspective”, J. Serv. Res, Vol. 17(3), PP. 247-261. http://dx.doi. org/10.1177/1094670514529187.
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