تاثیر رسانه¬های اجتماعی به کمک هوش مصنوعی بر مشارکت مشتری در صنعت خودروسازی
محورهای موضوعی : درک نگرش بازارخدمات
نسترن قهرمان زاده
1
()
سید عبدالله حیدریه
2
(دانشگاه آزاد سمنان)
Younos Vakil Alroaia
3
(Research Center, Faculty of Humanities, Semnan Branch, Islamic Azad University, Semnan, Iran)
کلید واژه: رسانه¬های اجتماعی, هوش مصنوعی, مشارکت مشتری, صنعت خودروسازی.,
چکیده مقاله :
در سال¬های اخیر کاربرد هوش مصنوعی در رسانه¬های اجتماعی افزایش یافته است و مدیران در تلاش هستند تا از این فرصت بالقوه برای مشارکت بیشتر مشتری استفاده کنند. هدف این مطالعه تاثیر رسانه اجتماعی به کمک هوش مصنوعی بر مشارکت مشتری در صنعت خودروسازی است. تحقیق به صورت توصیفی-پیمایشی انجام شده است. جامعه تحقیق دو گروه کیفی و کمی هستند. مشارکت کنندگان در بخش کیفی شامل مدیران بازاریابی صنعت خودروسازی و اساتید دانشگاهی بازاریابی به تعداد 23 نفر هستند که به صورت نمونه¬گیری غیراحتمالی و هدفمند انتخاب شدند. جامعه آماری در بخش کمی شامل مشتریان صنعت خودروسازی است که به صورت تصادفی و 412 نفر انتخاب شدند. در بخش کیفی مولفه¬ها و شاخص¬های مدل با روش تحلیل محتوا شناسایی و استخراج شد و در نهایت به روش ضریب لاوشه تایید شدند. یافته¬های این بخش نشان داد که متغیر رسانه¬های اجتماعی دارای چهار مولفه شامل استراتژی، ارتباط، اعتماد و اطلاعات، و مشارکت مشتری دارای سه مولفه مشارکت اطلاعاتی، مشارکت رشد و مشارکت نوآوری است. بنابراین چهار فرضیه مطرح شد و داده¬های جمع آوری شده از طریق پرسش¬نامه با تکنیک مدلسازی معادلات ساختاری و نرم¬افزار اسمارت پی¬ال¬اس آزمون شد. نتیجه آزمون مدل نشان داد که بین استراتژی، ارتباط و اعتماد هوش مصنوی رسانه¬های اجتماعی و مشارکت مشتری ارتباط وجود ندارد. اما، بین اطلاعات هوش مصنوعی رسانه¬های اجتماعی و مشارکت مشتری رابطه مثبت و معنی¬داری وجود دارد. بنابراین، مدیران بازاریابی صنعت خودروسازی باید بر استراتژی ها، ارتباطات، اعتماد و اطلاعات هوش مصنوعی در رسانه¬های اجتماعی برای تشویق مشتریان به مشارکت در به¬اشتراک¬گذرای اطلاعات و ایده¬ها به کار بگیرند.
In recent years, the use of artificial intelligence in social media has increased, and managers are trying to use this potential opportunity for greater customer engagement. The purpose of this study is the impact of social media with the help of artificial intelligence on customer engagement in the automotive industry. The research has been done in a descriptive-survey way. The research community is qualitative and quantitative. The participants in the qualitative part include marketing managers of the automotive industry and university professors of marketing in the number of 23 people who were selected by non-probability and purposeful sampling. The statistical population in the quantitative part includes customers of the automotive industry, who were randomly selected and 412 people. In the qualitative part, the components and indicators of the model were identified and extracted by the content analysis method and finally confirmed by the Lawshe coefficient method. The findings of this section showed that the social media variable has four components including strategy, communication, trust and information, and customer engagement has three components: information engagement, growth engagement and innovation engagement. Therefore, four hypotheses were proposed and the data collected through the questionnaire were tested with structural equation modeling technique and Smart PLS software. The result of the model test showed that there is no relationship between the strategy, communication and trust of artificial intelligence of social media and customer engagement. However, there is a positive and significant relationship between social media artificial intelligence information and customer engagement. Therefore, the marketing managers of the automotive industry should use strategies, communication, trust and artificial intelligence information in social media to encourage customers to participate in the sharing of information and ideas.
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