نقش زنان تأثیرگذار ایرانی از بابت خیانت، خونسردی و اهداف برندها در رسانه‌های اجتماعی

محورهای موضوعی : مدیریت

محمد باشکوه اجیرلو ¹ (دانشگاه محقق اردبیلی، گروه مدیریت بازرگانی، اردبیل، ایران.)
وحیده ابراهیمی خراجو ² (دانشگاه محقق اردبیلی، گروه مدیریت بازرگانی، اردبیل، ایران.)

تاریخ دریافت : 1400/10/05 تاریخ پذیرش : 1400/11/26 تاریخ انتشار : 1401/01/01

کلید واژه: زنان تأثیرگذار, رسانه‌های اجتماعی, خونسردی, خیانت, اهداف برندها,

چکیده مقاله :

هدف پژوهش حاضر بررسی نقش زنان تأثیرگذار ایرانی از بابت خیانت، خونسردی و اهداف برندها در رسانه‌های اجتماعی بود. جامعه پژوهش شامل کلیه زنان تأثیرگذار ایرانی رسانه‌های اجتماعی است. نمونه پژوهش زنان تأثیرگذار فعال در رسانه اجتماعی اینستاگرام بود. طرح پژوهش توصیفی-تحلیلی است. برای گردآوری داده‌ها از روش کتابخانه‌ای استفاده شد. پس از مطالعه و بررسی یافته‌ها، نتایج حاکی از آن بود که زنان تأثیرگذار در رسانه‌های اجتماعی، تأثیری مثبت بر مخاطبان صفحات‌شان مخصوصاً دختران جوان می‌گذارند. آن‌ها به عنوان افرادی مطلوب و متخصص شناخته می‌شوند. هم‌چنین خونسردی و خیانت زنان تأثیرگذار بر روابط فرااجتماعی، نگرش و اعتماد به برند تاثیر دارد. خیانت زنان تأثیرگذار باعث ایجاد نگرش منفی نسبت به برند می‌گردد. بدین ترتیب آنان لازم می‌دانند تا در شبکه‌های اجتماعی گوناگون حضور داشته باشند. فرهنگ و ادبیات کاربران هر شبکه را بشناسند و با توجه به آن محتوا تولید کنند و رابطه‌ای دوستانه با مخاطب بسازند. همین‌طور تأثیرگذاران زن خونسرد با جذابیت ظاهری که دارند توان اثرگذاری بیشتری بر ادراکات مصرف‌کنندگان داشته و می‌توانند نگرش مثبتی را در دنبال‌کنندگان نسبت به برند ایجاد کنند. زنان تاثیر گذار سعی می‌کنند تا با بهبود سطح اطلاعات خود بتوانند تکنیک‌ها و فنون معتبر و مرتبط را برای تبلیغات برند خود به کار گیرند. و نهایتا در دنبال‌کنندگان ازخود ذهنیتی ایجاد می‌کنند تا آنان را با خصوصیاتی چون با اصالت، پرانرژی، جذاب، خارق‌العاده، موقعیت بالا و محبوب بشناسند.

چکیده انگلیسی:

The purpose of this study was to investigate the role of Iranian women influencers concerning betrayals, coolness and the aims of commercial brands on social medias. The statistical population of the study included all Iranian female influencers in the social medias. The sample subsumed all Iranian female influencers who were active in Instagram. The research was designed as descriptive- analytical. To collect data library method was implemented. After reviewing the data, the results indicated that the female influencers on social medias had positive impact on their web-pages audiences specially the young women. They were recognized as favorite and professional individuals. The betrayals and coolness of the female influencers had also effects on the trans-social relationships, attitude and confidence to the brands. The betrayals of the female influencers caused negative attitude towards the brands. Therefore, they consider the necessity of being present in different social medias, knowing the culture and literatures of every social media user to produce contents with respect to that and to establish friendly relation with the audiences. The cool female influencers with their attractive appearances were also able to have more effects on the consumers’ perceptions and caused positive attitude in their followers toward the brands. The female influencers tried to improve their knowledge so they could be able to imply the related reliable techniques to advertise their brands. And ultimately to build a mentality in their followers so to be knowns as noble, alive, attractive, extraordinary, with high position and desirable.

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