مروری بر اثر بخشی تبلیغات بومی شده و استفاده در شبکه های اجتماعی با مدل آمیخته اکتشافی
محورهای موضوعی : بازاریابی
زلیخا دهقانی
1
,
رضا ابراهیم زاده
2
1 - گروه مدیریت رسانه، واحد (خوراسگان) اصفهان، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - استادیار، گروه مدیریت رسانهای، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: تبلیغات بومی شده, شبکه اجتماعی, اثربخشی تبلیغات, بازاریابی محتوا ,
چکیده مقاله :
امروزه ظهور تبلیغات بومی دورنمای تبلیغات را تغییر داده، تبلیغات بومی شده جدیدترین روند در محتوای ترکیبی است که ویژگی مشابه با بازرایابی محتوا، روزنامه نگاری بند و محتوای مهم با حمایت مالی شده و در عین حال وابسته به محیط دیجیتال رسانه میزبان است.این پژوهش با هدف طراحی مدل اثر بخشی تبلیغات بومی شده در شبکه های اجتماعی صورت گرفته است. جهت پاسخ به سوال اصلی پژوهش از از دو روش کمی و کیفی استفاده گردید. در بخش کیفی محقق تمام متون مناسب با حوزه پژوهش از مقالات خارجی تبلیغات بومی شده را تحلیل مضون کرده و در بخش کمی از مدل معادلات ساختاری جهت تایید یافته های کیفی استفاده گردید. حوزه پژوهش کلیه مقالات خارجی تبلیغات بومی شده می باشد. در این پژوهش مضامین مرتبط با اثربخش تبلیغات بومی شده از مقاله ها استخراج می گردد که پس از خوشه بندی، تلفیق و حذف کدهای مشترک؛ 61مضمون کلیدی، 18 مضمون یکپارچه کننده و چهار مضمون کلان حاصل گردید که شامل شرایط علی ، شرایط واسطه ای، شرایط تعدیل گر و پیامدهای تبلیغ درتبلیغات بومی شده می باشد که باعث ایجاد مدل اثر بخش در تبلیغات بومی شده است جهت تبیین روایی تحقیق از رویکرد مدل اکتشافی و تاییدی استفاده گردید که نشان از روایی قابل- قبول نتایج حاصل می باشد. از روش هولستی جهت ارزیابی پایایی استفاده شد که بر این مبنا میزان پایایی محاسبه- شده 85/. و از مقدار استاندارد 7/0 بالاتر بود. نتایج نشان داده که مدل اثر بخش تبلیغات بومی با بررسی معناداری ضرایب حاصل ازتحلیل عاملی مناسب بوده لذا مدل مذکور و ضرایب آن کاملا معنادار بوده است. همچنین نتایج تحقیق نشان میدهد تبلیغات بومی شده اثر بخش میباشد. همچنین بکارگیری استراتژیهای تبلیغات نقش مهمی در اثربخشی تبلیغات بومی ایفا می نماید.
Nowadays, the emergence of native advertising has transformed the advertising landscape. Native advertising is the latest trend in hybrid content, sharing similarities with content marketing, branded journalism, and sponsored content, while also being dependent on the digital environment of the host media platform.
This research aims to design a model for the effectiveness of native advertising on social media. To address the main research question, both quantitative and qualitative methods were employed. In the qualitative section, the researcher conducted a content analysis of all relevant foreign articles on native advertising. In the quantitative section, structural equation modeling (SEM) was used to confirm the qualitative findings. The research domain includes all foreign articles on native advertising.
In this study, themes related to the effectiveness of native advertising were extracted from the articles. After clustering, integrating, and removing overlapping codes, 61 key themes, 18 integrative themes, and four macro themes were identified. These include causal conditions, mediating conditions, moderating conditions, and advertising outcomes in native advertising, which collectively form an effective model for native advertising.
To validate the research, an exploratory and confirmatory model approach was used, indicating acceptable validity of the results. Holsti's method was employed to assess reliability, yielding a reliability coefficient of 0.85, which is higher than the standard threshold of 0.7.
The results demonstrate that the effectiveness model of native advertising, based on the significance of the coefficients obtained from factor analysis, is appropriate. Therefore, the proposed model and its coefficients are entirely significant.
.Additionally, the findings indicate that native advertising is effective. Moreover, the use of advertising strategies plays a crucial role in the effectiveness of native advertising.
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