ارائه مدلی برای ارزیابی اثربخشی تبلیغات محیطی فرهنگی شهر اصفهان برمبنای رویکرد آمیخته اکتشافی
محورهای موضوعی : مدیریت رسانه
دیبا هاشمی فشارکی
1
,
رضا ابراهیم زاده
2
,
اکبر اعتباریان
3
,
البرز قیتانی
4
1 - دانشجوی رشته دکتری مدیریت رسانه ، دانشکده مدیریت ، دانشگاه آزاد اسلامی ، واحداصفهان(خوراسگان)، اصفهان، ایران
2 - دانشکده مدیریت ،دانشگاه آزاد اسلامی، واحد اصفهان(خوراسگان) ، اصفهان ، ایران
3 - دانشیار مدیریت دولتی ، دانشکده مدیریت ، دانشگاه آزاد اسلامی، واحد اصفهان(خوراسگان) ، اصفهان ، ایران
4 - استادیار مدیریت دولتی، دانشکده مدیریت ، دانشگاه آزاد اسلامی، واحد اصفهان(خوراسگان)، اصفهان ، ایران
کلید واژه: تبلیغات فرهنگی, اثربخشی تبلیغات, تبلیغات محیطی,
چکیده مقاله :
تبلیغات محیطی فرهنگی یکی از اثرگذارترین روش‌ها برای اشاعه فرهنگ شهروندی، ایده‌ها و اقدامات مفید اجتماعی به شمارمی‌رود . پژوهش حاضر بدنبال ارائه مدلی برای ارزیابی اثربخشی تبلیغات محیطی فرهنگی برمبنای رویکرد آمیخته اکتشافی در شهر اصفهان است. بدین منظور نخست بخش کیفی با استفاده از روش فراترکیب بر مبنای روش هفت مرحله‌ای ساندوسکی و باروسو بیش از 200 مقاله طرح پژوهشی و کتاب ارزیابی و بر مبنای معیارهای این روش58 منبع مرتبط و معتبر مورد ملاک عمل قرار گرفت. یافته‌ها 15 مقوله اصلی در حوزه شرایط علی، 3 مقوله اصلی در حوزه استراتژی‌ها، 4مقوله اصلی عوامل مداخله‌گر، 2 مقوله اصلی عوامل زمینه‌ای و در نهایت3 مقوله اصلی در حوزه پپامدها را نشان داد و نتایج در قالب مدل ساختاری بر مبنای کدگذاری محوری ارایه گردید. سپس بخش کمی با ارایه نمونه تبلیغات محیطی فرهنگی شهرداری اصفهان به 589 نفر بررسی و با استفاده از روش تحلیل عامل تاییدی و اکتشافی مولفه‌های ارزیابی اثربخشی تبلیغات فرهنگی مورد تایید قرارگرفته‌است. یافته‌ها نشان می‌دهد برای اثربخشی تبلیغات فرهنگی باید به جنبه‌های محتوایی و اطلاع‌رسانی تبلیغات توجه نمود. همچنین عواملی همچون خلاقانه و بدیع بودن، شفافیت و صراحت، درجه جلب توجه، جاذبه‌های تبلیغ، باورپذیری، اعتماد، اعتبار تبلیغ و مسئولیت اجتماعی و... منجر به اثربخشی تبلیغات محیطی فرهنگی می‌شوند
Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising based on a mixed exploratory approach. First, the qualitative part was evaluated using the meta-combined method based on the seven-step method of Sandowski and Barroso (2007), more than 200 articles and texts, and 58 related and valid sources were used based on the criteria of the meta-combined method. The results of the first part were obtained 15 main categories in the field of causal conditions, 3 main categories in the field of strategies, 4 main categories in intervention factors, 2 main categories in underlying factors and finally 3 main categories in the field of poppies that the results were presented in the form of a structural model based on axial coding. Then, a small part was examined by presenting a sample of cultural and social environmental advertisements of Isfahan Municipality to 589 people and was approved by the method of confirmatory and exploratory factor analysis of the components of evaluating the effectiveness of environmental cultural dverti. The results showed that in order for cultural advertising to be effective, it is necessary to pay attention to the content and information aspects of advertising. Also the factors such as creativity , novelty, transparency and frankness, attention, advertising attraction, credibility,advertising credibility and social responsibility. which are useful in presenting an effective cultural advertising.
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