ارزیابی مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی
محورهای موضوعی : اقتصاد محیط زیستفرزاد زاهدی 1 , حسین بوداقی خواجه نوبر 2 , مرتضی محمودزاده 3 , سهراب یزدانی 4
1 - دکتری، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 - گروه مدیریت، دانشکده مدیریت، اقتصاد و حسابداری، واحد تبریز، دانشگاه ازاد اسلامی، تبریز، ایران.
3 - استادیار گروه مدیریت آموزشی، دانشگاه فرهنگیان استان آذربایجان شرقی، تبریز، ایران.
4 - استادیار گروه مدیریت آموزشی، دانشگاه فرهنگیان استان آذربایجان شرقی، تبریز، ایران
کلید واژه: مضامینِ بَصریِ تبلیغات, محصولات غذایی سبز, رسانه‌های اجتماعی.,
چکیده مقاله :
زمینه و هدف: هدف این پژوهش واکاویِ مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی می باشد. روش بررسی: در این پژوهش که از نظر شیوه‌ی جمع آوری داده ها، ترکیبی و استقرائی-قیاسی بود تعداد ۱۵ نفر از متخصصان مدیریت صنعتی در سطح دانشگاهی به عنوان اعضای پانل در بخش کیفی مشارکت داشتند. در واقع در بخش کیفی که از تحلیل‌های فراترکیب و دلفی استفاده شد. لذا با اتکا به تحلیل فراترکیب ابتدا ۱۳ پژوهش به عنوان مبنای ارزیابی جهت تعیین مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی در قالب ارزیابی انتقادی بررسی شدند که براساس آن ۲۰ مضمون گزاره‌ای انتخاب و به شیوه چک لیستی وارد تحلیل دلفی جهت تعیین حدِ کفایت نظری شدند. در این مرحله نیز ۹ گزاره طی دو مرحله تحلیل دلفی حذف و مجموعا ۱۱گزاره وارد بخش تحلیل کمی یعنی تحلیل تفسیری ساختاری فراگیر شدند. یافته‌ها: نتایج نشان داد، مضمونِ تسخیر ذهن مشتریان براساس طراحی متریال به عنوان یک اکوسیستم زیباشناسی (V11) براساس مشترک بودن گزاره‌های خروجی و عناصر برابر، به عنوان گزارهِ سطح آخر (سطح پنجم تاثیرگذاری) یعنی اثرگذارترین مضمون از مجموعِ مضامینِ بَصریِ تبلیغاتِ محصولات غذایی سبزِ شرکت‌های دانش بنیان در رسانه‌های اجتماعی تعیین گردید.
Background and Objective: The purpose of this research is Analysis of Green Food Products Advertising Visual Themes of Knowledge-Based Companies in Social Media. Material and Methodology: In this study, which was synthetic and inductive-deductive in terms of data collection method, 15 industrial management specialists at the university level participated as panel members in the quality department. Therefore, relying on meta-analysis, first 13 studies were reviewed as a basis for evaluation to determine the visual content of green food products advertising of knowledge-based companies on social media in the form of critical evaluation that according to which, 20 themes of selected propositions were entered into Delphi analysis in a checklist manner to determine the theoretical adequacy. In this stage, 9 propositions were removed during the two stages of Delphi analysis and a total of 11 propositions entered the quantitative analysis section, ie comprehensive structural interpretive analysis. Findings: The results showed that the theme of capturing customers' minds based on material design as an aesthetic ecosystem (V11) based on the commonality of output propositions and equal elements, as the last level proposition (fifth level of influence) is the most effective theme of visual product advertising.
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