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Explaining the Role of Company's Social Media Marketing on Customer

Engagement: Examining Brand Experience and Customer Age Generation

Article · October 2023

DOI: 10.22059/MMR.2024.369197.1071

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 Explaining the Role of Company's Social Media Marketing on
Customer Engagement: Examining Brand Experience and
Customer Age Generation

Ata Ollah Harandi (Corresponding Author)

Assistant Prof., Department of Strategy and Business Policy, Faculty of Business
Management, College of Management, University of Tehran, Tehran, Iran. E-mail:
[email protected]

Payvand MirzaeianKhamseh
Ph.D. Candidate, Department of Management, Faculty of Social Sciences and scimonocE,
Alzahra University, Tehran. Iran. E-mail: [email protected]

Abstract
Objective
In recent years, marketing activities on social media have been considered important as one
of the strategies to advance the company's social media marketing goals (Wibowo, Chen,
Wiangin, Ma & Ruangkanjanases, 2020). In the world of business, the advancement of
technology has influenced consumer behaviour through social media (Saghat Foroush,
2023). Social media platforms such as social networking (like Facebook), microblogging
(like X), brand blogs, video sharing (like YouTube) as well as photo-sharing platforms (like
Instagram) are most widely used by marketers to promote their products (Zollo, Filieri, Rialti
& Yoon, 2020). With the ever-increasing advances in technology, most companies should
create a positive image and active online presence and continuous interaction with their
customers and other Internet users through websites and social networks (Razmi,
MirzaeianKhamseh & Soltani Tajabadi, 2023).
Corporate social networks are a subset of social media that provide users with online
interactions and content sharing (Verhagen, Swen, Feldberg & Merikivi, 2015; Wibowo et
al., 2020). Among the most popular social networks in the world and even in Iran, we can
mention the Instagram social network, which had more than 1 billion and 300 million active
users by 2023, and it is predicted that this number will increase to 5.5 in 2025. reach 1 billion
active users (Statista, 2023). This social network is also popular in Iran because the research
of Zobeidi, Komendantova and Yazdanpanah (2022) showed that 27% of Iranian internet
media users prefer this social network to other media.
Explaining the Role of Company's Social Media …/ Harandi & MirzaeianKhamseh

On the one hand, social media marketing activities can be profitable for the company
(Zollo et al., 2020), and for customers, the experience of interacting with social networks
brings more engagement, satisfaction and loyalty (Yu, Yuan, Kim & Wang, 2021). The users
of the Instagram social network have acknowledged that this network has been able to help
them in sharing information and learning appropriately (Zobeidi et al., 2022). In the
meantime, marketing researchers have paid particular attention to brand and branding
because they are known as valuable assets of the company (Oliveira, Sonza & da Silva,
2023). Considering the growth of social media, brand experience and its effects on
strengthening the company are considered strategic requirements for managers to create
more value (Harandi, 2015).
Today, the food industry has taken a special place in the global economy, and due to this
special place, the attention of officials and researchers has been directed to it (Tarvirdizadeh,
Mirzaei Daryani, Nahidi Amir Khiz, Pasbani & Honarmand Azimi, 2023). On the other
hand, social media marketing is crucial for companies active in this industry, and the effort
to engage potential customers and social network users with the company's brand has
increased; this research examines social media marketing activities in creating a brand
experience. This research was conducted on one of the companies in this industry, which
produces hot drinks, such as coffee and tea, to provide suggestions to its active managers to
increase user engagement and create a better brand experience.
Therefore, the main goal of this research is to explain the role of marketing activities in
the company's social media, emphasizing the mediating role of brand experience in the food
industry and producing hot drinks (coffee and tea) and providing suggestions to increase
customer engagement through marketing activities on the Instagram social network. Also,
the current research seeks to answer the following questions:
 What effect do the marketing manager's activities in the company's social media
have on the perception of customers' experience of the brand?
 How does customers' brand experience of the brand affect customer engagement;
 What effect does the company's social media marketing activities have on customer
engagement?
 What role can brand experience play in the relationship between a company's social
media marketing efforts and customer engagement?
 Are the company's social media marketing activities effective in the perception of
which age group of customers and the brand experience?

Research Methodology
The methodology of this research with a survey strategy is in the paradigm of positivism
research, and it has been done using data collected from customers (or users) of a sample
company, which includes 389 customers. The researchers collected the data through an
online questionnaire. The structural equation modeling method was used to analyze the data.
 Media Management Review, 2023, Vol. 2, No.3

Findings
The findings showed that marketing activities on the Instagram social network are
significant through the mediating role of brand experience on customer engagement.

Discussion & Conclusion

Also, the results of this research confirm that marketing managers, by designing activities
on Instagram, can both directly and indirectly and, through the role of intermediary brand
experience, increase customer engagement with the brand and the brand's Instagram page.
Considering that the significance related to the relationships between the variables in the first
four hypotheses was more significant than the absolute value of 1.96, four of the five
hypotheses of the current research were confirmed with 95% confidence. Despite this, due to
the moderation of the user's age variable, the results showed that social media marketing
activities on the brand experience did not have a significant difference in the eyes of people
from different age groups including generations X, Y and Z.
The results and suggestions of this research can be valuable and practical for marketing
managers to prioritize their activities in social media.

Keywords: Social media marketing; Company's social media; Brand experience; Customer
engagement.

Citation: Harandi, Ata Ollah & MirzaeianKhamseh, Payvand (2023). Explaining the role of company's
social media marketing on customer engagement: Examining brand experience and customer age
generation. Media Management Review, 2(3), 337-365. (in Persian)

Media Management Review, 2023, Vol. 2, No.3, pp. 337-365 Received: June 15, 2023
doi: https://doi.org/10.22059/MMR.2024.369197.1071 Received in revised form: August 03, 2023
Published by University of Tehran, Faculty of Management Accepted: August 27, 2023
Article Type: Research Paper Published online: October 22, 2023
© Authors
‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‪ :‬ﺑﺮرﺳﻲ ﺗﺠﺮﺑﻪ‬

‫ﺑﺮﻧﺪ و ﻧﺴﻞ ﺳﻨﻲ ﻣﺸﺘﺮﻳﺎن‬

‫ﻋﻄﺎءاﻟﻪ ﻫﺮﻧﺪي )ﻧﻮﻳﺴﻨﺪه ﻣﺴﺌﻮل(‬

‫اﺳﺘﺎدﻳﺎر‪ ،‬ﮔﺮوه اﺳﺘﺮاﺗﮋي و ﺳﻴﺎﺳﺖﮔﺬاري ﻛﺴﺐوﻛﺎر‪ ،‬داﻧﺸﻜﺪه ﻣﺪﻳﺮﻳﺖ ﻛﺴﺐوﻛﺎر‪ ،‬داﻧﺸﻜﺪﮔﺎن ﻣﺪﻳﺮﻳﺖ‪ ،‬داﻧﺸﮕﺎه ﺗﻬﺮان‪ ،‬ﺗﻬﺮان‪ ،‬اﻳـﺮان‪ .‬راﻳﺎﻧﺎﻣـﻪ‪:‬‬
‫‪[email protected]‬‬

‫ﭘﻴﻮﻧﺪ ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫داﻧﺸﺠﻮي دﻛﺘﺮي‪ ،‬ﮔﺮوه ﻣﺪﻳﺮﻳﺖ‪ ،‬داﻧﺸﻜﺪه ﻋﻠﻮم اﺟﺘﻤﺎﻋﻲ و اﻗﺘﺼﺎدي‪ ،‬داﻧﺸﮕﺎه اﻟﺰﻫﺮا‪ ،‬ﺗﻬﺮان‪ ،‬اﻳﺮان‪ .‬راﻳﺎﻧﺎﻣﻪ‪[email protected] :‬‬

‫ﭼﻜﻴﺪه‬

‫ﻫﺪف‪ :‬ﺑﺎ ﻇﻬﻮر ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑﻪ ﻳﻜﻲ از اﻫﺪاف اﺻﻠﻲ ﺷﺮﻛﺖﻫﺎ از ﻃﺮﻳﻖ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺗﺒﺪﻳﻞ ﺷـﺪه‬
‫اﺳﺖ‪ .‬اﻳﻦ ﭘﮋوﻫﺶ ﺑﻪ ﺑﺮرﺳﻲ ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ و ﻧﻘﺶ ﺗﻌﺪﻳﻠﮕﺮ ﺳﻦ ﻣﺸﺘﺮﻳﺎن در اﺛﺮﮔﺬاري اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در ﺻﻔﺤﻪ اﻳﻨﺴـﺘﺎﮔﺮام ﻳـﻚ‬
‫ﺷﺮﻛﺖ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﻣﻲﭘﺮدازد‪.‬‬

‫روش‪ :‬روشﺷﻨﺎﺳﻲ اﻳﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﺮاﺗﮋي ﭘﻴﻤﺎﻳﺶ‪ ،‬در دﺳﺘﻪ ﭘﮋوﻫﺶﻫﺎي اﺛﺒﺎتﮔﺮا ﻗﺮار دارد و ﺑـﺎ اﺳـﺘﻔﺎده از دادهﻫـﺎي ﺟﻤـﻊآوري ﺷـﺪه از‬
‫ﻣﺸﺘﺮﻳﺎن )ﻳﺎ ﻛﺎرﺑﺮان( ﻳﻚ ﺷﺮﻛﺖ ﻧﻤﻮﻧﻪ ﺑﻪ اﺟﺮا درآﻣﺪه ﻛﻪ ﺷﺎﻣﻞ ‪ 389‬ﻧﻔﺮ ﻣﺸﺘﺮي اﺳﺖ‪ .‬دادهﻫﺎ ﺗﻮﺳﻂ ﭘﮋوﻫﺸﮕﺮان از ﻃﺮﻳﻖ ﭘﺮﺳﺶﻧﺎﻣﻪ آﻧﻼﻳـﻦ‬
‫ﺟﻤﻊآوري و ﺑﺮاي ﺗﺤﻠﻴﻞ دادهﻫﺎ از ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺘﻔﺎده ﺷﺪ‪.‬‬

‫ﻳﺎﻓﺘﻪﻫﺎ‪ :‬ﻳﺎﻓﺘﻪﻫﺎ ﻧﺸﺎن داد ﻛﻪ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در ﺷﺒﻜﻪ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام‪ ،‬از ﻃﺮﻳﻖ ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑـﻪ ﺑﺮﻧـﺪ ﺑـﺮ درﮔﻴﺮﺳـﺎزي ﻣﺸـﺘﺮﻳﺎن‬
‫ﻣﻌﻨﺎدار اﺳﺖ‪ .‬ﻫﻤﭽﻨﻴﻦ ﻧﺘﺎﻳﺞ اﻳﻦ ﭘﮋوﻫﺶ ﻣﺆﻳﺪ آن اﺳﺖ ﻛﻪ ﻣﺪﻳﺮان ﺑﺎزارﻳﺎﺑﻲ ﺑﺎ ﻃﺮاﺣﻲ اﻗﺪاﻣﺎت ﺧﻮد در ﺷﺒﻜﻪ اﺟﺘﻤـﺎﻋﻲ اﻳﻨﺴـﺘﺎﮔﺮام‪ ،‬ﺑـﻪﻋﻨـﻮان‬
‫ﻳﻜﻲ از ﭘﻠﺘﻔﺮمﻫﺎي ارﺗﺒﺎﻃﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺎ ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻣﻲﺗﻮاﻧﻨﺪ ﻫﻢ ﺑﻪ ﺻﻮرت ﻣﺴﺘﻘﻴﻢ و ﻫﻢ ﻏﻴﺮﻣﺴﺘﻘﻴﻢ و از ﻃﺮﻳﻖ ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑـﻪ‬
‫ﺑﺮﻧﺪ‪ ،‬درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن را ﺑﺎ ﺑﺮﻧﺪ و ﺻﻔﺤﻪ اﻳﻨﺴﺘﺎﮔﺮام ﺑﺮﻧﺪ اﻓﺰاﻳﺶ دﻫﻨﺪ‪.‬‬

‫ﻧﺘﻴﺠﻪﮔﻴﺮي‪ :‬ﻧﺘﺎﻳﺞ و ﭘﻴﺸﻨﻬﺎدﻫﺎي اﻳﻦ ﭘﮋوﻫﺶ ﻣﻲﺗﻮاﻧﺪ ﺑﺮاي ﻣﺪﻳﺮان ﺑﺎزارﻳﺎﺑﻲ‪ ،‬در راﺳﺘﺎي اوﻟﻮﻳﺖﺑﻨﺪي اﻗﺪاﻣﺎت ﺧﻮد در رﺳـﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ‬
‫ﻣﻔﻴﺪ و اﺛﺮﺑﺨﺶ ﺑﺎﺷﺪ‪.‬‬

‫ﻛﻠﻴﺪواژهﻫﺎ‪ :‬ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ؛ رﺳﺎﻧﻪ اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ؛ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ؛ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‪.‬‬

‫اﺳﺘﻨﺎد‪ :‬ﻫﺮﻧﺪي‪ ،‬ﻋﻄﺎءاﻟﻪ و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‪ ،‬ﭘﻴﻮﻧﺪ )‪ .(1402‬ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸـﺘﺮﻳﺎن‪ :‬ﺑﺮرﺳـﻲ‬
‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ و ﻧﺴﻞ ﺳﻨﻲ ﻣﺸﺘﺮﻳﺎن‪ .‬ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪.365 -337 ،(3)2 ،‬‬

‫ﺗﺎرﻳﺦ درﻳﺎﻓﺖ‪1402/03/25 :‬‬ ‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪ ،3‬ﺻﺺ‪365 -337 .‬‬
‫ﺗﺎرﻳﺦ وﻳﺮاﻳﺶ‪1402/05/12 :‬‬ ‫ﻧﺎﺷﺮ‪ :‬داﻧﺸﻜﺪة ﻣﺪﻳﺮﻳﺖ داﻧﺸﮕﺎه ﺗﻬﺮان‬
‫ﺗﺎرﻳﺦ ﭘﺬﻳﺮش‪1402/06/05 :‬‬ ‫ﻧﻮع ﻣﻘﺎﻟﻪ‪ :‬ﻋﻠﻤﻲ ـ ﭘﮋوﻫﺸﻲ‬
‫ﺗﺎرﻳﺦ اﻧﺘﺸﺎر‪1402/07/30 :‬‬ ‫© ﻧﻮﻳﺴﻨﺪﮔﺎن‬
‫‪doi: https://doi.org/10.22059/MMR.2024.369197.1071‬‬
‫‪338‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﻣﻘﺪﻣﻪ‬
‫در ﺳﺎلﻫﺎي اﺧﻴﺮ‪ ،‬اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ﺑﻪﻋﻨﻮان ﻳﻜﻲ از اﺳﺘﺮاﺗﮋيﻫﺎي ﭘﻴﺸـﺒﺮد اﻫـﺪاف ﺑﺎزارﻳـﺎﺑﻲ در‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖ‪ ،‬ﻣﻬﻢ ﻗﻠﻤﺪاد ﺷﺪه اﺳﺖ )وﻳﺒﻮو‪ ،‬ﭼﻦ‪ ،‬وﻳﺎﻧﮕﻴﻦ‪ ،‬ﻣﺎ و رواﻧﮕﻜﺎﻧﺠﺎﻧﺎس‪ .(2020 ،1‬ﺑﻪواﺳﻄﺔ ﻇﻬﻮر و‬
‫ﭘﻴﺸﺮﻓﺖ ﺗﻜﻨﻮﻟﻮژي‪ ،‬در ﺣﻮزهﻫﺎي ﻣﺨﺘﻠﻒ ﺻﻨﻌﺖ رﺳﺎﻧﻪ ﺗﺤﻮﻻت اﺳﺎﺳﻲ ﺻﻮرت ﮔﺮﻓﺘﻪ ﻛـﻪ ﻧﻴـﺎز ﺑـﻪ ﺗﻐﻴﻴـﺮات ﻣﺤﻴﻄـﻲ را‬
‫ﺿﺮوري ﻣﻲﺳﺎزد )روﺷﻨﺪل ارﺑﻄﺎﻧﻲ‪(1402 ،‬؛ زﻳﺮا در دﻧﻴﺎي ﺗﺠﺎرت‪ ،‬ﭘﻴﺸﺮﻓﺖ ﺗﻜﻨﻮﻟﻮژي‪ ،‬رﻓﺘﺎر ﻣﺼﺮفﻛﻨﻨﺪه را ﺗﺤـﺖ ﺗـﺄﺛﻴﺮ‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻗﺮار داده اﺳﺖ )ﺳﻘﻂ ﻓﺮوش‪ .(1402 ،‬ﭘﻠﺘﻔﺮمﻫﺎي رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻣﺎﻧﻨﺪ ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ )ﻣﺎﻧﻨﺪ‬
‫ﻓﻴﺲﺑﻮك(‪ ،‬ﻣﻴﻜﺮوﺑﻼﮔﻴﻨﮓ )ﻣﺎﻧﻨﺪ اﻳﻜﺲ(‪ ،‬وﺑﻼگﻫﺎي ﺑﺮﻧﺪ‪ ،‬اﺷﺘﺮاكﮔﺬاري وﻳﺪﻳﻮ )ﻣﺎﻧﻨﺪ ﻳﻮﺗﻴﻮب( و ﻫﻤﭽﻨﻴﻦ ﭘﻠﺘﻔـﺮمﻫـﺎي‬
‫اﺷﺘﺮاكﮔﺬاري ﻋﻜﺲ )ﻣﺎﻧﻨﺪ اﻳﻨﺴﺘﺎﮔﺮام( ﺑﻴﺸﺘﺮﻳﻦ اﺳﺘﻔﺎده را ﺗﻮﺳﻂ ﺑﺎزارﻳﺎبﻫﺎ ﺑﺮاي ﺗﺒﻠﻴﻎ ﻣﺤﺼـﻮﻻت ﺧـﻮد دارﻧـﺪ )زوﻟـﻮ‪،‬‬
‫ﻓﻴﻠﻴﺮي‪ ،‬رﻳﺎﻟﺘﻲ و ﻳﻮن‪ .(2020 ،2‬ﺑﺎ ﭘﻴﺸﺮﻓﺖﻫﺎي روزاﻓﺰون ﻓﻨﺎوري‪ ،‬اﻛﺜﺮ ﺷﺮﻛﺖﻫﺎ ﺑﺎﻳﺪ از ﻃﺮﻳـﻖ ﺳـﺎﻳﺖﻫـﺎ و ﺷـﺒﻜﻪﻫـﺎي‬
‫اﺟﺘﻤﺎﻋﻲ‪ ،‬ﺑﻪ اﻳﺠﺎد ﺗﺼﻮﻳﺮ ﻣﺜﺒﺖ و ﺣﻀﻮر ﻓﻌﺎل آﻧﻼﻳﻦ و ﺗﻌﺎﻣﻞ ﻣﺪاوم ﺑﺎ ﻣﺸﺘﺮﻳﺎن ﺧﻮد و ﺳﺎﻳﺮ ﻛﺎرﺑﺮان اﻳﻨﺘﺮﻧﺖ اﻗﺪام ﻛﻨﻨـﺪ‬
‫)رزﻣﻲ‪ ،‬ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ و ﺳﻠﻄﺎﻧﻲ ﺗﺎجآﺑﺎدي‪.(1402 ،‬‬
‫ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖﻫـﺎ‪ ،‬زﻳﺮﻣﺠﻤﻮﻋـﻪاي از رﺳـﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ ﻫﺴـﺘﻨﺪ ﻛـﻪ وﻳﮋﮔـﻲ ﺗﻌـﺎﻣﻼت آﻧﻼﻳـﻦ و‬
‫ﺑﻪاﺷﺘﺮاكﮔﺬاري ﻣﺤﺘﻮا را ﺑﺮاي ﻛﺎرﺑﺮان ﻓﺮاﻫﻢ ﻣﻲﻛﻨﻨﺪ )ورﻫﺎﮔﻦ‪ ،‬ﺳﻮﺋﻦ‪ ،‬ﻓﻠﺪﺑﺮگ و ﻣﺮﻳﻜﻴﻮي‪2015 ،3‬؛ وﻳﺒﻮو و ﻫﻤﻜـﺎران‪،‬‬
‫‪ .(2020‬از ﺟﻤﻠﻪ ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﭘﺮﻃﺮﻓﺪار در ﺟﻬﺎن و ﺣﺘﻲ اﻳﺮان‪ ،‬ﻣﻲﺗﻮان ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام را ﻧﺎم ﺑﺮد ﻛﻪ ﺗـﺎ‬
‫ﺳﺎل ‪ 2023‬ﺑﻴﺶ از ‪ 1‬ﻣﻴﻠﻴﺎرد و ‪300‬ﻣﻴﻠﻴﻮن ﻛﺎرﺑﺮ ﻓﻌﺎل داﺷﺘﻪ اﺳﺖ و ﭘﻴﺶﺑﻴﻨﻲ ﻣﻲﺷﻮد ﻛﻪ اﻳﻦ ﺗﻌـﺪاد در ﺳـﺎل ‪ 2025‬ﺑـﻪ‬
‫‪ 1/5‬ﻣﻴﻠﻴﺎرد ﻛﺎرﺑﺮ ﻓﻌﺎل ﺑﺮﺳﺪ )اﺳﺘﺎﺗﻴﺴﺘﺎ‪ .(2023 ،4‬اﻳﻦ ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ در اﻳﺮان ﻧﻴﺰ ﻣﺤﺒﻮب اﺳﺖ؛ زﻳـﺮا ﭘـﮋوﻫﺶ زﺑﻴـﺪي‪،‬‬
‫ﻛﻮﻣﻨﺪاﻧﺘﻮا و ﻳﺰدان ﭘﻨﺎه‪ ،(2022) 5‬ﻧﺸﺎن داد ﻛﻪ ‪ 27‬درﺻﺪ از ﻛﺎرﺑﺮان رﺳﺎﻧﻪﻫﺎي اﻳﻨﺘﺮﻧﺘﻲ اﻳﺮاﻧﻲ‪ ،‬اﻳﻦ ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ را ﺑـﻪ‬
‫ﺳﺎﻳﺮ رﺳﺎﻧﻪﻫﺎ ﺗﺮﺟﻴﺢ ﻣﻲدﻫﻨﺪ‪.‬‬
‫از ﺳﻮﻳﻲ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻣﻲﺗﻮاﻧﺪ ﺑﺮاي ﺷﺮﻛﺖ درآﻣﺪزاد ﺑﺎﺷﺪ )زوﻟﻮ و ﻫﻤﻜﺎران‪ (2020 ،‬و ﺑﺮاي‬
‫ﻣﺸﺘﺮﻳﺎن‪ ،‬ﺗﺠﺮﺑﺔ ﺗﻌﺎﻣﻞ ﺑﺎ ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬درﮔﻴﺮﺳﺎزي‪ ،‬رﺿﺎﻳﺖ و وﻓﺎداري ﺑﻴﺸﺘﺮ را ﺑﻪ ارﻣﻐﺎن آورد )ﻳﻮ‪ ،‬ﻳـﻮان‪ ،‬ﻛـﻴﻢ و‬
‫واﻧﮓ‪ .(2021 ،6‬ﻛﺎرﺑﺮان ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام اذﻋﺎن ﻛﺮدهاﻧﺪ ﻛﻪ اﻳﻦ ﺷـﺒﻜﻪ ﺗﻮاﻧﺴـﺘﻪ اﺳـﺖ ﻛـﻪ در اﺷـﺘﺮاكﮔـﺬاري‬
‫ﻣﻨﺎﺳﺐ اﻃﻼﻋﺎت و ﻳﺎدﮔﻴﺮي ﺑﻪ آنﻫﺎ ﻛﻤﻚ ﻛﻨﺪ )زﺑﻴﺪي و ﻫﻤﻜﺎران‪ .(2022 ،‬در اﻳﻦ ﻣﻴﺎن‪ ،‬ﭘﮋوﻫﺸﮕﺮان ﺣﻮزة ﺑﺎزارﻳﺎﺑﻲ‪ ،‬ﺑﻪ‬
‫ﺑﺮﻧﺪ و ﺑﺮﻧﺪﺳﺎزي ﺗﻮﺟﻪ وﻳﮋهاي ﻛﺮدهاﻧﺪ؛ زﻳﺮا ﺑﺮﻧﺪ و ﺑﺮﻧﺪﺳﺎزي از داراﻳﻲﻫﺎي ارزﺷﻤﻨﺪ ﺷﺮﻛﺖ ﺷﻨﺎﺧﺘﻪ ﺷﺪه اﺳـﺖ )اوﻟﻴـﻮﻳﺮا‪،‬‬
‫ﺳﻮﻧﺰا و داﺳﻴﻠﻮا‪ .(2023 ،7‬ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ رﺷﺪ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ و ﺗﺄﺛﻴﺮﻫﺎي آن در ﺗﻘﻮﻳﺖ ﺷﺮﻛﺖ‪ ،‬ﻧـﻮﻋﻲ اﻟـﺰام‬
‫اﺳﺘﺮاﺗﮋﻳﻜﻲ ﻣﺤﺴﻮب ﻣﻲﺷﻮد ﻛﻪ ﺑﻪﻣﻨﻈﻮر ﺧﻠﻖ ارزش ﺑﻴﺸﺘﺮ در اﺧﺘﻴﺎر ﻣﺪﻳﺮان ﻗﺮار دارد )ﻫﺮﻧﺪي‪.(1394 ،‬‬
‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Wibowo, Chen, Wiangin, Ma & Ruangkanjanases‬‬
‫‪2. Zollo, Filieri, Rialti & Yoon‬‬
‫‪3. Verhagen, Swen, Feldberg & Merikivi‬‬
‫)‪4. https://www.statista.com/statistics/183585/instagram-number-of-global-users/ (Accessed by 01 Dec 2023‬‬
‫‪5. Zobeidi, Komendantova & Yazdanpanah‬‬
‫‪6. Yu, Yuan, Kim & Wang‬‬
‫‪7. Oliveira, Sonza & da Silva‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪339‬‬

‫اﻣﺮوزه ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﻳﻲ در اﻗﺘﺼﺎد ﺟﻬﺎﻧﻲ ﺟﺎﻳﮕﺎه وﻳﮋهاي را از آن ﺧﻮد ﻛﺮده اﺳﺖ و ﺑﻪدﻟﻴﻞ اﻳﻦ ﺟﺎﻳﮕﺎه وﻳﮋه‪ ،‬ﺗﻮﺟﻪ‬
‫ﻣﺴﺌﻮﻻن و ﭘﮋوﻫﺸﮕﺮان ﻧﻴﺰ ﺑﻪ آن ﻣﻌﻄﻮف ﺷﺪه اﺳﺖ )ﺗﺎروﻳﺮدي زاده و ﻫﻤﻜﺎران‪ .(1402 ،‬ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻳﻨﻜﻪ در اﻳﺮان‪ ،‬ﺳﻬﻢ‬
‫ﺷﺮﻛﺖﻫﺎي ﺧﺼﻮﺻﻲ ﻧﺴﺒﺖ ﺑﻪ ﺷﺮﻛﺖﻫﺎي دوﻟﺘﻲ در ﺻﻨﻌﺖ ﻏﺬاﻳﻲ ﺑﻴﺸﺘﺮ اﺳﺖ و ﺑﺎزار رﻗﺎﺑﺘﻲ در اﻳﻦ ﺣـﻮزه ﺟﺮﻳـﺎن دارد‬
‫)ﻏﺒﻴﺸﺎوي‪ ،‬ﻏﻼﻣﻲ ﭼﻨﺎرﺳﺘﺎن ﻋﻠﻴﺎ و ﺣﻘﻴﻘﻲ‪ .(1401 ،‬از ﺳﻮي دﻳﮕﺮ‪ ،‬ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮاي ﺷﺮﻛﺖﻫـﺎي ﻓﻌـﺎل‬
‫در اﻳﻦ ﺻﻨﻌﺖ اﻫﻤﻴﺖ زﻳﺎدي دارد و ﺗﻼش ﺑﺮاي درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑـﺎﻟﻘﻮه و ﻛـﺎرﺑﺮان ﺷـﺒﻜﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ ﺑـﺎ ﺑﺮﻧـﺪ‬
‫ﺷﺮﻛﺖﻫﺎ اﻓﺰاﻳﺶ ﻳﺎﻓﺘﻪ اﺳﺖ‪ ،‬اﻳﻦ ﭘﮋوﻫﺶ ﺑﻪ ﺑﺮرﺳﻲ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ در اﻳﺠﺎد ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ ﻣﻲﭘﺮدازد‪.‬‬
‫اﻳﻦ ﭘﮋوﻫﺶ روي ﻳﻜﻲ از ﺷﺮﻛﺖﻫﺎي اﻳﻦ ﺻﻨﻌﺖ ﻛﻪ در ﺑﺨﺶ ﺗﻮﻟﻴﺪ ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﮔﺮم‪ ،‬ﻫﻤﭽـﻮن ﻗﻬـﻮه و ﭼـﺎي ﻓﻌﺎﻟﻴـﺖ‬
‫ﻣﻲﻛﻨﺪ‪ ،‬اﻧﺠﺎم ﺷﺪه اﺳﺖ ﺗﺎ ﺑﺮاي اﻓﺰاﻳﺶ درﮔﻴﺮﺳﺎزي ﻛﺎرﺑﺮان و اﻳﺠﺎد ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﻬﺘﺮ‪ ،‬ﺑﻪ ﻣﺪﻳﺮان ﻓﻌﺎل آن ﭘﻴﺸـﻨﻬﺎدﻫﺎﻳﻲ‬
‫اراﺋﻪ دﻫﺪ‪ .‬ﺑﻨﺎﺑﺮاﻳﻦ ﻫﺪف اﺻﻠﻲ اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﺗﺒﻴﻴﻦ ﻧﻘﺶ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖ ﺑﺎ ﺗﺄﻛﻴﺪ ﺑﺮ ﻧﻘﺶ‬
‫ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﻳﻲ و ﺗﻮﻟﻴﺪ ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﮔﺮم )اﻧـﻮاع ﻗﻬـﻮه و ﭼـﺎي( و اراﺋـﻪ ﭘﻴﺸـﻨﻬﺎدﻫﺎﻳﻲ ﺑـﺮاي‬
‫اﻓﺰاﻳﺶ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‪ ،‬از ﻃﺮﻳﻖ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام ﻳﻚ ﺷﺮﻛﺖ ﻓﻌﺎل در اﻳـﻦ ﺻـﻨﻌﺖ‬
‫اﺳﺖ‪ .‬ﻫﻤﭽﻨﻴﻦ‪ ،‬ﭘﮋوﻫﺶ ﺣﺎﺿﺮ در ﭘﻲ ﭘﺎﺳﺦ ﺑﻪ ﭘﺮﺳﺶﻫﺎي زﻳﺮ اﺳﺖ‪:‬‬
‫‪ ‬اﻗﺪاﻣﺎت ﻣﺪﻳﺮان ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖ ﭼﻪ ﺗﺄﺛﻴﺮي ﺑﺮ ادراك ﺗﺠﺮﺑﺔ ﻣﺸﺘﺮﻳﺎن از ﺑﺮﻧﺪ دارد؟‬
‫‪ ‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﻣﺸﺘﺮﻳﺎن از ﺑﺮﻧﺪ ﭼﮕﻮﻧﻪ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن اﺛﺮﮔﺬار اﺳﺖ؛‬
‫‪ ‬اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖ ﭼﻪ ﺗﺄﺛﻴﺮي ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن دارد؟‬
‫‪ ‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﭼﻪ ﻧﻘﺸﻲ ﻣﻲﺗﻮاﻧﺪ در راﺑﻄﻪ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤـﺎﻋﻲ ﺷـﺮﻛﺖ و درﮔﻴﺮﺳـﺎزي‬
‫ﻣﺸﺘﺮﻳﺎن اﻳﻔﺎ ﻛﻨﺪ؟‬
‫‪ ‬اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖ‪ ،‬روي ادراك ﻛﺪام ﮔـﺮوه ﺳـﻨﻲ از ﻣﺸـﺘﺮﻳﺎن و ﺗﺠﺮﺑـﺔ ﺑﺮﻧـﺪ ﻣـﺆﺛﺮ‬
‫اﺳﺖ؟‬

‫ﭘﻴﺸﻴﻨﻪ ﻧﻈﺮي ﭘﮋوﻫﺶ‬

‫‪1‬‬
‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬
‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ارﺗﺒﺎط دوﻃﺮﻓﻪ ﺑﺎ ﻫﺪف ﻫﻤﺪﻟﻲ و اﻋﻤﺎل اﺣﺴﺎﺳﺎت آﺷﻨﺎي ﻣﺮﺗﺒﻂ ﺑﺎ ﺑﺮﻧﺪ‪ ،‬در ﻳﻚ‬
‫ﮔﺮوه ﺳﻨﻲ از ﻛﺎرﺑﺮان ﺗﻌﺮﻳﻒ ﻣﻲﺷﻮد )ﻛﻴﻢ و ﻛـﻮ‪2012 ،2‬؛ زوﻟـﻮ و ﻫﻤﻜـﺎران‪ .(2020 ،‬اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي‬
‫اﺟﺘﻤﺎﻋﻲ‪ ،‬از ﻳﻚ دﺳﺘﻪ اﻗﺪاﻣﺎت دووﺟﻬﻲ ﺗﺸﻜﻴﻞ ﺷﺪه اﺳﺖ ﻛﻪ در ﻣﻴﺎن ﻛﺎرﺑﺮان و ﺑﺮﻧﺪ ﺷـﻜﻞ ﻣـﻲﮔﻴـﺮد )ﺣﻘﻴﻘـﻲ ﻧﺴـﺐ‪،‬‬
‫ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ و ﺳﻠﻄﺎﻧﻲ ﺗﺎجآﺑﺎدي‪ .(1402 ،‬از ﺟﻤﻠﻪ ﻓﺮﺻﺖﻫﺎي ﭼﺸﻤﮕﻴﺮي ﻛﻪ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮاي ﺑﺎزارﻳﺎﺑـﺎن‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫)‪1. Social Media Marketing Activities (SMMA‬‬
‫‪2. Kim & Ko‬‬
‫‪340‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫وﺟﻮد دارد‪ ،‬ﺳﺎﺧﺖ ﻓﺮﺻﺖ ﻣﺸﺎرﻛﺖ و ارﺗﺒﺎط ﻣﺜﺒﺖ ﺑﺎ ﺑﺮﻧﺪ اﺳﺖ )زوﻟﻮ و ﻫﻤﻜﺎران‪2020،‬؛ ﭼﻮ‪ ،‬ﻛﻤﺎل و ﻛﻴﻢ‪2019 ،1‬؛ ﮔﻮدي‬
‫و ﻫﻤﻜﺎران‪ .(2016 ،2‬ﺑﺨﺸﻲ از اﺳﺘﺮاﺗﮋيﻫﺎي ﺗﺒﻠﻴﻐﺎت در ﺑﺎزارﻳﺎﺑﻲ راﺑﻄﻪﻣﻨﺪ‪ ،‬اﻗﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ‬
‫ﺷﺮﻛﺖﻫﺎﺳﺖ ﻛﻪ از وﻳﮋﮔﻲﻫﺎي ﺳﺮﮔﺮمﻛﻨﻨﺪﮔﻲ‪ ،‬ﺗﻌﺎﻣﻠﻲﺑﻮدن‪ ،‬ﺑﻪروز ﺑﻮدن‪ ،‬ﺳﻔﺎرﺷـﻲﺳـﺎزي و ﺗﺒﻠﻴﻐـﺎت ﺗﻮﺻـﻴﻪاي ﻛﻼﻣـﻲ‬
‫ﺑﺮﺧﻮردار اﺳﺖ )ﮔﻮدي و ﻫﻤﻜﺎران‪2016 ،‬؛ ﻛﻴﻢ و ﻛﻮ‪2012 ،‬؛ ﻣﻨﮕﻮﻟﺪ و ﻓﻮﻟﺪز‪2009 ،3‬؛ زوﻟﻮ و ﻫﻤﻜﺎران‪2020،‬؛ ﻣﺼـﻠﺢﭘـﻮر‪،‬‬
‫اﺳﻤﺎﻋﻴﻞ‪ ،‬ﭘﻮرﺑﺎ و وﻧﮓ‪2021 ،4‬؛ ﭼﻮ و ﻫﻤﻜﺎران‪.(2019 ،‬‬

‫ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‬
‫ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﻪ ادراك ﻣﺼﺮفﻛﻨﻨﺪه و ﺗﺠﺮﺑﺔ وي از ﺑﺮﻧﺪ ﮔﻔﺘﻪ ﻣﻲﺷﻮد )ﺣﻘﻴﻘﻲ ﻧﺴﺐ و ﻫﻤﻜـﺎران‪ (1402 ،‬ﻛـﻪ ﻣﺸـﺘﻤﻞ ﺑـﺮ‬
‫ﭼﻬﺎر ﻣﺆﻟﻔﻪ اﺳﺖ )زوﻟﻮ و ﻫﻤﻜﺎران‪ .(2020،‬اوﻟﻴﻦ ﻣﺆﻟﻔﺔ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬واﻛـﻨﺶﻫـﺎي ﻋـﺎﻃﻔﻲ اﺳـﺖ‪ .‬واﻛـﻨﺶﻫـﺎي ﻋـﺎﻃﻔﻲ‬
‫ﻣﺠﻤﻮﻋﻪاي از ﻋﻮاﻃﻒ ﺗﻌﺮﻳﻒ ﻣﻲﺷﻮد ﻛﻪ ﺑﻪواﺳﻄﺔ ﺑﺮﻧﺪ‪ ،‬ﻣﻴﺎن ﻣﺸﺘﺮي و ﺑﺮﻧﺪ‪ ،‬ﭘﻴﻮﻧﺪ ﻋﺎﻃﻔﻲ اﻳﺠﺎد ﻣﻲﻛﻨﺪ )ﺧﺎن‪ ،‬ﻣﺤﻤـﺪ و‬
‫ﻣﺤﻤﺪ‪2020 ،5‬؛ ﻣﻮرﮔﺎن ـ ﺗﻮﻣﺎس و وﻟﻮﺗﺴﻮ‪ .(2013 ،6‬ﻣﺆﻟﻔﺔ دوم از اﻳﻦ ﺳﺎزه‪ ،‬ﮔﻮﻳﺎي اﺣﺴﺎﺳﺎت ﻳﺎ ﻫﻴﺠﺎنﻫﺎﻳﻲ اﺳﺖ ﻛﻪ از‬
‫ﺷﻨﺎﺧﺖ اﻓﺮاد و درﮔﻴﺮي ﺑﺎ ﺣﻮاس ﺷﻜﻞ ﻣﻲﮔﻴﺮد )ﻫﻮﻟﺘﻦ‪2011 ،7‬؛ ﺑﺮاﻛﻮس‪ ،‬اﺷﻤﻴﺖ و زاراﻧﺘﻮﻧﻠﻮ‪2009 ،8‬؛ ﭘﺎراﻣﻴﺘﺎ‪ ،‬ﻧﻬﻮ‪ ،‬ﻧﮕﻮ‪،‬‬
‫ﺗﺮن و ﮔﺮﻳﮕﻮري‪ .(2021 ،9‬ﻣﺆﻟﻔﺔ دوم از ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬ﭘﺎﺳﺦﻫﺎي ﺣﺴﻲ اﺳﺖ ﻛﻪ ﺗﺤﺖ ﭘﻨﺞ ﻣﺤﺮك »ﺑﻮﻳﺎﻳﻲ‪ ،‬ﺑﻴﻨﺎﻳﻲ‪ ،‬ﻻﻣﺴﻪ‪،‬‬
‫ﭼﺸﺎﻳﻲ و ﺷﻨﻮاﻳﻲ« ﻧﺎمﮔﺬاري ﺷﺪه اﺳﺖ )اﺷﻤﻴﺖ و ﺳﻴﻤﻮﻧﺴﻮن‪ .(1997 ،10‬ﻣﺆﻟﻔﻪ ﺳﻮم از ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬ﺑﻪ ﻣﺤﺮكﻫﺎي ﻓﻜﺮي‬
‫و ﺷﻨﺎﺧﺘﻲ دﺳﺘﻪﺑﻨﺪي ﻣﻲﺷﻮد ﻛﻪ ﺗﻔﻜﺮﻫﺎي واﮔﺮا و ﻫﻢﮔﺮا )ﺑﻪﺗﺮﺗﻴﺐ ﺗﻔﻜﺮ ﺧﻼﻗﺎﻧﻪ و ﺗﻔﻜﺮ ﻣﻨﻄﻘﻲ( از زﻳﺮﻣﺠﻤﻮﻋﻪﻫـﺎي آن‬
‫ﻫﺴﺘﻨﺪ )ﺣﻘﻴﻘﻲ ﻧﺴﺐ و ﻫﻤﻜﺎران‪ (1402 ،‬و ﻫﻨﮕﺎم ﺗﻌﺎﻣﻞ ﻓﺮد ﺑﺎ ﺑﺮﻧﺪ‪ ،‬در وي ﺣﺲ ﻛﻨﺠﻜﺎوي‪ ،‬درﮔﻴﺮﺳـﺎزي اﻧـﻮاع ﺗﻔﻜـﺮ از‬
‫ﺟﻤﻠﻪ ﺗﻔﻜﺮ اﺳﺘﺪﻻﻟﻲ و ﻓﺮاﻳﻨﺪ ذﻫﻨﻲ آﮔﺎﻫﺎﻧﻪ اﻳﺠﺎد ﻣﻲﻛﻨﺪ )دﻳﻨﮓ و ﺗﻴﺴﻨﮓ‪2015 ،11‬؛ ﭘﺎراﻣﻴﺘﺎ و ﻫﻤﻜﺎران‪.(2021 ،‬‬
‫ﻣﺆﻟﻔﺔ ﭼﻬﺎرم‪ ،‬ﭘﺎﺳﺦﻫﺎي رﻓﺘﺎري ﺑﺮﻧﺪ اﺳﺖ ﻛﻪ از ﻃﺮﻳﻖ ﺗﺠﺮﺑﺔ ﻓﻴﺰﻳﻜﻲ‪ ،‬ﺳﺒﻚ زﻧﺪﮔﻲ ﻳﺎ اﻳﺠـﺎد ﺗﻌﺎﻣـﻞ در ﻣﺸـﺘﺮﻳﺎن‬
‫ﺑﺮوز ﻣﻲﻛﻨﺪ )ﺑﺮاﻛﻮس و ﻫﻤﻜﺎران‪ .(2009 ،‬ﺗﺠﺮﺑﻪ ﻣﺜﺒﺖ از ﺑﺮﻧﺪ رﺿﺎﻳﺖ ﺑﻴﺸﺘﺮي اﻳﺠﺎد ﻣﻲﻛﻨﺪ و ﺑﻪ وﻓﺎداري در ﻣﺸـﺘﺮﻳﺎن‪،‬‬
‫ﻗﺪرداﻧﻲ آنﻫﺎ و راﺑﻄﻪﻫﺎي ﺑﻬﺘﺮ و درازﻣﺪتﺗﺮ ﺑﺎ ﺑﺮﻧﺪﻫﺎ ﻣﻨﺠﺮ ﻣﻲﺷﻮد )اﻟﻴﻮر‪1999 ،12‬؛ ﺧﺎن و ﻫﻤﻜﺎران‪.(2020 ،‬‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Chu, Kamal & Kim‬‬
‫‪2. Godey et al‬‬
‫‪3. Mangold & Faulds‬‬
‫‪4. Moslehpour, Ismail, Purba & Wong‬‬
‫‪5. Khan, Mohammad & Muhammad‬‬
‫‪6. Morgan-Thomas & Veloutsou‬‬
‫‪7. Hultén‬‬
‫‪8. Brakus, Schmitt & Zarantonello‬‬
‫‪9. Paramita, Nhu, Ngo, Tran & Gregory‬‬
‫‪10. Schmitt and Simonson‬‬
‫‪11. Ding & Tseng‬‬
‫‪12. Oliver‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪341‬‬

‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬
‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﻳﻚ ﺗﺮﻓﻨﺪ ﺣﻴﺎﺗﻲ ﺑﺮاي ﺑﺎزارﻳﺎﺑﺎن اﺳﺖ ﻛﻪ ﺑﻪﻣﻨﻈﻮر اﻳﺠﺎد رواﺑﻂ ﻣﺸﺘﺮي و ﺑﺮﻧﺪ و ﺑـﺎ ﻫـﺪف اﻓـﺰاﻳﺶ‬
‫ﺳﻮدآوري ﭘﺪﻳﺪار ﺷﺪه اﺳﺖ )ﺳﻮﮔﻴﻬﺎرﺗﻮ‪ ،‬ﮔﻔﺎر‪ ،‬دﻳﺴﻤﺎن و دﻳﺮﮔﺎﻧﺘﺮي‪ .(2024 ،1‬درﮔﻴﺮﺳﺎزي ﻣﺸـﺘﺮﻳﺎن ﺑـﻪ ﺣـﻮزة ﺑﺎزارﻳـﺎﺑﻲ‬
‫راﺑﻄﻪﻣﻨﺪ اﺷﺎره دارد )ون ﺗﻮﻧﺪر و ﭘﺘﺰر‪ .(2018 ،2‬ﺑﺮ اﺳﺎس ﻧﻈﺮ رﺳـﻮل‪ ،‬ﺷـﺎه و اﺳـﻼم‪ (2020) 3‬درﮔﻴﺮﺳـﺎزي ﻣﺸـﺘﺮﻳﺎن از‬
‫دوران ﺑﺎزارﻳﺎﺑﻲ دﻳﺠﻴﺘﺎل ﺗﻮﺳﻌﺔ ﺳﺮﻳﻌﻲ را ﺗﺠﺮﺑﻪ ﻛﺮده اﺳﺖ‪ .‬درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن اﺻﻄﻼﺣﻲ اﺳﺖ ﺑﺮاي ارﺗﺒﺎط ﻣﺸﺘﺮي ﺑﺎ‬
‫ﻳﻚ ﺑﺮﻧﺪ ﻛﻪ ﺗﻮﺳﻂ اﻗﺪاﻣﺎت ﺷﻨﺎﺧﺘﻲ‪ ،‬ﻋـﺎﻃﻔﻲ و رﻓﺘـﺎري ﺧﺮﻳـﺪ آنﻫـﺎ رﻗـﻢ ﺧـﻮرده اﺳـﺖ )ﻟـﻲ‪ ،‬ﺗﻨـﮓ و ﭼـﻦ‪.(2020 ،4‬‬
‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﻧﻮﻋﻲ اﺳﺘﺮاﺗﮋي ﺑﺎزارﻳﺎﺑﻲ ﻣﻬﻢ در ﺑﺨﺶ دﻳﺠﻴﺘﺎل و ﻋﺎﻣﻞ ﺣﻴﺎﺗﻲ ﺑﺮاي ﺧﻠﻖ و اﻓـﺰاﻳﺶ ارزش اﺳـﺖ‬
‫)ﺳﻮﮔﻴﻬﺎرﺗﻮ و ﻫﻤﻜﺎران‪(2024 ،‬؛ ﺑﻨﺎﺑﺮاﻳﻦ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻧﺸﺎندﻫﻨﺪة ﺳﺮﻣﺎﻳﻪﮔﺬاري ﻣﺸﺘﺮي در ﺗﻌﺎﻣﻼت ﻣـﺮﺗﺒﻂ ﺑـﺎ‬
‫ﻧﺎم ﺗﺠﺎري اﺳﺖ و ﺑﻪ ﻫﻤﻴﻦ دﻟﻴﻞ ﺑﺴﻴﺎر ﻣﻬﻢ اﺳﺖ )ﮔﻠﻴﮕﻮر‪ ،‬ﺑﻮزﻛﻮرت و روﺳﻮ‪ .(2019 ،5‬ﺷﺮﻛﺖﻫﺎ ﻣﻲﺗﻮاﻧﻨﺪ ﺑـﺎ اﺳـﺘﻔﺎده از‬
‫ﺳﻄﺢ ﺧﻮب درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻗﻠﺐ و ذﻫﻦ ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن را ﻣﺠﺬوب ﺧﻮد ﻛﻨﻨﺪ ﺗﺎ ﺑﻪ اﺳﺘﻔﺎده از ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت‬
‫اراﺋﻪ ﺷﺪه‪ ،‬ﻣﺘﻌﻬﺪ و وﻓﺎدار ﺑﺎﻗﻲ ﺑﻤﺎﻧﻨﺪ )ﺳﻮﮔﻴﻬﺎرﺗﻮ و ﻫﻤﻜﺎران‪ .(2024 ،‬در ﺟﺪول ‪ ،1‬ﭘﻴﺸﻴﻨﻪ ﺗﺠﺮﺑﻲ ﭘﮋوﻫﺶ اراﺋﻪ ﺷﺪه اﺳﺖ‬
‫ﻛﻪ ﻧﺸﺎندﻫﻨﺪة ﻓﻌﺎﻟﻴﺖﻫﺎي اﺧﻴﺮ ﭘﮋوﻫﺸﮕﺮان در ﺣﻮزة ﻣﻮﺿﻮﻋﻲ اﻳﻦ ﻣﻘﺎﻟﻪ اﺳﺖ‪.‬‬

‫ﺟﺪول ‪ .1‬ﭘﻴﺸﻴﻨﻪ ﺗﺠﺮﺑﻲ ﭘﮋوﻫﺶ‬

‫ﻧﺘﺎﻳﺞ‬ ‫ﻫﺪف‬ ‫ﻧﻮﻳﺴﻨﺪﮔﺎن‬ ‫ﻧﺎم ﻣﻘﺎﻟﻪ‬
‫ﻧﺘﺎﻳﺞ ﻧﻈﺮﺳـﻨﺠﻲ از ‪ 596‬ﻧﻔـﺮ‪ ،‬ﻧﺸـﺎن داد ﻛـﻪ‬
‫آﻳــﺎ وﻓـــﺎداري ﻣﺼـــﺮفﻛﻨﻨـــﺪه‬ ‫ﺗــﺄﺛﻴﺮ اﻗــﺪاﻣﺎت ﺑﺎزارﻳ ـﺎﺑﻲ در‬
‫اﺑﺰارﻫﺎي ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤـﺎﻋﻲ ﺗـﺄﺛﻴﺮ‬
‫اﻟﻜﺘﺮوﻧﻴﻜــﻲ و اﻋﺘﻤــﺎد آﻧﻼﻳــﻦ‬ ‫رﺳــﺎﻧﻪﻫــﺎي اﺟﺘﻤــﺎﻋﻲ ﺑــﺮ‬
‫ﭼﺸﻤﮕﻴﺮي ﺑﺮ اﻳﻤﺎن و ﺗﻌﻬﺪ ﻣﺼـﺮفﻛﻨﻨـﺪﮔﺎن‬ ‫ﺧﻮا و ﻫﻮﻳﻨﻪ‪(2023) 6‬‬
‫ﺗﻮﺳــﻂ ﺑﺎزارﻳــﺎﺑﻲ رﺳــﺎﻧﻪﻫــﺎي‬ ‫وﻓــﺎداري ﻣﺸــﺘﺮي‪ :‬ﻣﻄﺎﻟﻌــﻪ‬
‫ﺑﻪ ﻛﺴﺐوﻛﺎرﻫﺎ از ﻃﺮﻳﻖ ﻛﺎﻧﺎلﻫﺎي دﻳﺠﻴﺘـﺎل‬
‫اﺟﺘﻤﺎﻋﻲ اﻓﺰاﻳﺶ ﻣﻲﻳﺎﺑﺪ ﻳﺎ ﺧﻴﺮ‪.‬‬ ‫ﺻﻨﻌﺖ ﺗﺠﺎرت اﻟﻜﺘﺮوﻧﻴﻚ‬
‫دارد‪.‬‬
‫‪ .1‬ﻛﻴﻔﻴــﺖ ﺧــﺪﻣﺎت‪ ،‬رﺳــﺎﻧﻪﻫــﺎي اﺟﺘﻤــﺎﻋﻲ و‬
‫ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮ ﻣﺘﻐﻴﺮﻫﺎي ﺑﺎزارﻳﺎﺑﻲ‪،‬‬
‫رواﺑــﻂ ﻋﻤــﻮﻣﻲ ﺗــﺄﺛﻴﺮ ﻣﻌﻨــﺎداري ﺑــﺮ ﺗﺼــﻮﻳﺮ‬ ‫ﻧﻘﺶ رﺳﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ‪،‬‬
‫ﻳﻌﻨﻲ ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت‪ ،‬رﺳﺎﻧﻪﻫـﺎي‬ ‫ﺳﻮﻧﺎرﻳﻮ‪ ،‬روﺑﻴﻨﻲ و‬
‫ﺳــﺎزﻣﺎﻧﻲ دارد‪ .2 .‬رﺳــﺎﻧﻪﻫــﺎي اﺟﺘﻤــﺎﻋﻲ و‬ ‫ﻛﻴﻔﻴــﺖ ﺧــﺪﻣﺎت و رواﺑــﻂ‬
‫اﺟﺘﻤــﺎﻋﻲ و رواﺑــﻂ ﻋﻤــﻮﻣﻲ ﺑــﺮ‬ ‫ﻓﺎروك‪(2023) 7‬‬
‫ﻛﻴﻔﻴــﺖ ﺧــﺪﻣﺎت ﺗــﺄﺛﻴﺮ ﻣﻌﻨــﺎداري ﺑــﺮ رواﺑــﻂ‬ ‫ﻋﻤﻮﻣﻲ ﺑﺮ ﺗﺼﻮﻳﺮ ﺳﺎزﻣﺎن‬
‫ﺗﺼﻮﻳﺮ ﺳﺎزﻣﺎﻧﻲ‬
‫ﻋﻤﻮﻣﻲ دارﻧﺪ‪.‬‬
‫اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﺑﺎ اذﻋﺎن ﺑـﻪ اﻫﻤﻴـﺖ اﻳﻦ ﻣﻄﺎﻟﻌﻪ رواﺑﻂ ﻣﺜﺒﺖ ﺑﻴﻦ اﻋﺘﺒﺎر درك ﺷـﺪه‬ ‫ﻛﺮﻧﺠﺎك ـ ﻛﺎراﻧﻮوﻳﭻ‪،‬‬ ‫ﻛﺪام ﻣﺮاﺣـﻞ ﺗﺼـﻤﻴﻢﮔﻴـﺮي‬
‫ﺗﺄﺛﻴﺮﮔــﺬارﻫﺎي ﺧــﺮد و ﺗﻤــﺎﻣﻲ رﻳﺰ اﻳﻨﻔﻠﻮﺋﻨﺴﺮﻫﺎ و ﺗﻤﺎم ﻣﺮاﺣﻞ ﺗﺼـﻤﻴﻢﮔﻴـﺮي‬ ‫ﻛﻮرﺳﺎن ﻣﻴﻼﻛﻮوﻳﭻ و‬ ‫اﻫﻤﻴﺖ ﺑﻴﺸﺘﺮي دارد؟ اﻋﺘﺒـﺎر‬
‫‪1‬‬
‫ﻣﺮاﺣﻞ ﻓﺮاﻳﻨﺪ ﺗﺼﻤﻴﻢﮔﻴـﺮي‪ ،‬ﺑـﻪ را ﻧﺸﺎن ﻣﻲدﻫﺪ‪ .‬ﻋﺪم ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ ﺑـﺮ اﻋﺘﺒـﺎر‬ ‫اﻟﺰ )‪(2023‬‬ ‫درك ﺷﺪه‪ ،‬ﺣﻤﺎﻳـﺖ ﻣـﺎﻟﻲ و‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Sugiharto, Gaffar, Disman & Dirgantari‬‬
‫‪2. Van Tonder & Petzer‬‬
‫‪3. Rasool, Shah & Islam‬‬
‫‪4. Li, Teng & Chen‬‬
‫‪5. Gligor, Bozkurt & Russo‬‬
‫‪6. Khoa & Huynh‬‬
‫‪7. Sunaryo, Rubini & Faruk‬‬
‫‪342‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﻧﺘﺎﻳﺞ‬ ‫ﻫﺪف‬ ‫ﻧﻮﻳﺴﻨﺪﮔﺎن‬ ‫ﻧﺎم ﻣﻘﺎﻟﻪ‬

‫ﺑﺮرﺳﻲ ﺗـﺄﺛﻴﺮ اﻋﺘﺒـﺎر اﻳﻨﻔﻠﻮﺋﻨﺴـﺮ درك ﺷﺪه ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ ﻣﻲﮔﺬارد‪ .‬ﻋﻼوه ﺑﺮ اﻳﻦ‪،‬‬ ‫ﻧﻘــﺶ ﺗﻌــﺪﻳﻞﻛﻨﻨــﺪه اﻋﺘﻤــﺎد‬
‫درك ﺷــﺪه‪ ،‬ﺗﺤــﺖ ﺗــﺄﺛﻴﺮ ﻏﻴﺒــﺖ ﻧﺘــﺎﻳﺞ ﻧﺸــﺎن ﻣــﻲدﻫــﺪ ﻛــﻪ ﺳــﻄﺢ اﻋﺘﻤــﺎد‬ ‫ﺗﻮﺳﻂ اﻳﻨﻔﻠﻮﺋﻨﺴﺮ‬
‫ﺣﻤﺎﻳــﺖ ﻣــﺎﻟﻲ‪ ،‬ﺑــﺮ ﺗﺸــﺨﻴﺺ ﺗﻌﺪﻳﻞﻛﻨﻨﺪة ﺿﺮوري ﺑﺮاي رواﺑﻂ ﺑـﻴﻦ اﻋﺘﺒـﺎر‬
‫ﻣﺸﻜﻞ‪ ،‬ﺟﺴﺖوﺟـﻮي اﻃﻼﻋـﺎت‪ ،‬درك ﺷـــﺪه و ﻣﺮاﺣـــﻞ ﺣﻤﺎﻳـــﺖ ﻣـــﺎﻟﻲ و‬
‫ارزﻳﺎﺑﻲ ﺟﺎﻳﮕﺰﻳﻦ‪ ،‬ﺧﺮﻳﺪ و ﭘﺲ از ﺟﺴﺖوﺟﻮي اﻃﻼﻋﺎت و ﺧﺮﻳﺪ اﺳﺖ‪.‬‬
‫ﺧﺮﻳﺪ آن اﺳﺖ‪ .‬ﻋـﻼوه ﺑـﺮ اﻳـﻦ‪،‬‬
‫ﻧﻮﻳﺴﻨﺪﮔﺎن ﻧﻘـﺶ ﺗﻌـﺪﻳﻞﻛﻨﻨـﺪه‬
‫ﺳﻄﺢ اﻋﺘﻤـﺎد را در رواﺑـﻂ ﻣـﻮرد‬
‫ﺗﺤﻘﻴﻖ ﺑﺮرﺳﻲ ﻛﺮدهاﻧﺪ‪.‬‬
‫ﭘﻴﻮﻧﺪ وب ﻛﻪ در ﻧﻈﺮﻫﺎي ﻳﻚ ﭘﺴﺖ ﻓﻴﺴﺒﻮك‬
‫ﻫــﺪف اﻳــﻦ ﻣﻘﺎﻟــﻪ ﻏﻨــﻲﺳــﺎزي‬
‫ﻗﺮار ﻣﻲﮔﻴﺮد‪ ،‬ﺑﻪﺟـﺎي ﻋﻨـﻮان‪ ،‬ﺳـﻮد ﺑﻴﺸـﺘﺮي‬
‫ادﺑﻴــﺎت در ﺧﺼــﻮص اﺛﺮﺑﺨﺸــﻲ‬ ‫ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬
‫دارد‪ .‬ﻫﻤﭽﻨﻴﻦ ﻧﺸﺎن داده ﺷـﺪه اﺳـﺖ ﻛـﻪ ﺑـﺮ‬ ‫‪2‬‬
‫اﻧﻮاع ﻣﺨﺘﻠﻒ ﭘﺴﺖﻫﺎﺳﺖ‪ .‬ﺑﺎ ﻳﻚ‬ ‫ﭼﺎوﻻ و ﭼﻮداك ‪،‬‬ ‫ﺑـــﺮاي ﻣﺸـــﺎﻏﻞ‪ :‬ﺗﺒﻠﻴﻐـــﺎت‬
‫اﺳــﺎس اﻫــﺪاف ﻛﻤﭙــﻴﻦ‪ ،‬ﭼﻨــﻴﻦ ﻣﻌﻴﺎرﻫــﺎﻳﻲ‬
‫ﭘﻴﻮﻧﺪ وب‪ ،‬آزﻣﺎﻳﺸﻲ در ﻓﻴﺴـﺒﻮك‬ ‫‪(2021‬‬ ‫ارﮔﺎﻧﻴــﻚ ﭘﻴﻮﻧــﺪﻫﺎي وب در‬
‫ﻣﻲﺗﻮاﻧﻨﺪ اﻃﻼﻋـﺎت ارزﺷـﻤﻨﺪي در ﺧﺼـﻮص‬
‫)‪ (FB‬ﻃﺮاﺣﻲ و در ﻳـﻚ ﻣﺤـﻴﻂ‬ ‫ﻓﻴﺴﺒﻮك‪.‬‬
‫زﻣﺎن ﺑﻬﻴﻨﻪ ﺑﺮاي ارﺳﺎل و ﻫﻤﭽﻨﻴﻦ ﻓﺎﺻﻠﻪ ﺑﻴﻦ‬
‫ﺗﺠﺎري واﻗﻌﻲ اﺟﺮا ﺷﺪه اﺳﺖ‪.‬‬
‫ﭘﺴﺖﻫﺎ اراﺋﻪ دﻫﻨﺪ‪.‬‬
‫ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﺑﻪﻃﻮر ﻓﺰاﻳﻨﺪهاي‬
‫از ﺟﻮاﻣـــﻊ ﺑﺮﻧـــﺪ رﺳـــﺎﻧﻪﻫـــﺎي‬
‫ﻣﺰاﻳﺎي ﺷـﻨﺎﺧﺘﻲ‪ ،‬ﻳﻜﭙﺎرﭼـﻪﺳـﺎزي ﺷﺨﺼـﻲ و‬
‫اﺟﺘﻤـــﺎﻋﻲ ﺑـــﺮاي ﺟﻤـــﻊآوري‬
‫ﻳﻜﭙﺎرﭼــﻪﺳــﺎزي اﺟﺘﻤــﺎﻋﻲ‪ ،‬راﺑﻄــﻪ اﻗــﺪاﻣﺎت‬
‫اﻃﻼﻋﺎت در ﺧﺼـﻮص ﺑﺮﻧـﺪﻫﺎ و‬
‫ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ارزش وﻳﮋه‬
‫اﻃﻼعرﺳـﺎﻧﻲ درﺑـﺎره ﺗﺼـﻤﻴﻤﺎت‬
‫ﺑﺮﻧﺪ را واﺳﻄﻪ ﻣﻲﻛﻨﻨﺪ؛ اﻣﺎ ﻣﺰاﻳﺎي ﻟﺬتﺑﺨـﺶ‬
‫ﺧﺮﻳﺪ ﺧﻮد اﺳﺘﻔﺎده ﻣـﻲﻛﻨﻨـﺪ‪ .‬ﺑـﺎ‬
‫اﻳﻦ ﻃﻮر ﻧﻴﺴﺖ‪ .‬ﻋﻼوه ﺑﺮ اﻳﻦ‪ ،‬ﺗﺠﺮﺑﻪ اﺣﺴﺎﺳﻲ‬
‫ﺗﻜﻴﻪ ﺑﺮ ﻧﻈﺮﻳﻪ اﺳﺘﻔﺎده و رﺿﺎﻳﺖ‬ ‫ﺑﺎزﮔﺸﺎﻳﻲ راﺑﻄﻪ ﺑﻴﻦ ﺑﺎزارﻳﺎﺑﻲ‬
‫و ﻣﻨﻄﻘﻲ ﺑﺮﻧﺪ ﺑﻪﻃﻮر ﭼﺸﻤﮕﻴﺮي وﻓـﺎداري ﺑـﻪ‬
‫و ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‪ ،‬ﻓﺮض ﻣﻲ ﻛﻨﻴﻢ ﻛﻪ‬ ‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ارزش‬
‫ﺑﺮﻧﺪ‪ ،‬آﮔـﺎﻫﻲ از ﺑﺮﻧـﺪ و ﻛﻴﻔﻴـﺖ درك ﺷـﺪه را‬
‫ﻣﺰاﻳــﺎي ﻣﺼــﺮفﻛﻨﻨــﺪه ﻧﺎﺷــﻲ از‬ ‫زوﻟﻮ و ﻫﻤﻜﺎران )‪(2020‬‬ ‫وﻳﮋه ﺑﺮﻧـﺪ‪ :‬ﻧﻘـﺶ واﺳـﻄﻪاي‬
‫ﭘﻴﺶ ﺑﻴﻨﻲ ﻣﻲ ﻛﻨﺪ‪ .‬ﻣـﺪﻳﺮان ﺑﺮﻧـﺪﻫﺎي ﻟـﻮﻛﺲ‬
‫ﻣﺸــﺎرﻛﺖ در ﭼﻨــﻴﻦ ﺟــﻮاﻣﻌﻲ و‬ ‫ﻣﺰاﻳــــــ ـﺎ و ﺗﺠﺮﺑــــــــﻪ‬
‫ﻣﻤﻜﻦ اﺳـﺖ از اﻳـﻦ ﻳﺎﻓﺘـﻪﻫـﺎ ﺑـﺮاي ﺗﻮﺳـﻌﻪ‬
‫ﺗﺠﺮﺑـــﻪ ﺑﺮﻧـــﺪ‪ ،‬راﺑﻄـــﻪ ﺑـــﻴﻦ‬ ‫ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن‬
‫اﺳــﺘﺮاﺗﮋيﻫــﺎي ﺑﺎزارﻳــﺎﺑﻲ در رﺳــﺎﻧﻪﻫــﺎي‬
‫ﻓﻌﺎﻟﻴﺖ ﻫﺎي ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪ ﻫـﺎي‬
‫اﺟﺘﻤﺎﻋﻲ اﺳﺘﻔﺎده ﻛﻨﻨﺪ ﻛﻪ ﺗﺠﺮﺑـﻪ ﻛﻠـﻲ ﺑﺮﻧـﺪ‬
‫اﺟﺘﻤﺎﻋﻲ )‪ (SMM‬و ارزش وﻳـﮋه‬
‫ﻣﻴﻠﻨﻴــﺎﻟﺰ و ارزﻳــﺎﺑﻲ ارزش وﻳــﮋه ﺑﺮﻧــﺪ را در‬
‫ﺑﺮﻧــﺪ ﻣﺒﺘﻨــﻲ ﺑــﺮ ﻣﺼــﺮفﻛﻨﻨــﺪه‬
‫ﻣﺤــﻴﻂﻫــﺎي رﺳــﺎﻧﻪﻫــﺎي اﺟﺘﻤــﺎﻋﻲ اﻓــﺰاﻳﺶ‬
‫)‪ (CBBE‬را در ﻣﻴـﺎن ﻫـﺰارهﻫـﺎ‬
‫ﻣﻲدﻫﺪ‪.‬‬
‫واﺳﻄﻪ ﻣﻲﻛﻨﺪ‪.‬‬

‫‪1. Crnjak-Karanović, Kursan Milaković & Elez‬‬

‫‪2. Chawla & Chodak‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪343‬‬

‫ﻧﺘﺎﻳﺞ‬ ‫ﻫﺪف‬ ‫ﻧﻮﻳﺴﻨﺪﮔﺎن‬ ‫ﻧﺎم ﻣﻘﺎﻟﻪ‬

‫ﻧﺘﺎﻳﺞ ﺣﺎﺻـﻞ از ﺑﺨـﺶ ﻛﻤـﻲ‪ ،‬ﻧﺘـﺎﻳﺞ ﺑﺨـﺶ‬
‫ﻛﻴﻔﻲ را ﺗﺄﻳﻴﺪ ﻛﺮد و ﻧﺸﺎن داد ﻛﻪ ﻓﻌﺎﻟﻴﺖﻫﺎي‬
‫ﻃﺮاﺣﻲ ﻣﺪل ارزش وﻳﮋه ﺑﺮﻧﺪ‪ ،‬ﺑـﺎ‬
‫ﺑﺎزارﻳــﺎﺑﻲ رﺳــﺎﻧﻪﻫــﺎي اﺟﺘﻤــﺎﻋﻲ ﺑــﺎ روﻳﻜــﺮد‬
‫اﺳﺘﻔﺎده از ﻓﻌﺎﻟﻴﺖﻫـﺎي ﺑﺎزارﻳـﺎﺑﻲ‬
‫ﭘﺎراداﻳﻢ راﺑﻄـﻪ ﮔﺮاﻳـﻲ‪ ،‬در درﮔﻴـﺮي ﻣﺸـﺘﺮﻳﺎن‬ ‫ﻧﻈﺮﻳــﻪﭘــﺮدازي دادهﺑﻨﻴــﺎد و‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑـﺮ درﮔﻴـﺮي‬
‫ﻣﺘﺄﺛﺮ از ﺷﺮاﻳﻂ ﻋﻠّـﻲ )ﻓﻌﺎﻟﻴـﺖ ﻫـﺎي ﺑﺎزارﻳـﺎﺑﻲ‬ ‫رزﻣﻲ و ﻫﻤﻜﺎران‬ ‫روﻳﻜﺮد ﭘﺎراداﻳﻢ راﺑﻄﻪ ﮔﺮاﻳـﻲ‬
‫ﻣﺸــﺘﺮﻳﺎن ﺑــﻪ اﻧﺠــﺎم رﺳــﻴﺪ و ﺑــﺎ‬
‫رﺳــﺎﻧﻪﻫــﺎي اﺟﺘﻤــﺎﻋﻲ(‪ ،‬ﻋﻮاﻣــﻞ زﻣﻴﻨــﻪاي‬ ‫)‪(1401‬‬ ‫در ﻃﺮاﺣﻲ ﻣﺪل ارزش وﻳـﮋه‬
‫ﻓﻠﺴﻔﻪ ﻓﻜﺮي راﺑﻄـﻪ ﮔﺮاﻳـﻲ و دو‬
‫)ﻣﺪﻳﺮﻳﺖ داﻧﺶ ﻣﺸﺘﺮي( و ﻋﻮاﻣﻞ ﻣﺪاﺧﻠـﻪﮔـﺮ‬ ‫ﺑﺮﻧﺪ‬
‫ﺗﺌــﻮري ارزش اﻧﺘﻈــﺎر و ﺗﺌــﻮري‬
‫)ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ( اﺳﺖ ﻛﻪ از ﻃﺮﻳﻖ ﺳﻴﺎﺳﺖﮔﺬاري‬
‫ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺗﺒﻴﻴﻦ ﺷﺪ‪.‬‬
‫ﻣﻨﺎﺳﺐ و اﻗﺪاﻣﺎت اﺟﺮاﻳﻲ درﺧﻮر ﺷﺮﻛﺖﻫﺎ‪ ،‬ﺑﻪ‬
‫درﮔﻴﺮي ﻣﺸﺘﺮي ﻣﻨﺠﺮ ﻣﻲﺷﻮد‪.‬‬
‫ﻧﺘــﺎﻳﺞ ﺣــﺎﻛﻲ از آن اﺳــﺖ ﻛــﻪ ﻓﻌﺎﻟﻴــﺖﻫــﺎي‬
‫ﻫــﺪف اﻳــﻦ ﻣﻄﺎﻟﻌــﻪ‪ ،‬ﮔﺴــﺘﺮش ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪ ﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ارزش وﻳﮋه ي‬
‫داﻧﺶ در ارﺗﺒﺎط ﺑـﺎ ﻓﻌﺎﻟﻴـﺖﻫـﺎي ﺑﺮﻧــﺪ ﺗﺄﺛﻴﺮﮔــﺬار اﺳــﺖ و ﺗﻮﺟــﻪ ﺑــﻪ ﻣﺆﻟﻔــﻪﻫــﺎ‬ ‫ﺗـــﺄﺛﻴﺮ ﺑﺎزارﻳـــﺎﺑﻲ رﺳـــﺎﻧﻪ‬
‫ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪ ﻫـﺎي اﺟﺘﻤـﺎﻋﻲ و ﺳــﺮﮔﺮﻣﻲ‪ ،‬ﺑــﺮوز ﺑــﻮدن‪ ،‬ﺗﻌﺎﻣــﻞ ﻣﺸــﺘﺮي ﺑــﺎ‬ ‫اﺟﺘﻤﺎﻋﻲ ﺑﺮ ارزش وﻳﮋه ﺑﺮﻧـﺪ‬
‫ﺣﻘﻴﻘﻲ ﻧﺴﺐ و ﻫﻤﻜﺎران‬
‫اراﺋﻪ راهﻛﺎرﻫـﺎﻳﻲ ﺑـﺮاي اﻓـﺰاﻳﺶ رﺳﺎﻧﻪﻫﺎ و ﺷﺨﺼﻲﺳﺎزي ﺳﻔﺎرشﻫﺎ در ﺑﻬﺒـﻮد‬ ‫ﺑﺎ ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﻪ ﺑﺮﻧـﺪ‬
‫)‪(1402‬‬
‫ارزش وﻳـــﮋه ﺑﺮﻧـــﺪ از ﻃﺮﻳـــﻖ ارزش وﻳﮋة ﺑﺮﻧﺪ ﻣﺆﺛﺮ اﺳﺖ‪ .‬ﻣﺪﻳﺮان ﻣﻲﺗﻮاﻧﻨـﺪ‬ ‫و ﻣﺰاﻳـــﺎي رﺳـــﺎﻧﻪﻫـــﺎي‬
‫ﻓﻌﺎﻟﻴﺖﻫـﺎي ﺑﺎزارﻳـﺎﺑﻲ در ﺷـﺒﻜﻪ از اﻳﻦ ﻳﺎﻓﺘﻪ ﻫـﺎ ﺑـﺮاي ﺑﻬﺒـﻮد اﺳـﺘﺮاﺗﮋي ﻫـﺎي‬ ‫اﺟﺘﻤﺎﻋﻲ‬
‫ﺑﺎزارﻳﺎﺑﻲ ﺧﻮد در رﺳﺎﻧﻪ ﻫﺎي اﺟﺘﻤﺎﻋﻲ اﺳـﺘﻔﺎده‬ ‫اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام اﺳﺖ‪.‬‬
‫ﻛﻨﻨﺪ‪.‬‬

‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬

‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ از دو ﺑﺨﺶ ﺗﺸﻜﻴﻞ ﻣﻲﺷﻮد‪ .1 :‬اﺟﺘﻤﺎﻋﻲ ﺑﻮدن و ‪ .2‬رﺳﺎﻧﻪ ﺑﻮدن؛ ﻳﻌﻨﻲ داﺷﺘﻦ وﻳﮋﮔـﻲ ﺗﻌـﺎﻣﻠﻲ ﺑـﻮدن‬
‫ﻣﻴﺎن اﻓﺮاد‪ ،‬ﺧﺼﻴﺼﻪﻫﺎي ﻣﺸﺘﺮﻛﻲ دارد و ﻫﻤﭽﻨﻴﻦ ﺑﻪﻋﻨﻮان ﭘﻠﺘﻔﺮﻣﻲ ﺑﺮاي ﺗﺒﺎدل ﻣﺤﺘﻮا ﻗﻠﻤﺪاد ﻣﻲﺷﻮد )ﭼﺎوﻻ و ﭼـﻮداك‪،1‬‬
‫‪ .(2021‬ﻛﺎرﺑﺮان اﻧﮕﻴﺰه دارﻧﺪ از ﺻﻔﺤﺎت ﺑﺮﻧﺪﻫﺎ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ دﻳﺪن ﻛﻨﻨﺪ ﺗﺎ از آن ﻟﺬت ﺑﺒﺮﻧﺪ‪ ،‬ﺗﻌﺎﻣﻞ داﺷﺘﻪ ﺑﺎﺷﻨﺪ‬
‫و ﻧﻈﺮﻫﺎي ﺧﻮد را ﺑﺎ دﻳﮕﺮان ﺑﻪ اﺷﺘﺮاك ﺑﮕﺬارﻧﺪ‪ ،‬اﻃﻼﻋﺎت ﺑﻪروز و ﺧﺪﻣﺎت ﺳﻔﺎرﺷﻲ درﻳﺎﻓﺖ ﻛﻨﻨﺪ و اﻃﻼﻋـﺎت ﻣﺮﺑـﻮط ﺑـﻪ‬
‫ﺑﺮﻧﺪﻫﺎ را ﺑﻪ دوﺳﺘﺎن ﺧﻮد ﻣﻨﺘﻘﻞ ﻛﻨﻨﺪ )ﻛﻴﻢ و ﻛﻮ‪ .(2012 ،‬ﺑﺮﻧـﺪﻫﺎي ﻗﺪرﺗﻤﻨـﺪ اﻳـﻦ ﺗﻮاﻧـﺎﻳﻲ را دارﻧـﺪ ﺗـﺎ ارزﺷـﻲ ﻓﺮاﺗـﺮ از‬
‫ارزشﻫﺎي ﻣﻌﻤﻮل ﺑﺮاي ﺷﺮﻛﺖ ﺧﻠﻖ ﻛﻨﻨﺪ )ﻛﻔﺎﺷﭙﻮر‪ ،‬ﻫﺮﻧﺪي و ﻓﺎﻃﻤﻲ‪ ،(1393 ،‬ﺑـﻪ ﻫﻤـﻴﻦ ﻋﻠـﺖ‪ ،‬اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ اﻫﻤﻴﺖ دارد؛ زﻳﺮا ﻳـﻚ ارﺗﺒـﺎط دوﻃﺮﻓـﻪ ﺑـﻴﻦ ﻣﺼـﺮفﻛﻨﻨـﺪﮔﺎن و ﺑﺮﻧـﺪ را ﻣـﻲﺳـﺎزد ﻛـﻪ ﺳـﺮﮔﺮﻣﻲ‪،‬‬
‫ﺗﻌﺎﻣﻠﻲﺑﻮدن‪ ،‬ﺑﻪروز ﺑﻮدن‪ ،‬ﺳﻔﺎرﺷﻲﺳﺎزي و ﺗﺒﻠﻴﻐﺎت ﻛﻼﻣﻲﺗﻮﺻﻴﻪاي از وﻳﮋﮔـﻲﻫـﺎي آن اﺳـﺖ )زوﻟـﻮ و ﻫﻤﻜـﺎران‪2020 ،‬؛‬
‫ﻣﺼﻠﺢﭘﻮر و ﻫﻤﻜﺎران‪2021 ،‬؛ ﭼﻮ و ﻫﻤﻜﺎران‪ .(2019 ،‬اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻣﻲﺗﻮاﻧﺪ ﺑﻪ اﻓﺰاﻳﺶ آﮔﺎﻫﻲ‬
‫و ادراك ﺑﻬﺘﺮ ﻛﺎرﺑﺮان ﺑﻪ ﺑﺮﻧﺪ و ﺣﺘﻲ ﺑﺎزﺧﻮرددﻫﻲ ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﻣﻨﺠﺮ ﺷﻮد )ﻫﺎﻧﺎ‪ ،‬روم و ﻛﺮﻳﺘﻨﺪن‪.(2011 ،2‬‬
‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Chawla & Chodak‬‬
‫‪2. Hanna, Rohm & Crittenden‬‬
‫‪344‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫از ﺳﻮﻳﻲ ﺑﺴﻴﺎري از ﺑﺮﻧﺪﻫﺎ از ﭘﻠﺘﻔﺮمﻫﺎي رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮاي دﻳـﺪهﺷـﺪن و ﺣﻀـﻮر آﻧﻼﻳـﻦ‪ ،‬ﺑـﻪ ﻫﻤـﺮاه ﺧﻠـﻖ‬
‫ﺗﺠﺮﺑﻴﺎت ﺧﺎﻃﺮهاﻧﮕﻴﺰ ﺑﺮاي ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﺑﻬﺮه ﻣﻲﺑﺮﻧﺪ )ﺑﻴﮓ و ﺧﺎن‪ .(2018 ،1‬ﺑﻪ اﻳﻦ ﺗﺮﺗﻴﺐ اوﻟﻮﻳﺖﺑﺨﺸﻴﺪن ﺑﻪ ﻛﺎرﺑﺮاﻧﻲ‬
‫ﻛﻪ ﻗﺒﻼً ﺗﺠﺮﺑﺔ اﺳﺘﻔﺎده از ﺑﺮﻧﺪ را داﺷﺘﻪاﻧﺪ و ﺧﻠﻖ ﺗﺠﺮﺑﻴﺎت ﻣﺎﻧﺪﮔﺎر‪ ،‬ﻣﻲﺗﻮاﻧﺪ اﻋﺘﻤﺎد اﻳﺠﺎد ﻛﻨﺪ و ﺳﻮدآوري را اﻓﺰاﻳﺶ دﻫـﺪ‬
‫)رﺣﻴﻢﻧﻴﺎ و ﻫﻤﻜﺎران‪ .(1392 ،‬ﺑﻨﺎﺑﺮاﻳﻦ ارﺗﺒﺎط ﭘﺎﻳﺪار ﺑﺎ ﻣﺸﺘﺮﻳﺎن ﺷﻜﻞ ﻣﻲﮔﻴﺮد و ﺗﺠﺮﺑﺔ ﻣﺜﺒﺖ از ﺑﺮﻧﺪ‪ ،‬ﺗﺼﻮﻳﺮ ﻣﺜﺒﺖﺗـﺮي از‬
‫ﺷﻴﻮة ﺧﺪﻣﺎتدﻫﻲ ﺑﺮﻧﺪ اراﺋـﻪ ﻣـﻲدﻫـﺪ )ﭼِـﻦ و ﻗﺎﺳـﻴﻢ‪ .(2020 ،2‬ﻫﻨﮕـﺎﻣﻲ ﻛـﻪ ﻣﺼـﺮفﻛﻨﻨـﺪﮔﺎن ادراك ﺑﺮﻃـﺮفﺳـﺎزي‬
‫ﻧﮕﺮاﻧﻲﻫﺎﻳﺸﺎن را از ﺑﺮﻧﺪ ﭘﻴﺪا ﻛﻨﻨﺪ‪ ،‬اﺣﺴﺎس ﻣﺜﺒﺘﻲ ﻧﺴﺒﺖ ﺑﻪ ﺑﺮﻧﺪ ﺧﻮاﻫﻨـﺪ داﺷـﺖ )ﺑِﻴـﮓ و ﺧـﺎن‪2018 ،‬؛ ﭼِـﻦ و ﻗﺎﺳـﻴﻢ‪،‬‬
‫‪.(2020‬‬

‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ و درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬

‫ﻟﻤﻮن و ورﻫﻮف‪ (71 :2016) 3‬واﻛﻨﺶﻫﺎي ﺷﻨﺎﺧﺘﻲ‪ ،‬ﻋﺎﻃﻔﻲ‪ ،‬رﻓﺘﺎري‪ ،‬ﺣﺴﻲ و اﺟﺘﻤﺎﻋﻲ ﻣﺸﺘﺮي ﺑﻪ ﭘﻴﺸﻨﻬﺎدﻫﺎي ﺷﺮﻛﺖ‪ ،‬در‬
‫ﻃﻮل ﻛﻞ ﺳﻔﺮ ﺧﺮﻳﺪ ﻣﺼﺮفﻛﻨﻨﺪه را ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ ﺗﻌﺮﻳﻒ ﻣﻲﻛﻨﻨﺪ‪ .‬ﺑﺮ اﺳﺎس دﻳﺪﮔﺎه ﺑﺎزارﻳﺎﺑﻲ ﺗﺠﺮﺑﻲ‪ ،‬درﮔﻴﺮﺳﺎزي ﻣﺸـﺘﺮﻳﺎن‬
‫زﻣﺎﻧﻲ ﺷﺮوع ﻣﻲﺷﻮد ﻛﻪ ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﺑﺮﻧﺪﻫﺎ‪ ،‬ﺧﺪﻣﺎت ﻳﺎ ﻣﺤﺼﻮﻻت ﺧﺎﺻﻲ را ﺗﺠﺮﺑـﻪ ﻛﻨﻨـﺪ )ردر و ﻫﺎﻟﺒﻴـﻚ‪.(2024 ،4‬‬
‫ﺑﻨﺎﺑﺮاﻳﻦ‪ ،‬ﭘﮋوﻫﺸﮕﺮان ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﻣﺼﺮفﻛﻨﻨﺪه را ﻣﺤﺮك ﻣﻬﻢ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﻣﻲداﻧﻨﺪ )ان و ﺑـﻚ‪2018 ،5‬؛ وﻳـﻮك‪،‬‬
‫ﺑﻴﺘﻲ و ﻣﻮرﮔﺎن‪.(2014 ،6‬‬
‫اراﺋﺔ ﻣﺰاﻳﺎي ﻋﻤﻠﻜﺮدي ﺑﺮاي ﺗﺤﺮﻳﻚ ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن در ﺧﺮﻳﺪ ﺧﺪﻣﺎت ﻳﺎ ﻣﺤﺼﻮﻻت ﻛـﺎﻓﻲ ﻧﻴﺴـﺖ )روي‪ ،‬ﮔﺮوﻧـﺮ و‬
‫ﮔﻮو‪ ،(2021 ،7‬ﺑﻪ ﻫﻤﻴﻦ دﻟﻴﻞ‪ ،‬در ﺳﺎلﻫﺎي اﺧﻴﺮ‪ ،‬ﺷﺮﻛﺖﻫﺎ ﺑـﺮاي دﺳـﺘﻴﺎﺑﻲ ﺑـﻪ ﻣﺰﻳـﺖ رﻗـﺎﺑﺘﻲ از ﻃﺮﻳـﻖ ﺗﺒـﺎدل ﻣﺤﺘـﻮا و‬
‫اﺷﺘﺮاكﮔﺬاري اﻃﻼﻋﺎت در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن را اﻓﺰاﻳﺶ ﻣـﻲدﻫﻨـﺪ )ﺣﻘﻴﻘـﻲ ﻧﺴـﺐ و ﻫﻤﻜـﺎران‪،‬‬
‫‪ .(1402‬ﺑﻨﺎﺑﺮاﻳﻦ‪ ،‬اﺳﺘﺮاﺗﮋيﻫﺎي ﺑﺎزارﻳﺎﺑﻲ ﺷﺮﻛﺖﻫﺎ )ﺑﺮﻧﺪﻫﺎ(‪ ،‬ﻧﻪ ﺗﻨﻬﺎ ﺑﺮ ﻣﺰاﻳﺎي ﻣﺤﺼﻮل ﻳﺎ ﺧﺪﻣﺖ ﺗﻤﺮﻛﺰ دارﻧﺪ‪ ،‬ﺑﻠﻜﻪ ﺑـﻪ اراﺋـﻪ‬
‫ﺗﺠﺮﺑﻪﻫﺎي ﺧﻮﺷﺎﻳﻨﺪ ﺑﻪ ﻣﺼﺮفﻛﻨﻨـﺪﮔﺎن واﺑﺴـﺘﻪاﻧـﺪ )ﺑﺮاﻛـﻮس و ﻫﻤﻜـﺎران‪2009 ،‬؛ ردر‪ ،‬رﺳـﻮل‪ ،‬ﺧـﺎن و ﺧـﺎن‪.(2024 ،8‬‬
‫ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﺑﻪدﻧﺒﺎل ﺑﺮﻧﺪﻫﺎ‪/‬ﺷﺮﻛﺖﻫﺎﻳﻲ ﻫﺴﺘﻨﺪ ﻛﻪ ﻣﻲﺗﻮاﻧﻨﺪ ﺗﺠﺮﺑﻪاي ﺑﻪﻳﺎدﻣﺎﻧﺪﻧﻲ را ﺑـﻪ آنﻫـﺎ اراﺋـﻪ دﻫﻨـﺪ )رﺳـﻮﻟﻲ‬
‫ﻣــﻨﺶ‪ ،‬ﺻــﻴﻔﻲ‪ ،‬ردر و ﻫــﺎل‪ ،(2021 ،9‬از اﻳــﻦرو‪ ،‬ﺑﺮﻧــﺪﻫﺎ ﺧــﺪﻣﺎت‪/‬ﻣﺤﺼــﻮﻻﺗﻲ را ﺑــﺮاي ﺳــﺎﺧﺘﻦ ﺗﺠﺮﺑـﺔ ﻣﺼــﺮفﻛﻨﻨــﺪة‬
‫ﻓﺮاﻣﻮشﻧﺸﺪﻧﻲ و ﻣﻨﺤﺼﺮﺑﻪﻓﺮد ﺑﻪ ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن اراﺋﻪ ﻣﻲﻛﻨﻨﺪ )ﺟﺰﻳﺮي و ردر‪2022 ،10‬؛ ﻫـﺎﻣﺒﻮرگ‪ ،‬ﺷـﻮﻣﻠﻪ و ﻛﻴﻮﻧـﻞ‪،11‬‬
‫‪.(2015‬‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Beig & Khan‬‬
‫‪2. Chen & Qasim‬‬
‫‪3. Lemon & Verhoef‬‬
‫‪4. Rather & Hollebeek‬‬
‫‪5. Ahn & Back‬‬
‫‪6. Vivek, Beatty & Morgan‬‬
‫‪7. Roy, Gruner & Guo‬‬
‫‪8. Rather, Rasul, Khan & Khan‬‬
‫‪9. Rasoolimanesh, Seyfi, Rather & Hall‬‬
‫‪10. Jaziri & Rather‬‬
‫‪11. Homburg, Schwemmle & Kuehnl‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪345‬‬

‫ادﺑﻴﺎت ﻣﻮﺟﻮد ﻧﺸﺎن داده اﺳﺖ ﻛﻪ ﺗﺠﺮﺑﺔ رﺿﺎﻳﺖﺑﺨﺶ ﻣﺼﺮفﻛﻨﻨـﺪﮔﺎن ﺑـﺎ رﻓﺘـﺎر ﻣﺸـﺎرﻛﺖ ﻣﺼـﺮفﻛﻨﻨـﺪه‪ ،‬ﻣﺎﻧﻨـﺪ‬
‫رﻓﺘﺎرﻫﺎي ﺗﻮﺻﻴﻪاي ﻳﺎ ﺗﺒﻠﻴﻐﺎت ﺷﻔﺎﻫﻲ ﻣﺜﺒﺖ ﻣﺮﺗﺒﻂ اﺳﺖ )ﻛﻮﻣﺎر‪ ،‬راﺟﺎن‪ ،‬ﮔﻮﭘﺘﺎ و ﭘـﻮزا‪2019 ،1‬؛ روي و ﻫﻤﻜـﺎران‪.(2021 ،‬‬
‫ﺳﺎﻳﺮ ﻣﺤﻘﻘﺎن )ان و ﺑﻚ‪2018 ،‬؛ ﺑﺮودي‪ ،‬ﻫﺎﻟﺒﻴﻚ‪ ،‬ﺟﻮرﻳﭻ و اﻳﻠﻴﭻ‪ (2011 ،2‬ﺗﺄﻳﻴﺪ ﻛﺮدﻧﺪ ﻛﻪ درﮔﻴﺮﺳـﺎزي ﻣﺸـﺘﺮﻳﺎن‪ ،‬ﻧـﻮﻋﻲ‬
‫ﺣﺎﻟﺖ روانﺷﻨﺎﺧﺘﻲ اﺳﺖ ﻛﻪ ﺑﻪدﻟﻴﻞ ﻣﺠﻤﻮﻋﻪاي از ﺗﺠﺮﺑﻴﺎت ﻟﺬتﺑﺨﺶ ﻣﺼﺮفﻛﻨﻨﺪه از ﻃﺮﻳﻖ ﻳﻚ ﺑﺮﻧـﺪ ﺑﻴـﺎن ﻣـﻲﺷـﻮد‪.‬‬
‫درﻧﺘﻴﺠﻪ‪ ،‬آن دﺳﺘﻪ از ﻣﺼﺮفﻛﻨﻨﺪﮔﺎﻧﻲ ﻛﻪ ﺗﺠﺮﺑﻪﻫﺎي ﻟﺬتﺑﺨﺸﻲ دارﻧﺪ‪ ،‬ﻣﻤﻜﻦ اﺳﺖ ﺑﺎ ﻳﻚ ﺑﺮﻧﺪ درﮔﻴﺮ ﺷﻮﻧﺪ و رﻓﺘﺎرﻫـﺎي‬
‫ﺗﻌﺎﻣﻠﻲ ﻣﻄﻠﻮﺑﻲ از ﺧﻮد ﻧﺸﺎن دﻫﻨﺪ )ردر و ﻫﻤﻜﺎران‪.(2024 ،‬‬

‫ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‬

‫ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در ﺑﺎزارﻳﺎﺑﻲ ﻧﻘﺶ اﺳﺎﺳﻲ دارد؛ زﻳﺮا ﺗﺠﺮﺑﻪﻫﺎي ﻣﻌﻨـﺎدار ﻣﺸـﺘﺮي از ﺑﺮﻧـﺪ‪ ،‬ﻣﻘﺪﻣـﺔ رﺿـﺎﻳﺖ ﻣﺸـﺘﺮي را ﻓـﺮاﻫﻢ‬
‫ﻣﻲﺳﺎزد )ﻣﻮرﺗﻴﻤﺮ‪ ،‬آﻧﺪراده و ﻓﻀﻞ اﻟﺤﺴﻦ‪(2024 ،3‬؛ ﺑﺎ وﺟﻮد اﻳﻦ‪ ،‬ﺑﺨـﺶ ﻛﻨـﻮﻧﻲ از ﺑﺮرﺳـﻲ ادﺑﻴـﺎت را ﺑـﺎ اراﺋـﻪ درﻛـﻲ از‬
‫»ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ« در ﻗﺮن ‪ 21‬آﻏﺎز ﻣﻲﻛﻨﻴﻢ؛ زﻳﺮا ﻫﺪف اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﻣﺸﺘﺮي ﻳﺎ ﻛﺎرﺑﺮ در ﺻﻔﺤﺔ اﻳﻨﺴﺘﺎﮔﺮام ﻳـﻚ‬
‫ﺷﺮﻛﺖ اﻳﺮاﻧﻲ اﺳﺖ و اﻳﻦ دو ﻣﻔﻬﻮم در ﺗﺮﻛﻴﺐ ﺑﺎ ﻳﻜﺪﻳﮕﺮ و ﺑﻪﺻﻮرت ﺗﻮأﻣﺎن ﺑﺮاي ﻣﺼﺮفﻛﻨﻨﺪه ﻣﺪ ﻧﻈﺮ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳـﺖ‪.‬‬
‫ﻣﻔﻬﻮم ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ ﭘﻴﭽﻴﺪه و ﭼﻨﺪوﺟﻬﻲ اﺳﺖ و اﻳﻦ ﭘﻴﭽﻴﺪﮔﻲ ﺑﺎ ﺗﺠﺮﺑﺔ ﻣﺸﺘﺮي از ﺑﺮﻧﺪ درﻫﻢ ﺗﻨﻴﺪه اﺳﺖ )دﻳﻮﻳﺲ و اﺳﻠﻢ‪،4‬‬
‫‪.(2024‬‬
‫اﺻﻄﻼح »ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ« و درك ﻣﻔﻬﻮم آن‪ ،‬در دﻫﺔ ‪ 2000‬ﻣﻮرد ﺗﻮﺟﻪ ﻗﺮار ﮔﺮﻓﺖ )دﻳـﻮﻳﺲ و اﺳـﻠﻢ‪ .(2024 ،‬ﻃﺒـﻖ‬
‫ﻧﻈﺮ ﻧﻮرﻣﻦ و ﻧﻴﻠﺴﻦ‪» ،(2022) 5‬ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ« ﺷﺎﻣﻞ ﺗﻤﺎم ﺟﻨﺒـﻪﻫـﺎي ﺗﻌﺎﻣـﻞ ﺑـﻴﻦ ﻛـﺎرﺑﺮ ﻧﻬـﺎﻳﻲ ﺑـﺎ ﺷـﺮﻛﺖ‪ ،‬ﺧـﺪﻣﺎت و‬
‫ﻣﺤﺼﻮﻻت آن اﺳﺖ‪ .‬ﻫﻤﭽﻨﻴﻦ اﻳﻦ ﺳﺎزه ﻣﺴﺘﻘﻴﻤﺎً ﺑﺎ ﻗﺎﺑﻠﻴﺖ اﺳﺘﻔﺎده ﻣﺮﺗﺒﻂ اﺳﺖ ﻛﻪ ﻣﻌﻤـﻮﻻً ﺑـﻪ ﺳـﻬﻮﻟﺖ دﺳﺘﺮﺳـﻲ و‪/‬ﻳـﺎ‬
‫اﺳﺘﻔﺎده از ﻳﻚ ﻣﺤﺼﻮل ﻳﺎ ﺧﺪﻣﺎت اﺷﺎره دارد )دﻳﻮﻳﺲ و اﺳﻠﻢ‪2024 ،‬؛ آﻟﺒﺮت و ﺗﻮﻟﻴﺲ‪2022 ،6‬؛ ﭘﺘﺮي و ﺑﻴﻮان‪.(2009 ،7‬‬
‫ﺑﺪﻳﻬﻲ اﺳﺖ ﻛﻪ »ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ« ﭼﻴﺰي ﺑﻴﺶ از ﻗﺎﺑﻠﻴﺖ اﺳﺘﻔﺎده اﺳﺖ و ﺑﻪﻋﻨﻮان ﺗﻌﺎﻣﻞ ﻣﻘﺒﻮل‪ ،‬ﻛﺎرآﻣﺪ و ﻣﻮﻓﻖ ﺑﺎ ﻳـﻚ‬
‫ﻣﺤﺼﻮل ﺧﺎص ﺗﻌﺮﻳﻒ ﻣﻲﺷﻮد و ﺷﺎﻣﻞ راﺑﻄﻪ ﻋﺎﻃﻔﻲ ﺟﺬاب ﺑﻴﻦ ﻛﺎرﺑﺮ و ﻣﻮرد اﺳﺘﻔﺎده‪ ،‬ﻳﻌﻨﻲ ﻣﺤﺼـﻮل ﻳـﺎ ﺧـﺪﻣﺖ اﺳـﺖ‬
‫)ﮔﻴﻠﺒﻮآ‪ ،‬ﺳﮕﺮ ﮔﺎﺗﻤﻦ و ﻣﻴﻤﺮان‪2019 ،8‬؛ ﻛﺎﺋﻮر‪ ،‬دﻳﺮ‪ ،‬ري‪ ،‬ﺑﺎﻻ و ﺧﻠﻴﻞ‪.(2021 ،9‬‬
‫ﺗﺠﺮﺑﺔ ﻣﺸﺘﺮي ﻧﻮﻋﻲ ﭘﺎﺳﺦ دروﻧﻲ ذﻫﻨﻲ و ﻋﺎﻃﻔﻲ ﺑﻪ ﻣﺤﺼﻮل ﻳﺎ ﺧـﺪﻣﺖ و ﺗﻌﺎﻣـﻞ ﺑـﺎ آن اﺳـﺖ )ﻟﻤـﻮن و ورﻫـﻮف‪،‬‬
‫‪ (2016‬ﻛﻪ ﺑﺮاي دﺳﺘﻴﺎﺑﻲ ﺑﻪ ﻣﺰﻳﺖﻫﺎي رﻗﺎﺑﺘﻲ ﺿﺮوري اﺳـﺖ )ورﻫـﻮف و ﻫﻤﻜـﺎران‪ (2009 ،10‬و دو ﻣﺆﻟﻔـﺔ ﻋﻤﻠﻜـﺮدي و‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Kumar, Rajan, Gupta & Pozza‬‬
‫‪2. Brodie, Hollebeek, Jurić & Ilić‬‬
‫‪3. Mortimer, Andrade, & Fazal-e-Hasan‬‬
‫‪4. Davis & Aslam‬‬
‫‪5. Norman & Nielsen‬‬
‫‪6. Albert & Tullis‬‬
‫‪7. Petrie & Bevan‬‬
‫‪8. Gilboa, Seger-Guttmann & Mimran‬‬
‫‪9. Kaur, Dhir, Ray, Bala & Khalil‬‬
‫‪10. Verhoef, et al‬‬
‫‪346‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫اﺟﺘﻤﺎﻋﻲ را در دل ﺧﻮد ﺟﺎي داده اﺳﺖ )روﺋﻴﺰ‪ ،‬ﭼﺒﺎت و ﻫﻨﺴﻦ‪ .(2004 ،1‬ﺗﺠﺮﺑﺔ ﻋﻤﻠﻜﺮدي روشﻫﺎﻳﻲ را ﺑﻪ ﻣﺸﺘﺮﻳﺎن اراﺋـﻪ‬
‫ﻣﻲدﻫﺪ ﻛﻪ ﻧﻴﺎز آنﻫﺎ را ﺑﻪﻃﻮر ﻛﺎرآﻣﺪ و ﻣـﺆﺛﺮ ﺑـﺮآورده ﻣـﻲﻛﻨـﺪ )ﮔـﺮاوال و روﮔـﻮﻳﻦ‪ (2020 ،2‬و ﺗﺠﺮﺑـﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ‬
‫ﺗﺠﺮﺑﻪﻫﺎﻳﻲ اﺳﺖ ﻛﻪ در آن‪ ،‬ﻓﺮﺻﺖﻫﺎﻳﻲ ﺑﺮاي ﺗﻌﺎﻣﻞ‪ ،‬ﻣﻌﺎﺷﺮت ﻳﺎ ﺳﺮﮔﺮﻣﻲ ﻓﺮاﻫﻢ ﻣﻲﺷﻮد )ﻣﺤﻤﻮد‪ ،‬اﺣﻤﺪ‪ ،‬ﺳﺒﺤﺎﻧﻲ‪ ،‬اﺳﻼم‬
‫و ﺳﺎﺣﻞ‪ (2023 ،3‬ﻛﻪ ﻗﺼﺪ ﺑﺎزدﻳﺪ ﻣﺠﺪد ﻣﺸﺘﺮي و ﭘﻴﻮﻧﺪ دوﺑﺎره آن ﺑﺎ ﺑﺮﻧﺪ را ﺑﻪ ﻫﻤﺮاه دارد )ﻣﻮرﺗﻴﻤﺮ و ﻫﻤﻜﺎران‪.(2024 ،‬‬

‫ﻧﻘﺶ ﺗﻌﺪﻳﻠﮕﺮي ﺳﻦ ﻣﺸﺘﺮﻳﺎن‬

‫از آﻧﺠﺎﻳﻲ ﻛﻪ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ در اﻳﺠﺎد ﺟﻮاﻣﻊ ﺑﺮﻧﺪ‪ ،‬ﺑﺴﻴﺎر ﻣﻬﻢ ﻫﺴﺘﻨﺪ‪ ،‬ﺑﺮاي ﻫـﺪف ﻗـﺮار دادن اﻓـﺮاد در رﺳـﺎﻧﻪﻫـﺎي‬
‫اﺟﺘﻤﺎﻋﻲ‪ ،‬ﻧﺴﻞ ﻣﻴﻠﻨﻴﺎﻟﺰ ﻳﺎ واي‪ ،‬اوﻟﻴﻦ ﻧﺴﻞ ﺑﻮﻣﻴﺎن دﻳﺠﻴﺘﺎﻟﻲ ﻳﺎ »ﺗﻜﻨﻮﻟﻮژﻳﺴﺖﻫﺎ« )ﮔﻮراﺋـﻮ‪ (2012 ،4‬ﻣﻨﺎﺳـﺐﺗـﺮﻳﻦ ﻧﺴـﻠﻲ‬
‫اﺳﺖ ﻛﻪ ﺑﻪ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻧﺴﺒﺖ داده ﺷﺪه اﺳﺖ )اﺳﺘﻮارت‪ ،‬اﻟﻴـﻮر‪ ،‬ﻛﺮﻳـﻮﻧﺰ و اوﻳﺸـﻲ‪2017 ،5‬؛ ﺑـﺮﮔﻤﻦ‪ ،‬ﻓﺮﻳﻨﮕﺘـﻮن‪،‬‬
‫داوﻧﭙﻮرت و ﺑﺮﮔﻤﻦ‪ .(2011 ،6‬اﻳﻦ اﻓﺮاد در ﺳﺎلﻫﺎي ‪ 1981‬ﺗﺎ ‪ 1996‬ﻣﺘﻮﻟﺪ ﺷﺪهاﻧﺪ و ﺑﺎزار ﻛﺎر ﻓﻌﻠﻲ ﺗﺤﺖ ﺳـﻠﻄﺔ آنﻫﺎﺳـﺖ‬
‫)وﻳﺠﺎﻳﺎ‪ ،‬ﻣﻮﺳﺘﻴﻜﺎ‪ ،‬ﺑﻮﻟﻮت و ﺑﺨﺎري‪.(2022 ،7‬‬
‫در ﻣﻘﺎﻳﺴﻪ ﺑﺎ ﻛﺎرﺑﺮان ﻧﺴﻞ اﻳﻜﺲ ﻛﻪ از ﺳﺎل ‪ 1944‬ﺗﺎ ‪ 1965‬ﻣﺘﻮﻟﺪ ﺷﺪهاﻧﺪ‪ ،‬ﻫﺰارهﻫﺎ ﺗﻌﺎﻣﻼت ﻣﺪاوم و ﻣﻜﺮرﺗـﺮي ﺑـﺎ‬
‫ﺑﺮﻧﺪﻫﺎ از ﺧﻮد ﻧﺸﺎن دادهاﻧﺪ )زوﻟﻮ و ﻫﻤﻜﺎران‪ (2020 ،‬و ﭘﮋوﻫﺶﻫﺎ ﻧﺸـﺎن داده اﺳـﺖ ﻛـﻪ وﻓـﺎداري ﺑـﻪ ﺑﺮﻧـﺪ را از ﻃﺮﻳـﻖ‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﻜﻞ ﻣﻲدﻫﻨﺪ )دي ﺑﻨﺪﺗﻮ و ﻛﻴﻢ‪2016 ،8‬؛ اﺳﺘﻮارت و ﻫﻤﻜﺎران‪ .(2017 ،‬در واﻗﻊ‪ ،‬اﻳﻦ ﻫﺰارهﻫﺎ ﻫﺴـﺘﻨﺪ‬
‫ﻛﻪ از ﺑﺮﻧﺪﻫﺎ اﻧﺘﻈﺎر دارﻧﺪ ﺗﺎ ﺑﻪ ﺑﺮﻗﺮاري ﮔﻔﺖوﮔﻮ و اﻳﺠﺎد رواﺑﻂ ﺑﻠﻨﺪﻣﺪت از ﻃﺮﻳﻖ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤـﺎﻋﻲ ﺑـﺎ آنﻫـﺎ ﺑﭙﺮدازﻧـﺪ‬
‫)ﻛﻴﻢ و ﻛﻮ‪2012 ،‬؛ ورﻫﺎﮔﻦ و ﻫﻤﻜﺎران‪ .(2015 ،‬ﻫﺰارهﻫﺎ ﻣﻲﻛﻮﺷﻨﺪ ﺗﺎ از ﻃﺮﻳﻖ ﺟﻮاﻣﻊ آﻧﻼﻳﻦ ﻛﻪ ﻣﺰاﻳﺎي ﻣﻨﺤﺼـﺮﺑﻪﻓـﺮد و‬
‫رواﺑﻂ ﺻﻤﻴﻤﻲاي ﺑﺎ ﺑﺮﻧﺪﻫﺎ را ﻓﺮاﻫﻢ ﻣﻲﻛﻨﻨﺪ )ﺑﺮﮔﻤﻦ و ﻫﻤﻜﺎران‪2011 ،‬؛ ﮔﺎﺋﻮ و ﻓﻨـﮓ‪ ،(2016 ،9‬ﺗﺠـﺎرب ﻣﺼـﺮف آﺷـﻜﺎر‬
‫ﻣﻨﺤﺼﺮﺑﻪﻓﺮد )زوﻟﻮ و ﻫﻤﻜﺎران‪ (2020،‬ﻫﻢ اﻳﺠﺎد ﻛﻨﻨﺪ‪ .‬در ﻧﺘﻴﺠﺔ اﻫﻤﻴﺖ اﺳﺘﺮاﺗﮋﻳﻚ ﻓﺰاﻳﻨﺪة اﻳـﻦ ﻧﺴـﻞ )ﭼـﻮ و ﻫﻤﻜـﺎران‪،‬‬
‫‪ ،(2019‬در اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﻣﺘﻐﻴﺮ ﺳﻦ ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻣﺘﻐﻴﺮ ﺗﻌﺪﻳﻠﮕﺮ ﻓﺮض ﻣﻲﺷﻮد‪ .‬ﺑﺪﻳﻦ ﺗﺮﺗﻴﺐ و ﺑﺮ اﺳﺎس ﭘﻴﺸـﻴﻨﻪﻫـﺎي ﻧﻈـﺮي و‬
‫ﺗﺠﺮﺑﻲ اراﺋﻪ ﺷﺪه‪ ،‬ﻓﺮﺿﻴﻪﻫﺎي ﭘﮋوﻫﺶ ﻣﻄﺮح ﺷﺪه اﺳﺖ‪ .‬ﻣﺪل ﻣﻔﻬﻮﻣﻲ ﭘﮋوﻫﺶ ﻧﻴﺰ در ﻗﺎﻟﺐ ﺷﻜﻞ ‪ 1‬ﻣﺸﺎﻫﺪه ﻣﻲﺷﻮد‪:‬‬

‫ﻓﺮﺿﻴﺔ اول‪ :‬اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ و ﻣﺴﺘﻘﻴﻢ دارد‪.‬‬

‫ﻓﺮﺿﻴﺔ دوم‪ :‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ و ﻣﺴﺘﻘﻴﻢ دارد‪.‬‬

‫ﻓﺮﺿﻴﺔ ﺳﻮم‪ :‬اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ و ﻣﺴﺘﻘﻴﻢ دارد‪.‬‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Ruiz, Chebat & Hansen‬‬
‫‪2. Grewal and Roggeveen‬‬
‫‪3. Mahmud, Ahmed, Sobhani, Islam & Sahel‬‬
‫‪4. Gurău‬‬
‫‪5. Stewart, Oliver, Cravens & Oishi‬‬
‫‪6. Bergman, Fearrington, Davenport & Bergman‬‬
‫‪7. Wijaya, Mustika, Bulut & Bukhori‬‬
‫‪8. Di Benedetto & Kim‬‬
‫‪9. Gao & Feng‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪347‬‬

‫ﻓﺮﺿﻴﺔ ﭼﻬﺎرم‪ :‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در راﺑﻄﻪ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﻧﻘـﺶ ﻣﻴـﺎﻧﺠﻲ‬
‫اﻳﻔﺎ ﻣﻲﻛﻨﺪ‪.‬‬
‫ﻓﺮﺿﻴﺔ ﭘﻨﺠﻢ‪ :‬ﺳﻦ ﻣﺸﺘﺮﻳﺎن در راﺑﻄﻪ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ﺗﺠﺮﺑـﻪ ﺑﺮﻧـﺪ ﻧﻘـﺶ ﺗﻌـﺪﻳﻠﮕﺮي اﻳﻔـﺎ‬
‫ﻣﻲﻛﻨﺪ‪.‬‬

‫‪H4‬‬
‫ﺗﺠﺮﺑﻪي ﺑﺮﻧﺪ‬
‫ﺳﻦ ﻣﺸﺘﺮﻳﺎن‬
‫‪H5‬‬

‫‪H1‬‬ ‫‪H2‬‬

‫‪H3‬‬
‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬ ‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬

‫ﺷﻜﻞ ‪ .1‬ﻣﺪل ﻣﻔﻬﻮﻣﻲ ﭘﮋوﻫﺶ‬

‫روشﺷﻨﺎﺳﻲ ﭘﮋوﻫﺶ‬
‫روشﺷﻨﺎﺳﻲ اﻳﻦ ﭘﮋوﻫﺶ ﺑﺮ اﺳﺎس ﻣﺪل ﭘﻴـﺎز ﭘـﮋوﻫﺶ ﺳـﺎﻧﺪرز‪ ،‬ﻟـﻮﺋﻴﺲ و ﺗﻮرﻧﻬﻴـﻞ‪ ،(2016) 1‬از ﻧﻈـﺮ ﻫـﺪف‪ ،‬در دﺳـﺘﺔ‬
‫ﭘﮋوﻫﺶﻫﺎي ﺗﻮﺻﻴﻔﻲ و از ﻣﻨﻈﺮ ﻓﻠﺴﻔﺔ ﭘﮋوﻫﺶ‪ ،‬در دﺳﺘﺔ ﭘﮋوﻫﺶﻫﺎي اﺛﺒﺎتﮔﺮا ﻗﺮار ﻣـﻲﮔﻴـﺮد‪ .‬از ﺳـﻮي دﻳﮕـﺮ‪ ،‬از ﺟﻨﺒـﺔ‬
‫ﺟﻬﺖﮔﻴﺮي‪ ،‬اﻳﻦ ﭘﮋوﻫﺶ ﻛﺎرﺑﺮدي و از ﻣﻨﻈﺮ اﺳﺘﺮاﺗﮋي ﭘﮋوﻫﺶ‪ ،‬ﭘﻴﻤﺎﻳﺸﻲ اﺳﺖ‪ .‬از ﻟﺤﺎظ ﺷﻴﻮة اﺟﺮاي ﭘـﮋوﻫﺶ‪ ،‬در دﺳـﺘﺔ‬
‫ﭘﮋوﻫﺶﻫﺎي ﻛﻤ‪‬ﻲ و از ﻣﻨﻈﺮ ﻗﻠﻤﺮو زﻣﺎﻧﻲ‪ ،‬ﺗﻚﻣﻘﻄﻌﻲ اﺳﺖ‪ .‬اﺑﺰار ﺟﻤﻊآوري دادهﻫﺎ در اﻳﻦ ﭘﮋوﻫﺶ ﭘﺮﺳﺶﻧﺎﻣﻪ اﺳﺖ‪.‬‬
‫در ﻃﺮاﺣﻲ ﭘﺮﺳﺶﻧﺎﻣﺔ اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﺑﺮاي ﺳﻨﺠﺶ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬از ﭘﺮﺳﺶﻧﺎﻣﺔ اﺳﺘﺎﻧﺪارد ﺑﺮاﻛﻮس و ﻫﻤﻜـﺎران )‪(2009‬‬
‫و ﺑﺮاي ﺳﻨﺠﺶ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ از ﭘﺮﺳﺶﻧﺎﻣﺔ اﺳﺘﺎﻧﺪارد ﻛﻴﻢ و ﻛﻮ‪ (2012) 2‬اﺳـﺘﻔﺎده ﺷـﺪ‪ .‬ﺑـﺮاي‬
‫ﺳﻨﺠﺶ اﻋﺘﺒﺎر ﻣﺤﺘﻮاﻳﻲ‪ ،‬ﭘﺮﺳﺶﻧﺎﻣﻪ در ﻣﻴﺎن ﺟﻤﻌﻲ از ﺧﺒﺮﮔﺎن و ﻓﻌﺎﻻن ﺻـﻨﻌﺖ ﺗﻮزﻳـﻊ و ﻧﻜـﺎت ﻣـﺒﻬﻢ از دﻳـﺪﮔﺎه آﻧـﺎن‬
‫ﺑﺮﻃﺮف ﺷﺪ‪ .‬ﺟﺎﻣﻌﺔ آﻣﺎري اﻳﻦ ﭘﮋوﻫﺶ ﻛﺎرﺑﺮان ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام ﻳﻚ ﺑﺮﻧﺪ ﺗﻮﻟﻴﺪﻛﻨﻨﺪة ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﮔﺮم و ﻓﻌـﺎل‬
‫در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﻳﻲ اﻳﺮان اﺳﺖ‪ .‬ﭘﺮﺳﺶﻧﺎﻣﻪﻫﺎ ﺑﻪ اﻳﻦ ﺻﻮرت ﺗﻮزﻳﻊ ﺷﺪ ﻛﻪ در اﺑﺘﺪا ﻃﻲ راﻳﺰﻧﻲ ﺑﺎ ﻣﺪﻳﺮان ﻣﺠﻤﻮﻋﻪ‪ ،‬اﺟﺎزة‬
‫ﺗﻮزﻳﻊ ﭘﺮﺳﺶﻧﺎﻣﻪ در ﺑﺴﺘﺮ ﺷﺒﻜﻪ اﺟﺘﻤﺎﻋﻲ اﻳﻦ ﺷﺮﻛﺖ اﺧﺬ ﺷﺪ؛ ﺳﭙﺲ ﻣﺪﻳﺮان ﺻﻔﺤﺔ ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام ﺷـﺮﻛﺖ‪،‬‬
‫از ﻃﺮﻳﻖ ﺑﺨﺶ ارﺗﺒﺎط ﻣﺴﺘﻘﻴﻢ ﺑﺎ ﻣﺨﺎﻃﺒﺎن‪ ،‬ﺑﻪ ﺗﻮزﻳﻊ ﭘﺮﺳﺶﻧﺎﻣـﻪ اﻗـﺪام ﻛﺮدﻧـﺪ‪ .‬در ﻧﻬﺎﻳـﺖ ﭘﺎﺳـﺦﻫـﺎ در ﺑﺴـﺘﺮ وﺑﺴـﺎﻳﺖ‬
‫ﭘﺮﺳﺶﻧﺎﻣﻪ آﻧﻼﻳﻦ ﺟﻤﻊآوري ﺷﺪ‪ .‬روش ﻧﻤﻮﻧﻪﮔﻴﺮي در اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬روش ﺗﺼﺎدﻓﻲ ﺳـﺎده ﺑـﻮد‪ .‬ﺗﻌﻴـﻴﻦ ﺣﺠـﻢ ﻧﻤﻮﻧـﻪ ﺑـﺎ‬
‫اﺳﺘﻔﺎده از ﺟﺪول ﻣﻮرﮔﺎن‪ 389 ،‬ﻧﻔﺮ ﺑﻪدﺳﺖ آﻣﺪ‪ .‬در اﻳﻦ ﭘﮋوﻫﺶ ﺑﺮاي ﺗﺤﻠﻴﻞ دادهﻫﺎ و آزﻣﻮن ﻓﺮﺿﻴﻪﻫﺎ‪ ،‬از روشﻫﺎي آﻣـﺎر‬
‫اﺳﺘﻨﺒﺎﻃﻲ‪ ،‬ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺑﺮازﻧﺪﮔﻲ ﻣﺪل اﺳﺘﻔﺎده ﺷﺪ‪ .‬ﺑﺮاي ﺑﺮرﺳﻲ ﻓﺮﺿﻴﻪﻫﺎي ﭘﮋوﻫﺶ‪ ،‬ﻃـﻲ دو ﻣﺮﺣﻠـﻪ‬
‫ﺑﺮازش ﻣﺪل ﭘﮋوﻫﺶ ﺑﺮرﺳﻲ و ﺑﺮاي آزﻣﻮن ﻓﺮﺿﻴﻪﻫﺎ‪ ،‬ﻧﺮماﻓﺰار اﺳﻤﺎرت ﭘﻲالاس اﺳﺘﻔﺎده ﺷﺪ‪.‬‬

‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Saunders, Lewis & Thornhill‬‬
‫‪2. Kim & Ko‬‬
‫‪348‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﻳﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ‬
‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻓﺮﺿﻴﻪﻫﺎي ﻣﻄﺮح ﺷﺪه‪ ،‬ﻧﺘﺎﻳﺞ آزﻣﻮن ﻓﺮﺿﻴﻪﻫﺎ و ﺗﺤﻠﻴﻞ ﻳﺎﻓﺘﻪﻫﺎ‪ ،‬از ﻃﺮﻳﻖ آﻣﺎر اﺳﺘﻨﺒﺎﻃﻲ ﺑﺮرﺳﻲ ﺷﺪه اﺳـﺖ‪ .‬در‬
‫اﻳﻦ ﺑﺨﺶ‪ ،‬ﺿﻤﻦ ﻣﻄﺎﻟﻌﺔ آﻣﺎرهﻫﺎي ﺗﻮﺻﻴﻔﻲ‪ ،‬ﻣﺪل ﭘﮋوﻫﺶ ﺗﺸﺮﻳﺢ و ﺗﺒﻴﻴﻦ ﺷﺪه اﺳﺖ‪ .‬در ﺟﺪول ‪ ،2‬آﻣﺎرهﻫﺎي ﺗﻮﺻﻴﻔﻲ ﺑـﺮ‬
‫اﺳﺎس وﻳﮋﮔﻲﻫﺎي ﺟﻤﻌﻴﺖﺷﻨﺎﺧﺘﻲ ﻫﻤﭽﻮن ﺟﻨﺴﻴﺖ‪ ،‬ﺳﻦ‪ ،‬ﺗﺤﺼﻴﻼت‪ ،‬درآﻣﺪ ﻣﺎﻫﺎﻧﻪ و ﺳﺎﺑﻘﺔ ﻛﺎري ﻣﺸﺎﻫﺪه ﻣﻲﺷﻮد‪.‬‬

‫ﺟﺪول‪ .2‬ﻧﺘﺎﻳﺞ ﺗﺤﻠﻴﻞ ﻣﺘﻐﻴﺮﻫﺎي ﺟﻤﻌﻴﺖﺷﻨﺎﺧﺘﻲ‬

‫درﺻﺪ‬ ‫ﻓﺮاواﻧﻲ‬ ‫اﺑﻌﺎد‬ ‫وﻳﮋﮔﻲ‬
‫‪13/9‬‬ ‫‪54‬‬ ‫ﻧﺴﻞ ‪X‬‬

‫‪36/8‬‬ ‫‪143‬‬ ‫ﻧﺴﻞ ‪Y‬‬ ‫ﺳﻦ‬

‫‪49/4‬‬ ‫‪192‬‬ ‫ﻧﺴﻞ ‪Z‬‬

‫‪21/1‬‬ ‫‪82‬‬ ‫دﻳﭙﻠﻢ‬

‫‪42/4‬‬ ‫‪165‬‬ ‫ﻛﺎرﺷﻨﺎﺳﻲ‬
‫ﺗﺤﺼﻴﻼت‬
‫‪26/7‬‬ ‫‪104‬‬ ‫ﻛﺎرﺷﻨﺎس ارﺷﺪ‬
‫‪9/8‬‬ ‫‪38‬‬ ‫دﻛﺘﺮي و ﺑﺎﻻﺗﺮ‬
‫‪47/3‬‬ ‫‪184‬‬ ‫ﻣﺮد‬
‫ﺟﻨﺴﻴﺖ‬
‫‪52/7‬‬ ‫‪205‬‬ ‫زن‬
‫‪42/9‬‬ ‫‪167‬‬ ‫ﺑﻴﻦ ‪ 1‬ﺗﺎ ‪ 5‬ﻣﻴﻠﻴﻮن ﺗﻮﻣﺎن‬
‫‪31/6‬‬ ‫‪123‬‬ ‫ﺑﻴﻦ ‪ 5‬ﺗﺎ ‪ 10‬ﻣﻴﻠﻴﻮن ﺗﻮﻣﺎن‬
‫درآﻣﺪ‬
‫‪11/8‬‬ ‫‪46‬‬ ‫ﺑﻴﻦ ‪ 10‬ﺗﺎ ‪ 15‬ﻣﻴﻠﻴﻮن ﺗﻮﻣﺎن‬
‫‪13/6‬‬ ‫‪53‬‬ ‫ﺑﻴﺶ از ‪ 15‬ﻣﻴﻠﻴﻮن ﺗﻮﻣﺎن‬
‫‪63/5‬‬ ‫‪247‬‬ ‫از ‪ 1‬ﺗﺎ ‪ 8‬ﺳﺎل‬
‫‪23/1‬‬ ‫‪90‬‬ ‫از ‪ 9‬ﺗﺎ ‪ 16‬ﺳﺎل‬
‫ﺳﺎﺑﻘﻪ ﺧﺪﻣﺖ‬
‫‪10/3‬‬ ‫‪40‬‬ ‫از ‪ 17‬ﺗﺎ ‪ 24‬ﺳﺎل‬
‫‪3/1‬‬ ‫‪12‬‬ ‫‪ 24‬ﺳﺎل و ﺑﺎﻻﺗﺮ‬

‫ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري )آزﻣﻮن ﻓﺮﺿﻴﻪﻫﺎ(‬

‫در اﻳﻦ ﻗﺴﻤﺖ در ﮔﺎم اول ﻣﺪل ﭘﮋوﻫﺶ در ﺣﺎﻟﺖ ﺗﺨﻤﻴﻦ ﺿﺮاﻳﺐ اﺳﺘﺎﻧﺪارد اراﺋﻪ ﻣﻲﺷﻮد ﻛﻪ ﺑﻴﺎﻧﮕﺮ ﻣﻴﺰان ﺗﺄﺛﻴﺮ ﻣﺘﻐﻴﺮﻫﺎ ﺑﺮ‬
‫ﻳﻜﺪﻳﮕﺮ اﺳﺖ و در ﮔﺎم ﺑﻌﺪي‪ ،‬ﺑﺮاي ﺑﺮرﺳﻲ ﻣﻌﻨﺎداري رواﺑﻂ ﻣﻴﺎن ﻣﺘﻐﻴﺮﻫﺎ ﻳﺎ ﺑﻪ ﻋﺒﺎرت دﻳﮕﺮ‪ ،‬رد و ﺗﺄﻳﻴﺪ ﻓﺮﺿﻴﻪﻫـﺎي ﻣـﺪل‬
‫اﻋﺪاد ﻣﻌﻨﺎداري اراﺋﻪ ﺧﻮاﻫﺪ ﺷﺪ‪.‬‬

‫ﻣﺪل ﺗﺨﻤﻴﻦ ﺿﺮاﻳﺐ اﺳﺘﺎﻧﺪارد و اﻋﺪاد ﻣﻌﻨﺎداري‬

‫ﺷﻜﻞ ‪ ،2‬ﺿﺮاﻳﺐ اﺳﺘﺎﻧﺪارد و اﻋﺪاد ﻣﻌﻨﺎداري ﻣﺮﺑﻮط ﺑﻪ رواﺑﻂ ﻣﻴﺎن ﻣﺘﻐﻴﺮﻫﺎ را ﻧﺸﺎن ﻣـﻲدﻫـﺪ‪ .‬ﻫﻤـﺎن ﻃـﻮر ﻛـﻪ ﻣﻼﺣﻈـﻪ‬
‫ﻣﻲﺷﻮد‪ ،‬ﻋﺪد ﻣﻌﻨﺎداري ﻣﺮﺑﻮط ﺑﻪ رواﺑﻂ ﻣﻴﺎن ﻣﺘﻐﻴﺮﻫﺎ‪ ،‬ﻫﻤﮕﻲ ﺑﺰرگﺗﺮ از ﻗﺪرﻣﻄﻠﻖ ‪ 1/96‬اﺳﺖ؛ از اﻳـﻦرو ﺑـﺎ اﻃﻤﻴﻨـﺎن ‪95‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪349‬‬

‫درﺻﺪ ﻣﻲﺗﻮان ﻓﺮﺿﻴﻪﻫﺎي اول‪ ،‬دوم و ﺳﻮم ﭘﮋوﻫﺶ را ﺗﺄﻳﻴﺪ ﻛﺮد‪ .‬ﺑـﻪ ﻋﺒـﺎرت دﻳﮕـﺮ‪ ،‬اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي‬
‫اﺟﺘﻤﺎﻋﻲ ‪0/66‬درﺻﺪ ﺑﺮ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد‪ .‬ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ ‪ 0/46‬درﺻﺪ ﺑﺮ درﮔﻴﺮﺳـﺎزي ﻣﺸـﺘﺮﻳﺎن ﺗـﺄﺛﻴﺮ‬
‫ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﻣﻲﮔﺬارد و اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ‪ 0/36‬درﺻﺪ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺗﺄﺛﻴﺮ ﻣﺜﺒـﺖ و‬
‫ﻣﻌﻨﺎداري دارد‪ .‬ﺧﻼﺻﺔ ﻧﺘﺎﻳﺞ در ﺟﺪول ‪ 3‬درج ﺷﺪه اﺳﺖ‪.‬‬

‫ﺷﻜﻞ‪ .2‬ﻣﺪل ﭘﮋوﻫﺶ در ﺣﺎﻟﺖ ﺗﺨﻤﻴﻦ ﺿﺮاﻳﺐ اﺳﺘﺎﻧﺪارد و اﻋﺪاد ﻣﻌﻨﺎداري آﻣﺎره ‪t‬‬

‫ﺟﺪول ‪ .3‬ﻧﺘﺎﻳﺞ اﺟﺮاي ﻣﺪل ﺳﺎﺧﺘﺎري ﺑﻴﻦ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ در ﻣﺪل اﺻﻠﻲ‬
‫ﺗﺄﻳﻴﺪ‪ /‬رد ﻓﺮﺿﻴﻪ‬ ‫آﻣﺎره ‪t‬‬ ‫ﺿﺮﻳﺐ اﺳﺘﺎﻧﺪارد‬ ‫راﺑﻄﻪ‬ ‫ﻓﺮﺿﻴﻪ‬

‫ﺗﺄﻳﻴﺪ‬ ‫‪19/53‬‬ ‫‪0/66‬‬ ‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ → اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬ ‫‪1‬‬

‫ﺗﺄﻳﻴﺪ‬ ‫‪9/04‬‬ ‫‪0/46‬‬ ‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن→ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬ ‫‪2‬‬

‫ﺗﺄﻳﻴﺪ‬ ‫‪8/08‬‬ ‫‪0/36‬‬ ‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن→ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬ ‫‪3‬‬

‫ارزﻳﺎﺑﻲ ﻣﺪل اﻧﺪازهﮔﻴﺮي‬

‫در اﻳﻦ ﺑﺨﺶ ﭘﺎﻳﺎﻳﻲ ﺑﺎ دو ﺷﺎﺧﺺ ﺿﺮﻳﺐ آﻟﻔﺎي ﻛﺮوﻧﺒﺎخ و ﭘﺎﻳﺎﻳﻲ ﺗﺮﻛﻴﺒﻲ )‪ (CR‬ارزﻳﺎﺑﻲ و ﭘـﺲ از آن‪ ،‬رواﻳـﻲ ﻫﻤﮕـﺮا ﺑـﺎ‬
‫اﺳﺘﻔﺎده از ﻣﺘﻮﺳﻂ وارﻳﺎﻧﺲ اﺳﺘﺨﺮاج ﺷﺪه )‪ (AVE‬ﺗﺤﻠﻴﻞ ﺷﺪ‪ .‬رواﻳﻲ واﮔﺮا ﻧﻴﺰ ﺑﻪ روش ﻓﻮرﻧﻞ ـ ﻻرﻛﺮ ﺑﺮرﺳﻲ ﺷﺪ‪ .‬ﺣﺪاﻗﻞ‬
‫ﻣﻘﺎدﻳﺮ ‪ AVE ،CR‬و ‪ CA‬ﺑﻪﺗﺮﺗﻴﺐ ‪ 0/5 ،0/7‬و ‪ 0/7‬ﺑﻪدﺳﺖ آﻣﺪ و ﻣﺸﺨﺺ ﺷﺪ ﻛﻪ ﻣﻘﺪار ﺿـﺮﻳﺐ آﻟﻔـﺎي ﻛﺮوﻧﺒـﺎخ ﺗﻤـﺎم‬
‫ﺳﺎزهﻫﺎ ﺑﺎﻻي ‪ 0/7‬و ﭘﺎﻳﺎﻳﻲ ﺗﺮﻛﻴﺒﻲ )‪ (CR‬ﺳﺎزهﻫﺎي ﭘﮋوﻫﺶ ﺑﻴﺶ از ‪ 0/8‬اﺳﺖ‪ .‬از ﻃﺮف دﻳﮕﺮ‪ ،‬ارزش ‪ AVE‬ﺗﻤﺎم ﺳﺎزهﻫﺎ‬
‫ﺑﺎﻻﺗﺮ از ‪ 0/5‬اﺳﺖ‪ .‬ﺑﻨﺎﺑﺮاﻳﻦ ﻧﺘﺎﻳﺞ اﻋﺘﺒﺎر ﻫﻢﮔﺮاﻳﻲ ﻣﻨﺎﺳﺒﻲ را ﻧﺸﺎن ﻣﻲدﻫﺪ ﻛﻪ ﻧﺘﺎﻳﺞ آن در ﺟﺪول ‪ 4‬ﻣﺸﺎﻫﺪه ﻣﻲﺷﻮد‪.‬‬
‫‪350‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﺟﺪول‪ .4‬ﺑﺮرﺳﻲ ﺷﺎﺧﺺﻫﺎي رواﻳﻲ و ﭘﺎﻳﺎﻳﻲ ﻣﺘﻐﻴﺮﻫﺎي ﭘﮋوﻫﺶ‬

‫ﻣﻴﺎﻧﮕﻴﻦ وارﻳﺎﻧﺲ‬ ‫ﭘﺎﻳﺎﻳﻲ ﺗﺮﻛﻴﺒﻲ‬ ‫آﻟﻔﺎي ﻛﺮوﻧﺒﺎخ‬
‫ﺑﺎر ﻋﺎﻣﻠﻲ‬ ‫ﮔﻮﻳﻪ‬ ‫ﻣﺘﻐﻴﺮ‬
‫اﺳﺘﺨﺮاج ﺷﺪه )‪(AVE‬‬ ‫)‪(CR‬‬ ‫)‪(CA‬‬
‫‪0/87‬‬ ‫‪S6‬‬
‫‪0/86‬‬ ‫‪S7‬‬
‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي‬
‫‪0/66‬‬ ‫‪0/90‬‬ ‫‪0/87‬‬ ‫‪0/84‬‬ ‫‪S8‬‬
‫اﺟﺘﻤﺎﻋﻲ‬
‫‪0/78‬‬ ‫‪S9‬‬
‫‪0/71‬‬ ‫‪S10‬‬
‫‪0/77‬‬ ‫‪S1‬‬
‫‪0/86‬‬ ‫‪S2‬‬
‫‪0/68‬‬ ‫‪0/91‬‬ ‫‪0/88‬‬ ‫‪0/85‬‬ ‫‪S3‬‬ ‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬
‫‪0/80‬‬ ‫‪S4‬‬
‫‪0/83‬‬ ‫‪S5‬‬
‫‪0/83‬‬ ‫‪S11‬‬
‫‪0/82‬‬ ‫‪S12‬‬
‫‪0/68‬‬ ‫‪S13‬‬
‫‪0/58‬‬ ‫‪0/89‬‬ ‫‪0/85‬‬ ‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬
‫‪0/81‬‬ ‫‪S14‬‬
‫‪0/66‬‬ ‫‪S15‬‬
‫‪0/74‬‬ ‫‪S16‬‬

‫ﻫﻤﺎن ﮔﻮﻧﻪ ﻛﻪ ﺑﻴﺎن ﺷﺪ‪ ،‬ﺑﺮاي ﺑﺮرﺳﻲ رواﻳﻲ واﮔﺮا از روش ﻓﻮرﻧﻞ ـ ﻻرﻛﺮ اﺳﺘﻔﺎده ﺷﺪ‪ .‬در اﻳﻦ روش رواﻳﻲ واﮔـﺮا در‬
‫ﺻﻮرﺗﻲ ﺗﺄﻳﻴﺪ ﻣﻲﺷﻮد ﻛﻪ ﻣﺠﺬور ﻣﻴﺎﻧﮕﻴﻦ وارﻳﺎﻧﺲ اﺳﺘﺨﺮاج ﺷﺪه ﺑﺮاي ﻫﺮ ﺳﺎزه‪ ،‬ﺑﻴﺶ از ﻫﻢﺑﺴﺘﮕﻲ ﺑﻴﻦ ﺳﺎزهﻫﺎ ﺑﺎﺷﺪ‪ .‬اﻳﻦ‬
‫ﻛﺎر از ﻃﺮﻳﻖ ﻣﻘﺎﻳﺴﺔ ﺟﺬر ‪ AVE‬ﻫﺮ ﺳﺎزه ﺑﺎ ﻣﻘﺎدﻳﺮ ﺿﺮاﻳﺐ ﻫﻢﺑﺴﺘﮕﻲ ﺑﻴﻦ ﺳﺎزهﻫـﺎ ﻣﺤﺎﺳـﺒﻪ ﻣـﻲﺷـﻮد‪ .‬ﺑـﺮاي اﻳـﻦ ﻛـﺎر‬
‫ﻣﺎﺗﺮﻳﺴﻲ ﺑﺎﻳﺪ ﺗﺸﻜﻴﻞ داد ﻛﻪ ﻣﻘﺎدﻳﺮ ﻗﻄﺮ اﺻﻠﻲ ﻣﺎﺗﺮﻳﺲ ﺟﺬر ﺿﺮاﻳﺐ ‪ AVE‬ﻫﺮ ﺳﺎزه و ﻣﻘﺎدﻳﺮ ﭘﺎﻳﻴﻦ ﻗﻄﺮ اﺻﻠﻲ‪ ،‬ﺿـﺮاﻳﺐ‬
‫ﻫﻢﺑﺴﺘﮕﻲ ﺑﻴﻦ ﻫﺮ ﺳﺎزه ﺑﺎ ﺳﺎزهﻫﺎي دﻳﮕﺮ اﺳﺖ‪ .‬ﺟﺪول ‪ 5‬ﻧﺘﺎﻳﺞ رواﻳﻲ واﮔﺮا را ﻧﺸﺎن ﻣﻲدﻫﺪ‪.‬‬

‫ﺟﺪول‪ .5‬ﻧﺘﺎﻳﺞ آزﻣﻮن ﻓﻮرﻧﻞ ـ ﻻرﻛﺮ )رواﻳﻲ واﮔﺮا(‬

‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ‬
‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬ ‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬ ‫ﻣﺘﻐﻴﺮ‬
‫در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬
‫‪0/81‬‬ ‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬
‫‪0/82‬‬ ‫‪0/66‬‬ ‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬
‫‪0/76‬‬ ‫‪0/71‬‬ ‫‪0/67‬‬ ‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬

‫ارزﻳﺎﺑﻲ ﻣﺪل ﺳﺎﺧﺘﺎري‬

‫ﺑﺮاي ارزﻳﺎﺑﻲ ﻣﺪل ﺳﺎﺧﺘﺎري‪ ،‬ﺷﺎﺧﺺﻫﺎي ﻣﺘﻌﺪدي وﺟﻮد دارد ﻛﻪ از آن ﺟﻤﻠﻪ ﻣﻲﺗﻮان ﺑـﻪ ﺿـﺮﻳﺐ ﺗﻌﻴـﻴﻦ )‪ (R2‬و ﺿـﺮاﻳﺐ‬
‫ﻣﺴﻴﺮ اﺷﺎره ﻛﺮد‪.‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪351‬‬

‫ﺿﺮﻳﺐ ﺗﻌﻴﻴﻦ ﻣﻌﻴﺎري اﺳﺖ ﻛﻪ ﺑﺮاي ﻣﺘﺼﻞ ﻛﺮدن ﺑﺨﺶ اﻧﺪازهﮔﻴﺮي و ﺑﺨﺶ ﺳﺎﺧﺘﺎري ﺑـﻪﻛـﺎر ﻣـﻲرود و ﻧﺸـﺎن از‬
‫ﺗﺄﺛﻴﺮي دارد ﻛﻪ ﻳﻚ ﻣﺘﻐﻴﺮ درونزا ﻣﻲﮔﺬارد‪ .‬ﻧﻜﺘﺔ ﺿﺮوري در اﻳﻨﺠﺎ‪ ،‬اﻳﻦ اﺳـﺖ ﻛـﻪ ‪ R2‬ﺗﻨﻬـﺎ ﺑـﺮاي ﺳـﺎزهﻫـﺎي درونزاي‬
‫)واﺑﺴﺘﻪ( ﻣﺪل ﻣﺤﺎﺳﺒﻪ ﻣﻲﺷﻮد و در ﺧﺼﻮص ﺳﺎزهﻫﺎي ﺑﺮونزا‪ ،‬ﻣﻘﺪار اﻳﻦ ﻣﻌﻴﺎر ﺻﻔﺮ اﺳﺖ‪ .‬ﻫﺮﭼـﻪ ﻣﻘـﺪار ‪ R2‬ﻣﺮﺑـﻮط ﺑـﻪ‬
‫ﺳﺎزهﻫﺎي درونزاي ﻳﻚ ﻣﺪل ﺑﻴﺸﺘﺮ ﺑﺎﺷﺪ‪ ،‬ﻧﺸﺎن از ﺑﺮازش ﺑﻬﺘﺮ ﻣﺪل اﺳﺖ‪ .‬ﭼﻴﻦ‪ (1998) 1‬ﺳﻪ ﻣﻘﺪار ‪ 0/19‬و ‪ 0/33‬و ‪0/67‬‬
‫را ﺑﻪﻋﻨﻮان ﻣﻘﺎدﻳﺮ ﺿﻌﻴﻒ‪ ،‬ﻣﺘﻮﺳﻂ و ﻗﻮي ﺑﺮاي ﻣﺪل ﭘﻴﺸﻨﻬﺎد ﻛﺮده اﺳﺖ‪ .‬ﺑﺮ اﺳﺎس ﻧﺘﺎﻳﺞ ﺟـﺪول ‪ ،6‬ﺿـﺮﻳﺐ ﺗﻌﻴـﻴﻦ ﺑـﺮاي‬
‫ﺗﻤﺎم ﻣﺘﻐﻴﺮﻫﺎي درونزا ﻣﻘﺪار ﻗﺎﺑﻞ ﻗﺒﻮﻟﻲ اﺳﺖ و ﻛﻴﻔﻴﺖ ﻣﺪل ﺳﺎﺧﺘﺎري را ﻧﺸﺎن ﻣﻲدﻫﺪ‪ .‬ﺷﺎﺧﺺ دﻳﮕﺮ‪ ،‬ﺷﺎﺧﺺ اﺳـﺘﻮن ـ‬
‫ﮔﻴﺴﺮ )‪ (Q2‬اﺳﺖ ﻛﻪ ﻗﺪرت ﭘﻴﺶﺑﻴﻨﻲ ﻣﺪل در ﺳﺎزهﻫﺎي درونزا را ﻧﺸﺎن ﻣﻲدﻫﺪ‪ .‬ﻫﻨﺴﻠﺮ‪ ،‬رﻳﻨﮕﻞ و ﺳﻴﻨﻜﻮوﻳﻜﺲ‪(2009) 2‬‬
‫در ﺧﺼﻮص ﺷﺪت ﻗﺪرت ﭘﻴﺶﺑﻴﻨﻲ ﻣﺪل ﺑﺮاي ﺳﺎزهﻫﺎي درونزا‪ ،‬ﺳـﻪ ﻣﻘـﺪار ‪ 0/2 ،0/15‬و ‪ 0/35‬را ﭘﻴﺸـﻨﻬﺎد دادهاﻧـﺪ‪ .‬ﺑـﻪ‬
‫اﻋﺘﻘﺎد آنﻫﺎ‪ ،‬اﮔﺮ ﻣﻘﺪار ‪ Q2‬در ﻣﻮرد ﻳﻚ ﺳﺎزه درونزا در ﻣﺤﺪودة ﻧﺰدﻳﻚ ﺑﻪ ‪ 0/15‬ﺑﺎﺷﺪ‪ ،‬ﺑﻪ اﻳﻦ ﻣﻌﻨﺎﺳﺖ ﻛﻪ ﻣـﺪل ﻗـﺪرت‬
‫ﭘﻴﺶﺑﻴﻨﻲ ﺿﻌﻴﻔﻲ در ﻗﺒﺎل ﺷﺎﺧﺺﻫﺎي آن ﺳﺎزه دارد و ﺑﻪ ﻫﻤﻴﻦ ﺗﺮﺗﻴﺐ‪ .‬ﺷﺎﺧﺺ دﻳﮕﺮ ﺷﺎﺧﺺ اﻧﺪازه اﺛـﺮ )‪ (f2‬اﺳـﺖ‪ .‬اﻳـﻦ‬
‫ﺷﺎﺧﺺ ﺑﻪ اﻧﺪازهﮔﻴﺮي ﺗﺄﺛﻴﺮ ﻳﻚ ﺳﺎزة ﺧﺎص روي ﻳﻚ ﺳﺎزة درونزا ﻣﻲﭘﺮدازد ﻛﻪ ﺑﻪﻋﻨﻮان ﻣﺘﻐﻴﺮ ﻣﺴﺘﻘﻞ ﺷﻨﺎﺧﺘﻪ ﻣﻲﺷـﻮد‬
‫)اورﺑﺎخ و اﻫﻠﻤﺎن‪ .(2010 ،3‬در اﻧﺪازهﮔﻴﺮي ‪ ،f2‬ﻣﻘﺎدﻳﺮ ‪ 0/15 ،0/02‬و ‪ 0/35‬ﺑﻪﺗﺮﺗﻴﺐ ﺑﺮاي ﺗﺄﺛﻴﺮ ﻛﻮﭼـﻚ‪ ،‬ﻣﺘﻮﺳـﻂ و ﺑـﺰرگ‬
‫ﺗﻌﺮﻳﻒ ﻣﻲﺷﻮد )ﻫﻴﺮ و ﻫﻤﻜﺎران‪ .(2014 ،4‬ﺟﺪول ‪ 6‬ﻧﺘﺎﻳﺞ اﻧﺪازه اﺛﺮ را ﻧﺸﺎن ﻣﻲدﻫﺪ‪ ،‬ﻫﻤﺎن ﻃﻮر ﻛﻪ ﻣﻼﺣﻈﻪ ﻣﻲﺷﻮد‪ ،‬ﻣﻘﺪار‬
‫اﻧﺪازة اﺛﺮ ﻫﻤﺔ رواﺑﻂ ﺑﻴﻦ ﻛﻮﭼﻚ ﺗﺎ ﺑﺰرگ اﺳﺖ‪ .‬ﻫﻤﭽﻨﻴﻦ ﺟﺪول ‪ 6‬ﺿﺮﻳﺐ ﺗﻌﻴﻴﻦ )‪ (R2‬و ﺷﺎﺧﺺ اﺳﺘﻮن ـ ﮔﻴﺴﺮ )‪ (Q2‬ﻫﺮ‬
‫ﻳﻚ از ﻣﺘﻐﻴﺮﻫﺎي درونزا را ﻧﺸﺎن ﻣﻲدﻫﺪ‪.‬‬

‫ﺟﺪول‪ .6‬ﺿﺮﻳﺐ ﺗﻌﻴﻴﻦ‪ ،‬ﺷﺎﺧﺺ اﺳﺘﻮن ـ ﮔﻴﺴﺮ و اﻧﺪازه اﺛﺮ‬

‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬ ‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬ ‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬ ‫ﻣﺘﻐﻴﺮ‬
‫‪-‬‬ ‫‪0/58‬‬ ‫‪0/43‬‬ ‫ﺿﺮﻳﺐ ﺗﻌﻴﻴﻦ )‪(R2‬‬
‫‪-‬‬ ‫‪0/31‬‬ ‫‪0/28‬‬ ‫ﺷﺎﺧﺺ اﺳﺘﻮن ـ ﮔﻴﺴﺮ )‪(Q2‬‬
‫‪0/29‬‬ ‫ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‬
‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‬
‫‪0/18‬‬ ‫‪0/78‬‬ ‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‬

‫ﺑﺮازش ﻛﻠﻲ ﻣﺪل‬

‫در اﻳﻦ ﺑﺨﺶ ﺑﺮازش ﻛﻠﻲ ﻣﺪل ﺑﺎ ﻧﻴﻜﻮﻳﻲ ﺑﺮازش )‪ (GOF‬اﻧﺪازهﮔﻴﺮي ﻣﻲﺷﻮد‪ .‬در ﻛﺘـﺎبﻫـﺎي آﻣـﺎري‪ ،‬ﺳـﻪ ﻣﻘـﺪار ‪،0/01‬‬
‫‪ 0/25‬و ‪ 0/36‬ﺑﻪﻋﻨﻮان ﻣﻘﺎدﻳﺮ ﺿﻌﻴﻒ‪ ،‬ﻣﺘﻮﺳﻂ و ﻗﻮي ‪ GOF‬ﻣﻌﺮﻓﻲ ﺷﺪه اﺳﺖ‪.‬‬
‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻘﺎدﻳﺮ اﺷﺘﺮاﻛﺎت )‪ (communality‬و ﺿﺮاﻳﺐ ﺗﻌﻴـﻴﻦ ﻛـﻪ در ﺧﺮوﺟـﻲ آورده ﺷـﺪه اﺳـﺖ‪ ،‬اﻳـﻦ ﺷـﺎﺧﺺ‬
‫ﺑﻪﺻﻮرت زﻳﺮ ﻣﺤﺎﺳﺒﻪ ﻣﻲﺷﻮد‪:‬‬
‫ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪1. Chin‬‬
‫‪2. Henseler, Ringle & Sinkovics‬‬
‫‪3. Urbach & Ahlemann‬‬
‫‪4. Hair, Gabriel & Patel‬‬
‫‪352‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫=‬ ‫× ﻣﻴﺎﻧﮕﻴﻦ ‪AVE‬‬ ‫‪ == 0/64 × 0/50 = 0/56‬ﻣﻴﺎﻧﮕﻴﻦ‬ ‫راﺑﻄﺔ ‪(1‬‬

‫ﺑﻨﺎﺑﺮاﻳﻦ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺑﻴﺸﺘﺮ ﺑﻮدن ﻣﻘﺪار ‪ GOF‬از ‪ 0/36‬ﺑﺮازش ﻣﺪل ﻛﻠﻲ ﺑﺴﻴﺎر ﻣﻨﺎﺳﺐ اﺳﺖ‪.‬‬
‫ﺑﺮاي ﺑﺮرﺳﻲ ﻓﺮﺿﻴﺔ ﭼﻬﺎرم ﭘﮋوﻫﺶ‪ ،‬ﻣﻲﺗﻮان ﻧﻘﺶ ﻣﻴﺎﻧﺠﻴﮕﺮي ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ را ﺑﻪﻛﻤﻚ آزﻣـﻮن ﺳـﻮﺑﻞ آزﻣـﻮن ﻛـﺮد‪.‬‬
‫آﻣﺎرة آزﻣﻮن ﺳﻮﺑﻞ ﺑﻪﺻﻮرت راﺑﻄﺔ ‪ 2‬ﻣﺤﺎﺳﺒﻪ ﻣﻲﺷﻮد‪ .‬در اﻳﻦ راﺑﻄﻪ‪ ،‬ﺿﺮﻳﺐ ﻣﺴﻴﺮ ﻣﺘﻐﻴﺮ ﻣﺴﺘﻘﻞ ﺑﺮ ﻣﺘﻐﻴﺮ ﻣﻴـﺎﻧﺠﻲ و‬
‫ﺧﻄﺎي ﺑﺮآورد ﺿﺮﻳﺐ ﻣﺴـﻴﺮ‬ ‫ﺧﻄﺎي ﺑﺮآورد ﺿﺮﻳﺐ ﻣﺴﻴﺮ و‬ ‫ﺿﺮﻳﺐ ﻣﺴﻴﺮ ﻣﺘﻐﻴﺮ ﻣﻴﺎﻧﺠﻲ ﺑﺮ ﻣﺘﻐﻴﺮ واﺑﺴﺘﻪ اﺳﺖ‪.‬‬
‫اﺳﺖ‪ .‬آﻣﺎره ﺳﻮﺑﻞ ﺑﺮاي ﺑﺮرﺳﻲ ﻣﻴﺎﻧﺠﻴﮕﺮي ﻣﺘﻐﻴﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در راﺑﻄـﻪ اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ ﺑـﺮ‬
‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑﻪ ﺷﺮح زﻳﺮ اﺳﺖ‪.‬‬
‫×‬
‫=‬ ‫‪= 8/03‬‬
‫ﺳﻮﺑﻞ‬ ‫راﺑﻄﺔ ‪(2‬‬
‫(‬ ‫×‬ ‫(‪)+‬‬ ‫×‬ ‫(‪)+‬‬ ‫×‬ ‫)‬

‫ﭼﻮن ﻣﻘﺪار آﻣﺎرة آزﻣﻮن ﺳﻮﺑﻞ )‪ (8/03‬از ﻣﻘﺪار ﺑﺤﺮاﻧﻲ ‪ 1/96‬ﺑﻴﺸﺘﺮ ﺷﺪه اﺳﺖ‪ ،‬ﻣﻲﺗـﻮان ﮔﻔـﺖ ﻛـﻪ ﺗﺠﺮﺑـﺔ ﺑﺮﻧـﺪ در‬
‫راﺑﻄﺔ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻧﻘﺶ ﻣﻴﺎﻧﺠﻴﮕﺮ ﻣﻌﻨﺎداري داﺷﺘﻪ اﺳﺖ‪.‬‬
‫در اداﻣﻪ ﺑﺮاي ﺑﺮرﺳﻲ ﻓﺮﺿﻴﺔ ﭘﻨﺠﻢ ﭘﮋوﻫﺶ‪ ،‬ﺑﻪ ﺑﺮرﺳﻲ ﺗﻌﺪﻳﻠﮕﺮي ﻣﺘﻐﻴﺮ ﺳﻦ در ﻣـﺪل ﭘﺮداﺧﺘـﻪ ﺷـﺪ‪ .‬روﺷـﻲ ﻛـﻪ در‬
‫ﻧﺮماﻓﺰار ﭘﻲالاس ﺑﺮاي ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮ ﻣﺘﻐﻴﺮ ﺗﻌﺪﻳﻠﮕﺮ ﻛﻴﻔﻲ ﺑﻪﻛﺎر ﺑﺮده ﻣﻲﺷﻮد‪» ،‬ﺗﺤﻠﻴﻞ ﮔﺮوﻫﻲ« اﺳﺖ‪ .‬در اﻳﻦ روش‪ ،‬ﻣـﺪل‬
‫ﭘﮋوﻫﺶ در ﭼﻨﺪ ﻣﺮﺣﻠﻪ و ﻫﺮ ﻣﺮﺣﻠﻪ ﺑﺎ اﺳﺘﻔﺎده از دادهﻫﺎي ﻣﺮﺑﻮط ﺑﻪ ﻳﻜﻲ از ﮔﺮوهﻫﺎ اﺟﺮا و ﻧﺘﺎﻳﺞ اﺳﺘﺨﺮاج ﻣﻲﺷﻮد‪.‬‬
‫ﺑﺮاي ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮ ﺳﻦ ﺑﺮ راﺑﻄﻪ ﻣﻴﺎن دو ﻣﺘﻐﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‪ ،‬ﻣﻄﺎﺑﻖ ﺑـﺎ روش‬
‫ﺗﺤﻠﻴﻞ ﮔﺮوﻫﻲ‪ ،‬ﻣﺪل در ﻣﺮﺣﻠﺔ اول ﺑﺎ اﺳﺘﻔﺎده از دادهﻫﺎي ﻣﺮﺑﻮط ﺑﻪ اﻓﺮاد ﻧﺴﻞ ‪ ،X‬در ﻣﺮﺣﻠﺔ دوم ﺑـﺎ اﺳـﺘﻔﺎده از دادهﻫـﺎي‬
‫ﻣﺮﺑﻮط ﺑﻪ اﻓﺮاد ﻧﺴﻞ ‪ Y‬و در ﻣﺮﺣﻠﺔ ﺳﻮم ﺑﺎ اﺳﺘﻔﺎده از دادهﻫﺎي ﻣﺮﺑﻮط ﺑﻪ اﻓﺮاد ﻧﺴﻞ ‪ Z‬اﺟﺮا ﺷﺪ‪ .‬ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﻜﻞ ‪ ،3‬ﻣﻘﺪار‬
‫ﺿﺮﻳﺐ ﻋﺎﻣﻠﻲ ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺮاي اﻓﺮاد ﻧﺴﻞ ‪ X‬ﺑﺮاﺑﺮ ‪ 0/63‬اﺳﺖ‪.‬‬

‫ﺷﻜﻞ‪ .3‬ﻣﺪل ﻣﺮﺑﻮط ﺑﻪ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﻧﺴﻞ ‪ X‬ﻫﻤﺮاه ﺑﺎ ﺿﺮاﻳﺐ ﺑﺎر ﻋﺎﻣﻠﻲ‬

‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪353‬‬

‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﻜﻞ ‪ ،4‬ﻣﻘﺪار ‪ t‬ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺮاي اﻓـﺮاد ﻧﺴـﻞ ‪ X‬ﺑﺮاﺑـﺮ‬
‫‪ 6/23‬اﺳﺖ‪.‬‬

‫ﺷﻜﻞ‪ .4‬ﻣﺪل ﻣﺮﺑﻮط ﺑﻪ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﻧﺴﻞ ‪ X‬ﻫﻤﺮاه ﺑﺎ ﻣﻘﺎدﻳﺮ ‪t-value‬‬

‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﻜﻞ ‪ ،5‬ﻣﻘﺪار ﺿﺮﻳﺐ ﻋﺎﻣﻠﻲ ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑـﺔ ﺑﺮﻧـﺪ ﺑـﺮاي اﻓـﺮاد‬
‫ﻧﺴﻞ ‪ Y‬ﺑﺮاﺑﺮ ‪ 0/65‬اﺳﺖ‪.‬‬

‫ﺷﻜﻞ‪ .5‬ﻣﺪل ﻣﺮﺑﻮط ﺑﻪ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﻧﺴﻞ ‪ Y‬ﻫﻤﺮاه ﺑﺎ ﺿﺮاﻳﺐ ﺑﺎر ﻋﺎﻣﻠﻲ‬

‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﻜﻞ ‪ ،6‬ﻣﻘﺪار ‪ t‬ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺮاي اﻓـﺮاد ﻧﺴـﻞ ‪ Y‬ﺑﺮاﺑـﺮ‬
‫‪ 13/28‬اﺳﺖ‪.‬‬
‫‪354‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﺷﻜﻞ ‪ .6‬ﻣﺪل ﻣﺮﺑﻮط ﺑﻪ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﻧﺴﻞ ‪ Y‬ﻫﻤﺮاه ﺑﺎ ﻣﻘﺎدﻳﺮ ‪t-value‬‬

‫ﻣﻘﺪار ﺿﺮﻳﺐ ﻋﺎﻣﻠﻲ ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑـﺮاي اﻓـﺮاد ﻧﺴـﻞ ‪ Z‬ﺑﺮاﺑـﺮ ‪0/70‬‬
‫ﺑﻪدﺳﺖ آﻣﺪه اﺳﺖ )ﺷﻜﻞ ‪.(7‬‬

‫ﺷﻜﻞ‪ .7‬ﻣﺪل ﻣﺮﺑﻮط ﺑﻪ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﻧﺴﻞ ‪ Z‬ﻫﻤﺮاه ﺑﺎ ﺿﺮاﻳﺐ ﺑﺎر ﻋﺎﻣﻠﻲ‬

‫در ﺷﻜﻞ ‪ ،8‬ﻣﻘﺪار ‪ t‬ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ ﺑﺮاي اﻓـﺮاد ﻧﺴـﻞ ‪ Z‬ﺑﺮاﺑـﺮ ‪17/58‬‬
‫ﺑﻪدﺳﺖ آﻣﺪه اﺳﺖ‪.‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪355‬‬

‫ﺷﻜﻞ‪ .8‬ﻣﺪل ﻣﺮﺑﻮط ﺑﻪ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﻧﺴﻞ ‪ Z‬ﻫﻤﺮاه ﺑﺎ ﻣﻘﺎدﻳﺮ ‪t-value‬‬

‫ﺑﻪﻣﻨﻈﻮر ﺑﺮرﺳﻲ اﺛﺮ ﺗﻌﺪﻳﻠﮕﺮ ﺳﻦ در راﺑﻄﺔ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ‪ ،‬از ﺑﺴﻂ راﺑﻄـﺔ ‪2‬‬
‫ﺑﺮاي ﺳﻪ ﮔﺮوه اﺳﺘﻔﺎده ﺷﺪ و ﻣﻘﺪار آﻣﺎره ‪ t‬ﺑﺮاﺑﺮ ‪ 0/27‬ﺑﻪدﺳﺖ آﻣﺪ ﻛﻪ از ‪ 1/96‬ﻛﻤﺘﺮ اﺳﺖ‪ ،‬ﺑﻨﺎﺑﺮاﻳﻦ ﻣﻲﺗﻮان ﻧﺘﻴﺠﻪ ﮔﺮﻓـﺖ‬
‫ﻛﻪ در ﺳﻄﺢ اﻃﻤﻴﻨﺎن ‪95‬درﺻﺪ‪ ،‬ﻣﺘﻐﻴﺮ ﺳﻦ راﺑﻄﺔ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ﺗﺠﺮﺑـﻪ ﺑﺮﻧـﺪ را ﺗﻌـﺪﻳﻞ‬
‫)ﻗﻮي ﻳﺎ ﺿﻌﻴﻒ( ﻧﻤﻲﻛﻨﺪ‪ .‬ﺑﻪ ﺑﻴﺎﻧﻦ دﻳﮕﺮ‪ ،‬در ﻧﻤﻮﻧﻪ آﻣﺎري اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤـﺎﻋﻲ ﺑـﺮ‬
‫ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬در ﻧﮕﺎه اﻓﺮاد ﺑﺎ ﺳﻨﻴﻦ ﻣﺨﺘﻠﻒ ﺗﻔﺎوﺗﻲ ﻧﺪاﺷﺘﻪ اﺳﺖ‪ .‬راﺑﻄﺔ ﺗﺤﻠﻴﻞ ﮔﺮوﻫﻲ )ﻫﻨﺴﻠﺮ‪ (2012 ،‬ﺑﻪ ﺷﻜﻞ زﻳﺮ اﺳﺖ‪:‬‬
‫‪1− 2‬‬
‫=‬ ‫‪= 0/27‬‬
‫(‬ ‫)‬ ‫(‬ ‫)‬ ‫راﺑﻄﺔ ‪(3‬‬
‫‪× 1 +‬‬ ‫× ‪× 2‬‬ ‫‪+‬‬

‫در اﻳﻦ راﺑﻄﻪ‪ R1 ،‬ﺿﺮﻳﺐ ﺑﺎر ﻋﺎﻣﻠﻲ ﻣﺴﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﻪ ﺗﺠﺮﺑـﺔ ﺑﺮﻧـﺪ در ﻣﺮﺣﻠـﻪ اول؛‬
‫‪ R2‬ﺿﺮﻳﺐ ﺑﺎر ﻋﺎﻣﻠﻲ ﻣﺴﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﻪ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در ﻣﺮﺣﻠﺔ دوم؛ ‪ n1‬ﺗﻌﺪاد اﻓﺮاد ﻣﺮﺣﻠـﺔ‬
‫اول در ﻧﻤﻮﻧﺔ آﻣﺎري ﭘﮋوﻫﺶ؛ ‪ n2‬ﺗﻌﺪاد اﻓﺮاد ﻣﺮﺣﻠﺔ دوم در ﻧﻤﻮﻧﺔ آﻣﺎري ﭘﮋوﻫﺶ؛ ‪ s1‬ﻣﻘﺪار ﺧﻄﺎي اﺳـﺘﺎﻧﺪارد ﻣﺮﺑـﻮط ﺑـﻪ‬
‫ﻣﺴﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﻪ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺮاي دادهﻫﺎي ﻣﺮﺑـﻮط ﺑـﻪ ﻣﺮﺣﻠـﺔ اول و ‪ s2‬ﻣﻘـﺪار ﺧﻄـﺎي‬
‫اﺳﺘﺎﻧﺪارد ﻣﺮﺑﻮط ﺑﻪ ﻣﺴﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﻪ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺮاي دادهﻫـﺎي ﻣﺮﺑـﻮط ﺑـﻪ ﻣﺮﺣﻠـﺔ دوم‬
‫اﺳﺖ‪.‬‬

‫ﻧﺘﻴﺠﻪﮔﻴﺮي‬
‫اﻳﻦ ﭘﮋوﻫﺶ ﺑﺎ ﻫﺪف ﺗﺒﻴﻴﻦ ﻧﻘﺶ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺖ ﺑﺎ ﺗﺄﻛﻴﺪ ﺑﺮ ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬در‬
‫ﺻﻨﻌﺖ ﺗﻮﻟﻴﺪ ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﮔﺮم )اﻧﻮاع ﻗﻬﻮه و ﭼﺎي( و اراﺋﺔ ﭘﻴﺸﻨﻬﺎدﻫﺎﻳﻲ ﺑﺮاي اﻓـﺰاﻳﺶ درﮔﻴﺮﺳـﺎزي ﻣﺸـﺘﺮﻳﺎن‪ ،‬از ﻃﺮﻳـﻖ‬
‫اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام ﺻﻮرت ﮔﺮﻓﺖ‪.‬‬
‫‪356‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻳﺎﻓﺘﻪﻫﺎي ﺣﺎﺻﻞ از ﺗﺤﻠﻴﻞ ﻛﻤ‪‬ﻲ اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﻣﺪﻳﺮان ﺑﺎزارﻳﺎﺑﻲ ﺑﺎ ﻃﺮاﺣﻲ اﻗﺪاﻣﺎت ﺧﻮد در ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ‬
‫اﻳﻨﺴﺘﺎﮔﺮام‪ ،‬ﺑﻪﻋﻨﻮان ﻳﻜﻲ از ﭘﻠﺘﻔﺮمﻫﺎي ارﺗﺒﺎﻃﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺎ ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻣﻲﺗﻮاﻧﻨﺪ ﺑﻪﺻﻮرت ﻣﺴﺘﻘﻴﻢ و ﻏﻴﺮﻣﺴﺘﻘﻴﻢ‬
‫و از ﻃﺮﻳﻖ ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن را ﺑﺎ ﺑﺮﻧﺪ و ﺻﻔﺤﺔ اﻳﻨﺴﺘﺎﮔﺮام ﺑﺮﻧﺪ اﻓﺰاﻳﺶ دﻫﻨﺪ‪.‬‬
‫در ﺑﺨﺶ ﻓﺮﺿﻴﻪﻫﺎ‪ ،‬ﭘﻨﺞ ﻓﺮﺿﻴﻪ ﺑﻪ ﺷﺮح زﻳﺮ در ﻗﺎﻟﺐ ﻳﻚ ﻣﺪل ﻣﻔﻬﻮﻣﻲ ﻣﻄـﺮح و آزﻣـﻮن ﺷـﺪ‪ .‬ﺑـﺎ ﺗﻮﺟـﻪ ﺑـﻪ اﻳﻨﻜـﻪ‬
‫ﻣﻌﻨﺎداري ﻣﺮﺑﻮط ﺑﻪ رواﺑﻂ ﻣﻴﺎن ﻣﺘﻐﻴﺮﻫﺎ در ﭼﻬﺎر ﻓﺮﺿﻴﺔ اول ﺑﺰرگﺗﺮ از ﻗﺪرﻣﻄﻠﻖ ‪ 1/96‬ﺑﻪدﺳﺖ آﻣﺪ‪ ،‬ﺑﺎ اﻃﻤﻴﻨﺎن ‪95‬درﺻـﺪ‬
‫ﭼﻬﺎر ﻓﺮﺿﻴﻪ از ﭘﻨﺞ ﻓﺮﺿﻴﺔ ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺗﺄﻳﻴﺪ ﺷﺪ‪ .‬ﺑﺎ وﺟﻮد اﻳﻦ‪ ،‬در راﺑﻄﻪ ﺑﺎ ﺗﻌﺪﻳﻠﮕﺮي ﻣﺘﻐﻴﺮ ﺳﻦ ﻛﺎرﺑﺮان‪ ،‬ﻧﺘـﺎﻳﺞ ﻧﺸـﺎن‬
‫داد ﻛﻪ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬در ﻧﮕﺎه اﻓﺮاد ﺑﺎ ﺳﻨﻴﻦ ﻣﺨﺘﻠﻒ و زادة ﻧﺴﻞﻫﺎي ‪ Y ،X‬و ‪Z‬‬

‫ﺗﻔﺎوت ﻣﻌﻨﺎداري ﻧﺪاﺷﺘﻪ اﺳﺖ‪.‬‬

‫ﻓﺮﺿﻴﺔ اول‪ ،‬ارﺗﺒﺎط ﻣﺴﺘﻘﻴﻢ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ را ﺑﺎ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ ﻧﺸﺎن داد‪ .‬ﺗﺠﺰﻳﻪوﺗﺤﻠﻴـﻞ‬
‫دادهﻫﺎ ﻣﻘﺪار ﺿﺮﻳﺐ ‪) t‬ﻣﻌﻨﺎداري( را در راﺑﻄﻪ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ﺗﺠﺮﺑـﺔ ﺑﺮﻧـﺪ ‪ 19/53‬ﻧﺸـﺎن‬
‫داد ﻛﻪ ﭼﻮن اﻳﻦ ﻋﺪد ﺑﻴﺸﺘﺮ از ‪ 1/96‬اﺳﺖ‪ ،‬ﻣﻲﺗﻮان ﮔﻔﺖ ﻛﻪ راﺑﻄﻪ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و ﺗﺠﺮﺑﻪ‬
‫ﺑﺮﻧﺪ ﺑﺎ اﻃﻤﻴﻨﺎن ‪ 95‬درﺻﺪ ﺗﺄﻳﻴﺪ ﻣﻲﺷﻮد‪ .‬ﺑﻪﻋﻼوه ﺿﺮﻳﺐ اﺳﺘﺎﻧﺪارد ‪ 0/66‬درﺻﺪي و ﻣﺜﺒﺖ ﻣﻴـﺎن اﻳـﻦ دو ﻣﺘﻐﻴـﺮ‪ ،‬ﺑـﻪ اﻳـﻦ‬
‫ﻣﻌﻨﺎﺳﺖ ﻛﻪ اﻳﻦ دو ﻣﺘﻐﻴﺮ ﺑﺎ ﻳﻜﺪﻳﮕﺮ راﺑﻄﺔ ﻣﺴﺘﻘﻴﻢ دارﻧﺪ‪ .‬اﻳﻦ ﻋﺪد ادﻋﺎ دارد ﻛﻪ ﺑﺎ اﻓﺰاﻳﺶ ﻳﻚ واﺣﺪي اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ‬
‫در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ از ﺑﺮﻧﺪ ﺑﻪ ﻣﻴﺰان ‪ 0/66‬واﺣﺪ اﻓﺰاﻳﺶ ﭘﻴﺪا ﻣﻲﻛﻨﺪ‪.‬‬
‫ﻫﻤﺎن ﮔﻮﻧﻪ ﻛﻪ ﭘﻴﺸﺘﺮ و در ﺑﺨﺶ ادﺑﻴﺎت ﻣﻮﺿﻮع ﻧﻴﺰ ﻣﻄﺮح ﺷﺪ‪ ،‬ﺗﺠﺮﺑﺔ ﺑﺮﻧـﺪ از آن ﺟﻬـﺖ ﻛـﻪ ﺗﺠﺮﺑـﻪﻫـﺎي ﺣﺴـﻲ‪،‬‬
‫ﻋﺎﻃﻔﻲ‪ ،‬رﻓﺘﺎري و ﻓﻜﺮي ﻛﺎرﺑﺮ را ﺗﺤﺖ ﺗﺄﺛﻴﺮ ﻗﺮار ﻣﻲدﻫﺪ‪ ،‬اﻫﻤﻴﺖ دارد؛ ﺑﻨﺎﺑﺮاﻳﻦ ﺑﻪﻛﺎرﮔﻴﺮي اﻗﺪاﻣﺎﺗﻲ ﻛﻪ ﺑﺘﻮاﻧﺪ ﺑـﺮ ﺗﺠﺮﺑـﺔ‬
‫ﻣﺜﺒﺖ ﻛﺎرﺑﺮان در اﻧﻮاع رﺳﺎﻧﻪﻫﺎي ﺗﻌﺎﻣﻠﻲ ﺗﺄﺛﻴﺮ ﺑﮕﺬارد‪ ،‬ﺑﻪ ﺑﺎزارﻳﺎﺑﺎن ﺑﺮاي ﻃﺮاﺣﻲ اﻗﺪاﻣﺎت ﻛﺎرﮔﺸﺎ‪ ،‬ﭼﺸﻢاﻧﺪاز روﺷﻨﻲ ﺧﻮاﻫﺪ‬
‫داد‪ .‬ﺑﺮ اﺳﺎس ﻧﺘﻴﺠﺔ ﻓﺮﺿﻴﺔ اول از اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ ﻣﺘﻮﻟﻴـﺎن ﺑﺎزارﻳـﺎﺑﻲ و ﺑﺮﻧـﺪ‬
‫ﺷﺮﻛﺖﻫﺎ ﺑﺎ ﺑﺎﻻﺑﺮدن ﺳﻄﻮح ﺳﺮﮔﺮﻣﻲ ﭘﺴﺖﻫﺎ‪ ،‬ﺑﻪروز ﺑﻮدن ﺻﻔﺤﻪ‪ ،‬ﺳﻔﺎرﺷﻲﺳﺎزي ﻣﺤﺼﻮل ﻳﺎ ﺧﺪﻣﺖ ﻣـﺪﻧﻈﺮ ﻣﺸـﺘﺮي ﻳـﺎ‬
‫ﻧﻮع ﺑﺴﺘﻪﺑﻨﺪي و ﺗﻮﻟﻴﺪ ﻣﺤﺘﻮاي ﻣﺮﺗﺒﻂ و ﻣﺘﻤﺎﻳﺰﺳﺎزي آن‪ ،‬اﻳﻦ اﻣﻜﺎن را ﭘﻴﺪا ﻣﻲﻛﻨﻨﺪ ﻛﻪ ﺗﺠﺮﺑﺔ ﺣﺴـﻲ و ﻋـﺎﻃﻔﻲ ﻛـﺎرﺑﺮ را‬
‫ارﺗﻘﺎ ﺑﺨﺸﻨﺪ‪ .‬از ﻣﻴﺎن ﻣﺆﻟﻔﻪﻫﺎي اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ﺿﺮﻳﺐ ﻣﺴﻴﺮ ﮔﻮﻳﺔ ‪ s7‬اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﻧﺸﺎن داد ﻛﻪ‬
‫ﻣﻮﻟﻔﺔ ﺑﻪروز ﺑﻮدن‪ ،‬از ﺟﺎﻳﮕﺎه ارزﺷﻤﻨﺪﺗﺮي ﺑﺮاي ﻛﺎرﺑﺮان ﺑﺮﺧﻮردار اﺳﺖ و ﺿﺮورت دارد ﺗﺎ ﻣﺪﻳﺮان ﺻﻔﺤﺎت ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ‪،‬‬
‫ﺑﺮاي ﺑﻪ روز ﻧﮕـﻪ داﺷـﺘﻦ ﻣﺤﺘـﻮاي ﺧـﻮد‪ ،‬ﺗـﻼش ﻣﻀـﺎﻋﻔﻲ اﻧﺠـﺎم دﻫﻨـﺪ؛ زﻳـﺮا ﺳـﺎﺧﺘﻦ ﺗﺠﺮﺑـﺔ ﻣﺜﺒـﺖ در ذﻫـﻦ و دل‬
‫ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﺑﺎﻋﺚ ﺧﻮاﻫﺪ ﺷﺪ ﻛﻪ درﮔﻴﺮﺳﺎزي آنﻫﺎ ﺑﺎ ﺑﺮﻧﺪ ﺑﻴﺸﺘﺮ ﺷﻮد‪.‬‬
‫ﻧﺘﻴﺠﺔ ﻓﺮﺿﻴﺔ اول ﻣﻄﺎﻟﻌﻪ ﺣﺎﺿﺮ ﺑﺎ ﻳﺎﻓﺘﻪﻫﺎي زوﻟﻮ و ﻫﻤﻜﺎران )‪ (2020‬ﻛﻤﺎﺑﻴﺶ ﻣﺸﺎﺑﻪ اﺳﺖ‪ .‬اﻳﻦ ﻧﺘـﺎﻳﺞ ﺣـﺎﻛﻲ از آن‬
‫اﺳﺖ ﻛﻪ ﻫﻤﺔ ﻣﺆﻟﻔﻪﻫﺎي ﻣﺮﺗﺒﻂ ﺑﻪ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺎ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬ارﺗﺒﺎط ﻣﺴﺘﻘﻴﻢ و ﻣﻌﻨـﺎدار دارد‪.‬‬
‫ﻋﻼوهﺑﺮاﻳﻦ ﻧﺘﺎﻳﺞ ﻣﻄﺎﻟﻌﺔ ﭼﻦ و ﻗﺎﺳﻴﻢ )‪ (2021‬ﻧﻴﺰ ﻣﻬﺮ ﺗﺄﻳﻴﺪي ﺑﺮ راﺑﻄﺔ ﻣﺴﺘﻘﻴﻢ ﻣﻴﺎن اﻳﻦ دو ﻣﺘﻐﻴﺮ ﮔﺬاﺷﺖ و ﺑـﺎ ﻣﻄﺎﻟﻌـﻪ‬
‫ﭘﻴﺶِ رو ﻫﻢﺳﻮ ﺑﻮد‪.‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪357‬‬

‫در ﻓﺮﺿﻴﺔ دوم ﺑﻴﺎن ﺷﺪ ﻛﻪ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﺑﺎ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن راﺑﻄﺔ ﻣﺴﺘﻘﻴﻢ دارد‪ .‬ﻣﻘﺪار ﺿﺮﻳﺐ ‪ t‬ﺑﺮاي راﺑﻄﺔ ﺑـﻴﻦ‬
‫اﻳﻦ دو ﻣﺘﻐﻴﺮ ‪ 9/04‬ﺑﻪدﺳﺖ آﻣﺪ ﻛﻪ ﭼﻮن از ﻣﻘﺪار ‪ 1/96‬ﺑﻴﺸﺘﺮ اﺳﺖ‪ ،‬ﻓﺮﺿﻴﺔ دوم ﺑﺎ اﻃﻤﻴﻨـﺎن ‪ 95‬درﺻـﺪ ﺗﺄﻳﻴـﺪ ﻣـﻲﺷـﻮد‪.‬‬
‫ﺿﺮﻳﺐ اﺳﺘﺎﻧﺪارد اﻳﻦ راﺑﻄﻪ ‪ 0/46‬و ﻣﺜﺒﺖ اﺳﺖ ﻛﻪ ﮔﻮﻳﺎي راﺑﻄﺔ ﻣﺴﺘﻘﻴﻢ ﻣﻴﺎن اﻳﻦ دو ﻣﺘﻐﻴـﺮ اﺳـﺖ‪ .‬اﻧـﺪازة ﻋـﺪد ﺿـﺮﻳﺐ‬
‫اﺳﺘﺎﻧﺪارد در اﻳﻦ راﺑﻄﻪ ﻣﺸﺨﺺ ﻣﻲﻛﻨﺪ ﻛﻪ ﺑﻪ ازاي ﻳﻚ واﺣﺪ اﻓﺰاﻳﺶ در ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ‪ ،‬درﮔﻴﺮﺳﺎزي ﻣﺸـﺘﺮﻳﺎن ﺑـﺎ ﺑﺮﻧـﺪ ﺑـﻪ‬
‫ﻣﻴﺰان ‪ 46‬درﺻﺪ اﻓﺰاﻳﺶ ﻣﻲﻳﺎﺑﺪ‪ .‬ﺑﻪ اﻳﻦ ﺗﺮﺗﻴﺐ ﻣﻲﺗﻮان ﮔﻔﺖ ﻛﻪ ﺳﺎﺧﺖ ﻳﻚ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ ﻣﻄﻠﻮب و ﻣﻨﺤﺼﺮﺑﻪﻓﺮد‪ ،‬ﻣﻲﺗﻮاﻧﺪ‬
‫ﺑﻪﻋﻨﻮان ﻳﻚ ﻣﺰﻳﺖ رﻗﺎﺑﺘﻲ ﺑﺮاي ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻋﻤﻞ ﻛﻨﺪ و ﺑﻪ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑﺎ ﺑﺮﻧﺪ ﻣﻨﺠﺮ ﺷﻮد‪.‬‬
‫ﻓﺮﺿﻴﺔ دوم اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﺑﺎ ﻣﻘﺎﻟﺔ ردر و ﻫﻤﻜﺎران )‪ (2024‬ﻫﻢﺳﻮ ﺑﻮده و ﺑﻪ ﻧﺘﺎﻳﺞ ﻣﺸﺎﺑﻬﻲ دﺳﺖ ﻳﺎﻓﺘﻪ اﺳﺖ‪ .‬ﻣﻄﺎﻟﻌﺔ ردر‬
‫و ﻫﻤﻜﺎران ﻛﻪ در ﺻﻨﻌﺖ ﻫﺘﻠﺪاري اﻧﺠﺎم ﺷﺪه ﺑﻮد‪ ،‬ﻫﻤﺎﻧﻨﺪ اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﻛﻪ در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﻳﻲ اﻧﺠﺎم ﺷﺪ‪ ،‬ﻧﺸـﺎن داد ﻛـﻪ‬
‫ﺗﺠﺮﺑﺔ ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن از ﺑﺮﻧﺪ‪ ،‬ﺑﻪﻋﻨﻮان ﻋﺎﻣﻞ ﺣﻴﺎﺗﻲ ﺑﺮاي درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﻋﻤﻞ ﻣﻲﻛﻨﺪ‪.‬‬
‫ﻓﺮﺿﻴﺔ ﺳﻮم اﻳﻦ ﻣﻄﺎﻟﻌﻪ ﺑﻪدﻧﺒﺎل ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑـﻮد‪.‬‬
‫ﺑﺮ اﺳﺎس دادهﻫﺎي ﺣﺎﺻﻞ از ﺑﺨﺶ آﻣﺎري اﻳﻦ ﻣﻄﺎﻟﻌﻪ‪ ،‬ﺿﺮﻳﺐ اﺳﺘﺎﻧﺪارد ‪ 0/36‬و ﻣﺜﺒﺖ ﻣﻴﺎن اﻳﻦ دو ﻣﺘﻐﻴﺮ‪ ،‬ﺑﻪ اﻳﻦ ﻣﻌﻨﺎﺳﺖ‬
‫ﻛﻪ اﻳﻦ دو ﻣﺘﻐﻴﺮ ﺑﺎ ﻳﻜﺪﻳﮕﺮ راﺑﻄﻪ ﻣﺴﺘﻘﻴﻢ دارﻧﺪ و ﺑﻪ ازاي ﻳﻚ واﺣﺪ اﻓﺰاﻳﺶ در اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤـﺎﻋﻲ‪،‬‬
‫درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑﻪ ﻣﻴﺰان ‪ 36‬درﺻﺪ اﻓﺰاﻳﺶ ﻣﻲﻳﺎﺑﺪ‪ .‬از اﻳﻦرو‪ ،‬ارﺗﻘﺎي ﺳﻄﺢ اﻗـﺪاﻣﺎت ﻣـﺮﺗﺒﻂ ﺑـﻪ ﺗﻤـﺎم ﻣﺆﻟﻔـﻪﻫـﺎي‬
‫ﺳﺮﮔﺮﻣﻲ و ﺗﻌﺎﻣﻞ ﻣﺼﺮفﻛﻨﻨﺪه در رﺳﺎﻧﻪﻫﺎ‪ ،‬ﺑﻪروز ﺑﻮدن ﻣﺤﺘﻮا‪ ،‬اﻣﻜﺎن ﺳﻔﺎرﺷﻲﺳﺎزي و ﺗﺒﻠﻴﻐﺎت ﺗﻮﺻﻴﻪاي ﻛﻼﻣـﻲ ﻛـﻪ در‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺗﻮﺳﻂ ﺑﺎزارﻳﺎﺑﺎن ﺻﻮرت ﻣﻲﮔﻴﺮد‪ ،‬ﻣﻲﺗﻮاﻧﺪ ﺑﻪ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑﺎ ﺑﺮﻧﺪ در ﺻﻔﺤﺔ ﺷﺒﻜﻪ اﺟﺘﻤـﺎﻋﻲ‬
‫ﻣﻨﺠﺮ ﺷﻮد‪ .‬در ﺗﺒﻴﻴﻦ ﻫﻢﺳﻮﻳﻲ ﻓﺮﺿﻴﺔ ﺳﻮم ﺑﺎ ﺳﺎﻳﺮ ﭘﮋوﻫﺶﻫﺎ ﻣﻲﺗﻮان ﺑﻴﺎن ﻛﺮد ﻛﻪ ﻣﻄﺎﻟﻌﺎت زوﻟﻮ و ﻫﻤﻜﺎران )‪ (2020‬ﻛﻪ‬
‫در ﺻﻨﻌﺖ ﺑﺮﻧﺪ ﻣ‪‬ﺪ ﻟﻮﻛﺲ ﺑﻮد و ﻫﻤﭽﻨﻴﻦ‪ ،‬ﻟﻴﻮ و ﻫﻤﻜﺎران )‪ (2021‬ﺑﺎ ﻧﺘﺎﻳﺞ اﻳﻦ ﭘﮋوﻫﺶ ﻫﻢﺳﻮ اﺳﺖ‪ ،‬ﺑـﺎ اﻳـﻦﺣـﺎل ﺗﻨﻬـﺎ در‬
‫ﻣﺆﻟﻔﺔ ﺳﻔﺎرﺷﻲﺳﺎزي ﻧﺘﺎﻳﺞ ﻟﻴﻮ و ﻫﻤﻜﺎران ﺑﺎ اﻳﻦ ﭘﮋوﻫﺶ ﻫﻢﺳﻮ ﻧﺒﻮد‪.‬‬
‫ﻓﺮﺿﻴﺔ ﭼﻬﺎرم اﻳﻦ ادﻋﺎ را ﻋﻨﻮان ﻛﺮد ﻛﻪ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در راﺑﻄﺔ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ و درﮔﻴﺮﺳﺎزي‬
‫ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻧﻘﺶ ﻣﻴﺎﻧﺠﻴﮕﺮي ﻣﻌﻨﺎداري دارد‪ .‬در ﺗﺒﻴﻴﻦ اﻳﻦ ﻓﺮﺿﻴﺔ ﻣﻲﺗﻮان ﮔﻔﺖ ﻛﻪ ﭼﻮن ﻣﻘﺪار آﻣﺎرة آزﻣﻮن ﺳـﻮﺑﻞ )‪(8/03‬‬
‫از ﻣﻘﺪار ﺑﺤﺮاﻧﻲ ‪ 1/96‬ﺑﻴﺸﺘﺮ اﺳﺖ‪ ،‬ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در راﺑﻄﻪ ﻣﻴﺎن اﻗﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي اﺟﺘﻤـﺎﻋﻲ و درﮔﻴﺮﺳـﺎزي‬
‫ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻧﻘﺶ ﻣﻴﺎﻧﺠﻴﮕﺮ ﻣﻌﻨﺎداري دارد‪.‬‬
‫در ﻓﺮﺿﻴﺔ ﭘﻨﺠﻢ اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﻣﺘﻐﻴﺮ ﺳﻦ ﺑﻪﻋﻨﻮان ﻣﺘﻐﻴﺮ ﺗﻌﺪﻳﻠﮕﺮ ﻣﻌﺮﻓﻲ ﺷﺪ؛ زﻳﺮا ﭘﮋوﻫﺸﮕﺮان ﺗﺼﻮر ﻣـﻲﻛﺮدﻧـﺪ ﻛـﻪ‬
‫ﻣﻤﻜﻦ اﺳﺖ ادراك ﻣﺼﺮفﻛﻨﻨﺪﮔﺎن ﻧﺴﻞﻫﺎي‪ Y‬و ‪ Z‬از ﺳﺎﻳﺮ ﻛﺎرﺑﺮان ﺷﺒﻜﻪ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام‪ ،‬ﻧﻈﻴﺮ اﻓﺮاد زادة ﻧﺴـﻞ ‪،X‬‬
‫از اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ﻣﺘﻔﺎوت ﺑﺎﺷﺪ و ﺑﻪ اﻳﻦ ﺗﺮﺗﻴﺐ‪ ،‬ﺗﺠﺮﺑﺔ ﻣﺘﻔﺎوﺗﻲ ﻧﻴﺰ از اﻳﻦ اﻗﺪاﻣﺎت ﺑﺮاﻳﺸﺎن رﻗﻢ‬
‫ﺑﺨﻮرد‪ .‬ﺑﺎ وﺟﻮد اﻳﻦ‪ ،‬ﻣﻘﺪار آﻣﺎره ‪ t‬ﺑﺮاﺑﺮ ‪ 0/27‬و ﻛﻤﺘﺮ از ‪ 1/96‬ﻣﺆﻳﺪ آن اﺳﺖ ﻛﻪ ﺗـﺄﺛﻴﺮ اﻗـﺪاﻣﺎت ﺑﺎزارﻳـﺎﺑﻲ در رﺳـﺎﻧﻪﻫـﺎي‬
‫اﺟﺘﻤﺎﻋﻲ‪ ،‬ﺑﺮ ﺗﺠﺮﺑﺔ ﺑﺮﻧﺪ در ﻧﮕﺎه اﻓﺮاد ﺑﺎ ﺳﻨﻴﻦ ﻣﺨﺘﻠﻒ‪ ،‬ﺗﻔﺎوﺗﻲ ﻧﺪاﺷﺘﻪ اﺳﺖ‪.‬‬

‫ﭘﻴﺸﻨﻬﺎدﻫﺎي ﻛﺎرﺑﺮدي و ﻣﺪﻳﺮﻳﺘﻲ‬

‫ﻧﺘﺎﻳﺞ اﻳﻦ ﭘﮋوﻫﺶ ﻧﻤﺎﻳﺎن ﺳﺎﺧﺖ ﻛﻪ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬از آن ﺟﻨﺒـﻪ ﺑـﺮاي ﺷـﺮﻛﺖﻫـﺎي ﻓﻌـﺎل در‬
‫‪358‬‬ ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي ‪ /...‬ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬

‫ﺻﻨﺎﻳﻊ ﻏﺬاﻳﻲ اﻫﻤﻴﺖ دارد ﻛﻪ اراﺋﺔ اﻃﻼﻋﺎت ﺑﻪروز‪ ،‬ﺳﻔﺎرﺷﻲﺳﺎزي ﺷﺪه‪ ،‬ﺗﻌﺎﻣﻠﻲ و ﺳـﺮﮔﺮمﻛﻨﻨـﺪه ﺑـﻪ ﻣﺨﺎﻃـﺐ‪ ،‬ﻣـﻲﺗﻮاﻧـﺪ‬
‫ﺑﻪﻋﻨﻮان ﻋﺎﻣﻠﻲ ﻣﺤﺮك‪ ،‬ﺑﻪ اﻳﺠﺎد ﺗﺠﺮﺑﺔ ﻣﺜﺒﺖ از ﺑﺮﻧﺪ و اﻓﺰاﻳﺶ درﮔﻴﺮﺳﺎزي ﻣﺸﺘﺮﻳﺎن ﺑﺎ ﺑﺮﻧﺪ ﻣﻨﺠﺮ ﺷﻮد‪.‬‬
‫ﭘﻴﺸﻨﻬﺎد ﭘﮋوﻫﺸﮕﺮان ﻣﺒﺘﻨﻲ ﺑﺮ ﻓﺮﺿﻴﺔ اول ﻋﺒﺎرت اﺳﺖ از اﻳﻦ ﻣﻬﻢ ﻛﻪ ﺳﺒﻚ ﺗﻮﻟﻴﺪ ﻣﺤﺘﻮا‪ ،‬ﺑـﻪﮔﻮﻧـﻪاي ﺑﺎﺷـﺪ ﻛـﻪ از‬
‫ﻣﺮور ﻣﻄﺎﻟﺐ‪ ،‬ﻛﺎرﺑﺮان ﺑﻪروز ﺑﻮدن آن را اﺣﺴﺎس ﻛﻨﻨﺪ؛ ﺑﻪﻃﻮريﻛﻪ ﻫﺮ روز از ﻫﻔﺘﻪ ﺣﺪاﻗﻞ ﻳﻚ ﭘﺴﺖ ﺟﺪﻳﺪ ﺗﻮﻟﻴﺪ ﺷﻮد‪.‬‬
‫ﻣﺒﺘﻨﻲ ﺑﺮ دوﻣﻴﻦ ﻓﺮﺿﻴﻪ‪ ،‬ﭘﻴﺸﻨﻬﺎد ﻣﻲﺷﻮد ﻛﻪ ﺑﺮاي ﺳﺎﺧﺖ ﺗﺠﺮﺑﺔ ﻣﺸﺘﺮك ﺑﺎ ﺑﺮﻧـﺪ و ﭘﻴـﺮو آن‪ ،‬اﻓـﺰاﻳﺶ درﮔﻴﺮﺳـﺎزي‬
‫ﻛﺎرﺑﺮان ﺑﺎ ﺑﺮﻧﺪ‪ ،‬ﺑﺨﺸﻲ از ﺗﻮﻟﻴﺪ ﻣﺤﺘﻮا ﺑﻪ ﺧﻮد ﻛﺎرﺑﺮان واﮔﺬار ﺷﻮد‪ .‬اﻳﻦ ﭘﻴﺸﻨﻬﺎد ﺑﺎﻋﺚ ﻣﻲﺷﻮد ﻛﻪ اﻓﺮاد ﻫﻮﻳـﺖ ﺧـﻮد را ﺑـﺎ‬
‫ﺑﺮﻧﺪ ﭘﻴﻮﻧﺪ زﻧﻨﺪ و درك ﻣﺸﺘﺮﻛﻲ ﺑﺎ ﺑﺮﻧﺪ ﭘﻴﺪا ﻛﻨﻨﺪ و دﻏﺪﻏﻪﻫﺎي ﺧﻮد را ﺑﺎ ﻣﺪﻳﺮان ﺻﻔﺤﻪ در ﻣﻴﺎن ﮔﺬارﻧﺪ ﻛـﻪ درﮔﻴﺮﺳـﺎزي‬
‫ﻣﺸﺘﺮﻳﺎن‪ ،‬ﻳﻜﻲ از ﭘﻴﺎﻣﺪﻫﺎي آن اﺳﺖ‪.‬‬
‫ﺑﺮ اﺳﺎس ﻓﺮﺿﻴﺔ ﺳﻮم ﭘﻴﺸﻨﻬﺎد ﻣﻲﺷﻮد ﻛﻪ اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬در وﻫﻠـﺔ اول ﺑـﻪﺳـﻤﺖ ﺑـﻪروز‬
‫ﺑﻮدن و ﭘﺲ از آن‪ ،‬ﺑﻪﺳﻤﺖ ﺗﻮﻟﻴﺪ ﻣﺤﺘﻮاي ﺟﺬاب و ﺳﺮﮔﺮمﻛﻨﻨﺪه ﺳﻮق ﭘﻴﺪا ﻛﻨﺪ؛ زﻳﺮا ﺑﺮرﺳﻲ ﻛﺎرﺑﺮان اﻳﻦ ﺻﻔﺤﺔ اﺟﺘﻤـﺎﻋﻲ‬
‫ﻧﺸﺎن داد ﻛﻪ دو ﻣﺆﻟﻔﺔ ﺑﻪروز ﺑﻮدن و ﺳﺮﮔﺮمﻛﻨﻨﺪﮔﻲ ﻣﺤﺘﻮا‪ ،‬ﺑﺮاي ﻣﺨﺎﻃﺒﺎن ﺣـﺎﺋﺰ اﻫﻤﻴـﺖ اﺳـﺖ‪ .‬ﺑـﺪﻳﻦ ﺗﺮﺗﻴـﺐ ﭘﻴﺸـﻨﻬﺎد‬
‫ﻣﻲﺷﻮد ﻛﻪ ﺑﺎ ﺗﻮﻟﻴﺪ ﭘ‪‬ﺴﺖﻫﺎي داراي ﻣﺴﺎﺑﻘﻪ‪ ،‬اﻧﻮاع ﺑﺎزيﻫﺎي ﺗﻌـﺎﻣﻠﻲ و ﺷﺨﺼـﻲﺳـﺎزي ﺳـﻔﺎرش‪ ،‬درﮔﻴﺮﺳـﺎزي ﻣﺸـﺘﺮﻳﺎن‬
‫اﻓﺰاﻳﺶ ﭘﻴﺪا ﻛﻨﺪ‪.‬‬

‫ﭘﻴﺸﻨﻬﺎدﻫﺎﻳﻲ ﺑﺮاي ﭘﮋوﻫﺶﻫﺎي آﻳﻨﺪه‬

‫ﺑﻪ ﻋﻼﻗﻪﻣﻨﺪان ﭘﮋوﻫﺶ ﭘﻴﺸﻨﻬﺎد ﻣﻲﺷﻮد ﻛﻪ در ﻣﻄﺎﻟﻌﺎت آﺗﻲ ﺣﻮزة ﺑﺎزارﻳﺎﺑﻲ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ ،‬ﻣﺘﻐﻴﺮ ﻣﻴﺰان درآﻣـﺪ و‬
‫ﺗﺠﺮﺑﺔ ﻛﺎرﺑﺮ از ﺑﺮﻧﺪ‪ ،‬ﺑﻪﻋﻨﻮان ﻣﺘﻐﻴﺮ ﺗﻌﺪﻳﻠﮕﺮ ﺑﺮرﺳﻲ ﺷﻮد ﺗﺎ درك ﺑﻬﺘﺮي از اﻗﺪاﻣﺎت ﺑﺎزارﻳﺎﺑﻲ روي ﮔﺮوهﻫﺎي ﻣﺸﺨﺺﺗـﺮي‬
‫از ﻛﺎرﺑﺮان در ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺣﺎﺻﻞ ﺷﻮد‪.‬‬
‫از آﻧﺠﺎﻳﻲ ﻛﻪ ﺻﻨﻌﺖ ﻣﺪ و ﭘﻮﺷﺎك در ﻣﻴﺎن ﻛﺎرﺑﺮان اﻳﺮاﻧﻲ ﺷﺒﻜﺔ اﻳﻨﺴﺘﺎﮔﺮام‪ ،‬ﺟﺎﻳﮕـﺎه ﭘ‪‬ـﺮ اﻫﻤﻴﺘـﻲ در ﺳـﻔﺎرشدﻫـﻲ‬
‫ﻣﺤﺼﻮﻻت را ﺑﻪ ﺧﻮد اﺧﺘﺼﺎص داده اﺳﺖ )ﻧﺎﺻﺮﻧﺼﻴﺮ و ﺗﺎﺟﻴﻚ اﺳﻤﺎﻋﻴﻠﻲ‪ ،(1401 ،‬ﭘﻴﺸﻨﻬﺎد ﻣﻲﺷﻮد ﻛﻪ اﻳﻦ ﻣﺪل در ﺳﺎﻳﺮ‬
‫ﺻﻨﺎﻳﻊ‪ ،‬ﻫﻢﭼﻮن ﺻﻨﻌﺖ ﻣﺪ و ﭘﻮﺷﺎك ﻣﺠﺪد آزﻣﻮن ﺷﻮد؛ زﻳﺮا ﮔﺮاﻳﺶ ﺑـﻪ ﻣ‪‬ـﺪ‪ ،‬ﺑـﻪﻋﻨـﻮان ﻳـﻚ ﭘﺪﻳـﺪة اﺟﺘﻤـﺎﻋﻲ در ﻣﻴـﺎن‬
‫ﻧﻮﺟﻮاﻧﺎن و ﺟﻮاﻧﺎن‪ ،‬ﻳﻌﻨﻲ ﻧﺴﻞﻫﺎي ﻣﺪ ﻧﻈﺮ در اﻳﻦ ﭘﮋوﻫﺶ‪ ،‬ﺑﻴﺶ از دﻳﮕﺮان اﻫﻤﻴﺖ دارد و اﻳﻦ ﮔﺮوهﻫـﺎي ﺳـﻨﻲ ﻣ‪‬ـﺪﮔﺮاﺗﺮ‬
‫ﻫﺴﺘﻨﺪ )ﺑﻘﺎﻳﻲ‪ ،‬ﺧﻮاﺟﻪﺋﻴﺎن و اﺳﻔﻴﺪاﻧﻲ‪ ،(1402 ،‬ﺑﻪﻋﻼوه‪ ،‬در اﻳﺮان ﺑﺎ ﺑﻴﺶ از ‪70‬درﺻﺪ ﺟﻤﻌﻴـﺖ ﺟـﻮان‪ ،‬اﺳـﺘﻔﺎدة ﻓـﺮاوان از‬
‫ﻋﻜﺲ و ﺗﺼﻮﻳﺮ و وﻳﺪﺋﻮ در ﺷﺒﻜﺔ اﺟﺘﻤﺎﻋﻲ اﻳﻨﺴﺘﺎﮔﺮام‪ ،‬ﺑﻪﻋﻨﻮان ﺑﺴﺘﺮي ﺑﺮاي ﺗﺮوﻳﺞ و اراﺋﻪ ﻣ‪‬ﺪ ﻣﻄﺮح اﺳـﺖ )ﻧﺎﺻﺮﻧﺼـﻴﺮ و‬
‫ﺗﺎﺟﻴﻚ اﺳﻤﺎﻋﻴﻠﻲ‪ .(1401 ،‬ﺑﻨﺎﺑﺮاﻳﻦ ﻧﻴﺎز ﺑﻪ ﺗﺪﻗﻴﻖ اﺳﺘﺮاﺗﮋيﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ از ﻟﻨﺰ ﺑﺎزارﻳﺎﺑﻲ در اﻳﻦ ﺑﺨﺶ‪ ،‬ﺑﻴﺶ از ﭘﻴﺶ‬
‫اﺣﺴﺎس ﻣﻲﺷﻮد و ﭘﻴﺸﻨﻬﺎد ﻣﻲﺷﻮد ﻛﻪ اﻳﻦ ﻣﺪل در ﺻﻨﻌﺖ ﻣ‪‬ﺪ و ﭘﻮﺷﺎك آزﻣﻮن ﺷﻮد‪.‬‬
‫ﭘﻴﺸﻨﻬﺎد ﻣﻲﺷﻮد ﭘﮋوﻫﺶﻫﺎي آﻳﻨﺪه اﻳﻦ ﻣﻄﺎﻟﻌﻪ را در ﺳﺎﻳﺮ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺎ ﭘﻴﺎمرﺳﺎنﻫﺎﻳﻲ ﻣﺎﻧﻨـﺪ ﺑﻠـﻪ و اﻳﺘـﺎ و‬
‫ﻫﻢ ﺑﺎ ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﻧﻈﻴﺮ ﻫﻮرﺳﺎ‪ ،‬آيﮔﭗ و ﻛﻤﺪا در ﺻﻨﻌﺖ ﻣ‪‬ﺪ ﺗﻜﺮار ﻛﻨﻨﺪ و ﻧﺘﺎﻳﺞ آن را ﺑﺎ ﻧﺘﺎﻳﺞ اﻳﻦ ﭘﮋوﻫﺶ ﺗﻄﺒﻴﻖ‬
‫دﻫﻨﺪ‪.‬‬
‫ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪ ،1402 ،‬دوره ‪ ،2‬ﺷﻤﺎره ‪3‬‬ ‫‪359‬‬

‫ﺑﺮاي ﺳﻨﺠﺶ اﻋﺘﺒﺎر ﻧﺘﺎﻳﺞ و ﺗﻮاﻧﺎﻳﻲ ﺗﻌﻤﻴﻢ آن ﺑﻪ ﺳﺎﻳﺮ ﺻﻨﺎﻳﻊ‪ ،‬ﭘﻴﺸﻨﻬﺎد ﻣـﻲﺷـﻮد ﻛـﻪ از روشﻫـﺎي دﻳﮕـﺮ‪ ،‬ﺑـﻪوﻳـﮋه‬
‫روشﻫﺎي آﻣﻴﺨﺘﻪ اﺳﺘﻔﺎده ﺷﻮد‪.‬‬

‫ﻣﺤﺪودﻳﺖﻫﺎي ﭘﮋوﻫﺶ‬
‫دﺳﺘﺮﺳﻲ ﺑﻪ ﺻﻔﺤﺔ اﻳﻨﺴﺘﺎﮔﺮام ﺷﺮﻛﺖ‪ ،‬ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﺔ ﻣﻮردي اﻳﻦ ﭘﮋوﻫﺶ از ﻣﺤﺪودﻳﺖﻫﺎي ﭘﮋوﻫﺸﮕﺮان ﺑﻮد‪.‬‬

‫ﻣﻨﺎﺑﻊ‬
‫ﺑﻘﺎﻳﻲ‪ ،‬ﻣﻬﺴﺎ؛ ﺧﻮاﺟﻪﺋﻴﺎن‪ ،‬داﺗﻴﺲ و اﺳﻔﻴﺪاﻧﻲ‪ ،‬ﻣﺤﻤﺪ رﺣﻴﻢ )‪ .(1402‬ارزﻳﺎﺑﻲ ﻋﻮاﻣﻞ اﻧﮕﻴﺰاﻧﻨﺪه ﻛﻠﻴـﻚ ﻛـﺎرﺑﺮان ﺑـﺮ ﺗﺒﻠﻴﻐـﺎت ﺑﻨـﺮي در‬
‫رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ )ﻣﻮرد ﻣﻄﺎﻟﻌﻪ‪ :‬آﮔﻬﻲﻫﺎي ﭘﻮﺷﺎك در اﻳﻨﺴﺘﺎﮔﺮام(‪ .‬ﭘﮋوﻫﺶﻫﺎي ﻣﺪﻳﺮﻳﺖ راﻫﺒﺮدي‪.40-13 ،(89)29 ،‬‬

‫ﺗﺎروﻳﺮدي زاده‪ ،‬داود؛ ﻣﻴﺮزاﻳﻲ درﻳﺎﻧﻲ‪ ،‬ﺷﻬﺮام؛ ﻧﺎﻫﻴﺪي اﻣﻴﺮﺧﻴﺰ‪ ،‬ﻣﺤﻤﺪ رﺿﺎ‪ ،‬ﭘﺎﺳـﺒﺎﻧﻲ‪ ،‬ﻣﺤﻤـﺪ و ﻫﻨﺮﻣﻨـﺪ ﻋﻈﻴﻤـﻲ‪ ،‬ﻣﺮﺗﻀـﻲ )‪.(1402‬‬
‫ﻃﺮاﺣﻲ ﻣﺪل ﻣﺪﻳﺮﻳﺖ ﻛﻴﻔﻴﺖ ﺳﺒﺰ در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﻳﻲ ﺑﺎ ﺗﺄﻛﻴﺪ ﺑﺮ ارﺗﻘﺎي ﻋﻤﻠﻜﺮد ﻣﺤﻴﻂ زﻳﺴﺘﻲ )ﻣﻄﺎﻟﻌـﻪ ﻣـﻮردي‪ :‬اﺳـﺘﺎن‬
‫اردﺑﻴﻞ(‪ .‬ﻓﺼﻠﻨﺎﻣﻪ ﻋﻠﻤﻲ آﻣﻮزش ﻣﺤﻴﻂ زﻳﺴﺖ و ﺗﻮﺳﻌﻪ ﭘﺎﻳﺪار‪.158-137 ،(3)11 ،‬‬

‫ﺣﻘﻴﻘﻲﻧﺴﺐ‪ ،‬ﻣﻨﻴﮋه؛ ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‪ ،‬ﭘﻴﻮﻧﺪ و ﺳﻠﻄﺎﻧﻲ ﺗﺎجآﺑﺎدي‪ ،‬ﻣﺮﺿﻴﻪ )‪ .(1402‬ﺗﺄﺛﻴﺮ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪ اﺟﺘﻤﺎﻋﻲ ﺑﺮ ارزش وﻳﮋه ﺑﺮﻧﺪ ﺑﺎ‬
‫ﻧﻘﺶ ﻣﻴﺎﻧﺠﻲ ﺗﺠﺮﺑﻪ ﺑﺮﻧﺪ و ﻣﺰاﻳﺎي رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ‪ .‬ﻓﺼﻠﻨﺎﻣﻪ ﻋﻠﻤﻲ ﭘﮋوﻫﺸﻲ ﻣﺪﻳﺮﻳﺖ ﺑﺮﻧﺪ‪.‬‬

‫رﺣﻴﻢﻧﻴﺎ‪ ،‬ﻓﺮﻳﺒﺮز؛ ﻓﺎﻃﻤﻲ‪ ،‬زﻫﺮا و ﻫﺮﻧﺪي‪ ،‬ﻋﻄﺎءاﻟﻪ )‪ .(1392‬ﺑﺮرﺳﻲ آﺛﺎر ﻣﺘﻘﺎﺑﻞ اﺑﻌﺎد ارزش وﻳﮋة ﺑﺮﻧﺪ ﻣﺒﺘﻨﻲ ﺑﺮ ﻣﺸﺘﺮي )ﻣﻮرد ﻣﻄﺎﻟﻌـﻪ‪:‬‬
‫ﻫﺘﻞﻫﺎي ﭘﻨﺞ ﺳﺘﺎره ﻛﻼنﺷﻬﺮ ﻣﺸﻬﺪ‪ .‬ﻣﺪﻳﺮﻳﺖ ﺑﺎزرﮔﺎﻧﻲ‪.20-1 ،(4)5 ،‬‬

‫رزﻣﻲ‪ ،‬زﻫﺮا؛ ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‪ ،‬ﭘﻴﻮﻧﺪ و ﺳﻠﻄﺎﻧﻲ ﺗﺎجآﺑﺎدي‪ ،‬ﻣﺮﺿﻴﻪ )‪ .(1401‬ﻧﻈﺮﻳﻪ ﭘﺮدازي داده ﺑﻨﻴﺎد و روﻳﻜﺮد ﭘﺎراداﻳﻢ راﺑﻄـﻪ ﮔﺮاﻳـﻲ در‬
‫ﻃﺮاﺣﻲ ﻣﺪل ارزش وﻳﮋه ﺑﺮﻧﺪ‪ .‬ﭼﺸﻢاﻧﺪاز ﻣﺪﻳﺮﻳﺖ ﺑﺎزرﮔﺎﻧﻲ‪.217-184 ،(51)21 ،‬‬

‫روﺷﻨﺪل ارﺑﻄﺎﻧﻲ‪ ،‬ﻃﺎﻫﺮ )‪ .(1402‬ﺳﺨﻦ ﺳﺮدﺑﻴﺮ‪ :‬ﻫﻮش ﻣﺼﻨﻮﻋﻲ و ﺗﻐﻴﻴﺮات در ﺻﻨﻌﺖ رﺳﺎﻧﻪ‪ .‬ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪.2-1 ،(1)2 ،‬‬

‫ﺳﻘﻂ ﻓﺮوش‪ ،‬ﻣﺤﺴﻦ )‪ .(1402‬ﺗﺒﻴﻴﻦ اﺛﺮات ﺷﺒﻜﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺑﺮ ﺗﻄﺎﺑﻖ ﻳﺎ ﺗﺸﺎﺑﻪ رﻓﺘﺎر ﺧﺮﻳﺪ ﭘﻮﺷﺎك ﻟﻮﻛﺲ در ﻣﻴﻠﻨﻴﺎلﻫﺎ ﻳـﺎ ﻧﺴـﻞ‬
‫واي‪ .‬ﺑﺮرﺳﻲﻫﺎي ﻣﺪﻳﺮﻳﺖ رﺳﺎﻧﻪ‪.276 -257 ،(2)2 ،‬‬

‫ﻏﺒﻴﺸﺎوي‪ ،‬ﺣﺴﻴﻦ؛ ﻏﻼﻣﻲ ﭼﻨﺎرﺳﺘﺎن ﻋﻠﻴﺎ‪ ،‬ﻋﺒﺪاﻟﺨﺎﻟﻖ و ﺣﻘﻴﻘﻲ‪ ،‬ﻣﺤﻤﺪ )‪ .(1401‬ﺑﺮرﺳـﻲ اﺛـﺮات ﻋﻮاﻣـﻞ و ﻣﺘﻐﻴﺮﻫـﺎي رﻗﺎﺑـﺖﭘـﺬﻳﺮي‬
‫ﺑﻴﻦاﻟﻤﻠﻠﻲ ﺑﺮاي ﺷﺮﻛﺖﻫﺎي ﺻﻨﺎﻳﻊ ﻏﺬاﻳﻲ در اﻳﺮان ﺑﺎ روﻳﻜﺮد آﻳﻨﺪهﭘﮋوﻫﻲ )ﻣﻮرد ﻣﻄﺎﻟﻌﻪ‪ :‬ﺻﻨﺎﻳﻊ ﻏـﺬاﻳﻲ اﺳـﺘﺎن ﺧﻮزﺳـﺘﺎن(‪.‬‬
‫آﻳﻨﺪهﭘﮋوﻫﻲ ﻣﺪﻳﺮﻳﺖ‪.70-53 ،(4) 33 ،‬‬

‫ﻛﻔﺎش ﭘﻮر‪ ،‬آذر؛ ﻫﺮﻧﺪي‪ ،‬ﻋﻄﺎءاﻟﻪ و ﻓﺎﻃﻤﻲ‪ ،‬ﺳﻴﺪه زﻫﺮا )‪ .(1393‬ﻧﻘﺶ ارزش ﺑﺮﻧـﺪ ﻣﺒﺘﻨـﻲ ﺑـﺮ ﻣﺸـﺘﺮي در ﺗـﺄﺛﻴﺮ ﺗﺒﻠﻴﻐـﺎت ﺑـﺮ ﭘﺎﺳـﺦ‬
‫ﻣﺼﺮفﻛﻨﻨﺪه‪ .‬ﻛﺎوشﻫﺎي ﻣﺪﻳﺮﻳﺖ ﺑﺎزرﮔﺎﻧﻲ‪.148-137 ،(12)6 .‬‬

‫ﻧﺎﺻﺮ ﻧﺼﻴﺮ‪ ،‬ﺳﻤﻴﺮا و ﺗﺎﺟﻴﻚ اﺳﻤﺎﻋﻴﻠﻲ‪ ،‬ﺳﻤﻴﻪ )‪ .(1401‬راﺑﻄﻪ ﻣﻴﺎن اﺳﺘﻔﺎده از اﻳﻨﺴﺘﺎﮔﺮام و ﻧﮕﺮش ﺑﻪ ﻣ‪‬ﺪ در ﻣﻴﺎن ﺟﻮاﻧﺎن ﺷﻬﺮ ﺗﻬﺮان‪.‬‬
‫ﻣﻄﺎﻟﻌﺎت ﺟﺎﻣﻌﻪﺷﻨﺎﺳﻲ‪.252 -229 ،(55)15 ،‬‬

‫ﻫﺮﻧﺪي‪ ،‬ﻋﻄﺎءاﻟﻪ )‪ .(1394‬ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺳﺎزﻣﺎﻧﻲ ﺑﺮ ﺗﺼﻮﻳﺮ ﻣﺸﺘﺮﻳﺎن از ﺑﺮﻧﺪ‪ .‬ﻓﺼﻠﻨﺎﻣﻪ ﻋﻠﻤﻲ ﭘﮋوﻫﺸﻲ ﻣـﺪﻳﺮﻳﺖ ﺑﺮﻧـﺪ‪،‬‬
‫‪.124-97 ،(2)2‬‬
360 ‫ ﻫﺮﻧﺪي و ﻣﻴﺮزاﺋﻴﺎن ﺧﻤﺴﻪ‬/... ‫ﺗﺒﻴﻴﻦ ﻧﻘﺶ ﺑﺎزارﻳﺎﺑﻲ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﻲ ﺷﺮﻛﺘﻲ ﺑﺮ درﮔﻴﺮﺳﺎزي‬

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