تاثیر کانال‌های ارتباطی بر تبلیغات کلامی با میانجی‌گری ریسک اجتماعی و انتشار سریع اطلاعات و تعدیل‌گری خود ابرازی برند

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران

2 کارشناس ارشد مدیریت بازرگانی گرایش بازاریابی

چکیده

هدف از انجام پژوهش حاضر، بررسی تأثیر کانال­های ارتباطی بر تبلیغات کلامی با نقش میانجی ریسک اجتماعی و انتشار سریع اطلاعات و نقش تعدیلگر خود ابرازی برند است. پژوهش از حیث هدف کاربردی و از حیث روش، توصیفی - پیمایشی است. جامعه آماری پژوهش مشتریان شرکت بیمه رازی در شهر مشهد هستند که به روش نمونه­گیری تصادفی ساده تعداد 396 نفر بر اساس فرمول کوکران انتخاب شدند. ابزار گردآوری داده­ها پرسشنامه استاندارد بوده که روایی آن به روش روایی محتوا، روایی همگرا و روایی واگرا مورد تأیید قرار گرفت و پایایی آن به روش آلفای کرونباخ و پایایی ترکیبی بالاتر از مقدار مطلوب 7/0 برآورد شد. به منظور تجزیه و تحلیل داده­ها در بخش آمار توصیفی از نرم افزار آماریSPSS23 و در بخش آمار استنباطی از نرم افزار آماری Smart PLS3 استفاده شد. یافته­های تحقیق نشان داد که کانال­های ارتباطی تأثیر معناداری بر ریسک اجتماعی، سرعت انتشار اطلاعات و تبلیغات کلامی دارند. همچنین تأثیر ریسک اجتماعی بر تبلیغات کلامی و سرعت انتشار اطلاعات بر تبلیغات کلامی معنادار بود. نقش میانجی ریسک اجتماعی و سرعت انتشار اطلاعات در رابطه بین کانال­های ارتباطی و تبلیغات کلامی نیز مورد تأیید قرار گرفت. همچنین نقش تعدیل­گر خودابرازی برند در رابطه بین ریسک اجتماعی و تبلیغات کلامی و سرعت انتشار اطلاعات و تبلیغات کلامی مورد تأیید قرار گرفت. در این راستا می­توان گفت که با کاهش میزان ریسک اجتماعی و افزایش سرعت انتشار اطلاعات در سایه ارتقای کانال­های ارتباطی می­توان تبلیغات کلامی را در خصوص بیمه رازی از مشتریان انتظار داشت. همچنین عنصر خود ابرازی برند نیز می­تواند نقش مهمی در ارتقای تبلیغات کلامی مشتریان داشته باشد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Communication Channels on Verbal Advertising: Investigating the Mediating Role of Social Risk and Rapid Release of Information and Moderating Role of Brand Self-Reporting

نویسندگان [English]

  • morteza rojuee 1
  • zohreh Nakhaei Moghaddam 2
1 assistant professor, management department, Imam Reza International University, Mashhad, Iran
2 - Msc in Business Management
چکیده [English]

Objective: The purpose of the present study was to evaluate the impact of communication channels on word of mouth: examining the mediating role of social risk and the faster diffusion and the moderating role of self-brand connection.
Methodology: The purpose of the study is applied and descriptive - survey type. The statistical population of the study consisted of customers of Razi Insurance Company in Mashhad who were selected by random sampling method from 396 individuals based on Cochran formula. Data was collected using a standard questionnaire whose validity and reliability was confirmed.
Findings: The findings showed that communication channels had a significant effect on social risk, faster diffusion and word of mouth ads. There was also a significant effect of social risk and faster diffusion on word of mouth ads. The mediating role of social risk and faster diffusion in the relationship between communication channels and verbal advertising were also confirmed. The moderating role of self-brand connection in the relationship between social risk and verbal advertising and the speed of disseminating information and word of mouth was also confirmed.
Result: It can be said that by reducing the social risk and increasing the faster diffusion in the light of promotion of communication channels, one can expect customers to offer word of mouth.
 

کلیدواژه‌ها [English]

  • Communication Channels
  • Word of mouth Marketing
  • Social risk
  • Faster Diffusion
  • Self-Brand Connection

مراجع

  1. Asadi, Cervin. Ghaffari Ashtiani, Payman (2018). Investigating the Impact of E-Advertising Information Dimensions on Purchasing Intentions Given the Mediating Role of Consumer Attitudes toward Information Usefulness. Third International Conference on Dynamic Management, Accounting and Auditing
  2. Algharabat, R. S. (2017). Linking social media marketing activities with brand love: The mediating role of self-expressive brands. Keybernetes, 46(10): 1801-1819.
  3. Bahramian, H., Rahnavard, F., Salehi, S.J. (2014). Evaluation of Integrated Information Systems in Ministry of Energy and Subsidiaries. Journal of Quantitative Studies in Management. 15(5): 28-46.
  4. Bernritter, S. F., Verlegh, P. W. J., & Smit, E. G. (2016). Why nonprofits are easier to endorse on social media: The roles of warmth and brand symbolism. Journal of Interactive Marketing, 33(10): 27–42.
  5. Eelen,Jiska. Peren Özturan, PeeterW.J. Verlegh.(2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing. 34(45): 872–891.
  6. Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H.(. M.)., & Bell, S. J. (2015).Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Management Development. 30(5): 34-49.
  7. Erkan, I. and Evans, C. (2016), “The influence of eWOM in social media on consumers’ purchase intentions: an extended approach to information adoption”, Computers in Human Behavior. 61(8): 47-55.
  8. Esfidani, Mohammad Rahim. Bahmani, Hussein. Salvation, Soheil. (2015). The effect of self-esteem, self-expression and shopping fun on brand love and brand envy and its consequences. Modern Marketing Research. 5 (4): 20-1.
  9. Feiz, Davood. Zarei, Azim. Abdullahi, Reza. (2018). Investigating the Impact of Source of Information and Social Interactions on Consumer Verbal Advertising in the Internet (Case Study: Tourism Services Advertising Channels on Telegram and Instagram Social Networks). Journal of Tourism and Development. 7 (2): 129-113.
  10. Fernandes, A. A. R. & Solimun, S. (2018). The mediation effect of customer sastisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1): 76-87
  11. Fu, J.R., Ju, P.H. and Hsu, C.W. (2015), “Understanding why consumers engage in electronic word-of-mouth communication: perspectives from theory of planned behavior and justice theory”, Electronic Commerce Research and Applications. 14(6): 616-630.
  12. Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behavior to understand brand love. Journal of aproduct & Brand Management. 26(1): 26-41
  13. Haider ,Ali. Khan,Muhammad Ishfaq.(2019). Combined Effects of Brand Co-Creation, Customization on Brand Trust and WOM; Mediating Role of Perceived Brand Authenticity and Moderating Role of Need for Uniqueness (A Study From Islamic Perspective. Journal of IBM.11(7):132-149.
  14. Huang,C.(2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust, Journal of Management History,55(5):915-934.
  15. Hang, C. C. (2017).The impact of brand experience on brand loyalty: mediators of brand love and trust. Management Decision, 55(5): 915-934.
  16. Jalilian, Hussein. Abraham, Abdul Hamid. Mahmoudian, Omid (2016). The Impact of Electronic Oral Advertising on Consumers' Intent to Buy through Student Customer-Based Brand Equity (Case Study: Dell Laptop Products). Journal of Business Management. 4 (14): 64-41.
  17. Kannan, P. K., & Li, H.. A. (2016). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing. 45(19): 38-52.
  18. Karroubi, Mehdi-Farahani, Banafsheh-Bahari, Shahla-Mohammadi, Samira-Jazleh, Marjan-Bahari, Jafar (2018). The Impact of Factors on Verbal Advertising in the Hotel Industry (Case Study: Tabriz Shahriar Hotel). Pars Manager Marketing Magazine. 16 (11): 111-96.
  19. Karimi, Elham; Feizollahi, Sadegh Heidari, Hossein Ali. (2017). A Structural Model for Oral Advertising for Customers Based on Communication Benefits and Quality of Service Factors (Case Study: Airlines in Ilam). Business Management Journal. 36 (19): 128-110.
  20. Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, andmobilemarketing research's evolution from2000 to 2015 and an agenda for future research. Journal of Marketing, 80(19): 146–172
  21. Liao;Shu-Hsien Yu-Chun Chung; Keng-Yi Lin.(2016). A clash of personality? The relationship among consumer personality, brand personality and word-of-mouth with social-cognitive perspective: generation as the moderator. International Journal of Services Technology and Management. 21(3): 77-92.
  22. Mahdain, B. K. & Akroush, M. N. (2019) A Study of factors effecting word of mouth (WOM) towards Islamic Banking (IB) in Jordan. International Journal of Emerging Markets, In Press.33(18):44-61.
  23. Mullei, Fatima. Mansouri, Fereshteh. Moradi, Mohammad (2017). The Impact of Recovery Service Performance on Verbal Advertising: The Role of Perceived Customer Value, Customer Experience, Emotional Response, and Brand Loyalty. Brand Marketing Magazine. 12 (39): 72-49.
  24. Nejat, Soheil. Shirkhodaei, Meysam. Bahmani, Hussein (2017). The Impact of Nostalgic Experience, Brand Satisfaction and Sustainable Marketing on Brand Love and its Consequences. Brand Management Journal. 4 (12): 39-13.
  25. Pourashraf, Y., Tulabi, Z., Nasrollahi, S. (2019). The Mediating Role of Tourist Perceptions in Influencing Verbal Advertising on Travel Intentions to Religious Tourism Destinations (Case Study: Holy City of Mashhad). Business Management Journal. 10(4): 815-834.
  26. Rangriz, Hasan. Karami, Nasir. (2017). The Effect of Satisfaction and Ease of Use of Website on Increasing the Level of Customer Loyalty and Positive Oral Advertising in Electronic Banking Services (Case Study of Mellat Bank of Zanjan Province). Quantitative Studies in Management. 3 (1): 98-81.
  27. Salim, H., Elahi, J. (2017). Effects of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Managemet, 79(19): 50-59.
  28. Sharma,Sujeet. Sharma, Kumar Manisha.(2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation . International Journal of Information Management 44 (2019) 65–75.
  29. Song, H., Wang, J., & Han, H. (2019). Effects of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Managemet, 79(19): 50-59.
  30. Tho. Nguyen Svein.(2015). Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. Asia Pacific Business Review. 22(2):1-18.
  31. Tien,Duong Hanh. Adriana A. Amaya Rivas .Ying-Kai Liao.(2018). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review.11(9): 1-12.
  32. Yusef,Ali Sahabi Ab Razak Che Hussin, Abdelsalam H. Busalim,(2018). Influence of e-WOM engagement on consumer purchase intention in social commerce", Journal of Services Marketing. 7(9): 1-13
  33. Zhang, Z., Ye. Q., Law, R. & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews, International Journal of Hospitality Management. 29(16): 670- 694.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 09 فروردین 1399
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار