ویژگی‌های اثرگذار بر ایجاد برند مکان در اینستاگرام: رویکرد داده‌کاوی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار، گروه مدیریت، دانشکده مدیریت و اقتصاد و دانشگاه شهید باهنر، کرمان، ایران.

2 دانشجوی کارشناسی ارشد مدیریت کسب و کار، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر، کرمان، ایران.

3 کارشناسی ارشد مدیریت کارآفرینی، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر، کرمان، ایران.

10.29252/jbmp.19.44.120

چکیده

چکیده
این تحقیق با هدف بررسی ویژگی‌های مؤثر بر برندسازی مکان در شبکه اجتماعی اینستاگرام با استفاده از تکنیک داده کاوی انجام گرفته است. در این تحقیق صفحات اینستاگرام سه مقصد توریستی داخلی و چهار مقصد توریستی خارجی مورد بررسی قرار گرفت و در یک بازه یک ساله، 912 پست اینستاگرامی در صفحات مورد نظر بررسی شد. تجزیه و تحلیل و داده‏کاوی با استفاده از نرم افزار IBM SPSS Modeler انجام شد و از روش دسته‏بندیهای مبتنی بر قانون به منظور تجزیه و تحلیل داده‌ها و همچنین یافتن ویژگی‏های مهم در مجموعه داده جمع‏آوری شده، استفاده شد. در این پژوهش نشان داده شد عواملی مانند نوع، محتوا، ماه و روز انتشار پست، تعداد تگ و هشتگ و نوع کپشن بر مشارکت مخاطبان و آگاهی از برند مکان تأثیر دارند. با استفاده از نتایج این تحقیق سازمان‏های متعددی که مسئولیت برندسازی مکان گردشگری را برعهده دارند می توانند عواملی که بر برند مکان در شبکه های اجتماعی تأثیر دارد را،آموخته و مخاطبان بیشتری را از آن مکان و برند گردشگری آگاه کنند و تحت تأثیر قرار دهند.

کلیدواژه‌ها

عنوان مقاله [English]

the effective features of creating place brand in Instagram: data mining approach

نویسندگان [English]

  • Mohammad Mehdi Poursaeed 1
  • farzane shojaee 2
  • mahbobeh barzegarpour 3
1 Assistant Prof, Faculty of Management and Economic, University of Shahid Bahonar, Kerman, Iran
2 MSc. Student, Faculty of Management and Economic, University of Shahid Bahonar, Kerman, Iran
3 MSc, Entrepreneurship Faculty of Management and Economic, University of Shahid Bahonar, Kerman, Iran
چکیده [English]

Abstract:
This study aimed to investigate the features affecting place branding in the social network (Instagram) using data mining technique. In this research, three domestic tourism destinations and four foreign (international and Middle east) tourism destinations were examined and over a period of one year 912 Instagram posts were reviewed on the target pages. Analyzing and data mining were done by IBM SPSS Modeler software. And, two method of Association rule mining were used for finding rules and significant features of data base. And this analysis shows that factors such as type, content, month and day of posting, tag and hashtag and caption on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, numerous organizations, responsible for branding a tourism destination, can learn the factors that influence place branding in social networks and make their audience more aware of that tourism place.

کلیدواژه‌ها [English]

  • Place Branding
  • Social Media
  • Instagram
  • Data mining Approach

مراجع

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سابقه مقاله

  • تاریخ دریافت: 20 اردیبهشت 1400
  • تاریخ بازنگری: 14 خرداد 1400
  • تاریخ پذیرش: 14 خرداد 1400

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