طراحی مدل اثرگذاری لذت های پنهانی در تبلیغات رسانه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی مدیریت بازرگانی- مدیریت بازاریابی، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران

2 استادیار، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران *(نویسنده مسئول)

3 استادیار، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران

چکیده

هدف: بررسی‌ها نشان می‌دهد که تبلیغات ارائه شده در شبکه‌های اجتماعی می‌تواند بر نگرش مشتریان به برند و به تبلیغ اثر گذاشته و در پی آن قصد خرید مشتریان نیز متأثر شود. یکی از این عوامل لذت های پنهانی (لذت گناه) است که در تبلیغات نوین بازارایابی مورد توجه قرار گرفته است از همین روی پژوهش حاضر با هدف ارائه مدل اثرگذاری لذت های پنهانی در تبلیغات رسانه‌های اجتماعی انجام شده است.
روش: این پژوهش از لحاظ هدف کاربردی، از لحاظ رویکرد پیمایشی- اکتشافی و از لحاظ نوع کیفی می‌باشد. جامعه آماری این تحقیق گروهی از خبرگان بودند که مورد مصاحبه و با رویکرد تحلیل تم مورد تجریه و تحلیل قرار گرفتند.
یافته ها: دو دسته ویژگی شامل ویژگی های شخصیتی و جایگاه اجتماعی مخاطب بر میزان ناهمسویی ادراک شده در محتوای تبلیغ از جانب او اثرگذار بوده و این ناهمسویی منجر به شکل گیری لذت پنهانی در مخاطب شده و در نهایت به پیامدهای درونی و بیرونی(رفتاری) می انجامد.
نتیجه گیری: نتایج پژوهش منجر به ارائه یک مدل فرایندی در زمینه اثرگذاری لذت های پنهانی در تبلیغات رسانه‌های اجتماعی گردید.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a model for the impact of hidden pleasures In social media advertising

نویسندگان [English]

  • ehsan emadi 1
  • hassan ghorbani dinani 2
  • saeed landaran 3
1 PhD Candidat of business management ,department of management ,mobarakeh branch,islamic azad university,isfahan,iran
2 Assistant Professor of business management , department of management ,mobarakeh branch,islamic azad university,isfahan,iran
3 Assistant Professor of business management , department of management ,mobarakeh branch,islamic azad university,isfahan,iran.
چکیده [English]

Purpose: Studies show that advertising on social networks can affect customers' attitudes toward the brand and advertisement; this, in turn, affects the intention of customers to buy. The hidden pleasure is one of the factors that has been considered in modern marketing advertisements. Therefore, this study was conducted to present a model that investigates the effect of hidden pleasures in social media advertisements.
Method: This study is an applied study in terms of purpose, survey-exploratory in terms of approach, and qualitative in terms of research type. The statistical population of this study was a group of experts who were interviewed and analyzed with the theme analysis approach.
Findings: Two categories of characteristics affect the degree of heterogeneity perceived in the content by an audience: personality traits and the social status of the audience. This heterogeneity forms the hidden pleasure in the audience and finally leads to internal and external (behavioral) consequences.
Results: The results of the study led to the presentation of a process model in the field of the effect of hidden pleasures in social media advertising.

کلیدواژه‌ها [English]

  • "pleasure of guilt ":"Hidden pleasure"
  • "Social media advertisement"
  • "Thematic analysis"
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  • تاریخ دریافت: 11 اسفند 1400
  • تاریخ بازنگری: 15 تیر 1401
  • تاریخ پذیرش: 15 تیر 1401

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