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

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سابقه مقاله

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

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