نویسندگان
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استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران
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کارشناس ارشد مدیریت بازرگانی گرایش بازاریابی
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نوع مقاله : علمی - پژوهشی
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.
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