بررسی تعامل عوامل مؤثر بر شکل گیری و توسعه اجتماعات برند با دیمتل فازی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت سیستم و علوم تصمیم، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

2 دانش آموخته کارشناسی ارشد؛ دانشگاه تهران، دانشجوی دکتری، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 دانشجوی دکتری، مدیریت صنعتی گرایش تولید و عملیات، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات ، تهران، ایران

10.48308/jbmp.2024.236560.1626

چکیده

هدف: هدف این پژوهش به ارائه تحلیل از تعاملات عوامل موثر بر شکل‌گیری و توسعه اجتماعات برند در فضای دیجیتال مارکتینگ شبکه اجتماعی اینستاگرام می پردازد.
روش‌شناسی: مطالعه حاضر از لحاظ هدف توسعه‌ای- کاربردی، از لحاظ ماهیت رویکرد ترکیبی، از لحاظ اجرا پیمایشی و از لحاظ جمع آوری داده توصیفی است. در این پژوهش در فاز اول برای شناسایی عوامل موثر شکل‌گیری و توسعه اجتماعات برند از مرور ادبیات و مصاحبه استفاده شده، در فاز دوم غربالگری عوامل با استفاده تکنیک دلفی فازی صورت گرفته و در فاز آخر از تکنیک دیمتل فازی برای شناسایی عوامل تاثیرگذار و تاثیرپذیر استفاده شده‌است.
یافته‌های پژوهش: در پژوهش حاضر 68 عامل تأثیرگذار در فاز اول پژوهش شناسایی شده در فاز دوم پژوهش پس از غربالگری عوامل در دو تکرار دلفی فازی 16 عامل مؤثر بر شکل‌گیری و توسعه اجتماعات برند معرفی و در فاز سوم شدت تأثیرگذاری عوامل مشخص‌شده است.
نتیجه‌گیری: نتایج نشان می‌دهد پرستیژ محصول، رضایت کلی، توسعه محصول، سن مشتری، کیفیت‌بخشی به محصول، شهرت سلبریتی و ویژگی‌های اخلاقی سلبریتی به‌عنوان علت شناخته شدند. آگاهی مشترک، بازاریابی دهان‌به‌دهان، آداب‌ورسوم، کارکرد سمبولیک برند، هویت‌یابی با برند، تعامل انسان با انسان از طریق بستر نت، مسئولیت اجتماعی، تجربه عاطفی مشتری و شهرت نام تجاری خارجی به‌عنوان معلول شناخته شدند. و همچنین بر اساس شدت تأثیرگذاری عوامل رتبه‌بندی شده‌اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the interaction of factors affecting the formation and development of brand communities using Fuzzy DEMATEL

نویسندگان [English]

  • Fatemeh Saghafi 1
  • Sajad Ramezani 2
  • Masoud Rezaei 3
1 Associate Prof., Department of System Management and Decision Science, College of Management, University of Tehran, Tehran, Iran
2 Master's graduated from University of Tehran, PhD student, Faculty of Management and Accounting, Beheshti University, Tehran, Iran
3 PhD student, Department of industrial Management, Faculty of Management and Economy, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Objective: The purpose of this research is to investigate the factors affecting the formation and development of brand communities in the digital marketing space of the Instagram social media.
Methodology: The present study is developmental and applied in terms of its purpose. It has a hybrid approach in terms of its nature. It is survey research in terms of implementation. It is descriptive based on data collection. This research, in the first phase, literature review and interviews have been used to identify the effective factors for the formation and development of brand communities, in the second phase, factors have been screened by fuzzy Delphi method, and in the last phase, the fuzzy Demetal method has been used to identify the effective and influencing factors.
findings: In the present study, 68 influential factors have been identifing in the first phase of the research. In the second phase of the research, after screened the factors in two phased Delphi repetitions, 16 effective factors on the formation and development of brand communities to introduced and in the third phase, the have been determining intensit of the influencing factors.
Conclusion: The results show that product prestige, overall satisfaction, product development, customer age, product quality, celebrity reputation, and celebrity moral characteristics were identifed as causes. Common awareness, word-of-mouth marketing, customs, brand symbolic function, brand identification, human-to-human interaction through the net platform, social responsibility, customer's emotional experience, and foreign brand reputation were recognized as Effective. also they have ranked based influence of the factors.

کلیدواژه‌ها [English]

  • Brand communities
  • Factors affecting brand communities
  • Fuzzy Delphi
  • Fuzzy DEMATEL
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