بررسی تاثیر بهبود عملکرد رابطه برند از طریق مشارکت مشتری و ایجاد ارزش در رسانه‌های اجتماعی

نوع مقاله : علمی

نویسندگان

1 گروه مدیریت صنعتی، دانشگاه بین المللی امام خمینی، قزوین، ایران

2 استادیار گروه مدیریت صنعتی و مالی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

3 استادیار گروه مدیریت صنعتی، دانشکده علوم اجتماعی، دانشگاه بین المللی امام خمینی (ره)، قزوین، ایران

4 کارشناس ارشد مدیریت بازرگانی، موسسه آموزش عالی سهروردی، قزوین، ایران

چکیده

امروزه برندهای مختلف بسیاری، در هنگام سرمایه گذاری های عظیم، تلاش زیادی برای کسب رابطه ای قوی تر با مشتری های خود در زمینه ی اجتماعات آنلاین انجام می دهند. غالبا، این اجتماعات از رسانه های اجتماعی آغاز می شوند که مشتری ها در آن افکار و تجربیات و سوالات خود را در مورد برند مطرح می کنند. هدف پژوهش حاضر بررسی تاثیر بهبود عملکرد رابطه برند از طریق مشارکت مشتری و ایجاد ارزش در رسانه های اجتماعی است. پژوهش حاضر از نظر هدف، کاربردی و از نظر روش گردآوری داده ها، جز تحقیقات میدانی محسوب می‌شود. روش تحقیق از جهت طرح تحقیق نیز پس رویدادی است. جامعه آماری این پژوهش 384 نفر از مشتریان اینترنتی فروشگاه شهروند شعبه بیهقی بوده است. جهت تحلیل داده ها از روش مدل معادلات ساختاری استفاده شده است. نتایج نشان داد سطح بالاتری از مشارکت مشتری، سبب دریافت ارزش عملکردی بسیار بزرگی می شود. همچنین سطح بالاتری از مشارکت مشتری سبب دریافت (درک) ارزش احساسی بسیار بزرگی می شود. همی نطور سطح بالاتری از مشارکت مشتریان به طور مثبت به دریافت (ادراکات) ارزش ارتباطی بیشتری وابسته است. همچنین سطح بالاتری از مشارکت مشتری به طور مثبت به درک ارزش سازگاری بیشتر مرتبط است. اما ارزش عملکردی تاثیر مثبتی بر عملکرد رابطه ای برند نداشت. همین طور ارزش احساسی تاثیر مثبتی بر عملکرد رابطه ای برند نداشت. سپس ارزش رابطه ای بر عملکرد رابطه برند تاثیر مثبت خواهد گذاشت. همچنین ارزش سازگاری تاثیر مثبتی بر عملکرد رابطه ای برند خواهد داشت.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Impact of Improving Brand Relationship Performance through Customer Engagement and Value Creation in Social Media

نویسندگان [English]

  • Mahdi Nasrollahi 1
  • Mohammad reza Fathi 2
  • morteza anoosheh 3
  • Nasim Aghaei 4
1 Department of Industrial Management, Imam khomeini international university, Qazvin, Iran
2 Assistant Professor, College of Farabi, University of Tehran, Iran
3 Department of Industrial Management, Imam khomeini international university, Qazvin, Iran
4 Sohrevardi Institute of Higher Education
چکیده [English]

Today, many brands when investing enormously make great efforts to build a stronger relationship with their customers in the online community. Often, these communities start with social media where customers ask about their experiences and questions about the brand. The purpose of this study is to investigate the impact of improving brand relationship performance through customer engagement and value creation on social media. The purpose of this study is practical and in terms of data collection method is a field research. The research method for the research design is also post-event. The statistical population of this study was 384 customers of the online shop of Citizen of Bihaghi Branch. Structural equation modeling method was used to analyze the data. The results showed that a higher level of customer engagement leads to greater performance value. A higher level of customer engagement also results in a greater emotional value. However, a higher level of customer engagement is positively related to the perception (perception) of greater communication value. Higher levels of customer engagement are also positively related to perceiving greater compatibility value. But performance value did not have a positive effect on brand relationship performance. Also, emotional value did not have a positive effect on brand relationship performance. Then the relational value will have a positive impact on the performance of the brand relationship. Adaptation value will also have a positive impact on brand relationship performance.

کلیدواژه‌ها [English]

  • Brand relationship
  • customer engagement
  • value creation
  • Social Media
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