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بررسی تأثیر جنسیت برند بر قصد خرید در شبکه اجتماعی اینستاگرام (مورد مطالعه نوین چرم) | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 5، دوره 11، شماره 4 - شماره پیاپی 40، اسفند 1403، صفحه 183-232 اصل مقاله (2.2 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2024.38359.2268 | ||
نویسندگان | ||
حسین نوروزی* 1؛ امیر حسین خداکرمی2؛ سهیلا خدامی3 | ||
1دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران | ||
2کارشناس ارشد مدیریت بازرگانی بین الملل، دانشکده مدیریت، دانشگاه خوارزمی،تهران، ایران | ||
3دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران | ||
چکیده | ||
امروزه برندینگ بهمنظور پیشبرد برنامههای وفاداری از اهمیت بسیاری برخوردار است. با توجه به محبوبیت بسیار رسانه اجتماعی اینستاگرام برای کسبوکارها بخصوص در ایران، پژوهش حاضر به سنجش تأثیر جنسیت برند بر ارتباطات دهانبهدهان الکترونیکی و قصد خرید مشتری در شبکه اجتماعی اینستاگرام «نوین چرم» میپردازد. پژوهش حاضر کاربردی، توصیفی از نوع پیمایشی است. جامعه آماری آن دنبال کنندگان صفحه اینستاگرام برند نوین چرم میباشد که با استفاده از روش نمونهگیری غیر احتمالی در دسترس، 250 نمونه جمعآوری شدند. تجزیهوتحلیلها با استفاده از مدل معادلات ساختاری انجام شد. بر اساس نتایج این پژوهش، جنسیت برند و دو بعد آن، ویژگیهای مردانه و زنانه جنسیت برند بر آمیختگی مصرفکننده و ویژگیهای مردانه برند بر عشق به برند تأثیر مثبت دارد. عشق به برند بر وفاداری مصرفکننده تأثیر مثبت داشت و همچنین ارتباط مثبت آمیختگی و وفاداری مصرفکننده بر ارتباطات دهانبهدهان الکترونیکی و قصد خرید مورد تأیید واقع شد. با توجه به نتایج بهدستآمده و ارتباط مثبت و معنادار مفاهیم رفتاری مصرفکننده مطرح و تائید شده در پژوهش حاضر و با توجه به لزوم تصویرسازی جنسیت برند در اذهان مخاطبین، پیشنهاد میشود از آن بهعنوان ابزاری برای افزایش پاسخهای مرتبط با مشتریان و مخاطبان و کسب حداکثری خرید این برند در نظر گرفته شود. | ||
کلیدواژهها | ||
"جنسیت برند"؛ "آمیختگی مصرفکننده با برند"؛ "عشق به برند"؛ "ارتباطات دهان به دهان الکترونیکی"؛ "قصد خرید" | ||
عنوان مقاله [English] | ||
Investigating the effect of Brand gender on purchase intention in Instagram (Novincharm Case Study) | ||
نویسندگان [English] | ||
Hossein Norouzi1؛ Amirhossein Khodakarami2؛ soheila khoddami3 | ||
1Associate Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran | ||
2MSc. In International Business Management, Faculty of Management, Kharazmi University, Tehran, Iran | ||
3Associate Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran, | ||
چکیده [English] | ||
Today, branding in order to promote loyalty programs is significantly important. In line with the vast popularity of Instagram for businesses, especially in Iran, the aim of present study is to measure the impact of brand gender on electronic word of mouth communication and the purchase intention of the customers of "Novin Charm" Instagram official account. This applied research is a descriptive survey. Its statistical population is the followers of the Instagram page of the "Novin Charm" brand in Iran. 250 samples were collected using the stratified sampling method. Data Analyzes were performed using structural equation modeling. According to the results of this study, brand gender and its two dimensions, masculine and feminine brand personality traits have a positive effect on consumer brand engagement and brand love. Brand love has a positive effect on consumer loyalty and also the positive relationship between consumer brand engagement and consumer loyalty on electronic word of mouth and purchase intention was confirmed. At the end, practical suggestions were given to the company for more effective marketing activities in Instagram. | ||
کلیدواژهها [English] | ||
"Brand Gender", "Brand Love", "Consumer Brand Engagement", "Electronic Word of Mouth Communication", "Purchase Intention" | ||
مراجع | ||
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