شناسائی و رتبه بندی فرصت ها و چالش های اثربخشی پیام های تبلیغاتی در رسانه های اجتماعی با رویکرد سلسله مراتبی فازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 فارغ التحصیل کارشناسی ارشد حسابداری، واحد بهشهر، دانشگاه پیام نور، مازندران، ایران

2 استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران

چکیده

با وجود افزایش و استفادة  فراگیر از رسانه های اجتماعی در کسب و کارها، شناسائی و رتبه بندی این رویکرد نو در ادبیات حوزة بازاریابی از نظر دورمانده است. پژوهش حاضر با هدف شناسائی و رتبه بندی فرصت ها و چالش های اثر بخشی پیام های تبلیغاتی در رسانه های اجتماعی انجام پذیرفت. این پژوهش بر پایه پژوهش های آمیخته ، به صورت کیفی و کمی انجام شده است که از نظر هدف کاربردی و از حیث ماهیت و روش توصیفی، پیمایشی است. جامعه آماری پژوهش کارشناسان اتاق بازرگانی ایران ، سازمان توسعه تجارت ایران و خبرگان دانشگاهی هستند. اعضای جامعه آماری به تعداد 31 نفر با استفاده از روش نمونه گیری گلوله برفی انتخاب شدند. ابزار گردآوری اطلاعات پرسشنامه مقایسه زوجی است. در مرحلة نخست، با استفاده از مرور ادبیات و پیشینه پژوهش، به شناسائی فرصت ها و چالش ها اقدام و در مرحلة کیفی، با اجرای تکنیک دلفی مدل مفهومی پژوهش در قالب سه معیار اصلی و 18 زیرمعیار استخراج شد. در بخش کمی پژوهش، با استفاده از روش سلسله مراتبی فازی مشخص شد در زمینه فرصت ها معیار مرتبط با بازاریابی و تبلیغات از اولویت اصلی برخوردار بوده و در زمینه چالش ها معیارهای مرتبط با عوامل اجتماعی از بیشترین اولویت برخوردار است. شاخص های شکستن مرزهای جغرافیائی در تبلیغات و داشتن مخاطبان زیاد از معیار اجتماعی به عنوان اولین و دومین شاخص در بخش فرصت ها و چالش نظارت بر مخاطبان و امکان انتشار اخبارمنفی از سوی کاربران به ترتیب از معیار مرتبط با بازاریابی و عوامل اجتماعی از مهم ترین چالش های پیام های تبلیغاتی در رسانه های اجتماعی اولویت بندی شد.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying and ranking the opportunities and challenges of the effective of advertising messages in social media with a fuzzy hierarchical approach

نویسندگان [English]

  • Mahdi Heidarpoor 1
  • Mohamad Baqery 2
  • mahmod hoseini 2
1 Payam Noor University, center of Behshahr, Mazandaran province
2 Payam Noor University
چکیده [English]

Despite the increase and widespread use of social media in businesses, the identification and ranking of this new approach in the literature of the marketing field has been neglected. The current research was conducted with the aim of identifying and ranking the opportunities and challenges of the effect of advertising messages in social media. This research is based on mixed research, qualitative and quantitative, which is applied in terms of purpose and descriptive in terms of nature and method. The statistical population of the research is the experts of Iran Chamber of Commerce, Iran Trade Development Organization and academic experts. 31 members of the statistical population were selected using the snowball sampling method. The tool for collecting information is a paired comparison questionnaire. In the first stage, using the literature review and research background, opportunities and challenges were identified, and in the qualitative stage, by implementing the Delphi technique, the conceptual model of the research was extracted in the form of three main criteria and 18 sub-criteria. In the quantitative part of the research, using the fuzzy hierarchical method, it was found that in the field of opportunities, criteria related to marketing and advertising have the main priority, and in the field of challenges, criteria related to social factors have the highest priority. Indicators of breaking geographical borders in advertising and having a large audience from the social criterion as the first and second indicators in the section
Keyword
Social media, advertising messages, opportunities and challenges, Delphi technique, fuzzy hierarchy

کلیدواژه‌ها [English]

  • Social media
  • advertising messages
  • opportunities and challenges
  • Delphi technique
  • fuzzy hierarchy

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نشریه علمی راهبردهای بازرگانی
دوره 18، شماره 18
اسفند 1400
صفحه 202-227

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