بررسی تعلق ‌مشتری به جامعه برند، با تأملی بر پیشایندهای هم‌آفرینی ارزش برند مشتری در جوامع برند آنلاین

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

چکیده

توسعه روزافزون تبلیغاتی که از طریق شبکه­های اجتماعی در میان تعداد زیادی از کاربران اشتراک­گذاری می­شود، فرصت­های جدیدی برای ارتباط بهتر برند­ها با مشتریان فراهم آورده است. گسترش ارتباطات و تعاملات مشتری با برند موجب عضویت وی در جامعه برند گردیده و نقش بسزایی در تعیین هویت مشتری با برند و تعلق و دل‌بستگی به برند دارد. با توجه به اهمیت نقش تبلیغات شبکه­های اجتماعی در ارتباطات مؤثر برند، هدف پژوهش حاضر بررسی تعلق مشتری به جامعه برند، با تأملی بر پیشایندهای هم­آفرینی ارزش برند مشتری در جوامع برند آنلاین می­باشد که به­طور خاص در بین مشتریان فروشگاه مجازی دیجی­کالا بررسی­شده است. پژوهش از نظر هدف کاربردی و از نظر روش پژوهش کمی و روش گردآوری داده­ها از نوع توصیفی – پیمایشی می­باشد که در بازه زمانی پنج ماهه از فروردین‌ماه الی مردادماه سال 1398 جمع­آوری گردیده است. جامعۀ آماری پژوهش 257 نفر از خریداران فروشگاه مجازی دیجی کالا هستند که با استفاده از فرمول نمونه­گیری جامعه نامحدود کوکران و روش نمونه­گیری اتفاقی در دسترس انتخاب شدند. تجزیه‌وتحلیل داده­ها از طریق مدل‌سازی معادلات ساختاری با روش حداقل مربعات جزی با استفاده از نرم­افزار Smart PLS3 صورت پذیرفته است. نتایج نشان داد که ارزش تبلیغات شبکه­های اجتماعی بر حمایت اجتماعی و کیفیت ارتباط برند اثر مثبت و معناداری دارد و متغیر انگیزه مشارکت در شبکه­های اجتماعی، تأثیر ارزش تبلیغات شبکه­های اجتماعی بر روی دو متغیر فوق را تعدیل می­کند. متغیر­های حمایت اجتماعی و کیفیت ارتباط برند بر روی هم­آفرینی ارزش برند اثر معنادار داشته و نیز هم­آفرینی ارزش برند مشتری اثر معنادار و مثبتی بر تعلق مشتری به جامعه برند دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the customer belonging to the brand community, with reflecting on Customer Brand Value Co-Creation precedents in Online Brand Communities

نویسندگان [English]

  • Azim Zarei 1
  • ghazale taheri 2
1 1. (Corresponding Author) Associate Prof. Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan
2 2. Ph.D. Student in Marketing Management, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

The increasing development of advertising that is shared across a large number of users via social networks has provided new opportunities for brands to better connect with their customers. Expanding customer relationships and interactions with the brand has led him/her to become a member of the brand community and it playes a significant role in determining the customer's identity and his/her belonging and attachment to the brand. Concerning the importance of the role of social networks advertising on effective customer relationship with the brand, the purpose of the present study is to investigate the customer belonging to the brand community, with reflecting on Customer Brand Value Co-Creation precedents in Online Brand Communities that has been specifically explored among customers of Digi-Kala online store brand. The research is applied in terms of purpose and in terms of research methodology, it is quantitative. The method of data collection is descriptive – survey. The data has been collected during a period of five months from April to August of 2019. The statistical population of the study consists of 257 customers who have purchased from Digi- Kala social media websites. They were selected using Cochran Unlimited community sampling formula and convenient sampling method. Data analysis was done by structural equation modelling using partial least squares method and Smart PLS3 software. The results show that the value of social networks advertising has a positive and significant effect on social support and brand relationship quality. Also, the moderator variable "the motivation of participating in social networks" moderates the effect of social networkes advertising value on two variables above. The variables of social support and brand communication quality have a significant effect on brand value co- creation and brand value co-creation has a significant and positive effect on customer belonging to the brand community.

کلیدواژه‌ها [English]

  • : Brand community belonging
  • brand communication quality
  • brand value co-creation
  • social support
  • Value of Social Networks Advertising

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