ایجاد تصویر برند: بررسی نقش تجربه کاربران اینستاگرام بر تصویر برند پلتفورم‌های اقتصاد اشتراکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت کارآفرینی، دانشگاه تهران.

2 عضو هیئت‌علمی گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران

3 کارشناسی ارشد مدیریت کسب‌وکار، دانشگاه تهران.

4 کارشناسی ارشد مدیریت بازاریابی، دانشگاه تهران.

چکیده

کاهش منابع اولیه و پیشرفت تکنولوژی در سطح دنیا بسیاری از افراد جهان را وادار به اشتراک‌گذاری دارایی­های بلااستفاده از طریق پلتفرم­های آنلاین کرده است. اینترنت بستری فراهم نموده تا کاربران تجربه خود را هنگام استفاده از پلتفرم­ها در قالب نظر به اشتراک بگذارند که باعث ایجاد تصویر برند در ذهن سایر کاربران می­شود. هدف این پژوهش بررسی تأثیر تجربه کاربران بر تمایل به ایجاد محتوای آنلاین و تأثیر این محتوا در ایجاد تصویر برند از پلتفرم اقتصاد اشتراکی می­باشد. پژوهش حاضر از نظر هدف کاربردی و از لحاظ روش پیمایشی می­باشد. جهت انجام تحلیل عاملی تأییدی متغیرهای پژوهش از مدل­یابی معادلات ساختاری با نرم‌افزار ای موس 22 استفاده شده است بدین منظور از 394 نفر از افرادی که از پلتفرم اسنپ استفاده کرده و تجربیات خود را در اینستاگرام به اشتراک گذاشته­اند با روش نمونه­گیری تصادفی و از طریق پرسشنامه استاندارد مورد ارزیابی قرار گرفته است. نتایج پژوهش حاضر نشان می­دهد که تجربه مشتری عامل مهم انگیزاننده برای تولید محتوا در اینستاگرام است که به ایجاد تصویر برند از پلتفرم اقتصاد اشتراکی منجر می‌شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Creating the Brand Image: Investigation the Role of Instagram User`s Experience on Customers of Sharing Economy Platforms

نویسندگان [English]

  • Elham Aznab 1
  • Nader Seyyedamiri 2
  • Elahe Ezami 3
  • Alireza Ranjbran 4
1 Master of Entrepreneurship،Faculty of Management, College of Farabi، University of Tehran، Qom، Iran
2 Faculty Member، Department of Corporate Entrepreneurship،Faculty of Entrepreneurship،University of Tehran،Tehran، Iran
3 Master of Business، Faculty of Management، College of Farabi،University of Tehran, Qom،Iran
4 Master of Marketing،Faculty of Management, College of Farabi, University of Tehran، Qom، Iran.
چکیده [English]

 The reduction of primary resources and the advancement of technology in the world, tempt the people around the world to share their unused assets through online platforms. Internet has provided an opportunity for users to share their experiences of using these platforms in the form of comments that create brand image in the minds of other users. The purpose of this study is to investigate the effect of user experience on their tendency to create online content and the impact of this content on creating a brand image of the shared economy platform. In terms of purpose, this study is applied and survey in terms of method. In order to do confirmatory factor analysis, structural equation modeling with Amous 22 software is used. Accordingly, 394 people who used the SNAP platform and have shared their experiences on Instagram were selected randomly and standard questionnaire distributed among them. Research shows that customer experience is an important motivating factor for producing content on Instagram, which leads to creating brand image about a sharing-economy platform.

کلیدواژه‌ها [English]

  • Sharing Economy
  • User Experience
  • User Generated Content
  • Brand Image
بودلایی، حسن؛ و شهیدی، عالمه. (1397). مطالعه کیفی تجارب مشتریان در صنایع خرده‌فروشی. تحقیقات بازاریابی نوین، 2(8)، 22-12.
تقوی، مهدی. بیگدلی، محمد. اسماعیل­زاده مقری، علی؛ و دامن­کشیده، مرجان. (1398). آزﻣﻮﻥ ﺗﺠﺮﺑﯽ تأثیر ﺭﯾﺴﮏ ﻓﻀﺎﯼ کسب‌وکار ﺑﺮ ﺭﺍﺑﻄﻪ ﺑﻴﻦ ﺭﯾﺴﮏ ﺍﻋﺘﺒﺎﺭﯼ ﻭ عملکرد مالی در صنعت بانکداری ایران. اقتصاد مالی،48(13)، 35-1.
سرچشمه پور، کبری. (1395). روش­های نمونه‌گیری در پژوهش­های علوم انسانی. ششمین کنفرانس ملی مدیریت، اقتصاد و حسابداری، تبریز.
حدادیان، علیرضا. فتحی کاریزک، ذکیه؛ و امیرحسین، امیرحسین. (1395). بررسی اثر آگاهی از برند بر وفاداری مشتریان با نقش واسط کیفیت درک شده و ارتباطات برند (مطالعه موردی مشتریان بانک انصار مشهد). سومین کنفرانس ملی علوم مدیریت نوین و برنامه‌ریزی پایدار ایران. 1-13.
حکیمی، هاجر. دیواندری، علی. کیماسی، مسعود؛ و حقیقی کفاش، علی. (1398). ارائه مدل شکل‌گیری تجربه مشتریان بانکداری خرد از طریق عوامل تحت مدیریت سازمان با رویکرد مدل‎سازی ساختاری تفسیری. مدیریت بازرگانی،3(11)، 584-564.
رحیم نیا، فریبرز. سروری، تهمینه؛ و پور سلیمی، مجتبی. (1397). بررسی تأثیر پشیمانی از برند بر قصد رفتاری به‌واسطه رضایت و نقش تعدیل گری هویت برند استفاده‌کنندگان در باشگاه‌های ورزشی درجه یک مشهد. مدیریت برند، 11(5)، 37-1.
رحیم نیا، فریبرز؛ و زمانیان نجات زاده، فرشاد. (2016). بررسی نقش تعدیل گر تجربه مشتری در رابطه بین عوامل تأثیرگذار بر عملکرد برند. چهارمین کنفرانس بین‌المللی مدیریت و حسابداری و اولین کنفرانس کارآفرینی و نوآوری­های باز، 29-2.
رحیمی باغملک، جهانبخش. حقیقی، محمد؛ و میرا، ابوالقاسم. (1398). طراحی و تبیین مدل وفاداری بر مبنای تجربه مشتری در صنعت هتلداری با استفاده از استراتژی تئوری داده بنیاد، مدیریت بازرگانی، (11)1، 140-125.
صارمی، علیرضا. صادقیان قراقه، سعید. شکری، صابر؛ و محمدی، یحیی. (1396). عوامل مؤثر بر جذابیت برند با نقش متغیر تعدیلگر اجتناب اطمینان برند. مدیریت برند، 4(11)، 274-143.
صلواتیان، سیاوش. نعمتی انارکی، داوود؛ و ارژنگ، محمد. (1395). شناسایی عوامل تأثیرگذار بر تصویر برند شبکه‌های سیمای جمهوری اسلامی ایران. مدیریت برند، 3(1)، 96-69.
کیماسی، مسعود؛ و خوشنویس، مژده. (1396). استفاده از تکنیک زیمت برای بررسی تصویر برند فعلی و مطلوب. مدیریت برند 11(4)، 29-48.
واحدی، شهرام. (1390). خودتنظیمی به‌عنوان میانجی بین ابعاد والدینی غیر حمایتی و پرخاشگری نوجوانان: روش مدل یابی معادلات ساختاری. اصول بهداشت روانی،13(1)، 19-6.
هرندی، عطاءاله. (1394). بررسی تأثیر رفتار شهروندی سازمانی بر روی تصویر مشتریان از برند. مدیریت برند،2(4)، 146-125.
یزدانی، حمیدرضا. سیدامیری، نادر؛ و کاملی، علیرضا. (1394). تأثیر تصویر کشور مبدأ و تلاش‌های بازاریابی در ارزش ویژه خرده‌فروشی برند. چشم‌انداز مدیریت بازرگانی، 24(57)، 96-79.
Aaker, J. (1991). The negative attraction effect? A study of the attraction effect under judgment and choice. ACR North American Advances.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Abramova, O, Shavanova, T, Fuhrer, A., Krasnova, H., & Buxmann, P. (2015). Understanding the
         sharing economy: The role of response to negative reviews in the peer-to-peer accommodation
        sharing network.
Agatz, N. Erera, A. Savelsbergh, M. & Wang, X. (2012). Optimization for dynamic ride-sharing: A
       review. European Journal of Operational Research, 223(2), 295–303.
Aydin, S. & Özer, G. (2005). National customer satisfaction indices: an implementation in the Turkish mobile telephone market. Marketing Intelligence & Planning.
Banerjee, S. Bhattacharyya, S. & Bose, I. (2017). Whose online reviews to trust? Understanding reviewer trustworthiness and its impact on business. Decision Support Systems, 96, 17–26.
Barreda, A. & Bilgihan, A. (2013). An analysis of user‐generated content for hotel experiences. Journal of Hospitality and Tourism Technology.
Barclay, D. Higgins, C. & Thompson, R. (1995). The partial least squares (PLS) approach to casual modeling: personal computer adoption ans use as an Illustration.
Budlaei, H. & Shahidi, A. (2018).Qualitative study of customer experiences in the retail industryNew Marketing Research, (8), 2 1-22 (In Persian).
Bowman, S. & Willis, C. (2003). We media: How audiences are shaping the future of news and information: American Press Institute.
Chakraborty, U. & Bhat, S. (2018). The effects of credible online reviews on brand equity dimensions and its consequence on consumer behavior. Journal of Promotion Management, 24(1), 57–82.
Chakraborty, U. & Bhat, S. (2018). Credibility of online reviews and its impact on brand image. Management Research Review.
Chen, Y. & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477–491.
Cohen, B. & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization & Environment, 27(3), 279–296.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
Daugherty, T. Eastin, M. S. & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16–25.
De Chernatony, L. & Riley, F. D. (1999). Experts’ views about defining services brands and the principles of services branding. Journal of Business Research, 46(2), 181–192.
Dessart, L. Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management.
Duan, W. Cao, Q. Yu, Y. & Levy, S. (2013). Mining online user-generated content: using sentiment analysis technique to study hotel service quality. 2013 46th Hawaii International Conference on System Sciences, 3119–3128.
Duarte, P. e Silva, S. C. & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161–169.
Erkan, I. (2015). Electronic word of mouth on Instagram: customers’ engagements with brands in different sectors. International Journal of Management, Accounting and Economics, 2(12), 1435–1444.
Farzin, M. & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research.
Fatahi, Y. & Moosavi Bideleh, S. S. (2018). Investigating the Effect of Website Quality on Trader’s Responses in E-Financial Services of Stock Brokerage. International Journal of Web Research, 1(2), 27–33.
Firmino, R. J. de Vasconcelos Cardoso, B. & Evangelista, R. (2019). Hyperconnectivity and (Im) mobility: Uber and surveillance capitalism by the Global South. Surveillance & Society, 17(1/2), 205–212.
Fornell, C. & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Sage Publications Sage CA: Los Angeles, CA.
Gebrina, A. (2009). The Relationship Between Brand Images and E-Commerce Practice on Firm Performance in Indonesia. Universiti Utara Malaysia.
Götz, O, Liehr-Gobbers, K. & Krafft, M. (2010). Evaluation of structural equation models using the
          partial least squares (PLS) approach. In Handbook of partial least squares (pp. 691–711).
         Springer.
Hadadian, A. Fathi Karizak, Z. & Amir Hossein, A. (2016). Investigating the effect
          of brand awareness on customer loyalty with the mediating role of perceived quality and brand
          communication (Case study of Ansar Bank Mashhad customers). Third National Conference on
          Modern Management Sciences and Sustainable Planning in Iran. 1-13. (In Persian).
Hakimi, H. Diwandari, A. Kimasi, M. & Haghighi Kafash, A. (2019). Provide a model for shaping the experience of micro-banking customers through agents under the management of the organization with an interpretive structural modeling approach. Business Management, (11) 3, 565-584 (In Persian).
Hall, J. V, & Krueger, A. B. (2018). An analysis of the labor market for Uber’s driver-partners in the United States. ILR Review, 71(3), 705–732.
Hasan, R. & Birgach, M. (2016). Critical success factors behind the sustainability of the Sharing Economy. 2016 IEEE 14th International Conference on Software Engineering Research, Management and Applications (SERA), 287–293.
Hedman, I. & Orrensalo, T. P. Le. (2018). Brand Image as a Facilitator of Relationship Initiation. In Developing Insights on Branding in the B2B Context. Emerald Publishing Limited.
Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
Harandi, A. (2015). Investigating Organizational Citizenship Behavior on Customers' Brand Image, Brand Manager, (2) 4, 146-125 (In Persian).
Jalilvand, M. R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning.
Joshi, A. (2018). Digital technologies for enhancing customer experience. Sansmaran Research
         Journal 1-8.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal Of Marketing, 57(1), 1–22.
Krishnamurthy, A. & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43, 149–156.
Kline, R. B. (2015). The mediation myth. Basic and Applied Social Psychology, 37(4), 202–213.
Kindström, D. Kowalkowski, C. Coutelle-Brillet, P. Riviere, A. & des Garets, V. (2014). Perceived value of service innovation: a conceptual framework. Journal of Business & Industrial Marketing.
Kimasi, M. & calligrapher, M. (2016). Using the Zymt technique to check the current and
       desired brand image, Brand Management, (4) 11, 29-48 (In Persian).
Kumar, R. Sachan, A. & Mukherjee, A. (2017). Qualitative approach to determine user experience of e-government services. Computers in Human Behavior, 71, 299–306.
Kwok, L. Xie, K. L. & Richards, T. (2017). Thematic framework of online review research. International Journal of Contemporary Hospitality Management.
Lee, T. S. Leung, C. S. & Zhang, Z. M. (2000). Fashion brand image marketing: Brand image and brand personality. Research Journal of Textile and Apparel.
Lenhart, A. & Fox, S. (2010). Bloggers-a portrait of the internet’s new storytellers (2006). URL Http://Www. Pewinternet. Org/Reports/2006/Bloggers. Aspx.
Li, H. Ye, Q. & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784–802.
Mihardjo, L. Sasmoko, S. Alamsjah, F. & Elidjen, E. (2019). The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance. Uncertain Supply Chain Management, 7(4), 691–702.
Magner, N. Welker, R. B. & Campbell, T. L. (1996). Testing a model of cognitive budgetary participation processes in a latent variable structural equations framework. Accounting and Business Research, 27(1), 41–50.
Moon, Y. J. Kim, W. G. & Armstrong, D. J. (2014). Exploring neuroticism and extraversion in flow and user generated content consumption. Information & Management, 51(3), 347–358.
Mohammad Shafiee, M. & Ahmadzadeh, S. (2017). The effect of organizational agility and social responsibility on brand image, brand management, (5) 9, 41-78 (In Persian).
Munar, A. M. & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54.
Penttinen, H. & Turunen, T. (2017). E-Commerce and Its Role in Strengthening a Brand: Case
        Company
Posen, H. A. (2015). Ridesharing in the sharing economy: Should regulators impose Uber regulations on Uber. Iowa L. Rev. 101, 405.
Rahimi Baghmalek, J. Haghighi, M. & Mira, Abu A. (2019). Designing and explaining the loyalty model based on the customer experience in the hotel industry using the data theory strategy of the Foundation, Business Management, (11) 1, 125-140 (In Persian).
Rahimnia, F. & Zamanian Nejatzadeh, F. (2016). Investigating the moderating role of customer experience in the relationship between factors affecting brand performance, Fourth International Conference on Management and Accounting and First Conference on Entrepreneurship and Open Innovation, 29-2 (In Persian).
Rahimnia, F. Sarvari, T. & Poor Salimi, M. (2016). Investigating the effect of brand regret on behavioral intention due to satisfaction and the moderating role of brand identity of users in first-class sports clubs in Mashhad. Brand Management, (5) 11, 37-1(In Persian).
Rheingans-Yoo, D. Kominers, S. D. Ma, H. & Parkes, D. C. (2019). Ridesharing with driver location preferences. ArXiv Preprint ArXiv:1905.13191.
Rigdon, E. E. Ringle, C. M. & Sarstedt, M. (2010). Structural modeling of heterogeneous data with partial least squares. In Review of marketing research. Emerald Group Publishing Limited.
Salavatian, S. Nemati Anaraki, D. & Arjang, M. (2016). Identifying the factors affecting the brand image of the Islamic Republic of Iran TV networks, Quarterly Journal of Brand Management, (1) 3, 69-96(In Persian).
Saremi, A. Sadeghian Qaraqah, S. Shukri, p. & Mohammadi, Y. (2016). Factors affecting brand attractiveness with the variable role of overseeing brand confidence. Brand Management, 4 (11), 274-143(Persion).
Sirapracha, J. & Tocquer, G. (2012). Customer experience, brand image and customer loyalty in telecommunication services. International Conference on Economics, Business and Marketing Management, 29(3), 112–117.
Sarcheshmehpour, Kobra. (2016). Sampling methods in humanities research. Sixth National Conference on Management, Economics and Accounting, Tabriz(In Persian).
Stöckl, R. Rohrmeier, P. & Hess, T. (2008). Why customers produce user generated content. In Web 2.0 (pp. 271–287). Springer.
Sundaram, D. S. Mitra, K. & Webster, C. (1998). Word-of-mouth communications: A motivational analysis. ACR North American Advances.
Tajuddin, U. N. R. A. Hassan, L. F. A. Othman, A. K. & Razak, N. A. (2020). Electronic Word-of-Mouth (E-WOM), Brand Image and Consumer Purchase Intention on Healthcare Products. Journal of Accounting Research, Organization and Economics, 3(1), 73–83.
Tariq, M. Abbas, T. Abrar, M. & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102.
Taghavi, M. Bigdeli, M. Esmaeilzadeh Moghari, A. & Skirt, M. (2019). Financial Impact of Financial Performance in the Iranian Banking Industry Financial Economics, (13) 48 1-35(In Persian).
Torlak, O. Ozkara, B. Y. Tiltay, M. A. Cengiz, H. & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
Trischler, J. Zehrer, A. & Westman, J. (2018). A designerly way of analyzing the customer experience. Journal of Services Marketing.
Tseng, Y.C. & Chan, C.L. (2019). When the Sharing Economy Meets Established Institutions: Uber and Airbnb in Taiwan. IEEE Transactions on Engineering Management.
Vahedi, S. (2012). Self-regulation as a mediator between non-supportive parental dimensions and adolescent aggression: A structural equation modeling method. Principles of Mental Health, 13 (1), 19-6(In Persian).
Valcke, P. & Lenaerts, M. (2010). Who’s author, editor and publisher in user-generated content? Applying traditional media concepts to UGC providers. International Review of Law, Computers & Technology, 24(1), 119–131.
Wu, J. Ma, P. & Xie, K. L. (2017). In sharing economy we trust: the effects of host attributes on short-term rental purchases. International Journal of Contemporary Hospitality Management.
Xu, H. (2018). Social interactions in large networks: A game theoretic approach. International Economic Review, 59(1), 257–284.
Yadav, M. S. De Valck, K. Hennig-Thurau, T. Hoffman, D. L. & Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323.
Yazdani, H. Sidamiri, N. & Kameli, A. (2015). The impact of country of origin image and marketing efforts on brand equity retail value. Business Management Perspectives, (57) 24, 79-96 (In Persian).
Yen, C.L. A. & Tang, C.H. H. (2015). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79–88.
Yi, J. Yuan, G. & Yoo, C. (2020). The effect of the perceived risk on the adoption of the sharing economy in the tourism industry: The case of Airbnb. Information Processing & Management, 57(1), 102108.
Yulianti, I. & Tung, W. (2013). The Relationship among brand experience, brand image and customer satisfaction of Facebook users in Indonesia. World Applied Sciences Journal, 28(13), 100–113.
Zeithaml, Valarie A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zeithaml, V. A. Bitner, M. J. & Gremler, D. (1996). Services Marketing. New York: McGrawHill. New York: McGrawHill.
Zhu, G. So, K. K. F. & Hudson, S. (2017). Inside the sharing economy. International Journal of Contemporary Hospitality Management.