مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی الگوی کژرفتاریِ برخط و نقش آن در برندسازیِ شخصی بر پایۀ نظریۀ داده بنیاد

نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 دانشیار گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران ،ایران
3 استاد گروه مدیریت بازرگانی ، دانشگاه علامه طباطبائی، تهران، ایران
4 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران،‌ایران
10.52547/JABM.3.2.14725
چکیده
برندهای شخصی برای ساخت تصویر درست در ذهن کاربر به دنبال فعالیت در این رسانه های اجتماعی هستند به طوری که دیدگاه بسیاری از تاثیرگذاران و نامداران بر روی ادراک کاربران خود، تاثیرات عمیقی می گذارد. با این حال تمامی تعاملات کاربران با نامدران به صورت بهنجار و کارآمد انجام نمی پذیرد و بسیاری از کاربران با کژرفتاری های متنوع سعی در ابراز شکایات و نارضایتی های خود در زمینه های مختلف را دارند. هدف پژوهش حاضر طراحی الگوی کژرفتاری برخط و نقش آن در برندسازی شخصی با استفاده از نظریه داده بنیاد است. جامعه آماری این پژوهش ، نامداران و تاثیر گذارانی بوده است که در رسانه های اجتماعی شناخته شده و دارای مقبولیت هستند. در این پژوهش برای انتخاب نمونه، ترکیبی از روش نمونه گیری نظری، گلوله برفی و هدفمند استفاده شد و برای بررسی و تحلیل داده های جمع آوری شده از روش های کدگذاری باز، محوری و انتخابی استفاده شده است. نتایج پژوهش مشتمل بر شناسایی شرایط علی با دو بعد روان شناسی و جامعه شناسی تعیین گردید. در شرایط زمینه ای عوامل کلانِ نارسایی های اقتصادی، نظام آموزشی، شکاف فرهنگی و ادبیات محاوره تعیین شد. در این مطالعه میزان استفاده از رسانه های اجتماعی و سواد رسانه ای به عنوان عوامل مداخله گر تعیین گردید.در بخش کنش ها و تعاملات، استراتژی برندسازی شخصی ارائه شد و در نهایت در قسمت پیامدها پنج سطح فردی، بازاریابی ، اقتصادی، فرهنگی و جامعوی تبیین شد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing a Model of Online Dysfunctional Behavior and its Role in Personal Branding Based on the Grounded Theory

نویسندگان English

Amirhossein Zarandouz 1
Zahra Alipour Darvishi 2
zohreh Dehdashti shahrokh 3
Mohammad Haghighi 4
1 Ph.D student in Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 Professor, Department of Business Management, Allameh Tabataba'i University, Tehran, Iran
4 Associate Professor, Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran
چکیده English

Views of influencers and celebrities specifically affect the perception of social media users. Therefore, personal brands are looking for activities in social media to create the correct image in the minds of users. However, all users' interactions with celebrities are not normally efficient. In this case, many users try to express their complaints and dissatisfaction in various fields with various dysfunctional behavior. In this regard, this research aims to design the model of online dysfunctional behavior and its role in personal branding by using grounded theory. The research statistical population includes those celebrities and influencers that are known and accepted in social media. In this research, a combination of theoretical, snowball, and purposive sampling methods was used to select the sample. Open coding, axial coding, and selective coding methods have been used to review and analyze the collected data. Finally, the results of the research were obtained by identifying the causal conditions from two psychological and sociological perspectives. In this regard, macro factors of cultural gap and colloquial literature were identified as the background conditions of the research subject. The amount of social media use and media literacy were also identified as intervening factors. The celebrities' interaction strategy was chosen in the section on actions and interactions. Finally, the consequences were also explained at three individual, marketing, and cultural levels.

کلیدواژه‌ها English

Online Dysfunctional Behavior
social media
personal branding
online consumer behavior
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