مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

انسان‌انگاری و تحول تعاملات حسی در رسانه های واقعیت مجازی: خلق تجربه‌های بازاریابی تعاملی

نویسندگان
1 گروه مدیریت دانشکده اقتصاد ، مدیریت و علوم دانشکاه سمنان
2 گروه مدیریت ، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان ، سمنان ، ایران
3 3. استادیار گروه مدیریت،دانشکده علوم اقتصادی و اداری، دانشگاه قم، قم، ایران
چکیده
هدف این پژوهش بررسی نقش انسان‌انگاری در تحول تعاملات حسی کاربران در واقعیت مجازی و تأثیر آن بر بازاریابی است. با توجه به پیشرفت فناوری واقعیت مجازی و کاربرد آن در بازاریابی دیجیتال، این مطالعه به پر کردن خلأ تحقیقاتی در زمینه تعاملات چندحسی، تفاوت‌های فردی و فرهنگی، و چالش‌های طراحی انسان‌انگارانه پرداخته است. هدف، تقویت حس حضور، اعتماد به برند، و وفاداری مصرف‌کننده از طریق انسان‌انگاری و طراحی چندحسی است.
روش پژوهش کیفی اکتشافی با تحلیل مضمون بود. داده‌ها از مصاحبه‌های نیمه‌ساختاریافته با 25 نفر از خبرگان بازاریابی، اساتید، و کاربران واقعیت مجازی جمع‌آوری شد. نمونه‌گیری به روش گلوله برفی تا اشباع نظری انجام گرفت. روایی با مثلث‌سازی و پایایی با تعریف دقیق مفاهیم و بازبینی یافته‌ها تضمین شد. داده‌ها در سه سطح کدگذاری (200 کد اولیه، 40 مضمون سازمان‌دهنده، 8 مضمون فراگیر) تحلیل شدند.
یافته‌ها نشان داد انسان‌انگاری با ایجاد ارتباطات عاطفی از طریق ویژگی‌های انسان‌مانند آواتارها، حس غوطه‌وری و حضور اجتماعی را تقویت می‌کند، تجربه کاربری را بهبود می‌بخشد، و اعتماد و وفاداری به برند را افزایش می‌دهد. ترکیب عناصر چندحسی (صوت، لمس، بو) اثربخشی بازاریابی را ارتقا می‌دهد. شخصی‌سازی آواتارها بر اساس تفاوت‌های فردی و فرهنگی رضایت کاربران را بهبود می‌بخشد، اما چالش‌هایی مانند پدیده دره وهمناک و ملاحظات اخلاقی نیازمند مدیریت دقیق هستند.
نتایج بر لزوم طراحی آواتارهای شخصی‌سازی‌شده، ادغام عناصر چندحسی، و استفاده از اینفلوئنسرهای مجازی تأکید دارد. محدودیت‌هایی مانند ذهنیت پژوهشگر و نبود مطالعات طولی برای تحقیقات آینده شناسایی شدند
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Anthropomorphism and the Evolution of Sensory Interactions in Virtual Reality Media: Creating Interactive Marketing Experiences

نویسندگان English

Mohsen Arman 1
davood Feiz 2
Karim Ebrahimi 3
1 Department of Management, Faculty of Economics, Management and Sciences, Semnan University
2 Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
3 3. Assistant Professor, Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran
چکیده English

This study investigates the role of anthropomorphism in the evolution of users’ sensory interactions in virtual reality and its implications for marketing. With the rapid advancement of VR technologies and their growing use in digital marketing, the research addresses gaps related to multisensory interactions, individual and cultural differences, and the challenges of anthropomorphic design. An exploratory qualitative method with thematic analysis was employed. Data were collected through semi-structured interviews with 25 marketing experts, university professors, and VR users, using snowball sampling until theoretical saturation. Validity was ensured through triangulation, and reliability through precise concept definitions and iterative review of findings. Data analysis involved three coding levels (200 initial codes, 40 organizing themes, and 8 overarching themes).

Findings indicate that anthropomorphism enhances immersion and social presence by fostering emotional connections through human-like avatar features, thereby improving user experience and strengthening brand trust and loyalty. Integrating multisensory elements such as sound, touch, and smell further increases marketing effectiveness. Personalizing avatars according to individual and cultural differences boosts user satisfaction; however, challenges such as the uncanny valley effect and ethical concerns require careful attention. The study highlights the importance of personalized avatars, multisensory design, and virtual influencers, while noting limitations including researcher bias and the absence of longitudinal research.

کلیدواژه‌ها English

Anthropology
Interactive Marketing
Sensory Interactions
Virtual Reality
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