نوع مقاله : مقاله پژوهشی

نویسنده

کارشناسی ارشد، گروه مدیریت اجرایی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

10.22034/jmek.2023.395575.1087

چکیده

هدف از این تحقیق، بررسی نقش میانجی تجربه و هویت برند در تاثیر بازاریابی شبکه های اجتماعی بر تبلیغات شفاهی الکترونیکی در صنعت هتلداری می باشد. این تحقیق بر اساس اهداف، از نوع تحقیقات کاربردی است و بر اساس جمع آوری داده‌ها و طرح تحقیق به روش توصیفی- پیمایشی است. جامعه آماری پژوهش کلیه مشتریان صنعت هتلداری در شهر تهران می باشند که با توجه به نامشخص بودن جامعه به علت تعداد زیاد، نامحدود فرض می گردد. با توجه به فرمول کوکران و جامعه نامحدود باید تعداد 385 نفر نمونه انتخاب نمود. ابزار گردآوری داده ها پرسشنامه استاندارد می باشد. روایی محتوای این پرسشنامه ها توسط استاد راهنما و تعداد دیگری از استادان مورد تأیید قرار گرفته است. پایایی پرسشنامه با استفاده از روش آلفای کرونباخ محاسبه شده است. مقدار آلفای محاسبه شده برای تحقیق حاضر که در واقع پایایی تحقیق را نشان می دهد برابر است با 916/0 بوده است بنابراین می توان گفت که تحقیق حاضر از پایایی قابل قبول برخوردار است.  با اخذ پرسشنامه‌ها و اطلاعات بدست آمده از فرضیه‌های مورد تحقیق با استفاده از نرم‌ افزار SPSS و PLS4 مورد تجزیه و تحلیل قرار گرفتند. نتایج بیانگر آنست که بازاریابی شبکه های اجتماعی بر تبلیغات شفاهی الکترونیکی، تجربه برند و هویت برند تاثیر مثبت و معناداری دارد. و تجربه برند و هویت برند بر تبلیغات شفاهی الکترونیکی تاثیر مثبت و معناداری دارد. همچنین تجربه و هویت برند در تاثیر بازاریابی شبکه های اجتماعی بر تبلیغات شفاهی الکترونیکی در صنعت هتلداری نقش میانجی دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Mediating Role of Experience and Brand Identity in the Impact of Social Media Marketing on Electronic Word of Mouth Advertising in the Hotel Industry

نویسنده [English]

  • Mohammad Soofian

MA, Executive MBA, Science and Research Branch, Islamic Azad University, Tehran, Iran.

چکیده [English]

The purpose of this research is to investigate the mediating role of experience and brand identity in the impact of social media marketing on electronic word of mouth advertising in the hotel industry. This research is based on the objectives, of the type of applied research, and is based on data collection and research design in a descriptive-survey method. The statistical population of the research is the customers of the hotel industry in Tehran, which is assumed to be unlimited due to the uncertainty of the population due to the large number. According to Cochran's formula and unlimited population, a sample of 385 people should be selected. The data collection tool is a standard questionnaire. The validity of the content of these questionnaires has been confirmed by the supervisor and a number of other professors. By taking the questionnaires and the information obtained from the researched hypotheses, it was analyzed using SPSS and PLS4 software. The results show that social media marketing has a positive and significant effect on electronic word of mouth advertising, brand experience and brand identity. And brand experience and brand identity have a positive and significant effect on electronic word of mouth advertising. Also, experience and brand identity play a mediating role in the impact of social media marketing on electronic word of mouth advertising in the hotel industry.

کلیدواژه‌ها [English]

  • Brand Experience
  • Brand Identity
  • Social Media Marketing
  • Electronic Word of Mouth Advertising
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