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رابطه ویژگیهای پیام بر مزاحمت ادراکشده از تبلیغات همسان و تحلیل پیامدهای آن در فضای وب | ||
بررسیهای مدیریت رسانه | ||
مقاله 2، دوره 1، شماره 2، 1401، صفحه 148-167 اصل مقاله (631.94 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/mmr.2000.89050 | ||
نویسندگان | ||
صدیقه باقری فرادنبه1؛ امیررضا کنجکاو منفرد* 2؛ الهه حسینی3 | ||
1کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. | ||
2دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. | ||
3مربی، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. | ||
چکیده | ||
هدف: امروزه کاربران در مقابل روشهای سنتی بازاریابی، از قبیل تبلیغات سنتی، از خود مقاومت نشان میدهند و آنها را گونهای از تبلیغات مزاحم در نظر میگیرند. با توجه به این مطلب، هدف از اجرای پژوهش حاضر، بررسی رابطه ویژگیهای پیام بر مزاحمت ادراکشده از تبلیغات همسان و بررسی پیامدهای مزاحمت ادراکشده از تبلیغات همسان در فضای وب است. روش: پژوهش حاضر از نظر هدف، کاربردی و از نظر روش، توصیفی ـ همبستگی است. جامعه آماری پژوهش، کلیه دانشجویان دانشگاه یزد بودند که در سالهای 1399 و 1400 در معرض تبلیغات همسان قرار گرفتند. بر اساس فرمول کوکران، تعداد نمونه 250 نفر تعیین شد. دادهها از طریق پرسشنامه جمعآوری و با نرمافزار پیالاس 3 تجزیهوتحلیل شدند. یافتهها: یافتهها حاکی از آن است که جاذبه اطلاعاتی، جاذبه احساسی و شفافیت پیام، تأثیر منفی و معناداری بر مزاحمت ادراکشده از تبلیغات همسان داشته است. بهعلاوه، مزاحمت ادراکشده موجب نگرش منفی به تبلیغات همسان و رنجش کاربران از آن شده است. نتیجهگیری: نتایج بهدستآمده نشان داده است که تبلیغات همسان موجب کاهش مزاحمت ادراکشده از سوی کاربران اینترنت شده است و هرچه ویژگیهای پیام در تبلیغات همسان افزایش یابد، مزاحمت ادراکشده از تبلیغات همسان کاهش مییابد و هرچه مزاحمت ادراکشده در تبلیغات همسان افزایش یابد، رنجش و نگرش منفی نیز افزایش مییابد. | ||
کلیدواژهها | ||
تبلیغات همسان؛ مزاحمت؛ جاذبه اطلاعاتی؛ جاذبه احساسی؛ شفافیت؛ نگرش به تبلیغات؛ رنجش | ||
مراجع | ||
منابع
آذر، عادل؛ باقری قره بلاغ، هوشمند و کشاورز، محمد (1397). پیشایندها و پیامدهای نگرش دانشجویان نسبت به تبلیغات رسانههای اجتماعی در دانشگاه سمنان. مجله جهانی رسانه ـ نسخه فارسی، 13(1)،1-21.
جلالت، شبنم و قلیپور سلیمانی، علی (1398). تأثیر سبک زندگی الکترونیک بر اجتناب از تبلیغات اینترنتی با تبیین نقش تعدیلگری تجربه منفی و ازدحام تبلیغات. مدیریت بازرگانی،11(2)، 341-356.
میرزانورعلی، فاطمه؛ خواجهئیان، داتیس و حاجی حیدری، نسترن (1401). امکانمندیهای پلتفرمهای رسانههای اجتماعی در درگیرسازی کاربران. بررسیهای مدیریت رسانه، 1(1)، 4-29.
محمدیان، محمود (1393). مدیریت تبلیغات. تهران: سپندمینو.
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