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درگیرسازی کاربر در برند و هم‌آفرینی ارزش در پلتفرم‌های رسانه‌ای (مورد مطالعه: پلتفرم روبیکا) | ||
| مدیریت بازرگانی | ||
| دوره 14، شماره 3، 1401، صفحه 379-400 اصل مقاله (694.27 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2022.336177.4278 | ||
| نویسندگان | ||
| اسدالله بهاگیر1؛ طاهر روشندل اربطانی* 2؛ سمیه لبافی3 | ||
| 1کارشناسی ارشد، گروه مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 2استاد، گروه مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران. ایران. | ||
| 3استادیار، گروه پژوهشی مطالعات اجتماعی اطلاعات، پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)، تهران، ایران. | ||
| چکیده | ||
| هدف: تحقیقات درگیرسازی مشتری با برند در حال افزایش است؛ اما تاکنون کارهای تجربی کمی در رابطه با درگیرسازی کاربر با برند در پلتفرم‌های رسانه‌ای انجام شده است. این پژوهش، در زمینه درگیرسازی کاربر با برند، در پلتفرم رسانه‌ای روبیکا انجام شده است. روش: رویکرد پژوهش کمّی و روش آن پیمایش است. جامعه آماری پژوهش، کاربران روبیکا و حجم نمونه، 419 نفر از کاربران این پلتفرم بود. داده‌ها از طریق پرسش‌نامه‌های آنلاین گردآوری شد و با استفاده از مدل‌سازی معادلات ساختاری و نرم‌افراز اسمارت پی‌ال‌اس، مدل پژوهش طراحی و داده‌ها تجزیه‌وتحلیل شدند. یافته‌ها: نتایج نشان داد که درگیرسازی کاربر، مشارکت کاربر و خوداظهاری برند، بر ابعاد درگیرسازی مصرف‌کننده با برند (پردازش شناختی، عاطفی و فعال‌سازی) تأثیر مثبت دارد. همچنین، ابعاد درگیرسازی مصرف‌کننده با برند بر وفاداری به برند و هم‌آفرینی ارزش در پلتفرم روبیکا تأثیر مثبت دارد. هم‌آفرینی ارزش فرایندی است که در آن مصرف‌کننده و برند از نزدیک درگیر تولید ارزش می‌شوند؛ به‌طوری که برندها می‌توانند برای بهبود و توسعه محصولات جدید، از تجربه‌های مثبت و ایده‌های مصرف‌کنندگان و کاربران بهره‌برداری کنند. نتیجه‌گیری: یافته‌های پژوهش حکایت دارد از اینکه درگیرسازی کاربر، کلیدی برای ارتقای وفاداری به برند و هم‌آفرینی ارزش در پلتفرم رسانه‌ای روبیکاست. هم‌آفرینی ارزش در پلتفرم‌های رسانه‌ای، در راستای درگیرسازی کاربر با برند، راه‌حلی برای جلوگیری از کوچ کاربر از پلتفرم و ایجاد گفتمان رسانه‌ای ارائه می‌دهد. از آنجا که روبیکا پلتفرمی رسانه‌ای است، نتایج می‌تواند در دیگر پلتفرم‌های رسانه‌ای ایرانی نیز به‌کار برده شود. | ||
| کلیدواژه‌ها | ||
| پلتفرم رسانه‌ای؛ خوداظهاری برند؛ درگیرسازی کاربر؛ روبیکا؛ مشارکت کاربر؛ وفاداری به برند | ||
| عنوان مقاله [English] | ||
| User Engagement with Brand and Value Co-creation in Media Platforms | ||
| نویسندگان [English] | ||
| Asadollah Bahagir1؛ Taher Roshandel Arbatani2؛ Somayeh Labafi3 | ||
| 1MSc., Department of Media Management, Faculty of Management, University of Tehran, Tehran, Iran. | ||
| 2, Prof., Department of Media Management, Faculty of Management, University of Tehran, Tehran. Iran. | ||
| 3Assistant Prof., Department of Media Management, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran. | ||
| چکیده [English] | ||
| Objective Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms. Since the competition among Iranian media platforms to attract and retain users is increasing and because the platforms are trying to increase the number of their users, identifying and explaining the components affecting user engagement are of high importance. The present study was done to investigate user engagement with the brand in the domestically created and launched Iranian media platform named “Rubika”. Methodology The statistical population of the study included 419 users of Rubika. The required data was gathered via the distribution of online questionnaires. Structural Equation Modeling (SEM) was utilized for designing a model and Smart PLS3 software was used to analyze the collected data. Findings The achieved results showed that user engagement, user participation, and brand self-expression have a positive effect on the various dimensions of consumer engagement with the brand i.e. cognitive, emotional processing, and activation. Also, the dimensions of consumer engagement with the brand were proved to have a positive effect on brand loyalty and value creation in the Rubica platform. Value co-creation is a process in which the consumer and the brand are closely involved in the production of value, which makes brands able to use the positive experiences and ideas of their consumers and users to improve and develop new products. Conclusion This study is a continuation of a research piece carried out by Algharabat et al. (2019) that proposed testing and validation of the Consumer Brand Engagement Scale (CBE) by Middle-Eastern media, for future studies. The findings of the current research introduce user engagement as the key to promoting brand loyalty and value co-creation in the Rubica media platform. Co-creating value in media platforms to engage users with the brand can prevent them from Switching Behavior i.e. shifting to similar media platforms. Therefore, user engagement can improve the benefits and values perceived by the user, lead to greater satisfaction with service relationships and increase customer value creation behaviors. Accordingly, Rubika can engage users with its service creation process (such as knowledge generation, discussion, and information exchange) to develop positive values that benefit both Rubika and its users. | ||
| کلیدواژه‌ها [English] | ||
| Brand loyalty, Brand self-expression, Media platform, Rubika, User engagement, User participation | ||
| مراجع | ||
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