پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 158 |
| تعداد شماره‌ها | 6,232 |
| تعداد مقالات | 67,786 |
| تعداد مشاهده مقاله | 115,259,747 |
| تعداد دریافت فایل اصل مقاله | 90,002,099 |
مفهوم‌سازی و نظریه‌پردازی بازاریابی آواتار در ایران | ||
| مدیریت بازرگانی | ||
| دوره 15، شماره 2، 1402، صفحه 185-216 اصل مقاله (1.89 M) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2022.344989.4399 | ||
| نویسندگان | ||
| محمدامین ترابی* 1؛ طهمورث حسنقلی پور یاسوری2؛ مرتضی جعفری زارع3 | ||
| 1دکتری، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران. | ||
| 2استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 3دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران. | ||
| چکیده | ||
| هدف: رشد روزافزون تکنولوژی و علم هوش مصنوعی، موجب شده است تا استفاده از آواتارها در بازاریابی، به‌صورت گسترده‌ای افزایش یابد؛ این در حالی است که مفهوم و الگوی علمی بازاریابی آواتار، در پژوهش‌های قبلی مشخص نشده است؛ به همین منظور، پژوهش حاضر با هدف مفهوم‌سازی و ارائه الگوی بازاریابی آواتار در ایران اجرا شده است. روش: این پژوهش از نظر هستی‌شناسی مبتنی بر پارادایم تفسیری است، از لحاظ روش‌شناسی در دسته پژوهش‌های اکتشافی قرار می‌گیرد، برحسب داده‌ها کیفی و مبتنی بر تکنیک داده‌بنیاد و رهیافت اشتراوس و کوربین است و از نظر هدف بنیادی و کاربردی محسوب می‌شود. برای گردآوری داده‌ها از دو روش مطالعات کتابخانه‌ای، اسنادی و مصاحبه نیمه‌ساختاریافته، استفاده شد. جامعه آماری پژوهش، کلیه خبرگان مفاهیم نوین مدیریت بازاریابی و هنر بودند که به‌عنوان استادتمام یا دانشیار دانشگاه، در این رشته سابقه تدریس چندساله داشتند. شیوه نمونه‌گیری نیز گلوله برفی هدفمند بود. یافته‌ها: یافته نخست این پژوهش، دستیابی به ویژگی‌های اصلی آواتار در بازاریابی است که بر دو عامل مبتنی است: رئالیسم رفتاری و رئالیسم بصری برای درک مصرف‌کننده. یافته بَعدی آن، ارائه مدل بازاریابی آواتار است که 368 مفهوم و 38 مقوله را دربرمی‌گیرد و مبتنی بر شش بُعد شرایط علی، زمینه‌ای، مداخله‌ای، پدیده اصلی، راهبردها و پیامدهاست. نتیجه‌گیری: نتایج مبین این بود که آواتارها قادرند که با شبیه‌سازی رفتاری انسان‌ها در بازاریابی با استفاده از علم داده و هوش مصنوعی، دقت و صحت در تماس با مشتری را افزایش دهند و در موقعیت‌ها و روندهای برنامه‌ریزی‌نشده، عملکردی مثبت و شایسته در جهت اشاعه بازاریابی محصولات و خدمات ارائه کنند. | ||
| کلیدواژه‌ها | ||
| آواتار؛ بازاریابی آواتار؛ مفهوم‌سازی آواتار؛ نظریه آواتار | ||
| عنوان مقاله [English] | ||
| Conceptualization and Theorizing Avatar Marketing in Iran | ||
| نویسندگان [English] | ||
| Mohammad Amin Torabi1؛ Tahmoures Hasangholipour Yasori2؛ Morteza Jafari Zare3 | ||
| 1Ph.D., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
| 2Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran. | ||
| 3Ph.D. Candidate, Department of Business Management, Faculty of Humanities, Qods City Branch, Islamic Azad University, Tehran, Iran. | ||
| چکیده [English] | ||
| Objective The development of technology and science of artificial intelligence has led to an increase in the use of avatars in marketing on a large scale, while the concept and scientific model of avatar marketing has not been identified in previous research. In addition, the growth of one-dimensional graphic and artistic approaches to the structure of avatars has caused the nature of avatars and their communication styles with customers to be formed only on the visual axes and mental fantasies of their designers, most of which are rooted in brand logos or nostalgic advertising structures. This is while avatars, like brands, are considered alive and should have an acceptable and standard basis and principles that are formed from the concepts of marketing, branding, and effective communication with customers. Given that there are no guidelines for designing or using avatars for business purposes and the digital branding of businesses, there is a research gap around the main concept of avatars in marketing and how to create and use them. This study aims to conceptualize and present an avatar marketing model constructed in Iran. Methodology This study is an exploratory, fundamental, and applied piece of research, ontologically based on the interpretive paradigm. It is qualitative, based on the Strauss and Corbin approach. Library studies and semi-structured interviews were used to collect the required data. The statistical population included all experts in new concepts of marketing and art management who have several years of teaching experience in this field as full professors or associate professors. Snowball sampling was used to obtain the representative sample. Findings This study could successfully identify the main features of avatars in marketing, based on behavioral realism and visual realism for consumer perception. This study could successfully identify the main features of avatars in marketing based on their behavioral realism and visual realism affecting consumer perception. The study considers the context, intervention, main phenomenon, strategies, and consequences of avatar use in marketing. Conclusion The results showed that avatars can simulate human behavior in marketing using data science and artificial intelligence. Avatars can enhance the accuracy of customer interactions during unplanned conditions and processes, leading to improved performance in marketing products and services. Business owners and brands interested in using modern technologies for targeted and intelligent marketing purposes should consider entering the avatar marketing scene to gain insights into the tastes and interests of their target market customers. Based on the discovered behavioral and cultural characteristics, they can design avatars that align with these characteristics to improve the effectiveness of marketing their brand's products and services | ||
| کلیدواژه‌ها [English] | ||
| Avatar, Avatar marketing, Avatar conceptualization, Avatar theory | ||
| مراجع | ||
|
حسنائی، محمدرضا؛ مسعودنیا، نوید (1398). چگونگی اثرگذاری شخصیت مسکات در انیمیشن‌های تبلیغاتی محصولات غذایی. نشریه هنرهای زیبا ـ هنرهای نمایشی و موسیقی، 24(1)، 37-48.
رسولی، محمدرضا (1391). نقش رسانه‌ها در نهاینه‌کردن فرهنگ مدیریت مصرف برق. نشریه فرهنگ ارتباطات، 5(2)، 93- 105.
رفیع‌زاده اخویان، ریحانه؛ معنوی راد و میترا؛ لیبراتی، نیکلا (1399). نقش آواتار در تجربه بازیکن در بازی‌های ویدئویی ژانر بازی: مهاجم اول شخص. نشریه هنرهای زیبا ـ هنرهای تجسمی، 25(4)، 101-108.
زارعی، عظیم؛ اسدی، محمد (1397). شناسایی عوامل کلیدی موفقیت در تدوین استراتژی مرچندایزینگ کاراکترهای انیمیشنی در بازار ایران با استفاده از روش نظریه مبنایی. مدیریت بازرگانی، 10(3)، 567- 582.
قربانی، علی؛ ترابی، محمدامین (1400). مفهوم‌پردازی و طراحی مدل شهاب‌سنگ‌های سازمانی: چالش‌ها و راهکارها. فصلنامه علمی مدیریت سازمان‌های دولتی، 9(4)، 147-164.
References Aljaroodi, H. M., Adam, M. T., Teubner, T. & Chiong, R. (2022). Understanding the Importance of Cultural Appropriateness for User Interface Design: An Avatar Study. ACM Transactions on Computer-Human Interaction, 29(6), 1-27. Al-Natour, S., Benbasat, I., & Cenfetelli, R. (2011). The adoption of online shopping assistants: Perceived similarity as an antecedent to evaluative beliefs. Journal of the Association for Information Systems, 12(5), 2. Bickmore, T. W., Pfeifer, L. M., & Jack, B. W. (2009, April). Taking the time to care: empowering low health literacy hospital patients with virtual nurse agents. In Proceedings of the SIGCHI conference on human factors in computing systems.1265-1274. Boukarras, S., Özkan, D. G., Era, V., Moreau, Q., Tieri, G., & Candidi, M. (2022). Midfrontal Theta Transcranial Alternating Current Stimulation Facilitates Motor Coordination in Dyadic Human–Avatar Interactions. Journal of Cognitive Neuroscience, 34(5), 897-915. Bradbury, D. (2018). The Changing Faces of AI (accessed October 31, 2019), https://workflow.servicenow.com/customer-experience/build-ai-avatar/. Brandtzaeg, P. B. & Følstad, A. (2018). Chatbots: changing user needs and motivations. Interactions, 25(5), 38-43. Butt, A. H., Ahmad, H., Goraya, M. A., Akram, M. S., & Shafique, M. N. (2021). Let's play: Me and my AI‐powered avatar as one team. Psychology & Marketing, 38(6), 1014-1025. Casale, S., Musicò, A., Gualtieri, N., & Fioravanti, G. (2022). Developing an intense player-avatar relationship and feeling disconnected by the physical body: A pathway towards internet gaming disorder for people reporting empty feelings? Current Psychology, 1-9. Chattaraman, V., Kwon, W. S., Gilbert, J. E., & Ross, K. (2019). Should AI-Based, conversational digital assistants employ social-or task-oriented interaction style? A task-competency and reciprocity perspective for older adults. Computers in Human Behavior, 90, 315-330. Dabiran, E., Wang, F., & Farivar, S. (2022). Virtual Influencer Marketing: Anthropomorphism and Its Effect. Journal of Business Research, 144, 703-714. Dengah, H. F., & Snodgrass, J. G. (2020). Avatar creation in videogaming: Between compensation and constraint. Games for health journal, 9(4), 265-272. Finley, N. G. (2016). An Evaluation of the Effectiveness of Avatar Marketing on a Firm's Financial Performance. Hampton University. Fox, J., Ahn, S. J., Janssen, J. H., Yeykelis, L., Segovia, K. Y., & Bailenson, J. N. (2015). Avatars versus agents: a meta-analysis quantifying the effect of agency on social influence. Human–Computer Interaction, 30(5), 401-432. Freeman, C., & Beaver, I. (2018). The effect of response complexity and media on user restatement with multimodal virtual assistants. International Journal of Human-Computer Studies, 119, 12-27. Gamidullaeva, L. A., Vasin, S. M., Chernetsova, N., Shkarupeta, E., Kharicheva, D., & Gerasimenko, M. (2020). Emerging Perspectives on Using Avatar-Based Management Techniques for Internet User Investigations: Social Media as an Information Source. Avatar-Based Control, Estimation, Communications, and Development of Neuron Multi-Functional Technology Platforms, 268-280. Ghorbani, A., & Torabi, MA. (2021). Conceptualization and Design of Organizational Meteorite Model: Challenges and Solutions. Quarterly Journal of Public Organizations Management, 9(4), 147-164. (in Persian) Go, E. & Sundar, S. S. (2019). Humanizing chatbots: The effects of visual, identity and conversational cues on humanness perceptions. Computers in Human Behavior, 97, 304-316. Green, R., Delfabbro, P. H., & King, D. L. (2021). Avatar identification and problematic gaming: The role of self-concept clarity. Addictive Behaviors, 113, 106694. Gurney, L., Eveland, J. J., & Guzman, I. R. (2019, June). " What you say, I buy!" Information Diagnosticity and the Impact of Electronic Word-of-Mouth (eWOM) Consumer Reviews on Purchase Intention. In Proceedings of the 2019 on Computers and People Research Conference (pp. 183-189). Hafez, M. (2019). Neuromarketing: a new avatar in branding and advertisement. Pacific Business Review International, 12(4), 58-64. Heller, L., & Goodman, L. (2016, October). What do avatars want now? posthuman embodiment and the technological sublime. In 2016 22nd International Conference on Virtual System & Multimedia (VSMM) (pp. 1-4). IEEE. Ho, A., Hancock, J., & Miner, A. S. (2018). Psychological, relational, and emotional effects of self-disclosure after conversations with a chatbot. Journal of Communication, 68(4), 712-733. Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The rise of new technologies in marketing: a framework and outlook. Journal of Marketing, 86(1), 1-6. Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy, 44(3), 119-123. Hosnaee, M., Masudnia, N. (2019). The Role of Mascots' Characters of the Advertisement Animation Films in the Food Industry Branding. Honar--Ha-Ye-Ziba: Honar-Ha-Ye-Namayeshi Va Mosighi, 24(1), 37-48. (in Persian) Jones, C. L. E., Hancock, T., Kazandjian, B., & Voorhees, C. M. (2022). Engaging the Avatar: The effects of authenticity signals during chat-based service recoveries. Journal of Business Research, 144, 703-716. Kellems, R. O., Charlton, C. T., Black, B., Bussey, H., Ferguson, R., Gonçalves, B. F., ... & Vallejo, S. (2022). Social Engagement of Elementary-Aged Children With Autism Live Animation Avatar Versus Human Interaction. Journal of Special Education Technology, 01626434221094792. Kim, Y., & Sundar, S. S. (2012). Anthropomorphism of computers: Is it mindful or mindless?. Computers in Human Behavior, 28(1), 241-250. Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2022). Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities. International Journal of Research in Marketing, 39(2), 522-540. Korkeila, H., & Hamari, J. (2020). Avatar capital: The relationships between player orientation and their avatar's social, symbolic, economic and cultural capital. Computers in human behavior, 102, 14-21. Lee, S., & Choi, J. (2017). Enhancing user experience with conversational agent for movie recommendation: Effects of self-disclosure and reciprocity. International Journal of Human-Computer Studies, 103, 95-105. Lin, Y. T., Doong, H. S., & Eisingerich, A. B. (2021). Avatar design of virtual salespeople: Mitigation of recommendation conflicts. Journal of Service Research, 24(1), 141-159. Liu, C., Chen, Y., Kittikowit, S., & Hongsuchon, T. (2022). Using Unified Theory of Acceptance and Use of Technology to Evaluate the Impact of a Mobile Payment App on the Shopping Intention and Usage Behavior of Middle-Aged Customers. Frontiers in Psychology, 13. Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An emerging theory of avatar marketing. Journal of Marketing, 86(1), 67-90. Neri, F. C. (2022). Artificial Intelligence or a Neoliberal Marketing Scheme? The Performative Nature of Lil Miquela’s Racialized Design and Politics on Instagram. The iJournal: Student Journal of the Faculty of Information, 7(2), 52-59. Nowak, K. L., & Fox, J. (2018). Avatars and computer-mediated communication: a review of the definitions, uses, and effects of digital representations. Review of Communication Research, 6, 30-53. Pakanen, M., Alavesa, P., van Berkel, N., Koskela, T., & Ojala, T. (2022). “Nice to see you virtually”: Thoughtful design and evaluation of virtual avatar of the other user in AR and VR based telexistence systems. Entertainment Computing, 40, 100457. Park, S., Choi, W. J., & Shin, D. (2021). Who Makes You More Disappointed? The Effect of Avatar Presentation, Company Market Status, and Agent Identity on Customers’ Perceived Service Quality and Satisfaction of Online Chatting Services. Asia Marketing Journal, 23(3), 4. Prenkert, F., Hedvall, K., Hasche, N., Frick, J. E., Abrahamsen, M. H., Aramo-Immonen, H., ... & Wagrell, S. (2022). Resource interaction: Key concepts, relations and representations. Industrial Marketing Management, 105, 48-59. Rafizadeh Akhavian, R., Manavirad, M., & Liberati, N (2021). The Role of Avatars in Video Games Genre: First person shooter. Journal of Fine Arts: Visual Arts, 25(4), 101-108. doi: 10.22059/jfava.2019.287355.666299 (in Persian) Ram, M. (2022). Virtual Avatar Movement Veracity and Its Effect on Social Interaction in Virtual Reality, Doctoral dissertation, Dartmouth College. Rasouli, M.R. (2012). The role of the media in finalizing the culture of electricity consumption management. Journal of Communication Culture, 5(2), 105-93. (in Persian) Ridgway, J. L. (2018). Before and after avatar exposure: The impact of body scanning technology on body satisfaction, mood, and appearance management. Clothing and Textiles Research Journal, 36(2), 91-103. Schuetzler, R. M., Giboney, J. S., Grimes, G. M., & Nunamaker Jr, J. F. (2018). The influence of conversational agent embodiment and conversational relevance on socially desirable responding. Decision Support Systems, 114, 94-102. Sweezey, M. (2019). Consumer Preference for Chatbots Is Challenging Brands to Think ‘Bot First’. Forbes (accessed October 30, 2019), www.forbes.com/sites/forbes communicationscoun cil/2019/08/16/consumer-preference-for-chatbots-is-challenging-brands-to-think-bot-first/#4407 c60c10f8. Szolin, K., Kuss, D., Nuyens, F., & Griffiths, M. (2022). Gaming Disorder: A systematic review exploring the user-avatar relationship in videogames. Computers in Human Behavior, 128, 107124. Takano, M., & Taka, F. (2022). Fancy avatar identification and behaviors in the virtual world: Preceding avatar customization and succeeding communication. Computers in Human Behavior Reports, 6, 100176. Torresin, V. (2019). How Chatbots Improve User Experience in Online Banking, (accessed October 31, 2019), https://ergomania.eu/how-chatbots-improve-user-experience-in-online-banking/. Tseng, L. Y., Mai, M. J., Xu, H. N., & Dong, S. A. (2021). Based on the Fan Economy, Explore the Impact of Private Brand Avatar and Advertising Attitudes on Consumer Repurchase Intentions. In 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021) (pp. 410-416). Atlantis Press. Verhagen, T., Van Nes, J., Feldberg, F., & Van Dolen, W. (2014). Virtual customer service agents: Using social presence and personalization to shape online service encounters. Journal of Computer-Mediated Communication, 19(3), 529-545. Volkmar, G., Fischer, P. M., & Reinecke, S. (2022). Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management. Journal of Business Research, 149, 599-614. Wang, H., Ruan, Y. C., Hsu, S. Y., & Sun, C. T. (2019). Effects of Game Design Features on Player-Avatar Relationships and Motivation for Buying Decorative Virtual Items. In DiGRA Conference. Wang, X., Butt, A. H., Zhang, Q., Shafique, N., & Ahmad, H. (2021). “Celebrity Avatar” Feasting on In-Game Items: A Gamers’ Play Arena. SAGE Open, 11(2), Wang, Y. (2022). Image Behavior: Re-examining Design Games from the Perspective of Design Anthropology. In International Conference on Human-Computer Interaction (pp. 497-509). Springer, Cham. Weimann, T., Fischer, M., & Schlieter, H. (2022). Peer Buddy or Expert?-On the Avatar Design of a Virtual Coach for Obesity Patients. In HICSS (pp. 1-10). Westerman, D., Tamborini, R., & Bowman, N. D. (2015). The effects of static avatars on impression formation across different contexts on social networking sites. Computers in Human Behavior, 53, 111-117. Wetli, D. J., Bergauer, L., Nöthiger, C. B., Roche, T. R., Spahn, D. R., Tscholl, D. W., & Said, S. (2022). Improving Visual-Patient-Avatar Design Prior to Its Clinical Release: A Mixed Qualitative and Quantitative Study. Diagnostics, 12(2), 555. Xu, J. L., Wang, L. X., & Chen, M. L. (2022). Use of Cartoon Characters in City Public Commercial Space. In Knowledge Innovation on Design and Culture: Proceedings of the 3rd IEEE International Conference on Knowledge Innovation and Invention 2020 (IEEE ICKII 2020) (pp. 401-403). Ynag, Q., Zhao, Y., Huang, H., & Zheng, Z. (2022). Fusing blockchain and AI with metaverse: A survey. arXiv preprint arXiv:2201.03201. Zarei, A. & Asadi, M. (2018). Identification of Key Success Factors - in Developing a Character Merchandising in the Iranian Marketplace using Grounded Theory Method. Journal of Business Management, 10(3), 567-582. (in Persian) Zhang, Y. G., Dang, M. Y., & Chen, H. (2020). An explorative study on the virtual world: Investigating the avatar gender and avatar age differences in their social interactions for help-seeking. Information Systems Frontiers, 22(4), 911-925. Zitzewitz, K., & Ciotti, M. (2022). Art and anthropology: Twenty-five years of The Traffic in Culture. Journal of Material Culture, 27(1), 3-9. | ||
|
آمار تعداد مشاهده مقاله: 2,232,443 تعداد دریافت فایل اصل مقاله: 580,779 |
||