مدل سازی ساختاری تفسیری عوامل موثر بر فریب ادراک شده تبلیغات در شبکه های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران (نویسنده مسئول)؛ p-ghafari@iau-arak.ac.ir

3 استادیار، گروه مدیریت دولتی، پردیس فارابی، دانشگاه تهران، قم، ایران

4 استادیار، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد قم، قم، ایران

چکیده

تبلیغات یکی از مهم‌ترین اجزای ناپایدار یک نهاد تجاری است و توسعه و پیشرفت فنّاورانه به‌ویژه رسانه­های اجتماعی آنلاین، فشار و تأثیر تبلیغات را بانفوذتر و قدرتمندتر کرده است. این در حالی است که فریب یکی از معضلات اخلاقی مهم در تبلیغات به‌حساب می­آید و که با رشد شبکه­های اجتماعی، گسترش یافته است و باعث ایجاد آسیب­هایی به مصرف‌کننده می­گردد. با توجه به این مهم، هدف از پژوهش حاضر، ارائه مدلی در مورد عوامل مؤثر بر فریب درک شده تبلیغات در شبکه‌های اجتماعی آنلاین است. برای تحقق این هدف، از رویکرد مدل­سازی ساختاری- تفسیری و نرم‌افزارهای متلب و میک مک استفاده شده است. جامعه آماری پژوهش را اساتید دانشگاهی و خبرگان حوزه بازاریابی و تبلیغات در حوزه رسانه­های اجتماعی تشکیل داده­اند. نتایج نشان داد عامل ویژگی تبلیغات شبکه‌های اجتماعی در ارتباط با موضوع پژوهش و ارائه مدل فریب ادراک­شده تبلیغات شبکه­های اجتماعی از اثرگذاری بیشتری برخوردار است و در مقابل عامل­های سودمندی ادراک­شده، دانش مشتری، اعتماد ادراک­شده، نگرش مشتری، ویژگی­های مشتری و ویژگی‌های رسانه دارای بیش‌ترین تأثیرپذیری و کمترین تأثیرگذاری در مدل ارائه شده، هستند. همچنین، نتایج نشان می‌دهد عامل اول؛ یعنی ویژگی­های تبلیغات شبکه­های اجتماعی چون دارای قدرت هدایت­کنندگی زیاد؛ ولی وابستگی کم است، جزو متغیرهای نفوذی یا به‌عبارت‌دیگر محرک به شمار می‌آید و سایر عامل­ها نیز دارای قدرت هدایت زیاد و وابستگی زیاد هستند. این متغیرها غیر ایستا بوده و در دسته متغیرهای پیوندی قرار­گرفته‌اند.
 

کلیدواژه‌ها


عنوان مقاله [English]

Modeling Factors Affecting Perceived Deception of Advertising in Social Networks with a Structural-Interpretive Approach

نویسندگان [English]

  • Soraya Bakhtiari bastaki, 1
  • Peyman Ghafari ashtiani, 2
  • Ali Hamidizadeh, 3
  • Rasoul Sanavi Fard, 4
1 Department of Business management, Qom Branch, Islamic Azad University, Qom, Iran
2 Department of Business Management, Faculty of Management, Islamic Azad University, Arak. Iran
3 Assistant Professor, Department of Public Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran.
4 Assistant Professor, Department of Business Management, Faculty of Humanity, Qom Branch, Islamic Azad University, Qom, Iran
چکیده [English]

he present research aimed at developing a model for perceived social media advertising deception. To attain the aim, the interpretive structural modeling approach was employed. The research sample included all of the lecturers and experts of social media marketing and advertisement field selected by the purposeful sampling method. Eventually, eight lecturers and experts of social media marketing and advertisement answered the considered questions. The selected experts had at least ten years of experience in studying, teaching, or working in the field of social media. The sampling continued up to the theoretical saturation point. To determine the reliability of the measurement instrument, the ICC value was confirmed in terms of its consistency and absolute agreement. The research results indicated that in relation to the research subject and the proposed model for perceived social media advertising deception, social media advertising attributes had the strongest effect, while the perceived usefulness, customer knowledge, perceived trust, customer attitude, customer attributes, and media attributes were mostly affected by and their own effects were trivial. In addition, the results revealed that the primary factor in the research i.e. social media advertising attributes, was among the influential or driving variables due to its high directional power and low dependency. Other factors were described with high directional power and high dependency. The variables were non-static and so classified as the hybrid variables.

کلیدواژه‌ها [English]

  • Interpretive Structural Modeling
  • Perceived deception
  • Social media advertising
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