طراحی مدل مفهومی فریب ادراک‌‌شده تبلیغات شبکه‌های اجتماعی با رویکرد داده‌بنیاد

بختیاری بستاکی, ثریا; غفاری آشتیانی, پیمان; حمیدی زاده, علی; ثانوی فرد, رسول

doi:10.22054/ims.2022.64585.2090

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه آموزشی مدیریت بازرگانی،دانشگاه آزاد قم،دانشگاه آزاد اسلامی،قم،ایران

² گروه آموزشی مدیریت،دانشکده مدیریت،دانشگاه آزاد اسلامی اراک،اراک،ایران

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

⁴ استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، قم، ایران

https://doi.org/10.22054/ims.2022.64585.2090

چکیده

رشد روزافزون شبکه‌های اجتماعی و پررنگ شدن نقش آنها در دنیای تجارت و پیرو آن، در تبلیغات از یک طرف و سهولت انجام فریب در چنین رسانه‌های نوظهوری از طرف دیگر، باعث افزایش تبلیغات فریبنده و ادعاهای دروغین در این فضای ارتباطی و تجاری شده است؛ به‌گونه‌ای که برای مخاطبان این شبکه‌ها، تشخیص تبلیغات صادقانه از فریبکارانه دشوار بوده و همین مساله باعث ایجاد بی‌اعتمادی به تبلیغات در شبکه‌های اجتماعی و کاهش فروش می‌شود. به همین علت و در همین راستا‌، پژوهش حاضر با هدف ارائه الگویی در زمینه فریب ادراک‌شده تبلیغات شبکه‌های اجتماعی و با بهره‌گیری از رویکرد داده‌بنیاد انجام شده است. بدین منظور از مصاحبه‌های عمیق و نیمه‌ساختار‌یافته استفاده شد که در میان 15 نفر از افرادی که تجربه فریب در خرید از شبکه‌های اجتماعی را داشته‌اند، انجام پذیرفت. داده‌ها نیز با استفاده از کدگذاری باز، انتخابی و نظری و نرم افزار MAXQDA2020 تحلیل شد و در نهایت، الگوی مفهومی با 8 مقوله اصلی، 15 مقوله فرعی و 69 مفهوم طراحی و مشخص شد که سودمندی ادراک‌شده شبکه اجتماعی و ویژگی‌های تبلیغات این شبکه‌ها به‌عنوان علل، و ویژگی رسانه به‌عنوان عامل همبسته با این علل در شکل‌گیری فریب ادراک شده اثرگذارند. در این میان، دانش مصرف‌کننده و اعتماد ادراک‌شده نقش اقتضائات را ایفا می‌کنند. نگرش مصرف‌کننده نیز به‌‌‌‌عنوان شرایط احراز شناخته می‌شود. ویژگی مصرف‌کننده نیز زمینه‌ساز رویداد چنین فرآیندی است که درنهایت، به شکل‌گیری پدیده‌‌ای به نام آسیب به روحیات مصرف‌کننده منجر می شوند، که پیامد فردی فریب ادراک‌شده تبلیغات شبکه‌های اجتماعی به حساب می‌آید.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Conceptual Model of perceived social media advertising deception: using grounded theory 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 Management, Faculty member, Islamic Azad University, Arak. Iran

³ Assistant Professor, Public Administration Dept, Farabi Campus, University of Tehran, Qom, Iran

⁴ Assistant Professor, Business Management Dept, Faculty of Humanities, Islamic Azad University, Qom, Iran

چکیده [English]

The growing evolution of social networks with intensified role in the business world and consequently in the advertising in one hand, and the ease of deception in such emerging media on the other hand, have increased the prevalence of deceptive advertising and false claims in the communication and commercial media. In this way, it is difficult for the audiences of social media ads to distinguish between the truthful and deceptive advertising and this can lead to distrust to social media advertising and reduced sales. In this regard, the present research aimed at providing a model for the perceived deception of social media advertising using grounded theory. For the purpose, in-depth and semi-structured interviews were performed among 15 people who had past deception related experiences in their purchase from social networks. Data analysis was undertaken using open coding method and MAXQDA 2020 software. Finally, the research conceptual model was designed based on 8 main categories, 15 sub-categories, and 71 concepts, and it was revealed that social media perceived usefulness and social media ads characteristics as “causes”, and media characteristics as “covariance” were effective on perceived deception. In this regard, customer knowledge and perceived trust were considered as “contingencies”. Consumer attitude was recognized as “condition”, and consumer characteristics was presented as contextual factor for such a process resulting in the occurrence of consumer psychological damage known as individual consequence of social media ads perceived deception.

کلیدواژه‌ها [English]

Keywords: Perceived deception
Advertising
Social media
grounded theory approach

مراجع

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‌ ‌استناد به این مقاله: بختیاری بستاکی، ثریا.، غفاری آشتیانی، پیمان.، حمیدی زاده، علی.، ثانوی فرد، رسول. (1401). طراحی مدل مفهومی فریب ادراک‌شده تبلیغات شبکه‌های اجتماعی با رویکرد داده‌بنیاد، مطالعات مدیریت کسب وکار هوشمند، 10(39)، 225-256.

DOI: 10.22054/IMS.2022.64585.2090

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مطالعات مدیریت کسب و کار هوشمند

طراحی مدل مفهومی فریب ادراک‌‌شده تبلیغات شبکه‌های اجتماعی با رویکرد داده‌بنیاد

مراجع

مراجع

دوره 10، شماره 39
فروردین 1401
صفحه 235-256

طراحی مدل مفهومی فریب ادراک‌‌شده تبلیغات شبکه‌های اجتماعی با رویکرد داده‌بنیاد

مراجع

مراجع

دوره 10، شماره 39فروردین 1401صفحه 235-256

دوره 10، شماره 39
فروردین 1401
صفحه 235-256