تأثیر ادعاهای تخفیف قیمتی بر میزان مشارکت کاربران در اینستاگرام

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران

10.22034/aimj.2021.133500

چکیده

با توجه به گستردگی استفاده از شبکه‌های اجتماعی در فعالیت‌های بازاریابی، هنوز تصویر شفافی از تأثیر استفاده از شبکه‌های اجتماعی در تبلیغات و بازاریابی بر رفتار آنها ارائه نشده است. در مراحل مختلف فرایند تصمیم‌گیری خرید، جست‌وجوی اطلاعات یکی از مهم‌ترین مراحل این فرایند است و بر رفتار خرید آنان تأثیر بسیار زیادی می‌گذارد. با گسترش استفاده از شبکه‌های اجتماعی در ایران، مصرف‌کنندگان نیازهای اطلاعاتی مورد نیاز خود را از فضای آنلاین و شبکه‌های اجتماعی به دست می‌آورند، از این رو، بازاریابان تلاش می‌کنند تا با ارائه اطلاعات مورد نیاز مصرف‌کنندگان، بر رفتار خرید آنان تأثیر بگذارند. در این تحقیق تلاش شده است، تأثیر عدم قطعیت در ادعاهای مربوط به تخفیف قیمتی در اینستاگرام بر میزان مشارکت کاربران اینستاگرام بررسی شود. به این منظور، 343 پست اینستاگرامی (30 درصد با ادعای تخفیف قطعی و 70 درصد با ادعای تخفیف غیرقطعی) به‎صورت تصادفی انتخاب شده و ادعاهای تخفیف قیمتی آنها استخراج شده است. میزان مشارکت مصرف‌کنندگان نیز در این پست‌ها محاسبه شده است. نتایج حاصل از این تحقیق نشان می‌دهد که ادعاهای تخفیف قیمتی که در آنها عدم اطمینان بالا بوده و به مصرف‌کنندگان اطلاعات کاملی ارائه نمی‌شود، تأثیر مثبت و معناداری بر میزان مشارکت آنان در اینستاگرام دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Price Promotion Claims on the Instagram Users’ Engagement Rate

نویسنده [English]

  • Mohammad Rahim Esfidani

Assistant Professor, Business Department, Management Faculty, University of Tehran

چکیده [English]

It has been years since social media plays critical role in marketing communication and Instagram is the most favorite social media platform for both marketer and consumers in Iran but there is a little evidence of its effect on consumer decision making process ranging from need recognition to buying. Information seeking behavior is the most important stage through which social media users gather required information aiming to select the best decision alternative. Price promotion claims are used by consumers to identify the best-selling proposition which is offered by marketers. Its effect on reference price and purchase intention got enormous attention in marketing literature but there is a little evidence about price promotion claims and its effect on Instagram engagement rate. The research aims to examine the relationship between price promotion claims (uncertain versus certain) and Instagram engagement rate (like and comment divided to followers) through random selection of 343 Instagram post (with price promotion claims). The result shows that uncertain price promotion claims results in more engagement rate which is rooted in consumers’ curiosity because of information gap in uncertain price promotion claims.

کلیدواژه‌ها [English]

  • Price Promotion Claim
  • Information Seeking Behavior
  • Engagement Rate
  • Instagram
مؤسسه تک رسا. (1399). گزارش صنعت تبلیغات دیجیتال در ایران. گزارش منتشر نشده مؤسسه تک‌رسا
Ailawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). Consumer response to uncertain promotions: An empirical analysis of conditional rebates. International Journal of Research in Marketing31(1), 94–106. https://doi.org/10.1016/j.ijresmar.2013.08.002
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science4(2), 91–104.
Alavi, S., Bornemann, T., & Wieseke, J. (2015). Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts. Journal of Marketing79(2), 62–78. https://doi.org/10.1509/jm.12.0408
Asghar, H. M. (2015). Measuring information seeking through Facebook: Scale development and initial evidence of Information Seeking in Facebook Scale (ISFS). Computers in Human Behavior52, 259–270.
Bales, R. F. (1958). Task roles and social roles in problem-solving groups. Readings in Social Psychology, 437–447.
Bambauer-Sachse, S., & Massera, L. (2015). Interaction effects of different price claims and contextual factors on consumers’ reference price adaptation after exposure to a price promotion. Journal of Retailing and Consumer Services27, 63–73.
Berger, C. R., & Calabrese, R. J. (1974). Some explorations in initial interaction and beyond: Toward a developmental theory of interpersonal communication. Human Communication Research1(2), 99–112.
Choi, S, Stanyer, M., & Kim, M. (2010). Consumer responses to the depth and minimum claimed savings of “Scratch and Save (SAS)” promotions. Psychology and Marketing27(8), 766–779. https://doi.org/10.1002/mar.20356
Choi, Sungchul, Park, S. J., Qiu, C., & Stanyer, M. (2013). The discount is unfair: Egocentric fairness in risky discounts. Journal of Economic Psychology39, 32–43. https://doi.org/10.1016/j.joep.2013.06.007
Coelho, R. L. F., de Oliveira, D. S., & de Almeida, M. I. S. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40 (4), 458–471. https://doi.org/https://doi.org/10.1108/OIR-06-2015-0176
DesAutels, P., Berthon, P., & Salehi-Sangari, E. (2011). Rising to the challenge: A model of contest performance. Journal of Financial Services Marketing16(3–4), 263–274. https://doi.org/10.1057/fsm.2011.18
Dhar, S. K., González-Vallejo, C., & Soman, D. (1995). Brand promotions as a lottery. Marketing Letters6(3), 221–233. https://doi.org/10.1007/BF00995113
Dhar, S. K., González-Vallejo, C., & Soman, D. (2008). Modeling the Effects of Advertised Price Claims: Tensile Versus Precise Claims? Marketing Science18(2), 154–177. https://doi.org/10.1287/mksc.18.2.154
Gottlieb, J., Oudeyer, P.-Y., Lopes, M., & Baranes, A. (2013). Information-seeking, curiosity, and attention: computational and neural mechanisms. Trends in Cognitive Sciences17(11), 585–593.
Izadi, B., Dong, L., & Esfidani, M. R. (2021). Stay Home And Shop Together. Journal of Electronic Commerce Research22(1), 59-75.
Jiang, T. (2013). An exploratory study on social library system users’ information seeking modes. Journal of Documentation, 69 (1), 6–26.
Jung, W. J., Yang, S., & Kim, H. W. (2020). Design of sweepstakes-based social media marketing for online customer engagement. Electronic Commerce Research20 (1), 119–146. https://doi.org/10.1007/s10660-018-09329-0
Kim, C. H., & Han, E. (2020). Premiums paid for what you believe in: the interactive roles of price promotion and cause involvement on consumer response. Journal of Retailing96(2), 235–250.
Knobloch, L. K., & Solomon, D. H. (2005). Relational uncertainty and relational information processing: Questions without answers? Communication Research32(3), 349–388.
Koo, J., & Suk, K. (2020). Is $0 Better than Free? Consumer Response to “$0” versus “Free” Framing of a Free Promotion. Journal of Retailing96(3), 383–396.
Krishnan, B. C., Dutta, S., & Jha, S. (2013). Effectiveness of Exaggerated Advertised Reference Prices: The Role of Decision Time Pressure. Journal of Retailing89(1), 105–113. https://doi.org/https://doi.org/10.1016/j.jretai.2012.11.001
Laporte, S., & Briers, B. (2019). Similarity as a Double-Edged Sword: The Positive and Negative Effects of Showcasing Similar Previous Winners on Perceived Likelihood of Winning in Sweepstakes. Journal of Consumer Research45(6), 1331–1349. https://doi.org/10.1093/jcr/ucy041
Laporte, S., & Laurent, G. (2015). More prizes are not always more attractive: factors increasing prospective sweepstakes participants’ sensitivity to the number of prizes. Journal of the Academy of Marketing Science43(3), 395–410. https://doi.org/10.1007/s11747-014-0389-2
Licata, J. W., Biswas, A., & Krishnan, B. C. (1998). Ambiguity and exaggeration in price promotion: perceptions of the elder and nonelder consumer. Journal of Consumer Affairs32(1), 56–81.
Lou, C., Tan, S.-S., & Chen, X. (2019). Investigating consumer engagement with influencer-vs. brand-promoted ads: The roles of source and disclosure. Journal of Interactive Advertising19(3), 169–186.
Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39 (4), 505-519.
Marchionini, G. (1997). Information seeking in electronic environments (Issue 9). Cambridge university press.
Naumanen, E. (2017). Celebrities of Instagram-What Type of Content Influences Followers’ Purchase Intentions and Engagement Rate? [Aalto University]. https://aaltodoc.aalto.fi/handle/123456789/27270
Öhman, W. (2017). Instagram marketing: a study about the effect of visual content on customer engagement in the airline industry, Skemman: A Repository of Academic and Research Documents.
Peltier, J., Dahl, A. J., & VanderShee, B. A. (2020). Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions. Journal of Research in Interactive Marketing, 14 (2), 239–268. https://doi.org/https://doi.org/10.1108/JRIM-01-2020-0010
Pratt, L., Wiseman, R. L., Cody, M. J., & Wendt, P. F. (1999). Interrogative strategies and information exchange in computer‐mediated communication. Communication Quarterly47(1), 46–66. https://doi.org/10.1080/01463379909370123
Ramirez  Artemio, J., & Burgoon, J. K. (2004). The effect of interactivity on initial interactions: the influence of information valence and modality and information richness on computer-mediated interaction. Communication Monographs71(4), 422–447.
Ramirez Jr, A., Walther, J. B., Burgoon, J. K., & Sunnafrank, M. (2002). Information-seeking strategies, uncertainty, and computer-mediated communication: Toward a conceptual model. Human Communication Research28(2), 213–228.
Ryu, H., & Jun, S. (2019). Asymmetric negative influence of cynicism and skepticism: a study of preventative communication. International Journal of Advertising38(4), 577–602. https://doi.org/10.1080/02650487.2019.1596448
Septianto, F., Lee, M. S. W., & Putra, P. G. (2020). Everyday “low price” or everyday “value”? The interactive effects of framing and construal level on consumer purchase intentions. Journal of Retailing and Consumer Services58, 102317.
Tafesse, W., & Wood, B. P. (n.d.). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services58, 102303.
Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2019). Marketing on Instagram. International Journal of Sports Marketing and Sponsorship, 20(2), 321–332. https://doi.org/https://doi.org/10.1108/IJSMS-04-2018-0028
van Lieshout, L. L. F., de Lange, F. P., & Cools, R. (2020). Why so curious? Quantifying mechanisms of information seeking. Current Opinion in Behavioral Sciences35, 112–117.
van Lieshout, L., Traast, I., de Lange, F., & Cools, R. (2019). Curiosity or savouring? Information seeking is modulated by both uncertainty and valence. PsyArXiv. September 24. doi:10.31234/osf.io/5y6pz.
Weijts, W., Widdershoven, G., Kok, G., & Tomlow, P. (1993). Patients’ information-seeking actions and physicians’ responses in gynecological consultations. Qualitative Health Research3(4), 398–429.
Wilson, T. D. (1997). Information behaviour: an interdisciplinary perspective. Information Processing & Management33(4), 551–572.
دوره 6، شماره 2 - شماره پیاپی 11
پاییز و زمستان 1399
صفحه 131-152
  • تاریخ دریافت: 02 دی 1399
  • تاریخ بازنگری: 17 فروردین 1400
  • تاریخ پذیرش: 12 تیر 1400