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
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  • تاریخ دریافت: 02 دی 1399
  • تاریخ بازنگری: 17 فروردین 1400
  • تاریخ پذیرش: 12 تیر 1400