نوع مقاله : علمی

نویسندگان

• پیمان جهانشاهی ¹
• امیر رحیم پور ²
• بهزاد شهرابی ³

¹ دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت ،واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران

² استادیار گروه مدیریت ، واحد بجنورد ،دانشگاه آزاد اسلامی، بجنورد، ایران

³ استادیار گروه مدیریت ، واحد علی آباد کتول، دانشگاه ازاد اسلامی، علی آباد کتول, ایران

چکیده

با توجه به تاثیر روزافزون عملکرد اینفلوئنسر مارکتینگ (بازاریابی تأثیرگذار)، این پژوهش با بهره گیری از ظرفیت رسانه ملی کشور و نیز رسانه اجتماعی اینستاگرام به تاثیر اینفلوئنسرها برمخاطبان صنعت نشر دیجیتال با رویکرد نتنوگرافی پرداخته است.

پژوهش حاضر در پی پاسخگویی به این پرسش بوده است که اینفلوئنسرها پس از معروفیت چگونه و با استفاده از چه مولفه هایی در قالب ساخت محتوا و تبلیغات بر بستر رسانه اجتماعی اینستاگرام بر کاربران تاثیرگذاشته و سبب ترویج فرهنگ کتاب خوانی و متعاقبا رونق صنعت نشر دیجیتال شوند.

رویکرد مطالعاتی این پژوهش کیفی و از نظر ماهیت آمیخته اکتشافی است.نمونه آماری شامل 30 نفر از بینندگان برنامه که خود استفاده کنندگان کتب فیزیکی، کتب دیجیتال ، پادکست ها و کتابخوان های صوتی بوده اند که نظرات خود را نسبت به محصولات معرفی شده توسط اینفلوئنسرها دراینستاگرام درقالب کامنت ذیل هرپست درج نموده اند. این پژوهش با روش تحقیق کیفی نتنوگرافی (Netnography) مشتریان و بازخوردهای آنها نسبت به عناوین معرفی شده را شناسایی کرده و مورد تحلیل قرار داده است.

براساس نتایج به دست آمده، مهم ترین مضامین اثرگذار بر ترویج کتابخوانی و رونق صنعت نشر دیجیتال توسط اینفلوئنسرمارکتینگ عبارت اند از: اعتمادسازی اینفلوئنسر، انطباق تبلیغ عناوین متناسب با جامعه هدف و اقناع مخاطب از طریق براورده نمودن انتظارات.

یافته های این پژوهش بیانگر نقش پراهمیت و معنی دار اینفلوئنسرهای فرهنگی برمخاطبان براساس مولفه اعتماد بوده و با بررسی سایرعوامل تاثیرگذار به راهکارهایی جهت ترویج کتابخوانی مدرن و متعاقبا رونق صنعت نشر دیجیتال پرداخته است.

کلیدواژه‌ها

• اینفلوئنسر مارکتینگ
• رسانه اجتماعی اینستاگرام
• رویکرد نتنوگرافی

موضوعات

• رسانه

 

 

 

 

 

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