ارائه مدل کسب درامد از طریق شهرت در اینستاگرام در ایران

نوع مقاله : پژوهشی

نویسندگان
1 دانشجو دکتری مدیریت رسانه دانشگاه تهران
2 دانشیار دانشگاه تهران
چکیده
پدیده جدیدی که از ادغام تکنولوژی های ارتباطی مختلف شکل گرفته است، شبکه های اجتماعی مجازی است که استفاده از خدمات آن، روبه روز محبوبیت بیشتری پیدا می کند. در این میان کسب درآمد و تجارت از طریق شبکه های اجتماعی یکی از راه هایی است که رشد سیستم های ارتباطی و اطلاعاتی الکترونیکی را به روی سازمان ها گشوده است . اینستاگرام از محبوبیت خاصی در این حوزه برخوردار است. کسب و کار اینفلوئنسرها و سلبریتی ها استراتژی جدیدی است که به طور فزاینده ای توسط شرکت ها استفاده می شود و به بخشی جدایی ناپذیر از استراتژی های بازاریابی دیجیتال تبدیل شده است. هدف از پژوهش حاضر ارائه مدلی در جهت کسب درآمد از طریق اینستاگرام در ایران است. بدین منظور نمونه ای به روش تمام شماری انتخاب شد که تعداد مشارکت کنندگان بر اساس رویکرد روش گلوله برفی 50 نمونه بوده و به طور کامل در دسترس قرار داشتند. با توجه به اینکه روش این پژوهش تحلیل کیفی بر پایه روش دلفی است. با استفاده از روش دلفی شاخص ها نهایی شدند و سپس با تلفیق روش فرآیند تحلیل شبکه فازی، شاخص ها اولویت بندی شدند. یافته های پژوهش نشان دادند مدل کسب درآمد از طریق شهرت در اینستاگرام در چهارمتغیر سیاست حمایتی، توسعه ارتباط با مشتریان، تعداد دنبال کنندگان و اعتماد و الگو قرار دادن به عنوان یک استراتژی موثر، می توانند تأثیر بسزایی در افزایش درآمد داشته باشند.

واژه های کلیدی: : کسب درآمد، اینستاگرام، دنبال کنندگان، سیاست حمایتی، توسعه ارتباط با مشتریان، اعتماد والگوقراردادن.

کلیدواژه‌ها

موضوعات


عنوان مقاله English

Presenting the model of earning income through fame on Instagram in Iran

نویسندگان English

Aida Arsalani 1
Mohammad Reza SaeidAbadi 2
ezatollah Abasiyan 2
1 Phd Student of Tehran Universiy
2 Tehran University
چکیده English

A new phenomenon that is derived from the integration of communication technologies of various forms is virtual social networks, whose services are used, and is becoming more popular day by day. In the meantime, making money and doing business through social networks is one of the ways that has opened communication and electronic information systems to organizations. Instagram is particularly popular in this field. The business of influencers and celebrities is advanced, increasingly used by companies and becoming an integral part of digital marketing strategies. The purpose of this research is to provide a model to earn money through Instagram in Iran. For this purpose, the whole number is selected, whose number is 50 samples based on the snowball method and they are completely placed in the customers' placement. Considering that this research is a qualitative analysis based on the Delphi method. Using the Delphi method, the indicators were finalized and then, by integrating the fuzzy network analysis process, the indicators were prioritized. Research studies have shown that the income model through fame on Instagram in the fourth quarter other than support policy, development of relationship with customers, number of customers and trust and role model as a strategy, can have a significant impact on increasing income.

کلیدواژه‌ها English

Earning
Instagram
Sponsorship Policy
Trust Relationship Development
Modeling Trust
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دوره 13، شماره 52
پاییز 1403
صفحه 113-142

  • تاریخ دریافت 26 مرداد 1403
  • تاریخ بازنگری 07 آذر 1403
  • تاریخ پذیرش 10 آذر 1403