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نگرش دانشجویان نسبت به تبلیغات مد در فضای مجازی؛ مطالعه موردی اکتشافی وبلاگهای فشن | ||
| مجله جهانی رسانه - نسخه فارسی | ||
| مقاله 7، دوره 14، شماره 1 - شماره پیاپی 27، شهریور 1398، صفحه 129-150 اصل مقاله (781.43 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/gmj.2019.73581 | ||
| نویسندگان | ||
| حمید رضا یزدانی* 1؛ مرتضی سلطانی2؛ مهدیه کبورانی3؛ فاطمه محمدی4 | ||
| 1، استادیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری، دانشگاه تهران - پردیس فارابی، قم، ایران | ||
| 2استادیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری، دانشگاه تهران - پردیس فارابی، قم، ایران | ||
| 3کارشناس ارشد مدیریت بازرگانی، دانشگاه تهران - پردیس فارابی، قم، ایران | ||
| 4دانشجوی دکتری مدیریت بازرگانی، دانشگاه تهران - پردیس فارابی، قم، ایران | ||
| چکیده | ||
| در این عصر دیجیتال، مردم دیگر به تبلیغات و پیامهای آگهی از طریق تلویزیون، مجلهها و روزنامهها توجه چندانی نمیکنند. اما حضور یک شخصیت مشهور در تبلیغات به کرات توسط افراد مورد توجه قرار میگیرد. شرکتها پی بردهاند که تأیید سلبریتیها در تبلیغات میتواند اعتماد به تبلیغات را افزایش داده و نگرش و نیت خرید افراد را تحت تأثیر قرار دهد. سلبریتیها در وبلاگهای فشن به تبلیغ محصولات و خدمات شرکتها میپردازند. با توجه به اهمیت و جایگاه تبلیغات در وبلاگهای فشن، پژوهش حاضر با هدف مطالعه نگرش دانشجویان نسبت به تبلیغات مد در فضای مجازی با استفاده از روش کیفی مطالعه موردی و انجام مصاحبه انجام شد. تکنیک تحلیل دادهها، تحلیل تم با رویکرد استقرایی میباشد. جامعه آماری پژوهش 25 دانشجوی فالوئر وبلاگهای فشن بودند که با روش نمونهگیری گلوله برفی از نوع هدفمند انتخاب شدند. یافتههای حاصل از دادهها نشان داد که آگاهی از مد و فشن، میزان شناخت و اعتماد به وبلاگنویس، کسب اطلاعات بیشتر، جذابیت بالای تبلیغات، سهولت و دسترسی راحت، انجام خرید مناسب، آگاهی از حراجها و فروش فوقالعاده از جمله عواملی هستند که خواننده را به خواندن این گونه وبلاگها ترغیب میکند. در نهایت بر اساس نتایج حاصله پیشنهادهایی مبتنی بر نتایج ارائه گردید. | ||
| کلیدواژه‌ها | ||
| وبلاگهای فشن؛ تبلیغات؛ مد و مدگرایی؛ مطالعه موردی اکتشافی | ||
| عنوان مقاله [English] | ||
| Investigating the Attitudes of students towards the Mode Advertising in Cyber space; Fashion Blogs Exploratory Case Study | ||
| نویسندگان [English] | ||
| Hamid Reza Yazdani1؛ Morteza Soltanee2؛ Magdiyeh Kaboorani3؛ Fatemh Mohammadi4 | ||
| 1Assistant Professor, Faculty of Management & Accounting, University Of Tehran, Farabi College, Qom, Iran. | ||
| 2Assistant Professor, Faculty of Management & Accounting, University Of Tehran, Farabi College, Qom, Iran. | ||
| 3MSc Of Business Management, Faculty of Management & Accounting, University Of Tehran, Farabi College, Qom, Iran | ||
| 4Ph.D. Student of Marketing Management, Faculty of Management & Accounting, University Of Tehran, Farabi College, Qom, Iran. | ||
| چکیده [English] | ||
| Introduction and statement of the problem: In the digital age, people no pay close attention to TV's advertising and messages, magazines, and newspapers. Nevertheless, people often consider the presence of a celebrity in advertising to be a necessary factor. Companies have discovered that the Endorsement of celebrities of marketing in advertising can increase the reliability of advertising and affect the attitude and purchase intention. The advertising of blogs and their impact on the attitude of society, especially young people, is essential. Furthermore, it is affecting the effectiveness of advertising, people's attitudes towards advertising, and their buying intentions. So it is crucial to study the factors influencing the attitude of young people and students towards advertising in blogs. On the other hand, since the topic of online advertising, and especially advertising on fashion blogs, is a relatively new subject, there is little information in this regard. Theoretical background: Advertising channels have come in many forms and have different effects on the mindset and behavior of customers. One of the forms of advertising channels is blogs. By creating their own media channels, blogs can bring their voice to everyone and thus become more powerful than ever. Today, the most substantial part of the blog's space consists of fashion blogs. Based on the theory of social impact, blogs are becoming popular when it comes to popularity, and multiple users share opinions similar to each other through comments and likes. An essential source of influences on people's attitudes is blogging. Fashion blogs provide a working reference group or other groups that have high relevance to individuals, attitudes, and behavior. ` Methodology: Given the importance and position of ads on fashion blogs, the purpose of this study was to investigate the attitude of students toward mode ads in the blogs using the qualitative method of the case study and interviews. The data analysis technique is a thematic analysis with a deductive approach. The statistical population of the study was 25 students of the follower of fashion blogs that were selected by purposeful snowball sampling method. Results and discussion: The statistical population of the study was 25 Followers of Fashion Blogs students who were selected through targeted sampling. Students are more likely to be interested in advertising on blogs and cybercrime, due to their age range of 20-30 years, and that young people have much shopping. Advertisements in blogs and fashion are especially appealing to them in blogs and cybercafé, and they were selected. The findings of the data showed that awareness of fashion and modes, the amount of recognition and trust in the blogger are the factors that encourage the reader to read such blogs. Some people have a terrible idea of advertising on blogs. Some would like the ads to fit the content of that blog. Many people follow fashion and fashion blogs just to get to know fashion and fashion, beauty, and mind-boggling issues of what to wear and what is new in fashion and fashion. Conclusion: The purpose of this article is to study students' attitudes towards advertising within fiction blogs for this purpose, with 25 follower students, blogs that were used by social media users and celebrities' flavors in fashion blogs were conducted purposefully. According to the information provided, psychological factors, social factors, and individual factors influence the choice and purchase of a person. Analysis of data related to psychological factors showed that a group of students believed that he and a blogger shared the characteristics of that product with the audience; not only It is not wrong that it is even a positive one. Concerning individual factors, data show that most young people are on the lookout for blogs. Reference groups are another factor that can affect people's buying of blogs. Generally, in the decision-making process of the buyer, many people merely seek fashion information, beauty, and mind-boggling issues of what to wear and follow popular blogs and search for information. Prominent results: The results of this research showed that awareness of fashion and modes, the amount of recognition and trust in the blogger, more information, the attractiveness of advertising, the ease and convenience of access, the right purchases, the awareness of the auctions and the extra sale are the factors that encourage the reader to read such blogs Keywords: Fashion Blogs, Advertising, Mode, exploratory Case Study. References Aalberts, R. J., & Nill, A. (2012). Online Advertising and Marketing: Personal Jurisdiction and Its Potential Implications. Journal of Current Issues & Research in Advertising, 33(1), 94-114. Barnes, N. G. (2014). The Fortune 500 and social media: A longitudinal study of blogging, Twitter, and Facebook usage by America's largest companies. Retrieved from Society for New Communications Research on March 6, 2011. Bamossy, G. J., & Solomon, M. R. (2016). Consumer behaviour: A European perspective. Pearson Education. Creswell, J. W. (2015). 30 essential skills for the qualitative researcher: Sage Publications. Drew, L, & Sinclair, R. (2014). Fashion and the Fashion Industry Textiles and Fashion (pp. 635-647): Elsevier. Ford, J. B. (2018). What Do We Know About Celebrity Endorsement in Advertising? : Journal of Advertising Research. Halvorsen, K., Hoffmann, J., Coste-Manière, I., & Stankeviciute, R. (2013). Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing, 4(3), 211-224. Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364. Kim, W., Jeong, O.R., & Lee, S.W. (2010). On social Web sites. Information systems, 35(2), 215-236. McDermott, L., O'Sullivan, T., Stead, M., & Hastings, G. (2006). International food advertising, pester power and its effects. International Journal of Advertising, 25(4), 513-539. Matikainen, J. (2012). Advertising in Fashion Blogs. By: Business Economics and Tourism, retrieved from: https://www.theseus.fi/bitstream/handle/10024/46923/Matikainen_Jaana.pdf?se Mishra, R. K. (2014). Effect of Celebrity Based Advertisement on the Purchase Attitude of Consumers towards Retail Products. International Journal of Research in Management and Social Science, 2(1), 13-23. Mir, I.A. and Rehman, K.U. (2013), "Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube", Management & Marketing, 8(4), 637-654 Moon, K. L., Lai, C. S., Lam, E.Y., & Chang, J. (2015). Popularization of sustainable fashion: barriers and solutions. The Journal of the Textile Institute, 106(9), 939-952. Myers, C., & Hamilton, J. F. (2014). Social Media as Primary Source: The narrativization of twenty-first-century social movements. Media History, 20(4), 431-444. Rafique, M, & Zafar, Q. (2012). Impact of celebrity advertisement on customers' brand perception and purchase intention. Asian Journal of Business and Management Sciences, 1(11), 53-67. Rettberg, J.W. (2008). Blogging: Digital Media and Society Series, Cambridge: Polity Press. Sepp, M., Liljander, V., & Gummerus, J. (2011). Private bloggers' motivations to produce content–a gratifications theory perspective. Journal of Marketing Management, 27(13-14), 1479-1503. Singh, R. P., & Banerjee, N. (2018). Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention. Journal of Promotion Management, 1-27. Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15. Vieira, V. A. (2009). An extended theoretical model of fashion clothing involvement. Journal of Fashion Marketing and Management, 13(2), 179-200. | ||
| کلیدواژه‌ها [English] | ||
| Fashion Blogs, Advertising, Mode, exploratory Case Study | ||
| مراجع | ||
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