پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,532 |
| تعداد مقالات | 70,501 |
| تعداد مشاهده مقاله | 124,095,164 |
| تعداد دریافت فایل اصل مقاله | 97,201,271 |
ارائه الگوی به‌کارگیری رسانه‌های اجتماعی در ارتقای روابط عمومی سازمان‌های خدماتی (مورد مطالعه: روابط عمومی مترو تهران) | ||
| بررسی‌های مدیریت رسانه | ||
| مقاله 4، دوره 1، شماره 3، 1401، صفحه 317-343 اصل مقاله (661.13 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/mmr.2022.349040.1027 | ||
| نویسندگان | ||
| محمد عزیزیان* 1؛ علی محمد مزیدی شرف آبادی2؛ حسین اسلامی3 | ||
| 1دانشجوی دکتری، گروه علوم ارتباطات اجتماعی، واحد میبد، دانشگاه آزاد اسلامی، میبد، ایران. | ||
| 2استادیار، گروه علوم ارتباطات اجتماعی، واحد میبد، دانشگاه آزاد اسلامی، میبد، ایران. | ||
| 3استادیار، گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران. | ||
| چکیده | ||
| هدف: نفوذ رسانه‌های اجتماعی، بخش‌های مختلفی از جمله روابط عمومی در سازمان‌ها را تحت تأثیر قرار داده است. به این ترتیب، متخصصان روابط عمومی باید دانش و مهارت‌های خود را با محیط جدید تطبیق دهند تا با تکامل چشم‌انداز دیجیتال همگام بمانند. پژوهش حاضر با هدف طراحی الگوی به‌کارگیری رسانه‌های اجتماعی در راستای ارتقای اثربخشی روابط عمومی سازمان‌های خدماتی با رویکرد آمیخته صورت گرفته است. روش: این پژوهش از لحاظ هدف، کاربردی و از نظر ماهیت، از نوع اکتشافی است که با رویکرد آمیخته (کیفی ـ کمی) تحلیل شده است. در مرحله نخست، برای شناسایی مؤلفه‌های الگو، از روش کیفی تحلیل تم و ابزار مصاحبه‌های عمیق استفاده شد. مشارکت‌کنندگان این مرحله، از میان 16 نفر از خبرگان دانشگاهی و مدیران ارشد شرکت بهره‌برداری مترو تهران و حومه، به‌روش هدفمند انتخاب شدند. جهت تحلیل داده‌های بخش کیفی، از نرم‌افزار مکس‌کیودا استفاده شد. در مرحله دوم، برازش الگوی طراحی‌شده، به‌کمک روش کمّی با رویکرد مدل‌سازی معادلات ساختاری انجام گرفت. نمونه آماری در این مرحله 203 نفر از مدیران و کارشناسان شرکت بهره‌برداری مترو تهران و حومه بود که به‌روش تصادفی طبقه‌ای انتخاب شدند. ابزار گردآوری داده‌ها، پرسش‌نامه بود که روایی و پایایی آن به تأیید رسید. تحلیل داده‌ها نیز به‌کمک نرمفزار لیزرل انجام شد. یافته‌ها: نتایج بخش کیفی نشان می‌دهد که قابلیت رسانه‌های اجتماعی با سه مضمون ارتباطات رسانه‌ای، سهولت کاربری رسانه‌های اجتماعی، اطلاع‌رسانی رسانه‌های اجتماعی ارتباط دارد. همچنین مضمون ارتقای فعالیت‌های روابط عمومی سازمان با دو مضمون ارتباطات در روابط عمومی و توسعه روابط عمومی مرتبط است. در بخش کمّی نیز مشخص شد که بین به‌کارگیری رسانه‌های اجتماعی و ارتقای روابط عمومی سازمان‌های خدماتی رابطه معناداری وجود دارد و الگوی طراحی‌شده از تناسب مقبولی برخوردار است. نتیجه‌گیری: مدیران و سیاست‌گذاران روابط عمومی سازمان‌های خدماتی، می‌توانند با اتکا به نتایج این پژوهش و بهره‌گیری از ظرفیت‌های رسانه‌های اجتماعی، بستر مناسبی را جهت توسعه و ارتقای اثربخشی فعالیت‌های روابط عمومی فراهم کنند و بهبود عملکرد سازمان را از یک‌سو و رضایت‌مندی و رفاه جامعه را از سوی دیگر، در پی داشته باشند. | ||
| کلیدواژه‌ها | ||
| رسانه اجتماعی؛ روابط عمومی؛ سازمان خدماتی؛ مترو تهران | ||
| عنوان مقاله [English] | ||
| Presentation of the Pattern Using Social Media to Promote Public Relations of Service Organizations (Case Study: Public Relations of Tehran Metro) | ||
| نویسندگان [English] | ||
| Mohammad Azizian1؛ Ali Mohammad Sharafabadi Mazidi2؛ Hossein Islami3 | ||
| 1PhD Candidate, Department of Social Communication Sciences, Meibod Branch, Islamic Azad University, Meibod, Iran. | ||
| 2Assistant Prof., Department of Social Communication Sciences, Meibod Branch, Islamic Azad University, Meibod, Iran. | ||
| 3Assistant Prof., Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran. | ||
| چکیده [English] | ||
| Objective Recently, the influence of social media has affected various departments, including public relations in organizations (Alagoy & Brislow, 2016). Social media not only help to provide a large amount of information but also greatly improve the participation and voice of the organization in front of the public (Al-Kandari et al., 2019). Social media provides multiple opportunities for public relations professionals to interact with the public (Curtis et al., 2010). As such, PR professionals must adapt and grow their knowledge and skills to keep up with the evolving digital landscape. However, empirical evidence in public relations is scarce and there is limited understanding of its true value to organizations or the public. According to Sutherland et al. (2020), little research has been done on the successful implementation by public relations of social media for organizations. Most of the insights gathered have been through case studies and industry reports, which are not generalizable to the service sector. On the one hand, the breadth and diversity of the services sector's activities in the economy, along with its contribution to added value and employment, doubles the importance of paying attention to this sector. On the other hand, success in providing services is not possible without the opinion and maximum participation of stakeholders, and public relations in the Tehran Metro Organization, as the largest urban railway organization in the country and one of the most important transportation infrastructures of citizens in the capital, can help transfer policies and programs. The organization should act very effectively with the stakeholders as well as their ideas, thoughts and suggestions to the decision-making institutions in the organization. However, the current structure of public relations in the Tehran Metro organization suffers from problems related to traditional structures, lack of innovation, weakness in creating interaction with members of society in the field of organization services and receiving feedback from the audience to the organization, which has caused public relations despite having The necessary capacities and tools cannot gain a suitable position among their audience. Considering the importance of public relations duties in reflecting organizational problems and providing consistent information outside and inside the organization to the people and officials of the organization and helping to make internal decisions in order to solve problems and improve processes, the weakness in the efficiency of public relations activities leads to the degradation of the organization's position. It is among the general public. Considering the central role of the Tehran Metro Organization in the satisfaction of citizens with urban transportation, and while paying attention to the importance of public relations, it is necessary to clarify the necessity of people's right to access correct, accurate and fast information from each organization, based on a necessity and responding to the needs of the audience. has been created, it seems that creating a public relations model based on the use of social media can be a solution in this field. The current research was conducted to design a pattern of using social media in order to improve the effectiveness of public relations of a service organization with a mixed approach. Research Methodology This research is applied in terms of purpose and exploratory in nature, which has been analyzed with a mixed (qualitative-quantitative) approach. In the first stage, the qualitative method and in-depth interviews were used to identify the components of the model. In the qualitative section, there are 16 academic experts and senior managers of the Tehran and Suburbs Metro Operation Company who were selected in a targeted manner. In this research, the criteria for selecting samples was having a doctorate in the field of media management, having research experience related to the research field, and executive work experience in the field of public relations. In order to analyze the data of the qualitative part, the theme analysis method was used using MaxQDA software. In order to check the reliability of coding, the test-retest reliability method was also used. Next, to fit the model designed in the qualitative part, a quantitative method with a structural equation modeling approach was used. The participants in this section included the managers and experts of Tehran and Suburbs Metro Operation Company. To determine the sample size, Klein's rule (2005) was used to determine the sample size for the structural equation modeling method. Klein (2005) recommends using 5-10 times each parameter to estimate sample size and describes 200 as an average sample size. Therefore, since there are 30 items in the measurement model, a minimum of 150 samples and a maximum of 300 samples are required. Therefore, according to Cochran's formula, 200 people is a sufficient sample size. The samples were selected by stratified random method. The data collection tool in the quantitative part was a questionnaire based on the findings of the qualitative part, whose validity was confirmed by the content validity method and its reliability was confirmed by Cronbach's alpha method. Quantitative data analysis was done by Lisrel software. Findings In the qualitative part, based on the analysis of the interviews with the theme analysis method, it was determined that the pattern of using social media in order to improve the effectiveness of the public relations of the service organization includes two main themes of social media capabilities and the promotion of the organization's public relations activities, 5 sub-themes and 30 concepts. The category of social media capabilities includes three sub-themes of media communication, ease of use of social media, social media notification, and promotion of public relations activities of the organization includes two sub-themes of communication in public relations and development of public relations. Based on the qualitative part, the initial model of the research was formed, and in order to fit the model obtained from the qualitative part and analyze the relationships of the model, the structural equation modeling technique was used. In the quantitative part, based on data analysis by structural equation modeling with Lisrel software, it was also determined that there is a significant relationship between the use of social media and the promotion of public relations of service organizations. Finally, the findings of structural equation modeling showed that the designed model has an acceptable fit. Discussion & Conclusion With the increasing development of technology and digitalization, today's audiences have changed a lot compared to the traditional audiences of the past. Accordingly public relations must grow and change along with new media and tools. Tehran Metro Organization, as a public service organization, needs constant accountability and awareness in various fields, including technical defects, accidents and social issues that have occurred in the service environment of this organization. This issue has become more prominent with the increasing demands and information needs of today's audience. According to the results of this research, social media capabilities with the benefit of media communication, information and ease of use can help the public relations of Tehran Metro in realizing this. These capabilities, as a communication bridge and watchdog of the social system, can play an important role in conveying the demands and expectations of the people and expressing the achievements and actions of the service organizations. By relying on the results of this research and using the capacities of social media, public relations managers and policymakers of service organizations can provide a suitable platform for the development and promotion of the effectiveness of public relations activities and improve the performance of the organization on the one hand and the satisfaction and well-being of the society on the other. On the other hand, have a pi. For this purpose, it is suggested that the Tehran Metro Organization and organizations active in the public service sector, by participating in discussions and sharing the current social issues of the society, create stronger communication with the audience. Public service organizations can show their empathy with the audience by addressing social issues along with news and information related to their organization and creating effective communication with them. Also, the Tehran Metro Organization should have an active and responsive presence in the social media space, respond responsibly to the events and issues that occur in the metro environment, and provide information with full transparency on the social media of this organization. In the following, it is suggested that the Tehran Metro Organization, by documenting the activities of the organization by creating news and video content, use the virtual space to present the news of the activities to the contacts and the media. The organization should keep in mind the principle of honesty in the transfer of organizational activities on the social media to gain the trust of the audience. | ||
| کلیدواژه‌ها [English] | ||
| Social media, Social network, Public relations, Service organization, Tehran subway | ||
| مراجع | ||
|
اسلامی حسین و عطایی، محمد (1400). ارائه الگوی ارتباطات سازمانی با رویکرد اخلاقی. فصلنامه علمی تخصصی رویکردهای پژوهشی نوین در مدیریت و حسابداری، 5(19)، 874-903.
رسولی، محمدرضا و هدایتی، محمدرضا (1396). نقش خلاقیت و عوامل مؤثر بر آن در کارایی روابط عمومی سازمان تأمین اجتماعی. ابتکار و خلاقیت در علوم انسانی، 7(2)، 217-242.
رنجبر، محبوبه و نیرومند، پوراندخت (1394). ارائه یک چارچوب پیشنهادی از ملاحظات شایسته محوری کارگزاران روابط عمومی در ایران. مهارت‌آموزی، 3(11)، 111-134.
زارعی، عاطفه و بیات، محمدکریم (1394). کارایی رسانه‌های اجتماعی در کتابخانه‌های دانشگاهی: مطالعه موردی دانشگاه‌های دولتی تهران. کتاب مهر، (17-18)، 98-121.
زینلی، حنانه؛ سلطانی‌فر، محمد و مظفری، افسانه (1397). بررسی نقش شبکه‌های اجتماعی موبایلی بر توسعه مشارکت اجتماعی. مطالعات توسعه اجتماعی ایران، 10(4)، 97-108.
عاقلی، میثم و آجرلو، فاطمه (1397). اثر روزنامه‌نگاری برند بر قصد حمایت مشتریان از کسب‌وکارهای نوپای داخلی. فصلنامه علمی پژوهشی مدیریت برند، 5 (1)، 135-168.
عدلی پور، صمد؛ میرمحمدتبار، سیداحمد و رسول‌زاده اقدم، صمد (1395). سنخ‌شناسی کاربران جوان رسانه‌های اجتماعی در ایران. مطالعات راهبردی ورزش و جوانان، 15 (32)، 1-23.
کریمی راهجردی، اشرف؛ قوام، عبدالعلی؛ خرازی آذر، رها و گرانمایه‌پور، علی (1398). جایگاه شبکه‌های اجتماعی مجازی و پیامرسان موبایلی در شکل‌گیری خرد جمعی. مطالعات رسانه‌های نوین، 5(17)، 1-34.
کریمی علویجه، محمدرضا؛ حقیقی کفاش، مهدی و نظری، مهسا (1395). تأثیر فعالیت‌های خلق ارزش در جوامع برند، بر خرید مجدد مشتریان و وفاداری به برند در رسانه‌های اجتماعی. مدیریت برند، 4(7)، 181-214.
گودرزی، محمود و اسمعیلی، نرگس (1390). رتبه‌بندی ابزارهای روابط عمومی بر مبنای مدل AIDA در بخش تولیدی صنعت ورزش با روش AHP. پژوهش‌های مدیریت ورزشی و علوم حرکتی، 1(1)، 1-13.
محسن زاده، محمدجواد (1396). نقش ارتباطات گرافیکی در جذب مخاطبان روابط عمومی فرمانداری شهرستان بهارستان. رسانه، 28 (1)، 63-80.
محمدی، افشین؛ مظفری، افسانه و خرازی، زهرا (1398). مدیریت جریان‌سازی خبری در روابط عمومی سازمان‌های دولتی. مطالعات رسانه‌ای، 14(1)، 23-37.
مرادی، فاطمه (1396). بررسی تأثیر شبکه‌های اجتماعی در دنیای روابط عمومی (مطالعه موردی: شهرداری بابل). کنفرانس ملی رویکردهای نوین روابط عمومی ایران، اصفهان.
مردانی، فریبا و جنوی، المیرا (1400). تأثیر شبکه‌های اجتماعی در بهبود وضعیت اطلاع‌رسانی و جذب مخاطبین کتابخانه‌های عمومی شهر تهران از دید کتابداران. علوم و فنون مدیریت اطلاعات، 7(1)، 53-76.
مهدی‌زاده، شراره و شیفته، منصور (1398). تأثیر شبکه‌های اجتماعی بر تحقق دموکراسی دیجیتال مورد مطالعه: دانشجویان دانشگاه مازندران. مطالعات فرهنگی و ارتباطات، 15(55)، 131-151.
نداف، مهدی؛ درزیان عزیزی، عبدالهادی و مسعودی، زینب (1395). بررسی نقش رفتارهای روابط عمومی در عملکرد روابط عمومی و اعتماد اجتماعی (مورد مطالعه: بانک‌های استان خوزستان). توسعه اجتماعی، 11(2)، 199-222.
نرگسیان، عباس؛ هژبرافکن خلاری، حسن؛ معینی کربکندی، محمدرضا (1394). مطالعه تأثیر رسانه‌های اجتماعی آنلاین بر شفافیت و اعتماد عمومی با اثر میانجی‌گیری مشارکت عمومی (مطالعه موردی: دانشجویان دانشگاه تهران). مدیریت دولتی، 7 (3)، 637-656.
References Adlipour, S., Mir Mohammad Tabar, S. & Rasoulzadeh Aghdam, S. (2016). Typology of young users of social media in Iran. Strategic Studies on Youth ans Sports, 15(32), 109-125. Adlmaier-Herbst, D. G. (2014). Public relations in the digital world: Global relationship management personal information. Digital media and social inclusion. Retrieved from https://www.researchgate.net/publication/270281374_Public_Relations_in_the_Digital_World_Global_Relationship_Management_Personal_information Agheli, M. & Ajorloo, F. (2018). The Effect of brand journalism on customers' repatronage intention towards local. Quarterly Journal of Brand Management, 5(1), 135-168. Al-Badi, A., Tarhini, A. & Al-Bolushi, H. (2020). Adoption of social media for public relations professionals in Oman. In ICT for an Inclusive World (pp. 229-247). Springer, Cham. Al-Kandari, A. A., Gaither, T. K., Alfahad, M. M., Dashti, A. A. & Alsaber, A. R. (2019). An Arab perspective on social media: How banks in Kuwait use instagram for public relations. Public Relations Review, 45(3), 101774. Allagui, I. & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public relations review, 42(1), 20-30. Boyatzis, R. E. (1998). Transforming qualitative information: Thematic analysis and code development. sage. Cai, D., Liu, J., Zhao, H. & Li, M. (2020). Could social media help in newcomers' socialization? The moderating effect of newcomers’ utilitarian motivation. Computers in Human Behavior, 107, 106273. Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K. & Sweetser, K. D. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90–92. doi:10.1016/j.pubrev.2009.10.00 DiStaso, M. W. & McCorkindale, T. (2012). Social media: uses and opportunities in public relations. Global Communication Journal Canadian Edition, 5(2), 75–82. Goodarzi, M. & Esmaeili, N. (2012). Preference public relation tools based on AIDA model with AHP method for production sector of the sport industry. Contemporary Studies on Sport Management, 1(1), 1-13. (in Persian) Hon, L. C. & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Retrieved fromInstitute for Public Relationswww.instituteforpr.org. Karahanna, E., Xu, S. X., Xu, Y. & Zhang, N. A. (2018). The needs–affordances–features perspective for the use of social media. Mis Quarterly, 42(3), 737-756. Karimi Alavijeh, M. R., Haghighi, M. & Nazari, M. (2016). The effects of value creation practices in brand communities on the customer repurchase intention and brand loyalty in social media. Quarterly Journal of Brand Management, 3(3), 181-214. doi: 10.22051/bmr.2017.16586.1358 (in Persian) Karimi Rahjerdi, A., Ghavam, A., Kharazi Azar, R. & Geranmayepour, A. (2019). The role of mobile-based media on the formation of collective wisdom. New Media Studies, 5(17), 1-34. doi: 10.22054/nms.2019.35186.575 (in Persian) Kent, M. L. & Li, C. (2020). Toward a normative social media theory for public relations. Public Relations Review, 46(1), 101857. Kent, M. L. & Taylor, M. (1998). Building dialogic relationships through the world wide Web. Public Relations Review, 24(3), 321–334. Kietzmann, J.H. & Hermkens, K. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons (Submitted manuscript), 54 (3), 241–251. doi:10.1016/j.bushor.2011.01.005 Kirat, M. (2005). Public relations practice in the Arab World: A critical assessment. Public Relations Review, 31(3), 323–332. Kline, M. (1990). Mathematical thought from ancient to modern times. (Vol. 2). Oxford University press. Kline, T. (2005). Psychological testing: A practical approach to design and evaluation. Sage. Ledingham, J. A. & Bruning, S. D. (1998). Relationship management in public relations: Dimensions of an organization-public relationship. Public Relations Review, 24(1), 55–65. https://doi.org/10.1016/S0363-8111(98)80020-9. Islami, H. & Ataei, M. (1400). Providing a model of organizational communication with an ethical approach. Specialized Scientific Quarterly of New Research Approaches in Management and Accounting, 5(19), 874-903. (in Persian) Magner, N., Welker, R. B. & Campbell, T. L. (1996). Testing a model of cognitive budgetary participation processes in a latent variable structural equations framework. Accounting and Business Research, 27(1), 41-50. Mardani, F. & Janavi, E. (2021). The impact of social networking on improving information and attracting public library contacts from the viewpoint of librarians. Sciences and Techniques of Information Management, 7(1), 53-76. doi: 10.22091/stim.2020.5546.1395 (in Persian) Mehdizadeh, S. & Infatuated, M. (2019). The effect of social networks on the realization of digital democracy: Students of Mazandaran University. Cultural Studies and Communication, 15(55), 131-151. doi: 10.22034/jcsc.2019.36674 (in Persian) Mohammadi, A., Mozafari, A. & Kharazi, Z. (2018). Management of news flow in public relations of government organizations. Media Studies, 14(1), 23-37. (in Persian) Mohsenzadeh, M. J. (2016). The role of graphic communication in attracting the public relations audience of the governorate of Baharestan. The Media, 28(1), 63-80. (in Persian) Moradi, F. (2016). Investigating the impact of social networks in the world of public relations (Case study: Babol municipality). National Conference on New Approaches to Public Relations in Iran, Isfahan. (in Persian) Nadaf, M., Darzian Azizi, B. & Masoudi, Z. (2017). Studying public relations behaviors in the performance of public relations and social trust (The case study: Banks of Khuzestan province). Quarterly Journal of Social Development (Previously Human Development), 11(2), 199-222. doi: 10.22055/qjsd.2017.12689. (in Persian) Namisango, F. & Kang, K. (2019). Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry. Computers in Human Behavior, 101, 22-29. Nargesian, A., Hozhabrafkan Khollari, H. & Moeieni, M. (2015). Study effect of social media on transparency & public trust with moderating role of public participation (Case study: Tehran University students). Journal of Public Administration, 7(3), 637-656. doi: 10.22059/jipa.2015.53468 (in Persian) Rasoli, M. R. & Hedayati, M. R. (2017). The role of creativity and the factors affecting the performance of public relations Social Security. Journal of Innovation and Creativity in Human Science, 7(2), 217-242. (in Persian) Renjbar, M. (2014). Strong and powerful. Presenting a proposed framework of merit-oriented considerations of public relations agents in Iran. Skill training, 3 (11), 111-134. Ricciardelli, L. A., Nackerud, L., Quinn, A. E., Sewell, M. & Casiano, B. (2020). Social media use, attitudes, and knowledge among social work students: Ethical implications for the social work profession. Social Sciences & Humanities Open, 2(1), 100008. Sisson, D. C. (2017). Control mutuality, social media, and organization-public relationships: A study of local animal welfare organizations’ donors. Public Relations Review, 43(1), 179–189. https://doi.org/10.1016/j.pubrev.2016.10.007. Statista (2021). Number of social network users worldwide from 2017 to 2025. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users Sutherland, K., Freberg, K., Driver, C. & Khattab, U. (2020). Public relations and customer service: Employer perspectives of social media proficiency. Public Relations Review, 46(4), 101954. Valentini, C. (2015). Is using social media “good” for the public relations profession? A critical reflection. Public relations review, 41(2), 170-177. Walden, J., Jung, E. H. & Westerman, C. Y. (2017). Employee communication, job engagement, and organizational commitment: A study of members of the Millennial Generation. Journal of Public Relations Research, 29(2-3), 73–89. Zarei, A. & Bayat, M. K. (2014). Effectiveness of social media in academic libraries: a case study of Tehran state Universities. Kitab Mehr, (17-18), 121-98. (in Persian) Zeinali, H., Soltanifar, M. & Mozaffari, A. (2018). The study of mobile based social networks on development of social participation. Journal of Iranian Social Development Studies, 10(4), 97-108. (in Persian) | ||
|
آمار تعداد مشاهده مقاله: 334 تعداد دریافت فایل اصل مقاله: 401 |
||