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بررسی تأثیر ابعاد سواد تبلیغاتی بر استراتژی‌های مقاومتی کاربران در رسانه‌های اجتماعی | ||
| بررسی‌های مدیریت رسانه | ||
| دوره 3، شماره 2، 1403، صفحه 288-308 اصل مقاله (565.22 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/mmr.2024.379993.1095 | ||
| نویسندگان | ||
| فرزانه میرزاحسینی1؛ امیررضا کنجکاو منفرد* 2؛ سید محمد طباطبایی نسب3 | ||
| 1کارشناس ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد مدیریت حسابداری، دانشگاه یزد، یزد، ایران. | ||
| 2دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد مدیریت حسابداری، دانشگاه یزد، یزد، ایران. | ||
| 3استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد مدیریت حسابداری، دانشگاه یزد، یزد، ایران. | ||
| چکیده | ||
| هدف: سواد تبلیغاتی برای مقاومت در برابر تأثیر پیام‌های تبلیغاتی عامل مهمی به‌شمار می‌رود؛ بنابراین این پژوهش با هدف مطالعه تأثیر ابعاد سواد تبلیغاتی بر استراتژی‌های مقاومتی کاربران در رسانه‌های اجتماعی اجرا شده است. روش: این پژوهش از نظر هدف کاربردی و از نظر ماهیت توصیفی است. در این مطالعه، اطلاعات از طریق پرسش‌نامه‌ای مشتمل بر ۴۱ سؤال جمع‌آوری شده است. این پرسش‌نامه در اختیار ۲۲۰ کاربر شبکۀ اجتماعی اینستاگرام که از طریق نمونه‌گیری در دسترس انتخاب شده بودند، قرار گرفت. پایایی پرسش‌نامه با محاسبۀ پایایی مرکب و آلفای کرونباخ و روایی هم‌گرای آن نیز به‌کمک شاخص میانگین واریانس استخراج شده (AVE) بررسی و تأیید شد. برای تجزیه‌وتحلیل داده‌ها، از روش مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی استفاده شد. یافته‌ها: نتایج این پژوهش تأثیر ابعاد انتقادی (مشکوک‌شدن به تبلیغات و بیزاری از تبلیغات) و برخی از ابعاد مفهومی (شناخت منبع تبلیغات و درک قصد فروش ادراک قصد متقاعدکننده) را بر استراتژی‌های مقاومت تأیید می‌کند. نتیجه‌گیری: توسعه مهارت‌های سواد تبلیغاتی، می‌تواند به افراد در ارزیابی انتقادی پیام‌های تبلیغاتی و تصمیم‌گیری آگاهانه کمک کند. | ||
| کلیدواژه‌ها | ||
| سواد رسانه‌ای؛ سواد تبلیغاتی؛ استراتژی‌های مقاومت؛ اجتناب؛ رقابت؛ توانمندسازی | ||
| عنوان مقاله [English] | ||
| Investigating the Effect of Advertising Literacy Dimensions on Resistance Strategies of Users in Social Media | ||
| نویسندگان [English] | ||
| Farzaneh Mirzahosseini1؛ Amirreza Konjkav Monfared2؛ Seyyed Mohammad Tabatabaei Nesab3 | ||
| 1MSc., Department of Business Management, Faculty of Economics and Management Accounting, Yazd University, Yazd, Iran. | ||
| 2Associate Prof., Department of Business Management, Faculty of Economics and Management Accounting, Yazd University, Yazd, Iran. | ||
| 3Prof., Department of Business Management, Faculty of Economics and Management Accounting, Yazd University, Yazd, Iran. | ||
| چکیده [English] | ||
| Objective Advertising literacy refers to the knowledge and skills that individuals possess in order to understand and critically evaluate advertising messages. Advertising literacy is an important concept in social media as it helps individuals comprehend and critically assess advertising messages. Advertising literacy is a significant factor in resisting the effects of advertising messages. This research aims to study the impact of advertising literacy dimensions on resistance strategies in social media. Research Methodology This research is applied in terms of purpose and descriptive in nature. A survey method and a questionnaire based on the Likert scale were used for data collection. Cronbach's alpha coefficient and its combined reliability were calculated for checking the reliability of the questionnaire. Also, construct and content validity were used to check the validity of the questionnaire and structural equation modeling was used to analyze the data. In order to examine research data and test hypotheses, descriptive and inferential statistics and SPSS and PLS statistical software have been used. The statistical population of this research includes the Instagram users in Yazd city, which were used by available sampling method. Since structural equation modeling and path analysis were used in the current research for data analysis, the sample size should be at least 5 to 10 times the research variables (Homan, 2014). In this research, structural equation modeling has been used for data analysis. In this regard, Smart PLS software is used. In the measurement model, reliability was measured by calculating composite reliability and Cronbach's alpha. To check the convergent validity, the Average Variance Extracted Index (AVE) should also be checked (Kenjakav Monfared and Hosseini, 2020; Saida Ardakani et al., 2012). The coefficients of these indicators are shown in the table below. In the model, all the constructs of the model have high composite reliability and are greater than 0.6. Also, Cronbach's alpha value is higher than 0.7, which indicates acceptable reliability. The average variance extracted (AVE) is also higher than the index of 0.5. Therefore, it is concluded that the items can adequately describe the variance of the variables of the research model. Findings The results of this study confirm the influence of critical dimensions (doubt and skepticism towards advertising and aversion to advertising) and certain conceptual dimensions (recognition of advertising sources and perception of persuasive intent) on avoidance strategies. Discussion & Conclusion One of the challenges faced by marketers is to be able to provide targeted advertisements related to each segment of their target market and receive positive feedback from those advertisements. Since the volume of advertisements has increased compared to the past, consumers may skip them without paying attention to them. Audiences may resist advertising. This will cause a waste of advertising costs. A marketer should test market segmentation variables individually or in combination to find the best way to study the market structure. After specifying the effect that each dimension of advertising literacy has on resistance strategies, we may come to the conclusion that one of the factors influencing market segmentation is advertising literacy and the advertising literacy of consumers is be known as a criterion for market segmentation. In this case, it is possible to provide marketers with solutions regarding market segmentation. Advertising literacy refers to the knowledge and skills that people have to understand and critically evaluate advertising messages. The concept of advertising literacy has been investigated in various studies. Examining and understanding the dimensions of advertising literacy is important for people to resist the effects of advertising messages and make informed decisions. In other words, creating content, sharing information and providing feedback on information by consumers has been affected by digital literacy. Developing advertising literacy skills can help people critically evaluate advertising messages and make informed decisions. Here, according to the hypothesis test and analysis, the research results are discussed and suggestions are made. Education and awareness about advertising concepts and techniques to social media users can improve advertising literacy. For example, companies and organizations can provide specific tools and technologies to improve advertising literacy in social media. These tools can include browser add-ons, fake ad detection programs, and content evaluation tools that help users independently and intelligently review ads. Or that the activities are in the field of educational content production, holding webinars and workshops and creating educational platforms. The goal of competition strategy is to undermine the impact of advertising on consumers by creating cognitive dissonance or skepticism about advertising claims. Safety signs can be used as countermeasures to compete in advertising. Safety cues (providing additional information or assurances to consumers to reduce concerns or doubts about the advertised product or service) include certifications, guarantees, testimonials, or scientific evidence that support the ad's claims and increase its credibility. Social media platforms may label sponsored content to help users identify and understand advertising messages. This can help users critically evaluate advertising messages and make informed decisions. | ||
| کلیدواژه‌ها [English] | ||
| Media literacy, Advertising literacy, Resistance strategies, Avoidance, Competition, Empowerment | ||
| مراجع | ||
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پاشنک، نسترن؛ طبیبی، سید جمال‌الدین و فرهنگی، علی اکبر (1397). تعیین شاخص‌های سواد تبلیغاتی مدیران رسانه‌های دیداری ایران. فصلنامه پژوهش‌های ارتباطی، 25(1)، 105-128.
حیدرعلی، هومن (1384). مدل‌یابی معادلات ساختاری با کاربرد نرم‌افزار لیزرل، تهران: سمت.
داوری، علی؛ رضازاده، آرش (1392). مدل‌سازی معادلات ساختاری با نرم افزارPLS ، (چاپ اول)، تهران: انتشارات جهاد دانشگاهی.
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