گونهشناسی مخاطبان جوان تبلیغات اینترنتی | ||
| کاوشهای مدیریت بازرگانی | ||
| دوره 15، شماره 33، آذر 1402، صفحه 85-111 اصل مقاله (934.34 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2023.19296.4242 | ||
| نویسندگان | ||
| نوید خانجان زاده کاکرودی1؛ میثم شیرخدایی* 2؛ بهاره عابدین3 | ||
| 1کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران | ||
| 2دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران | ||
| 3گروه مدیریت اجرایی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران | ||
| چکیده | ||
| قابلیت منحصربهفرد تبلیغات اینترنتی به دلیل هزینه کم و دسترسی به تعداد بیشتری از افراد در زمان کوتاه، این نوع از تبلیغات را ابزاری مؤثر برای شرکتها جهت ارسال پیامهای تبلیغاتی مخاطبین تبدیل کرده است. نسل زد با فناوریهایی رشد کرده که زمان بسیاری را در طی روز در اینترنت سپری میکند. از همین جهت، اگر شرکتها بخواهند پیامهای تبلیغاتی خود را به این نسل ارسال نمایند، اینترنت گزینه مناسبی میباشد. هدف پژوهش حاضر، شناسایی گونههای مختلف مخاطبان تبلیغات اینترنتی برای نسل زد میباشد. از این رو، روش کیو جهت انجام پژوهش انتخاب گردید که روشی آمیخته محسوب میشود؛ در بخش کیفی، بهمنظور شناسایی شاخصهای اثرگذار بر تبلیغات اینترنتی، مبانی نظری موجود مورد بررسی قرار گرفت. علاوهبرآن، از طریق مصاحبه با 20 نفر (12 نفر از اعضای نسل زد و تعداد 8 نفر از خبرگان پژوهش)، در نهایت 36 عبارت کیو جهت انجام پژوهش شناسایی گردید. جامعه آماری مطالعه حاضر، نسل زد بود که از طریق نمونهگیری قضاوتی، 17 نفر بهعنوان مشارکتکنندگان پژوهش جهت مرتبسازی عبارات کیو انتخاب شدند. در بخش کمی، تجزیهوتحلیل دادهها از طریق تجزیهوتحلیل کیو بهوسیله SPSS20 صورت گرفت. در نهایت، 5 الگوی ذهنی منطقگرایان، جایزهجویان، احساسگرایان، نوجویان و تجربهگرایان بهعنوان الگوی ذهنی اعضای نسل زد در ارتباط با تبلیغات اینترنتی شناسایی شدند. در پایان، پیشنهادهای کاربردی برای فعالین این حوزه ارائه گردید. | ||
| کلیدواژهها | ||
| الگوی ذهنی منطقگرایان؛ جایزهجویان؛ احساسگرایان؛ نوجویان و تجربهگرایان | ||
| عنوان مقاله [English] | ||
| Typology of Internet advertising young audience | ||
| نویسندگان [English] | ||
| Navid Khanjanzadeh Kakeroodi1؛ meysam shirkhodaie2؛ bahareh Abedin3 | ||
| 1MA., Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran | ||
| 2Associate Prof., Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran | ||
| 3Assistant Professor, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran | ||
| چکیده [English] | ||
| Introduction: Advertising is one of the important tools of companies used to send their advertising messages to target audience. With the expansion of the Internet and social media, companies had to bring their activities to these media to easily reach a large audience at a lower cost. Therefore, it is important to pay attention to the Internet as a means of reaching the audience, especially to target the audience that spends a lot of time on the Internet every day. Z generation refers to the generation that was born from 1995 to 2012 and is different from previous generations in many ways. In fact, they have different preferences and have been raised in an environment surrounded by technology. This is the main reason for the generation's dependence on the Internet. They also use their smartphones for an average of 9 hours a day, and, for this reason, the Z generation has been chosen as the target population. It spends a significant amount of time on the Internet and performs many of its tasks on it, including watching movies, training, shopping, etc. This generation also has a strong influence on their family preferences, which makes them an important target for businesses. Also, companies spend a lot of money on advertising every year. So, it is very important to identify the factors affecting the effectiveness of advertising to achieve their goals in addition to spending appropriate money. The purpose of this study is to identify the types of internet advertising audience in the Z generation based on the Q method. Methodology: The current research is applied in terms of its purpose, exploratory in terms of its nature, and qualitative and quantitative in terms of data collection and analysis. The Q method was chosen as a combined method for the present research. The Q method is a method used when there are different views on the subject under study, and the human mind is involved in it. The main purpose of this method is to identify subjective patterns. In other words, in addition to identifying people's perceptions and opinions, it categorizes people into groups based on their different perceptions. As mentioned earlier, the Q method is a combined method. The qualitative part of this study was conducted through literature review and semi-structured interviews with 12 people from the Z generation and eight experts from the advertising field. At the end of this section, 36 indicators were identified as Q expressions. Then, through judgmental sampling, 17 people from the Z generation were selected for Q sorting. The quantitative part of this research was conducted through Q analysis, so the data obtained from the Q sorting stage were analyzed by SPSS 20. Results and discussion: According to the results of the Q analysis of this research, five subjective patterns were identified as the patterns for the effective indicators of Internet advertising for the Z generation. In the first subjective pattern, "providing appropriate information" and "customer confidence in maintaining information" were identified as the most important indicators. Also, "celebrity endorsement" and "use of encouraging words" were identified as the least important indicators. In the second subjective pattern, "providing appropriate information" and "using encouraging words" were identified as the most important indicators, while "titles and text font" and "Minimal website design" were the least important indicators. In the third subjective pattern, "celebrity endorsement" and "giving rewards" were identified as the most important indicators, and "using encouraging words" and "use of cartoon characters" were identified as the least important indicators. In the fourth subjective pattern, "Creativity in storytelling" and "Using viral music on the Internet" were the most important indicators, but "Sameness in action and expression" and "Placing advertisements at the top of the website" were identified as the least important indicators. In the fifth subjective pattern, "showing the expected experience of consumption" and "endorsement by a famous person" were the most important indicators, while "using a female voice to explain" and "using cartoon characters" were identified as the least important ones. Conclusion: The aim of this study is to identify the types of internet advertising audience in the Z generation. For this reason, the Q method was chosen to identify subjective patterns. Through Q analysis, five subjective patterns were identified, including Rationalists, Prize Seekers, Emotionalists, Innovators, and Empiricists. In order to achieve maximum effectiveness in advertising for the Z generation, companies must consider the most important indicators in each subjective pattern. Finally, regarding each subjective pattern, suggestions are made for advertisers and companies that target the Z generation. | ||
| کلیدواژهها [English] | ||
| Rationalists, Prize Seekers, Emotionalists, Innovators, and Empiricists | ||
| مراجع | ||
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Abbaszadeh, A. & Yazdani N. (2019). Identifying and Prioritizing Online Advertising Methods for Commercial Complexes Case Study of Arg Tehran Commercial Complex. New Marketing Research Journal, 6(4). 77-96. [in Persian] Akçayır, M., Dündar, H., & Akçayır, G. (2016). What makes you a digital native? Is it enough to be born after 1980?. Computers in Human Behavior, 60, 435-440. Akhtar-Danesh, N., Baumann, A., & Cordingley, L. (2008). Q-methodology in nursing research: a promising method for the study of subjectivity. Western Journal of Nursing Research, 30(6), 759-773. | ||
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