تأثیر تأییدکننده‌های مشهور در رسانه‌های اجتماعی بر نگرش فرد در الگوی تصمیم‌گیری مشتریان | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 10، دوره 15، شماره 32، شهریور 1402، صفحه 242-274 اصل مقاله (869.43 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2023.18457.4175 | ||
| نویسندگان | ||
| امین نیکبخت* 1؛ ابوالقاسم ابراهیمی2؛ محمدامین بلندپرواز3؛ زهرا کاظمی4 | ||
| 1دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، ایران | ||
| 2دانشیار دانشکده اقتصاد ،مدیریت و علوم اجتماعی، دانشگاه شیراز | ||
| 3دانشگاه شیراز | ||
| 4کارشناس ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز | ||
| چکیده | ||
| پژوهش حاضر از نظر هدف، کاربردی و در زمره پژوهش‌های کمی قرار دارد و از نظر زمان انجام پژوهش، مقطعی است. برای گردآوری داده‌ها نیز از روش پیمایش استفاده شده است. جامعه آماری این پژوهش، دانشجویان دانشگاه شیراز است که در سه سال گذشته گوشی همراه خریده‌اند که تعداد 340 پرسشنامه به روش نمونه‌گیری غیراحتمالی در دسترس تکمیل شد. برای تأیید مدل از ابزار تحلیل عاملی تأییدی و جهت پاسخ به فرضیه‌های پژوهش از روش مدل‌یابی معادلات ساختاری به روش کمترین توان جزئی (PLS) استفاده شد. بررسی نتایج پژوهش نشان می‌دهد که تأییدکننده‌های مشهور در مصرف‌کنندگان آگاهی ایجاد می‌کنند که این موضوع سبب می‌شود علاقه‌مندی افراد نسبت به محصولات افزایش یافته و موجب گرایش آنان به خرید محصول شود. همچنین باور مصرف‌کنندگان نسبت به محصولاتی که توسط افراد مشهور تأیید می‌شود این است که این محصولات دارای کیفیت مطلوبی بوده و این برندها توسط افراد پذیرفته می‌شوند. نتایج پژوهش نشان می‌دهد که ویژگی‌های تأییدکننده‌ها که شامل: جذابیت، تخصص، قابل‌اعتماد بودن و تناسب وی با محصول است، بر روی ادراک مصرف‌کنندگان از کیفیت آن محصول اثرگذار بوده و باعث افزایش وفاداری به برند می‌شود. درنهایت اثرگذاری مستقیم و غیرمستقیم تأییدکننده‌های مشهور بر رفتار مقلدانه نیز مورد تأیید قرار گرفت. لذا این موضوع نشان می‌دهد که ویژگی‌های افراد مشهور باعث می‌شود که مصرف‌کنندگان رفتارهایی مشابه این افراد داشته باشند. | ||
| کلیدواژه‌ها | ||
| تأییدیه‌های مشهور؛ رسانه‌های اجتماعی؛ گرایش به خرید؛ وفاداری به برند؛ رفتار مقلدانه مشتری و نگرش به فرد مشهور | ||
| عنوان مقاله [English] | ||
| The effects of celebrity endorsement in social media and attitudes towards celebrity on the customers' decision making pattern | ||
| نویسندگان [English] | ||
| amin nikbakht1؛ Abolqasem Ebrahimi2؛ mohammadamin bolandparvaz3؛ Zahra Kazemi4 | ||
| 1MSc. Student in Business Management, shiraz University, shiraz, Iran | ||
| 2Associate Professor., in Business Management,, shiraz University, shiraz, Iran | ||
| 3shiraz university | ||
| 4MSc. in Business Management, shiraz University, shiraz, Iran | ||
| چکیده [English] | ||
| Introduction: Celebrity endorsers in the customer purchase process are known as influencers who can create interest in people and affect their buying behavior. The purpose of this study is to investigate the effect of celebrity endorsers on social media on customers’ tendency to buy, brand loyalty and imitative behavior by considering the attitudes towards famous persons. Methodology: The present cross-sectional study is applied in terms of purpose. Navigation method has also been used to collect the data. The statistical population of this study is the students of Shiraz University who bought a mobile phone in the past year. Using Cochran's (1957) equation and taking into account the 5% error, the sample size was 384 people, but the data were obtained from 340 people at the end. Due to the lack of access to all of these individuals and due to time constraints in the survey of all the selected individuals, the available non-probabilistic sampling method was used. A questionnaire was used to collect the data. It included four demographic questions and 32 specialized questions. The questionnaire uses a range of 5 Likert options. To evaluate the validity of the tool, content validity and construct validity tests were performed. The face validity of the questionnaire, which is a type of content validity, was approved by professors and faculty members of the university. Results and discussion: Examination of the research results shows that celebrity endorsers create awareness among consumers, make them interested in products, and lead them to buy the product. For the consumer, remembering the ads done by celebrities is an easy task because of their characteristics (attractiveness, expertise, reliability, and fitness with the product). In fact, consumers' belief in products that are approved by celebrities means that these products are of a good quality and the brands are acceptable. But this belief does not lead to an increase in the consumer's tendency to buy for reasons such as the extent of consumer engagement or enthusiasm for the product or the belief that promotional products are not actually used by these people. Hypotheses 3 and 4 of the study show that the characteristics associated with celebrity endorsers, including attractiveness, expertise, reliability, and fitness with the product, affect consumers' perceptions of the quality of the product and increase brand loyalty. Also, the information conveyed to consumers by celebrity endorsers becomes more credible and leads to a higher understanding of the promotional product quality. Therefore, celebrity endorsers become one of the indicators of quality. This perception leads to the belief that quality is the distinguishing factor of promotional products, and they perform better than other products. In addition, the direct and indirect effects of celebrity endorsers on brand loyalty show that brand awareness created by endorsers is crucial in shaping consumer attitudes toward the brand. Finally, hypotheses 5 and 6, which are about the direct and indirect effects of celebrity endorsers on imitative customer behavior, were confirmed. They state that the characteristics of celebrities cause consumers to behave like them. Conclusion: Since celebrity endorsers are able to create a tendency to buy and provide brand loyalty, it is recommended that managers choose celebrities who are perceived by the target market as attractive, professional and reliable people, fit the promotional product, and have the ability to promote incentive campaigns. Companies should also make decisions about the strategic goals and then learn how to fit the characteristics of the chosen celebrity with those goals. For example, if the unique feature of a mobile phone and its use is to be attractive, it should use verifiers that are popular with people. Or, if the mobile phone is distinguished by its smart feature, it should use verifiers. The celebrities to use are those who are known to be experts in the relevant fields. In addition to using celebrity endorsers, companies need to improve the quality of their product in order to complement the effectiveness of reputable certifiers. Product quality should match the reliability of reputable certifiers. In fact, celebrities play an important role in attracting brand attention, but, if the product is not high-quality, the reputation of the celebrity and the brand that is advertised by him is endangered. Since consumers seek to imitate the behavior of celebrity endorsers, it is suggested that the values and salient features of celebrity endorsers be incorporated into products, and that their advertised use by celebrity endorsers in different environments be demonstrated so as to increase the use of products by consumers. | ||
| کلیدواژه‌ها [English] | ||
| Celebrity endorsements, Social media, Purchasing orientation, Brand loyalty, Imitative customer behavior, Celebrity attitude | ||
| مراجع | ||
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Satria, A. D., Jatipuri, S., Hartanti, A. D., & Sanny, L. (2019). The impact of celebrity endorsement by social influencer Celebgram on purchase intention of generation Z in fashion industry. Int. J. Recent Technol. Eng, 8, 397-404. Adnan, A. (2018). Relationship Between Celebrity Endorsements and Consumer Purchase Intentions (Doctoral dissertation, Iqra National University, Peshawar). Ahmed, N., Farooq, O., & Iqbal, J. (2014). Credibility of celebrity endorsement and buying intentions an evidence from students of Islamabad, Pakistan. International Letters of Social and Humanistic Sciences, 20(6), 1-13. Antunes, A. C. (2022). The role of social media influencers on the consumer decisionmaking process. In Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1420-1436). IGI Global. Askarifar, K., Nikbakht & Mazarei, S. (2022). The moderating effect of attitude toward celebrities on the relationship between perceived credibility and brand loyalty in mobile instagram ads. The International Journal of Interdisciplinary Organizational Studies. 17(1), 65-81. Audi, M., Al Masri, R., & Ghazzawi, K. (2015). The effect of celebrity endorsement on creating brand loyalty: an application on the lebanese cosmetic sector’s demand. International Journal of Business Management and Economic Research, 6(5), 273-287. Baig, F., & Siddiqui, K. (2012). Impact of sports celebrity endorsements on the purchase intentions of Pakistani youth. Journal of Independent Studies and Research, 10(1). Bergkvist, L., Hjalmarson, H., & Mägi, A. W. (2016). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), i171-184. | ||
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