رغبت مشتریان به مسابقات اینستاگرامی: مفهومی سازی و توسعه ابزار اندازه‌گیری

نوع مقاله: مقاله مستقل

نویسندگان

1 دانشجوی دکترای مدیریت (بازاریابی) دانشکده مدیریت و اقتصاد

2 دانشیار دانشکده مدیریت و اقتصاد دانشگاه صنعتی شریف

چکیده

مسابقات اینستاگرامی تبدیل به ابزار مهمی برای ارتقاء سطح تعامل بین برندها و مصرف‌کنندگان شد‌ه‌است. در این مقاله، سازه رغبت مصرف‌کنندگان به مسابقات اینستاگرامی مفهوم‌سازی شده و یک تعریف جامع برای این سازه ارائه شده است. علاوه بر این، یک پرسشنامه 12 نشانگری برای اندازه‌گیری این سازه ساخته شده است. برای ساخت این پرسشنامه، تحقیقاتی در سه فاز و با نمونه‌های مجزا انجام شده است. مجموع نتایج این سه فاز مطالعه نشان می‌دهد که رغبت مشتریان به مسابقات اینستاگرامی، یک سازه مرتبه دوم است که دربرگیرنده سه زیربعد مرتبه اول شناختی، عاطفی و رفتاری می‌باشد. علاوه بر این، نتایج نشان می‌دهد که اعتبار، روایی محتوا، روایی همگرا و روایی تشخیصی پرسشنامه ساخته شده مناسب می‌باشد.مفهوم‌سازی و ساخت پرسشنامه سنجش رغبت، ابزاری پایه‌ای برای مطالعات تجربی آتی فراهم می‌آورد و توسعه دانش در رابطه با مسابقات اینستاگرامی را نیز تسهیل می‌کند. همچنین، بازاریابان می‌توانند از این پرسشنامه به عنوان ابزاری برای ارزیابی مسابقاتی استفاده کنند که در اینستاگرام اجرا می‌کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Consumers’ Engagement with Instagram Contests: Construct Conceptualization and Scale Development

نویسندگان [English]

  • Seyed Alireza Mirbagheri 1
  • Manoochehr Najmi 2
1 Ph.D. Candidate (Marketing), Graduate School of Management and Economics, Sharif University of Technology
2 Associate Professor, Graduate School of Management and Economics, Sharif University of Technology
چکیده [English]

Instagram contests are an important tool in improving the interactions between brands and consumers. This paper conceptualizes and defines the consumers’ engagement with Instagram contests. In addition, a 12-item scale for measuring the aforementioned construct is developed. This scale is developed and validated in three phases of studies. This paper conclude that consumers’ engagement with Instagram contests is a second-order construct comprising three dimensions (cognitive, emotional, and behavioral engagement). All in all, the results support the reliability, content validity, convergent validity, and discriminant validity of the developed scale. Conceptualization and developing a scale for measuring consumer engagement with Instagram contests lay the foundations for future empirical studies and facilitates the knowledge development about Instagram contests. Marketers can also use this scale as an instrument for evaluation of their Instagram contests.

کلیدواژه‌ها [English]

  • Customers’ engagement
  • Instagram contests
  • Scale development
  • Digital marketing

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