创业营销维度及其对Instagram平台品牌形象影响的定性研究

Elaheh Ghobadi Saki, Seyed Hamid Khodadad Hosseini, Fereshteh Mansourimoayyed, Ali Rajabzadeh Ghatari
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引用次数: 0

摘要

虽然创业营销(EM)及其维度并不是一个未知的概念,但研究者之间缺乏明确的共识,特别是在社交媒体平台的效用方面。Instagram等社交媒体平台的广泛使用,促使企业以创业的方式在品牌管理中利用这些平台;因此,社交媒体被认为是现代创业的必要因素。在这项研究中,我们确定了Instagram平台的EM维度,并检验了它们对品牌形象(BI)增强的影响。为此,我们使用与乳制品公司新产品相关的Instagram帖子进行定性内容分析,得到了主动性、创新性、机会聚焦、资源撬动、客户强度、情感联系和企业在社交媒体上的推广七个维度。评论的情感分析结果表明,在上述维度中,“情感联系”对BI增强的影响最大,“机会聚焦”对BI增强的影响最小。
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A qualitative investigation of entrepreneurial marketing dimensions and their effect on brand image on the Instagram platform
Although entrepreneurial marketing (EM) and its dimensions are not an unknown concept, there is a lack of definite consensus among researchers, especially on the utility of social media platforms. The widespread use of social media platforms such as Instagram has led companies to take advantage of them in their brand management with an entrepreneurial approach; therefore, social media is considered a necessary factor in modern entrepreneurship. In this study, we identified the EM dimensions of the Instagram platform and examined their effect on brand image (BI) enhancement. To do so, a qualitative content analysis was performed using Instagram posts related to new products of dairy companies, and seven dimensions were obtained, which are proactiveness, innovativeness, opportunity focus, resource leveraging, customer intensity, emotional connections, and entrepreneurial promotion on social media. The results of sentiment analysis of comments indicate that among the mentioned dimensions, “emotional connections” have the most effect and “opportunity focus” has the least effect on BI enhancement.
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