التسويق الطنان على مواقع التواصل الاجتماعي ودورها في بناء العلامة التجارية- دراسة استطلاعية لآراء عينة من مشاهدي اعلان شركة زين العراق لأطلاق خدمة G4

المؤلفون

  • م.محمد عيدان باني الخزرجي
  • م.علي حسين عبد الزهرة

DOI:

https://doi.org/10.31272/jae.i138.1125

الكلمات المفتاحية:

التسويق الطنان، التسويق الطنان عبر مواقع التواصل الاجتماعي، بناء العلامة التجارية، اعلان شركة زين العراق لأطلاق خدمة 4G

الملخص

   يهدف البحث الى اختبار علاقتي الارتباط والتأثير بين التسويق الطنان وبناء العلامة التجارية، وتحديد تقنيات التسويق الطنان الاكثر تأثيرا في مواقع التواصل الاجتماعي والتي تسهم في بناء ونشر العلامة التجارية، جاءت هذه الدراسة لتسليط الضوء على المزايا التي يمكن تحقيقها من استخدام تقنيات التسويق الطنان عبر مواقع التواصل الاجتماعي. وتبلورت مشكلة البحث مدى اعتماد شركة زين العراق على تقنيات التسويق الطنان في حملتها الاعلانية لإطلاق خدمة 4G، تمثلت عينة البحث في (320) مستجيبا من مشاهدي اعلان شركة زين العراق لإطلاق خدمة 4G تم اختيارهم بصورة عشوائية، واستخدمت الاستبانة الالكترونية كأداة لجمع البيانات تم نشرها في مواقع التواصل الاجتماعي (Facebook, Instagram)، اعتمد المنهج التحليلي الوصفي في تحليل اجابات افراد العينة، وقد استخدام برنامج 26Spss V وبرنامج SmartPLS للتوصل الى النتائج، وقد توصل البحث الى وجود علاقة اثر وارتباط بين تقنيات التسويق الطنان في مواقع التواصل الاجتماعي لبناء العلامة التجارية، وان تقنيات بذر الفكرة هي اكثر التقنيات تأثيرا في بناء العلامة التجارية وهي ما اعتمدته شركة زين العراق في حملتها الاعلانية لطرح خدمة الجيل الرابع 4G، اذ انها استعانت ببعض الفنانين المشهورين لدعم عملية الاعلان عن خدماتها الجديدة، كما واستخدمت تقنية احداث الضجة عبر نشر الشركة الاعلان في جميع صفحاتها الرسمية مما سرع من انتشار الاعلان بصورة كبيرة.

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التنزيلات

منشور

2024-06-26

إصدار

القسم

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