قياس التسويق الطنان : المدونون إنموذجاً
DOI:
https://doi.org/10.31272/jae.i142.1044الكلمات المفتاحية:
التسويق الطنان، الحرب المزيفة، فعل غير متوقع، افشاء سر بشكل متعمد، التسويق السري .الملخص
يُعد التسويق الطنان أحد أساليب التسويق المعاصرة التي بدأت تثير اهتمام الباحثين لمعرفة آثارها سواء على المنظمة أم الزبائن . تهدف هذه الدراسة للوصول إلى فهم أفضل للتسويق الطنان ؛ وعليه تم تقديم ثلاث تقنيات يمكن أن يعمل بها هذا الاسلوب ، ومن ثم الوصول الى مقياس مقترح للتعرف على مستوى التسويق الطنان في منظمات الأعمال. لقد تم عرض التقنيات والاستبيان على لجنة علمية مكونة من خبراء في مجال إدارة التسويق لاختبار مدى صدقها ، بعدها تم اختبار المقياس عملياً على عينة مكونة من (208) مدوناً ذا شهرة وشعبية جيدة في وسائل التواصل الاجتماعي . وبعد جمع إجابات أفراد العينة تمت الاستعانة بالبرامج الإحصائية (SPSS V.23) و(AMOS V.23) لإجراء الاختبارات اللازمة للتأكد من دقة وثبات المقياس . ختاماً ، قدمت هذه الدراسة مقياساً مكوناً من 10 فقرات يمكن إستخدامه في الدراسات المستقبلية التي تتناول التسويق الطنان .
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