| عنوان فارسی مقاله: | وانمود نکنید که دوست من بودید ! هنگامیکه یک سبک ارتباطی غیر رسمی برند در رسانه های اجتماعی نتیجه معکوس می دهد |
| عنوان انگلیسی مقاله: | “Don’t pretend to be my friend!” When an informal brand communication style backfires on social media |
چکیده
مقدمه
سبک ارتباطی برند و رفتار مصرف کننده
سبک ارتباطی غیر رسمی و اعتماد نسبت به برند
تئوری نقش
اثر تعدیلی آشنایی با نام تجاری ( برند)
مطالعه مقدماتی
آزمایش 1: اثر سبک غیر رسمی بر اعتماد نسبت به برند برای برند های اشنا
روش
اندازه گیری ها
نتایج
اعمال بررسی ها
اعتماد نسبت به برند
بحث
تجزیه و تحلیل واسطه
بحث کلی
مفاهیم نظری
مفاهیم مدیریتی
محدودیت ها و دستورالعمل ها برای تحقیقات بیشتر
سپاسگذاری
ضمیمه 1: اعمال سبک ارتباطی ( مطالعه مقدماتی : آزمایش 2)
ضمیمه ب: اعمال سبک ارتباطی ( ازمایش 1)
کلمات کلیدی :
Branding in the Age of Social Media - Harvard Business Reviewhttps://hbr.org/2016/03/branding-in-the-age-of-social-mediaIn fact, social media seems to have made brands less significant. ... to gather physically and had very limited ways to communicate collectively: magazines and, later, .... On social media, what works for Shakira backfires for Crest and Clorox.How social media marketing can backfire - Engage Customerengagecustomer.com/how-social-media-marketing-can-backfire/International research conducted by global communication experts Pitney Bowes, has explored the changing attitudes towards social media over the past two ...Social media backfires: The 10 greatest hits - iMedia Connectionwww.imediaconnection.com/articles/.../social-media-backfires-the-10-greatest-hits/Nov 16, 2013 - Through the power of social media combined with clever marketing, brands today are able to reach millions of consumers in a matter of ...5 Corporate Marketing Efforts That Backfired - Business News Dailywww.businessnewsdaily.com/8385-corporate-marketing-fails.htmlSep 16, 2015 - Despite their large marketing and social media teams, corporations will ... in an age of instant communication, viral social media posts and Internet ... There have been quite a few examples of AMA-style Twitter chats going ...13 Epic Twitter Fails By Big Brands - Business Insiderwww.businessinsider.com/13-epic-twitter-fails-by-big-brands-2012-2Feb 6, 2012 - Marketing campaigns can blow up in a hurry. Hashtags can be hijacked, attempts at humor can backfire and misuse of the medium can invoke ...When the Marketing Reach of Social Media Backfires - The New York ...www.nytimes.com/2011/03/16/business/media/16adco.htmlMar 15, 2011 - What happens when behavior on social media is deemed antisocial? ... and say, 'I'm crossing over to corporate brand communications now.' ”.