بررسی تأثیر ویژگی مسابقات اینستاگرامی بر مشارکت کاربران با تبیین نقش میانجی احساسات کاربران و آگاهی از برند (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در دنیای رقابتی امروز اینستاگرام به عنوان یکی از محبوب ترین رسانه های اجتماعی مورد استفاده بسیاری از شرکت ها قرار گرفته و به راهی تازه برای افزایش مشارکت و تعامل با کاربران تبدیل شده است. در همین راستا، در پژوهش حاضر کوشش شده است تا تأثیر ویژگی مسابقات اینستاگرامی، آگاهی از برند و احساسات کاربران بر مشارکت آنها با شرکت بررسی شود. پژوهش حاضر از نظر هدف کاربردی و از لحاظ استراتژی توصیفی-پیمایشی است. جامعه آماری پژوهش کلیه کاربران شرکت پارسی اپ (به عنوان یک استارت آپ فعّال در زمینه فین تک) در اینستاگرام به تعداد 8000 نفر است. داده ها در پژوهش حاضر با روش نمونه گیری غیر احتمالیِ در دسترس جمع آوری شد. لینک پرسشنامه آنلاین برای کاربرانی که در مسابقه پارسی اپ شرکت کرده بودند، ارسال و تعداد 300 پاسخ جمع آوری شد. داده های جمع آوری شده با روش مدل سازی معادله های ساختاری و رویکرد حداقل مربعات جزئی با استفاده از نسخه سوم نرم افزار Smart PLS تجزیه و تحلیل شد. به این ترتیب، نتایج پژوهش نشان داد که مؤلفه های ویژگی مسابقات اینستاگرامی، احساسات کاربران و آگاهی از برند هر کدام به تفکیک اثر مثبت و معناداری بر مشارکت کاربران دارند. همچنین، ویژگی مسابقات اینستاگرامی با در نظر گرفتن متغیر میانجی آگاهی از برند بر مشارکت کاربران اثر مثبت و معناداری دارد؛ اما نقش میانجی احساسات کاربران در این ارتباط در سطح اطمینان 95 درصد تأیید نشد که این موضوع نشان از اهمیت توجه به ابزارهای برانگیزاننده مشارکت همچون طراحی مسابقات اینستاگرامی دارد که می تواند به عنوان یک استراتژی در قالب شبکه های اجتماعی و بازاریابی دیجیتال پیاده سازی شود.Investigating the Effect of Instagram Contests Feature on User Engagement by Explaining the Mediating Role of Users’ Emotions and Brand Awareness
In today's competitive world, Instagram is one of the most popular social media used by many companies and has become a new way to increase engagement and interaction with users. In this regard, the present study examined the effect of Instagram contests, brand awareness, and users’ emotions on their engagement with the company. This research is applied in terms of purpose and descriptive-survey in terms of research strategy. The statistical population of the research is 8000 users of the Parsi App (an active startup in the field of fintech) on Instagram. In order to collect the data, the non-probability sampling method was used. The online questionnaire link was sent to the users who participated in the Parsi App contest and 300 responses were collected. The collected data were analyzed by structural equation modeling and the partial least squares approach using the third version of Smart PLS software. In this way, the results of the research showed that the features of Instagram contests, user emotions, and brand awareness each have a positive and significant effect on user engagement. In addition, the feature of Instagram contests, taking into account the mediating variable of brand awareness, has a positive and significant effect on user engagement. However, the mediating role of users' emotions in this regard was not confirmed at the 95% confidence level. This issue shows the importance of paying attention to tools that encourage engagement, such as designing Instagram contests, which can be implemented as a strategy in the form of social networks and digital marketing. IntroductionNowadays, the use of social media has grown substantially among users such as individuals, business owners, government, etc. These media have become a direct and conventional communication channel that connects customers with the product, brand, and value created by the company (Roy et al., 2018). In addition, the diversity of these media and the style of facing each of them with users has a significant difference between them in terms of functionality. In Iran, many Instagram contests are organized by brands. It is necessary to examine their various dimensions and roles in stimulating users' engagement due to the growing importance of using contests in content creation. At the time of our research, due to research limitations in this field, we focused on dividing, describing, and identifying the features of an Instagram contest. This research analyzes some dimensions of Instagram contests such as creativity, motivation, trust, and convenience which have been repeated sporadically in the literature. In this regard, the present study examined the effect of Instagram contests, brand awareness, and users' emotions on their engagement with the company. MethodologyThis study is considered as applied research in terms of purpose and descriptive-survey in terms of research strategy. Also, the research questionnaire containing 43 questions has been prepared in two parts to collect the required data. The first part includes general information and demographics related to the respondents, including gender, education, popular social networks, and the amount of activity on them. The second part consists of 39 questions related to the variables measured in the research. All of the questions have a seven-point Likert scale from strongly disagree (1) to strongly agree (7). Since the questionnaire questions are standard, the questionnaire has content validity. The questionnaire was approved and corrected by using the opinions of professors, experts, and researchers for visual narrative. Construct validity was also confirmed by Smart PLS software. In addition, the reliability of the questionnaire was confirmed using Cronbach's alpha coefficient. FindingsThe present study examined the effect of Instagram contests, brand awareness, and users' emotions on their engagement with the company. The results of the research showed that the features of Instagram contests, user emotions, and brand awareness each have a positive and significant effect on user engagement. Moreover, the feature of Instagram contests, taking into account the mediating variable of brand awareness, has a positive and significant effect on user engagement. However, the mediating role of users' emotions in this regard was not confirmed at the 95% confidence level. ConclusionsThis study can improve digital marketing literature on Instagram contests and user engagement on the Instagram platform in order to apply the findings to managers and academics in different ways. This research has defined and classified the features of Instagram contests, namely creativity, motivation, convenience, and trust, according to the research literature, which can be considered as a starting point for the development of contest design for individuals, businesses, organizations, and companies on Instagram. In addition, Instagram is chosen as the most popular social network of the respondents according to the opinion of 74% of them; therefore, it is necessary to master the algorithms and rules of Instagram content production for companies including Parsi App. As a result, it is necessary for marketing managers to master the challenge of digital marketing, and cultivate professional administrators to actively engage with users.
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