بررسی تاثیر ترویج فعالیت های خیرخواهانه در شبکه های اجتماعی بر ارزش ویژه موسسات خیریه (نیکوکاری)؛ تحلیل نقش تعدیلگری منحصر به فرد بودن ادراک شده و میانجی گری تجربه برند (مورد مطالعه: خیریه گلستان علی (ع))
آرشیو
چکیده
هدف از انجام این پژوهش، بررسی تأثیر ترویج فعالیت های خیرخواهانه در شبکه های اجتماعی بر ارزش ویژه مؤسسات خیریه گلستان علی(ع) ازطریق نقش میانجی تجربه برند و تعدیل گری منحصربه فرد بودن ادراک شده بوده است. جامعه آماری تحقیق حاضر، کلیه نیکوکارانی است که سابقه همکاری با مؤسسه گلستان علی(ع) را داشته اند که تعداد آنها نامشخص بوده است. تعداد اعضای 280 نفر براساس روش سرانگشتی کلاین (5 تا 10 برابر تعداد گویه ها) و به روش غیرتصادفی دردسترس انتخاب شدند. ابزار پژوهش پرسشنامه استاندارد برگرفته از پژوهش های پیشین با 28 گویه بوده که برای آزمودن روایی از روایی محتوا و تأیید خبرگان و برای روایی سازه از روایی سازه، همگرا و واگرا بهره گرفته شده است. پایایی پرسشنامه با آلفای کرونباخ و پایایی مرکب (بیش از 7/0) انجام شده است. تجزیه وتحلیل داده ها به روش معادلات ساختاری با نرم افزار پی ال اس 4 انجام شده است. نتایج نشان دادند تأثیر فعالیت های خیرخواهانه در شبکه های اجتماعی بر ارزش برند مؤسسه خیریه و تجربه برند معنادار بوده است. به علاوه، فعالیت های خیرخواهانه در شبکه های اجتماعی ازطریق نقش میانجی تجربه برند و تعدیل گری منحصربه فرد بودن ادراک شده بر ارزش برند مؤسسه خیریه نیز معنادار گزارش شده است. همچنین، نقش میانجی تعدیل شده در مدل نیز تأیید شدInvestigating the Impact of Promoting Charitable Activities in Social Networks on the Brand Equity of Charitable Institutions (philanthropy); Analysis of the Moderating Role of Perceived Uniqueness and Mediation of the Brand Experience of Philanthropists (case study: Golestan Ali Charity)
IntroductionCharity activities have long been a concern of all human societies. In the past, this was mostly done through face-to-face acquaintances or the introduction of a trusted person. However, the tremendous development of the Internet has revolutionized the way of marketing (Zarei et al., 2017). Social media marketing is one of the new dimensions of digital marketing practice. Social media marketing is the process of communicating brand information through social networking sites such as Facebook, LinkedIn, Instagram, YouTube, Twitter, MySpace, and WeChat to communicate with various stakeholders. Social networks can play a very important role in helping the needy and vulnerable people. In times of crisis and emergency, social networks can be used as a tool for information, communication, collecting donations and food, as well as for exchanging information about the location and condition of people. In earthquakes, floods, natural disasters, and other disasters, social networks can act as a bridge between those in need and those who can help. The research hypotheses include the following: H1: Charitable activities in social networks have a significant effect on the special value of charitable institutions. H2: Charitable activities in social networks have a significant effect on brand experience. H3: Brand experience has a significant effect on the special value of charities. H4: Charitable activities in social networks have a significant effect on the special value of charities through the mediating role of brand experience. H5: Perceived uniqueness moderates the effect of charitable activities in social networks through brand experience on the brand value of the charity organization. MethodologyIn terms of purpose, this research is of applied type and its method is survey-analytical in terms of execution method and it was done with SmartPLS4 software. The statistical population includes all philanthropists who have had the experience of cooperating with the Golestan Ali charity and were also members of the social networks of this collection. To measure the variables of social media activity, brand experience, perceived uniqueness, and brand value, the questionnaires of Kim and Ko (2012) with 9 items, Brakus et al. (2009) with 7 items Netemeyer et al. (2004) with 4 items, and Yoo and Donthu (2001) with 8 items were used. The validity of the content of the questionnaire was confirmed by professors and experts whose specialized fields were marketing management, strategic management, and business management. Also, validity has been confirmed based on the data contained in the basic article and previous studies. In addition, based on the results obtained in the validity and reliability section of the model and questionnaire, the sample size is considered to be 5-10 times the number of items in the questionnaire (Amani et al., 2011). Due to the dispersion of the statistical population, 280 people are selected using the available method. The factor loading of the questions is more than 0.5 and they have good validity (Ramin-Mehr & Charstad, 2015). To confirm the construct validity, in addition to confirmatory factor analysis, convergent and divergent validity were used. FindingsDivergent validity is verified using the single-double validity index (Heterotrait-Monotrait Ratio or HTMT) (Habibi & Adanvar, 2016). Based on the reported numbers, the divergent validity is confirmed due to the values being less than 0.9. In terms of demographics, the largest number of respondents are women, who constitute 58.9% of the population of respondents. The percentage of men who participated in answering was also 41.1%. In terms of education, 23.9% had an associate degree, 41.1% had a bachelor's degree, 24.3% had a master's degree, and 10.4% had a doctorate or higher. In terms of age, 16.8% were between 20 and 30 years old, 31.4% were between 31 and 40 years old, 34.3% were between 41 and 50 years old, and 17.5% were older than 50 years old. 21.4% have known the Golestan Ali brand for less than 5 years, 35% have known it between 5 and 10 years and 43.6% have known it more than 10 years. 70% of the sample members were members of the Instagram social network and 30% were members of the institution's Telegram. To determine the fit of the model, three indices of shared values, coefficient of determination, and goodness of fit index (GOF) are used. If the shared values are positive, the reflective model has the required quality (Mohsenin & Esfidani, 2016). The main indicator of the test of dependent latent variables of the model is the coefficient of determination, which expresses the percentage of prediction of the dependent variable differences by the independent variable. Comparison with the numbers 0.67, 0.33, and 0.19 respectively shows that this prediction is average and weak. Discussion and ConclusionThe social media marketing campaign of Golestan Ali Institute makes philanthropists believe that it provides more value and affects the special value of their institution's brand. The brand value of Golestan Ali Institute can be increased with the success of charitable activities in social media. Therefore, charitable activities in social networks affect the special value of charitable institutions. In this regard, it is recommended that the managers of the Golestan Ali Institute publish reliable, informative, and accurate information about the institution's brand on their social media pages because accurate information and gaining the trust of benefactors will increase the value of the charity's brand. Roud and other users are also attracted to this institution. It is also suggested that the introduction of the charitable activities of the Golestan Ali Institute in social networks should be attractive and artistic. Also, it is recommended that the content presented on social networks should be interesting and effective for the audience of these media. To get more users to join this page, Golestan Ali Institute's social media pages use rich media and promote interaction that leads to brand experience. When customers are informed about how a brand can meet their needs and wants through philanthropic activities on social media, a positive brand experience is reinforced. Therefore, charitable activities in social networks have a significant impact on the brand experience. It is recommended that the managers of Golestan Ali Institute emphasize quick interaction with benefactors online to create a positive experience. For example, a charity's social media manager should respond quickly to people's questions on a social media page or chatbot to avoid negative experiences. Also, in these networks, it is possible to share information with others, so that the philanthropists who have had the experience of cooperating with the Golestan Ali Institute can express their experiences. The brand experience affects the image and associations of the brand and improves a strong relationship between the philanthropists and the Golestan Ali (AS) Institute. Also, positive brand experience is very important to maintain a strong brand image, brand awareness, perceived quality, and brand loyalty that ensures their survival and profitability in this competitive market. Therefore, brand experience has a significant effect on the special value of charitable institutions. It is recommended that they continuously share updated content about the charity's offers and services; The reason for this is to inform their current and potential benefactors, which acts as a catalyst for a positive brand experience and ultimately affects the brand value of the charity. In addition, in the charity institution, it should be possible for benefactors to be able to tell their benevolent motives by transferring feelings and emotions to other people and benefactors. In this regard, managers should arrange the possibility of holding programs and activities to create high enthusiasm among benefactors. Philanthropists share their experiences in cooperation with the Golestan Ali Institute. Social networks allow philanthropists to be storytellers, whereby they can share their positive or negative experiences on online platforms. Retelling positive experiences in social networks affects various components of brand equity. Therefore, charitable activities in social networks have a significant effect on the special value of charitable institutions through the mediating role of brand experience. It is recommended to do their best to provide clear and timely information to users on social networks and to take steps to improve the brand image of the charity in the minds of users. Social media brand experience is a powerful tool for creating brand equity. When philanthropists who have cooperated with Golestan Ali Institute are faced with tempting offers from other institutions, they are likely to choose the institution with which they have had good experiences, even if the costs of cooperation with it are higher. Interestingly, this study found that perceived uniqueness positively moderates the relationship between social media and brand equity through the mediating role of brand experience. Therefore, it is recommended that the marketers of Golestan Ali Institute advertise their point of difference on social media pages about the services of their institution so that existing and potential consumers can have a reason to share, recommend, and purchase services from a particular institution.
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