تأثیر انگیزه مشارکت مشتری بر ارزش ویژه مشتری: نقش میانجی اعتماد به برند و فعالیت های بازاریابی شبکه های اجتماعی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
کسب ارزش ویژه مشتری با شرکت یکی از مهم ترین مؤلفه های رشد و توسعه در کسب و کارهای آنلاین است که رقابت را در این عرصه تشدید کرده است. هدف از پژوهش حاضر بررسی تأثیر انگیزه مشارکت مشتری بر ارزش ویژه مشتری با نقش میانجی اعتماد به برند در فعالیت های بازاریابی شبکه های اجتماعی فروشگاه دیجی کالا در رسانه اجتماعی پرمخاطب اینستاگرام است. پژوهش حاضر از لحاظ هدف، کاربردی و از نظر روش، توصیفی-پیمایشی است. جامعه آماری شامل کاربران اینستاگرام فروشگاه دیجی کالاست که بدین منظور، نمونه ای شامل 384 نفر بر اساس فرمول کوکران با روش نمونه گیری غیراحتمالی در دسترس انتخاب شد. داده ها با پرسشنامه آنلاین شامل 33 سؤال برگرفته از مطالعات پیشین گردآوری شد. روایی ظاهری پرسشنامه و پایایی آن با روش آلفای کرونباخ و ضرایب ترکیبی تأیید شد. در این مطالعه برای تحلیل و آزمون فرضیه های پژوهش از نرم افزارهای SPSS و PLS استفاده شده است. نتایج بیانگر نقش مؤثر فعالیت های بازاریابی رسانه های اجتماعی بر اعتماد به برند است؛ بنابراین مدیران فروشگاه های آنلاین در شبکه های اجتماعی باید میزان شفافیت و صراحت خود را در اجتماعات و انجمن های برند افزایش دهند تا از این طریق مشتریان با اعتماد بیشتری در این شبکه ها خرید کنند و به دنبال آن کیفیت روابطشان بهبود یابد. در این پژوهش تأثیر انگیزه مشارکت مشتری بر فعالیت های بازاریابی شرکت در رسانه های اجتماعی تأیید شد که این خود باعث مشارکت در تعاملات متقابل و تبلیغات دهان به دهان می شود و در نتیجه، انگیزه مشارکت مشتری بر ارزش ویژه مشتری و اعتماد به برند فروشگاه تأثیر معناداری دارد. درنهایت، تأثیر اعتماد به برند فروشگاه بر ارزش ویژه مشتری نیز در این پژوهش تأیید شد.Effect of Customer Participation Motivation on Customer Equity: the Mediating Role of Brand Trust and Social Media Marketing Activities
Acquiring distinctive customer value is a critical component for growth and development in online businesses, especially given the intensifying competition in this sector. This research aimed to investigate the impact of customer participation motivation on customer equity, with brand trust and social media marketing activities of Digikala Store on Instagram serving as mediating factors. The study was applied in nature and utilized a descriptive survey methodology. The statistical population comprised Instagram customers of Digikala Store with a sample of 384 individuals selected using Cochran's formula and a non-probability sampling method. Data were gathered through an online questionnaire consisting of 33 questions adopted from the works of Yu and Yuan, Goudi et al., and Kamboj et al. The validity of the questionnaire was confirmed through face validity and its reliability was assessed using Cronbach's alpha. SPSS and PLS pieces of software were employed to analyze and test the research hypotheses. The results indicated that customer participation motivation had a positive and significant effect on social media marketing activities, which in turn enhanced customer value and brand trust in the store. Customer motivation to engage in social network activities had increased over time as customers today possessed greater knowledge and awareness, leading to heightened participation in social media marketing efforts. Customers engaged in companies' marketing activities on social media for entertainment to connect with other customers and seek the information they needed. IntroductionCustomer equity defined as the total combined value of a company's current and future customers is essential for sustainability of online businesses. In the competitive landscape of digital commerce, platforms like Instagram serve as powerful tools for fostering customer engagement. This study examined how customer participation motivations—such as entertainment, social connection, and brand affinity—contributed to enhancing customer equity. Central to this investigation were the mediating roles of brand trust and social media marketing activities with a focus on Digikala, Iran's largest online retailer. The study highlighted the importance of customer trust, especially in an era where digital transactions often lacked face-to-face interactions, underscoring the need for effective brand communication strategies. Materials & MethodsThis applied research utilized a descriptive-survey approach. The participants included 384 Instagram users of Digikala selected based on Cochran's formula. A convenience sampling method was employed and data were collected through a 33-item online questionnaire, which was validated for reliability using Cronbach’s alpha (exceeding 0.7). Statistical analysis was performed using SPSS and SmartPLS software, applying Structural Equation Modeling (SEM) to test the hypotheses. The methodology also involved demographic profiling of respondents, focusing on variables, such as age, gender, and shopping behaviors. Research FindingsThe findings indicated that social media marketing activities were essential for fostering brand trust and enhancing customer equity. Motivations, such as the desire for entertainment, social interaction, and information, significantly influenced participation in social media marketing efforts. This engagement not only boosted customer involvement, but also strengthened brand trust and encouraged positive word-of-mouth advertising. Additionally, the study underscored the relationship between brand trust and customer equity, emphasizing that transparent communication strategies were crucial for sustaining customer loyalty and enhancing overall equity. Discussion of Results & ConclusionThe research underscored the vital role of social media marketing activities in enhancing customer equity through the cultivation of brand trust. Transparency and openness within online brand communities, such as those created by Digikala on Instagram, were identified as key factors in building customer trust. Engaging customers through activities like gamification, interactive campaigns, and personalized updates not only strengthened participation, but also fostered mutual trust.The study demonstrated that motivations for customer participation—such as entertainment, interpersonal communication, and the quest for reliable information—significantly enhanced engagement with social media marketing. This increased engagement, in turn, led to positive outcomes, including word-of-mouth advertising and improved brand perception. The importance of brand trust was particularly emphasized, serving as a mediator between marketing activities and customer equity. Trust reinforced customer loyalty, contributing to long-term relationships and higher customer lifetime value.The practical implications suggested that companies had to prioritize customer-centric strategies that incorporated transparency and interactivity. Such efforts not only enhanced the effectiveness of marketing campaigns, but also promoted sustainable growth in customer equity. For online retailers like Digikala, adopting these strategies aligned well with their operational model, where fostering trust in a digital-only transaction environment was crucial. The findings further highlighted that aligning marketing initiatives with customer motivations strengthened the customer-brand relationship, resulting in greater financial and reputational benefits.
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