استراتيجيات إدارة السُّمعة الإلكترونية في صفَحات الماركات على إنستجرام خلال أزمة المقاطعة - دراسة تحليلية | ||||
مجلة البحوث الإعلامية | ||||
Volume 71, Issue 1, July 2024, Page 245-326 PDF (12.09 MB) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/jsb.2024.284276.1737 | ||||
View on SCiNiTO | ||||
Author | ||||
منة الله محمد عبد الحميد | ||||
قسم الاتصالات التسويقية كلية الإعلام جامعة عين شمس | ||||
Abstract | ||||
هدفت الدراسة تحليل استراتيجيات إدارة السمعة الإلكترونية في صفحات الماركات على إنستجرام، خاصة بعد أزمة مقاطعة الجمهور المصري للعديد من الماركات نتيجة لحرب غزة عام 2023. وتم تحليل عينة من المنشورات في صفحات عينة من الماركات التي قاطعها الجمهور، وتفاعل الجمهور مع هذه المنشورات من خلال التعليقات، مع التركيز على عناصر نموذج Regret لإدارة السمعة، مثل "التجديد" و"التحليل". وتوصلت الدراسة إلى اعتماد الماركات عينة الدراسة على استراتيجيات متنوعة لإدارة السمعة الإلكترونية، أبرزها استراتيجيات "التركيز على الميزة التنافسية"، و"تحسين الثقة في الماركة"، و"التفاعل مع الجمهور"، و"الشفافية"، كما تنوعت استجابات الجمهور تجاه المنشورات عينة الدراسة؛ حيث رصدت الدراسة ازديادًا كبيرًا في التعليقات السلبية للجمهور وانخفاض عدد المنشورات التي ظهرت فيها استراتيجية فعالية إدارة الأزمات. كما أشارت النتائج إلى انخفاض معدل النشر في صفحات الماركات عينة الدراسة بعد تاريخ بداية الحرب (السابع من أكتوبر). | ||||
Keywords | ||||
الماركة; الثقة; السمعة; السمعة الإلكترونية; المقاطعة | ||||
References | ||||
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