درگيري نشان تجاري رسانه‌هاي اجتماعي، ارزش ويژه‌ نشان تجاري، عملكرد نشان تجاري: با در نظر گرفتن متغير تعديل‌گر اعتماد

Social Media Brand Engagement, Brand Equity, Brand Performance: with emphasis on the moderating role of Trust

اﻣﺮوزه دﯾﮕﺮ ﺣﻀﻮر ﻓﯿﺰﯾﮑﯽ و ﺗﺒﻠﯿﻐﺎت ﺳﻨﺘﯽ ﺑﻪ ﻣﻨﻈﻮر رﻗﺎﺑﺖ در ﺑﺎزار ﺑﺴﯿﺎري از ﮐﺴﺐ و ﮐﺎرﻫﺎ و ﺧﺼﻮﺻﺎ ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري ﮐﺎﻓﯽ ﻧﯿﺴﺖ و ﻋﺼﺮ رﻗﺎﺑﺖ ﺑﻪ ﺳﻤﺖ ﻣﺤﯿﻂ دﯾﺠﯿﺘﺎل ﯾﺎ ﺑﺮﺧﻂ ﮔﺮاﯾﺶ ﭘﯿﺪا ﮐﺮده اﺳﺖ. ﻫﺪف از ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ درﮔﯿﺮي ﻧﺸﺎن ﺗﺠﺎري رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺑﺮ ارزش وﯾﮋه ﻧﺸﺎن ﺗﺠﺎري ﺑﺎ در ﻧﻈﺮ ﮔﺮﻓﺘﻦ ﻣﺘﻐﯿﺮ ﺗﻌﺪﯾﻞﮔﺮ اﻋﺘﻤﺎد و ﺗﺄﺛﯿﺮ آﻧﻬﺎ ﺑﺮ ﻋﻤﻠﮑﺮد ﻧﺸﺎن ﺗﺠﺎري در ﻣﯿﺎن ﻣﺸﺘﺮﯾﺎن ﺑﺎﻧﮏ ﻣﻠﯽ اﺳﺘﺎن ﺗﻬﺮان اﺳﺖ. روش ﭘﮋوﻫﺶ: روش اﯾﻦ ﭘﮋوﻫﺶ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي، از ﻟﺤﺎظ ﻣﺤﺘﻮي ﺗﻮﺻﯿﻔﯽ-ﭘﯿﻤﺎﯾﺸﯽ و از ﻟﺤﺎظ ﻧﺤﻮه اﺟﺮا ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. در اﯾﻦ راﺳﺘﺎ 385 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن ﺑﺎﻧﮏ ﻣﻠﯽ اﺳﺘﺎن ﺗﻬﺮان ﺑﺮاﺳﺎس روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﺧﻮﺷﻪاي ﭼﻨﺪ ﻣﺮﺣﻠﻪاي ﺑﻪ ﺳﺆاﻻت ﭘﺮﺳﺸﻨﺎﻣﻪ ﭘﺎﺳﺦ دادﻧﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ ﻧﺸﺎن داد ﮐﻪ ﻫﻤﻪ ﻋﻮاﻣﻞ ﻫﻮﯾﺖ، در دﺳﺘﺮس ﺑﻮدن اﻃﻼﻋﺎت، ﺳﺮﮔﺮﻣﯽ، ﺗﺒﻠﯿﻐﺎت ﺷﺨﺼﯽﺷﺪه و واﺑﺴﺘﮕﯽ ﻧﺸﺎن ﺗﺠﺎري ﺑﺮ درﮔﯿﺮي ﻧﺸﺎن ﺗﺠﺎري رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﺑﺎﻧﮏ ﻣﻠﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارﻧﺪ. ﻧﺘﺎﯾﺞ ﻫﻤﭽﻨﯿﻦ ﻧﺸﺎن داد ﮐﻪ درﮔﯿﺮي ﻧﺸﺎن ﺗﺠﺎري رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺑﺮ ارزش وﯾﮋه ﻧﺸﺎن ﺗﺠﺎري و ارزش وﯾﮋه ﻧﺸﺎن ﺗﺠﺎري ﺑﺮ ﻋﻤﻠﮑﺮد ﻧﺸﺎن ﺗﺠﺎري ﺑﺎﻧﮏ ﻣﻠﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارﻧﺪ. در ﭘﺎﯾﺎن ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﻣﺘﻐﯿﺮ اﻋﺘﻤﺎد در راﺑﻄﻪ ﺑﯿﻦ درﮔﯿﺮي ﻧﺸﺎن ﺗﺠﺎري رﺳﺎﻧﻪ ﻫﺎي اﺟﺘﻤﺎﻋﯽ و ارزش وﯾﮋه ﻧﺸﺎن ﺗﺠﺎري در ﺑﺎﻧﮏ ﻣﻠﯽ ﻧﻘﺶ ﺗﻌﺪﯾﻞﮐﻨﻨﺪﮔﯽ دارد. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﺑﻪ ﻣﻨﻈﻮر ارﺗﻘﺎء ﻋﻤﻠﮑﺮد ﻧﺸﺎن ﺗﺠﺎري ﺑﺎﻧﮏ ﻣﻠﯽ اﯾﺮان، ﺗﻮﺟﻪ ﺑﻪ درﮔﯿﺮ ﮐﺮدن ﻣﺸﺘﺮﯾﺎن از ﻃﺮﯾﻖ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ و اﻓﺰاﯾﺶ اﻋﺘﻤﺎد آﻧﻬﺎ ﺑﻪ ﻣﻨﻈﻮر ﺗﺄﺛﯿﺮﮔﺬاري درﮔﯿﺮي ﻧﺸﺎن ﺗﺠﺎري و ارزش وﯾﮋه ﻧﺸﺎن ﺗﺠﺎري از اﻫﻤﯿﺖ ﺑﺎﻻﯾﯽ ﺑﺮﺧﻮردار اﺳﺖ.

Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province. Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling. Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role. Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.