نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• علیرضا حاتمی ¹
• داتیس خواجه ئیان ²
• امیر حسین آقائی ³

¹ دانشجوی دکتری مدیریت رسانه، دانشگاه علامه طباطبائی

² گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

³ کارشناس ارشد مدیریت رسانه، گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

دیجی‌کالا به عنوان بزرگترین پلتفرم خرده‌فروشی آنلاین در ایران، یکی از برندهاییست که از ظرفیت رسانه‌های اجتماعی مختلف برای تحقق اهدافش بهره می‌جوید. از طرفی فضای کلی و منحصربفرد حاکم بر میکروبلاگ توییتر به گونه‌ایست که فعالیت در آن حساسیت‌های خاص خودش را دارد. به همین دلیل، در پژوهش حاضر به تحلیل شیوه درگیرشدن مخاطب-مشتریان در توییتر با برند دیجی‌کالا پرداخته شد. پژوهش از نظر هدف، کاربردی-اکتشافی بوده و رویکرد آن کمی است. همچنین از داده‌کاوی و تحلیل شبکه‌های اجتماعی در آن استفاده شده و با استفاده از یکی از ابزارهای پایش شبکه‌های اجتماعی، یعنی پلتفرم هشتگ، به گردآوری و تحلیل داده‌ها یا همان توییت‌های موجود در اینترنت پرداخته شده است.
در همین راستا، ابتدا توییت‌های کاربران توییتر که شامل کلیدواژه‌های مرتبط با دیجی‌کالا بودند را گردآوری و با تحلیل آنها تلاش کردیم الگوهای درگیرشدن مخاطب-مشتریان با این برند را شناسایی کنیم. در انتها، با نمایش نمودار سری‌های زمانی روند انتشار مطالب، سری‌های زمانی و روند احساسات یا سنتیمنت مطالب، ابرکلمات، ابرهشتگ و تاپیک‌ مدلینگ، برجسته‌ترین روندها و موضوعات درگیرکننده کاربران توییتر با دیجی‌کالا ارائه و ضمن تحلیل چرایی آن، پیشنهاداتی برای حضور موثر برندها در این شبکه‌ اجتماعی آورده شده است.

کلیدواژه‌ها

• رسانه‌های اجتماعی
• توییتر
• درگیرسازی مخاطب
• دیجی‌کالا
• مخاطب-مشتری

عنوان مقاله [English]

Analysis of audience/customer involvement with the brand in social networks; A case study of Digikala on Twitter

نویسندگان [English]

• alireza hatami ¹
• Datis Khajeheian ²
• Amir Hossein Aghaei ³

¹ Ph.D. student of media management,, Allameh Tabatabai Universit

² Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

³ Master of Media Management, Department of Business Management, School of Management, University of Tehran, Tehran, Iran.

چکیده [English]

Analysis of audience/customer involvement with the brand in social networks; A case study of Digikala on Twitter
The ever-increasing growth of the Internet penetration rate, along with the development of social media, which has turned mere consumer users into content producers, is not a secret. On the other hand, brands and businesses see the opportunity to interact and deliver messages to their most important stakeholders in social media to avoid potential threats in social media. In this way, knowing the atmosphere governing these media platforms and having the ability to analyze the ways of engaging with the audience-customers has become a necessity for brands.
As the largest online retail platform in Iran, Digikala is one of the brands that uses the capacity of various social media to achieve its goals. On the other hand, the general and unique atmosphere that governs the Twitter microblog is such that the activity in it has its own sensitivities. For this reason, in the present research, the way of engaging the audience-customers on Twitter with Digikala brand was analyzed. The purpose of the research is applied-exploratory and its approach is quantitative. Also, data mining and analysis of social networks have been used in it, and using one of the monitoring tools of social networks, i.e. the hashtag platform, it has been used to collect and analyze data or the tweets available on the Internet.
In this regard, we first collected the tweets of Twitter users that included keywords related to DigiKala and by analyzing them, we tried to identify the patterns of audience-customer engagement with this brand. In the end, by showing the time series chart of content publishing process, time series and trend of emotions or sentiment of content, keywords, superhashtag and topic modeling, the most prominent trends and topics involving Twitter users with Digikala, and while analyzing why, suggestions for the effective presence of brands in This social network is included.

Keywords: social media, Twitter, audience engagement, digikala, audience-customer

re
Analysis of audience/customer involvement with the brand in social networks; A case study of Digikala on Twitter
The ever-increasing growth of the Internet penetration rate, along with the development of social media, which has turned mere consumer users into content producers, is not a secret. On the other hand, brands and businesses see the opportunity to interact and deliver messages to their most important stakeholders in social media to avoid potential threats in social media. In this way, knowing the atmosphere governing these media platforms and having the ability to analyze the ways of engaging with the audience-customers has become a necessity for brands.
As the largest online retail platform in Iran, Digikala is one of the brands that uses the capacity of various social media to achieve its goals. On the other hand, the general and unique atmosphere that governs the Twitter microblog is such that the activity in it has its own sensitivities. For this reason, in the present research, the way of engaging the audience-customers on Twitter with Digikala brand was analyzed. The purpose of the research is applied-exploratory and its approach is quantitative. Also, data mining and analysis of social networks have been used in it, and using one of the monitoring tools of social networks, i.e. the hashtag platform, it has been used to collect and analyze data or the tweets available on the Internet.
In this regard, we first collected the tweets of Twitter users that included keywords related to DigiKala and by analyzing them, we tried to identify the patterns of audience-customer engagement with this brand. In the end, by showing the time series chart of content publishing process, time series and trend of emotions or sentiment of content, keywords, superhashtag and topic modeling, the most prominent trends and topics involving Twitter users with Digikala, and while analyzing why, suggestions for the effective presence of brands in This social network is included.

Keywords: social media, Twitter, audience engagement, digikala, audience-customer
Keywords: social media, Twitter, audience engagement, digikala, audience-customer
Keywords: social media, Twitter, audience engagement, digikala, audience-customer
Keywords: social media, Twitter, audience engagement, digikala, audience-customer
Keywords: social media, Twitter, audience engagement, digikala, audience-customer
Keywords: social media, Twitter, audience engagement, digikala, audience-customer
Keywords: social media, Twitter, audience engagement, digikala, audience-customer

کلیدواژه‌ها [English]

• social media
• Twitter
• audience engagement
• digikala
• audience-customer