تاثیر کانال‌های ارتباطی بر تبلیغات کلامی با میانجی‌گری ریسک اجتماعی و انتشار سریع اطلاعات و تعدیل‌گری خود ابرازی برند

ﻫﺪف: ﻫﺪف از اﻧﺠﺎم ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﮐﺎﻧﺎلﻫﺎی ارﺗﺒﺎﻃﯽ ﺑﺮ ﺗﺒﻠﯿﻐﺎت ﮐﻼﻣﯽ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ رﯾﺴﮏ اﺟﺘﻤﺎﻋﯽ و اﻧﺘﺸﺎر ﺳﺮﯾﻊ اﻃﻼﻋﺎت و ﻧﻘﺶ ﺗﻌﺪﯾﻞﮔﺮ ﺧﻮد اﺑﺮازی ﺑﺮﻧﺪ اﺳﺖ. روش: ﭘﮋوﻫﺶ از ﺣﯿﺚ ﻫﺪف ﮐﺎرﺑﺮدی و از ﺣﯿﺚ روش، ﺗﻮﺻﯿﻔﯽ - ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎری ﭘﮋوﻫﺶ ﻣﺸﺘﺮﯾﺎن ﺷﺮﮐﺖ ﺑﯿﻤﻪ رازی در ﺷﻬﺮ ﻣﺸﻬﺪ ﻫﺴﺘﻨﺪ ﮐﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮی ﺗﺼﺎدﻓﯽ ﺳﺎده ﺗﻌﺪاد 396 ﻧﻔﺮ ﺑﺮ اﺳﺎس ﻓﺮﻣﻮل ﮐﻮﮐﺮان اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑﺰار ﮔﺮدآوری دادهﻫﺎ ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد ﺑﻮده ﮐﻪ رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ آن ﺗﺄﯾﯿﺪ ﮔﺮدﯾﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎی ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﮐﺎﻧﺎلﻫﺎی ارﺗﺒﺎﻃﯽ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداری ﺑﺮ رﯾﺴﮏ اﺟﺘﻤﺎﻋﯽ، ﺳﺮﻋﺖ اﻧﺘﺸﺎر اﻃﻼﻋﺎت و ﺗﺒﻠﯿﻐﺎت ﮐﻼﻣﯽ دارﻧﺪ. ﻫﻤﭽﻨﯿﻦ ﺗﺄﺛﯿﺮ رﯾﺴﮏ اﺟﺘﻤﺎﻋﯽ و ﺳﺮﻋﺖ اﻧﺘﺸﺎر اﻃﻼﻋﺎت ﺑﺮ ﺗﺒﻠﯿﻐﺎت ﮐﻼﻣﯽ ﻣﻌﻨﺎدار ﺑﻮد. ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ رﯾﺴﮏ اﺟﺘﻤﺎﻋﯽ و ﺳﺮﻋﺖ اﻧﺘﺸﺎر اﻃﻼﻋﺎت در راﺑﻄﻪ ﺑﯿﻦ ﮐﺎﻧﺎلﻫﺎی ارﺗﺒﺎﻃﯽ و ﺗﺒﻠﯿﻐﺎت ﮐﻼﻣﯽ ﻧﯿﺰ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﻫﻤﭽﻨﯿﻦ ﻧﻘﺶ ﺗﻌﺪﯾﻞﮔﺮ ﺧﻮداﺑﺮازی ﺑﺮﻧﺪ در راﺑﻄﻪ ﺑﯿﻦ رﯾﺴﮏ اﺟﺘﻤﺎﻋﯽ و ﺳﺮﻋﺖ اﻧﺘﺸﺎر اﻃﻼﻋﺎت ﺑﺎ ﺗﺒﻠﯿﻐﺎت ﮐﻼﻣﯽ ﺗﺄﯾﯿﺪ ﺷﺪ. ﻧﺘﺎﯾﺞ: ﺑﺎ ﮐﺎﻫﺶ ﻣﯿﺰان رﯾﺴﮏ اﺟﺘﻤﺎﻋﯽ و اﻓﺰاﯾﺶ ﺳﺮﻋﺖ اﻧﺘﺸﺎر اﻃﻼﻋﺎت در ﺳﺎﯾﻪ ارﺗﻘﺎی ﮐﺎﻧﺎلﻫﺎی ارﺗﺒﺎﻃﯽ ﻣﯽﺗﻮان ﺗﺒﻠﯿﻐﺎت ﮐﻼﻣﯽ را در ﺧﺼﻮص ﺑﯿﻤﻪ رازی در ﺑﯿﻦ ﻣﺸﺘﺮﯾﺎن اﻓﺰاﯾﺶ داد.

The Impact of Communication Channels on Verbal Advertising: Investigating the Mediating Role of Social Risk and Rapid Release of Information and Moderating Role of Brand Self-Reporting

Objective: The purpose of the present study was to evaluate the impact of communication channels on word of mouth: examining the mediating role of social risk and the faster diffusion and the moderating role of selfbrand connection. Methodology: The purpose of the study is applied and descriptive survey type. The statistical population of the study consisted of customers of Razi Insurance Company in Mashhad who were selected by random sampling method from 396 individuals based on Cochran formula. Data was collected using a standard questionnaire whose validity and reliability was confirmed. Findings: The findings showed that communication channels had a significant effect on social risk, faster diffusion and word of mouth ads. There was also a significant effect of social risk and faster diffusion on word of mouth ads. The mediating role of social risk and faster diffusion in the relationship between communication channels and verbal advertising were also confirmed. The moderating role of selfbrand connection in the relationship between social risk and verbal advertising and the speed of disseminating information and word of mouth was also confirmed. Result: It can be said that by reducing the social risk and increasing the faster diffusion in the light of promotion of communication channels, one can expect customers to offer word of mouth.