بررسی تاثیر ترویج فعالیت‌های خیرخواهانه در شبکه های اجتماعی بر ارزش ویژه موسسات خیریه (نیکوکاری)؛ تحلیل نقش تعدیلگری منحصر به فرد بودن ادراک شده و میانجی گری تجربه برند (مورد مطالعه: خیریه گلستان علی (ع))

هدف از انجام این پژوهش، بررسی تاثیر ترویج فعالیت‌های خیرخواهانه در شبکه‌های اجتماعی بر ارزش ویژه موسسات خیریه گلستان علی(ع) ازطریق نقش میانجی تجربه برند و تعدیل‌گری منحصربه‌فرد بودن ادراک‌شده بوده است. جامعه آماری تحقیق حاضر، کلیه‌ نیکوکارانی است که سابقه همکاری با موسسه گلستان علی(ع) را داشته‌اند که تعداد آنها نامشخص بوده است. تعداد اعضای 280 نفر براساس روش سرانگشتی کلاین (5 تا 10 برابر تعداد گویه‌ها) و به روش غیرتصادفی دردسترس انتخاب شدند. ابزار پژوهش پرسشنامه استاندارد برگرفته از پژوهش‌های پیشین با 28 گویه بوده که برای آزمودن روایی از روایی محتوا و تایید خبرگان و برای روایی سازه از روایی سازه، همگرا و واگرا بهره گرفته شده است. پایایی پرسشنامه با آلفای کرونباخ و پایایی مرکب (بیش از 0.7) انجام شده است. تجزیه‌وتحلیل داده‌ها به روش معادلات ساختاری با نرم‌افزار پی ال اس 4 انجام شده است. نتایج نشان دادند تاثیر فعالیت‌های خیرخواهانه در شبکه‌های اجتماعی بر ارزش برند موسسه خیریه و تجربه برند معنادار بوده است. به‌علاوه، فعالیت‌های خیرخواهانه در شبکه‌های اجتماعی ازطریق نقش میانجی تجربه برند و تعدیل‌گری منحصربه‌فرد بودن ادراک‌شده بر ارزش برند موسسه خیریه نیز معنادار گزارش شده است. همچنین، نقش میانجی تعدیل شده در مدل نیز تایید شد

investigating the impact of promoting charitable activities in social networks on the brand equity of charitable institutions (philanthropy); analysis of the moderating role of perceived uniqueness and mediation of the brand experience of philanthropists (case study: golestan ali charity)

introductioncharity activities have long been a concern of all human societies. in the past, this was mostly done through face-to-face acquaintances or the introduction of a trusted person. however, the tremendous development of the internet has revolutionized the way of marketing (zarei et al., 2017). social media marketing is one of the new dimensions of digital marketing practice. social media marketing is the process of communicating brand information through social networking sites such as facebook, linkedin, instagram, youtube, twitter, myspace, and wechat to communicate with various stakeholders. social networks can play a very important role in helping the needy and vulnerable people. in times of crisis and emergency, social networks can be used as a tool for information, communication, collecting donations and food, as well as for exchanging information about the location and condition of people. in earthquakes, floods, natural disasters, and other disasters, social networks can act as a bridge between those in need and those who can help. the research hypotheses include the following: h1: charitable activities in social networks have a significant effect on the special value of charitable institutions. h2: charitable activities in social networks have a significant effect on brand experience. h3: brand experience has a significant effect on the special value of charities. h4: charitable activities in social networks have a significant effect on the special value of charities through the mediating role of brand experience. h5: perceived uniqueness moderates the effect of charitable activities in social networks through brand experience on the brand value of the charity organization.  methodologyin terms of purpose, this research is of applied type and its method is survey-analytical in terms of execution method and it was done with smartpls4 software. the statistical population includes all philanthropists who have had the experience of cooperating with the golestan ali charity and were also members of the social networks of this collection. to measure the variables of social media activity, brand experience, perceived uniqueness, and brand value, the questionnaires of kim and ko (2012) with 9 items, brakus et al. (2009) with 7 items netemeyer et al. (2004) with 4 items, and yoo and donthu (2001) with 8 items were used. the validity of the content of the questionnaire was confirmed by professors and experts whose specialized fields were marketing management, strategic management, and business management. also, validity has been confirmed based on the data contained in the basic article and previous studies. in addition, based on the results obtained in the validity and reliability section of the model and questionnaire, the sample size is considered to be 5-10 times the number of items in the questionnaire (amani et al., 2011). due to the dispersion of the statistical population, 280 people are selected using the available method. the factor loading of the questions is more than 0.5 and they have good validity (ramin-mehr & charstad, 2015). to confirm the construct validity, in addition to confirmatory factor analysis, convergent and divergent validity were used. findingsdivergent validity is verified using the single-double validity index (heterotrait-monotrait ratio or htmt) (habibi & adanvar, 2016). based on the reported numbers, the divergent validity is confirmed due to the values being less than 0.9. in terms of demographics, the largest number of respondents are women, who constitute 58.9% of the population of respondents.