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"تأثير شبكات التواصل الاجتماعي على العلاقات العامة والمشاركة والالتزام بالاسم التجاري"

التفاصيل

تأثير شبكات التواصل الاجتماعي على العلاقات العامة والمشاركة والالتزام بالاسم التجاري

تأثير شبكات التواصل الاجتماعي على العلاقات العامة والمشاركة والالتزام بالاسم التجاري

اضف إلى سلة النتائج المختارة إطلب هذا المرجع بالإيميل
  • القسم:
    بحث منشور في مجلة علمية محكمة
  • نوع المحتوى:
    مراجع أجنبيــة
  • حالة النص:
    كامــــل
  • عدد الصفحات:
    10
  • سنة النشر:
    2012
  • تحميل:
    ملخـــص

"تأثير شبكات التواصل الاجتماعي على العلاقات العامة والمشاركة والالتزام بالاسم التجاري"

لا تشير الورقة المقدمة على وجه التحديد إلى دور وسائل التواصل الاجتماعي في العلاقات العامة ومشاركة العلامة التجارية والالتزام بالعلامة التجارية. تركز الورقة على دور وسائل التواصل الاجتماعي في التأثير على سلوك شراء المستهلك وولاء العلامة التجارية في مدينة بنغالورو.

تلعب وسائل التواصل الاجتماعي دورًا مهمًا في العلاقات العامة من خلال العمل كقناة اتصال بين المنظمات والجمهور. إنه يسمح بالاتصال ثنائي الاتجاه، مما يمكّن العملاء من تقديم ملاحظات حول السلع والخدمات، وبالتالي تعزيز التواصل الديناميكي بين المسوقين والمستهلكين [1]. أصبحت منصات التواصل الاجتماعي أدوات قوية في تشكيل عمليات صنع القرار لدى المستهلك، والتأثير على سلوك شراء المستهلك، وبناء الولاء للعلامة التجارية [2]. أنشطة التسويق عبر وسائل التواصل الاجتماعي لها تأثير إيجابي على الولاء للعلامة التجارية من خلال الدور الوسيط لمشاركة المجتمع ومشاركة العلامة التجارية [3]. تؤثر أنشطة وسائل التواصل الاجتماعي بشكل كبير على صورة العلامة التجارية والولاء العاطفي للعلامة التجارية للعميل [4]. تعمل أنشطة التسويق عبر وسائل التواصل الاجتماعي على تحسين التزام العملاء من خلال التأثير الإيجابي على أبعاد حقوق العلامة التجارية مثل الوعي بالعلامة التجارية وصورة العلامة التجارية.

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