دانشگاه آزاد اسلامی واحد تهران جنوب

صفحه اصلی / دومین همایش دوسالانه پژوهش های نوپدید در حسابداری،مالی و مدیریت

Ephemeral marketing

نویسندگان :

Ali Ahmadghasemi¹ Alireza BAKHSHIZADEH²

1- کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران 2- 2- استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

کلمات کلیدی :

Ephemeral Content Marketing,،Customer Engagement,،Brand Love,،Brand Trust

چکیده :

Organizations are always looking for ways to attract customer engagement in order to build long-term relationships with customers and ultimately improve their profitability. Accordingly, examining ephemeral content as an effective mechanism for increasing interaction and enhancing customer engagement is important. This type of content is often seen on platforms such as Instagram, Facebook Stories, and some parts of Tok-tok and YouTube. Therefore, this study was conducted with the aim of understanding the impact of ephemeral content marketing on customer engagement through the mediation of brand love and trust. The research method is applied in terms of purpose, descriptive survey in terms of data collection, and quantitative in terms of the nature of the data. The statistical population in this study consists of customers of products and services that have used ephemeral content to inform about last-minute discounts and promotions in Facebook, Instagram, and Snapchat Stories. A sample of 385 respondents was selected to complete the questionnaire with 24 items, the content validity of the questionnaire was confirmed by a group of experts, the construct validity was calculated and confirmed by confirmatory factor analysis and its reliability was calculated and confirmed by Cronbach's alpha coefficient. SPSS software was used to analyze the data and SmartPLS was used to evaluate the structural model based on path modeling. The results showed that the effect of the ephemeral content marketing variable on customer engagement was significant with the mediation of brand love and trust, and all hypotheses were confirmed.