ارایه الگوی داینامیکی اخبار جعلی در دوران شیوع کووید-۱۹ با توجه به مولفه های ارزش ویژه برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران

2 استاد مدعو گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران و استاد مدیریت صنعتی، دانشگاه فردوسی مشهد‌، مشهد، ایران (نویسنده مسئول)

3 استاد مدعو گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران و استادیار مدیریت بازرگانی، موسسه آموزش عالی تابران، مشهد، ایران

4 استادیار گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران

چکیده

مقدمه: وجود رسانه‌ها و شبکه‌های اجتماعی، سرعت رشد اخبار جعلی را افزایش داده است. پخش و گسترش اخبار جعلی به ویژه در ارتباط با میزان شیوع کووید-۱۹ می‌تواند لطمه‌های سنگینی نظیر از دست دادن مشتریان فعلی، حرکت آن‌ها به سمت رقبا، کاهش ارزش سهام و اعتبار یک برند را در پی داشته باشد و سازمان‌ها بایستی هزینه‌های سنگینی برای مبارزه با این خبرها پرداخت نمایند. پژوهش حاضر با هدف ارایه الگوی داینامیکی اخبار جعلی در دوران شیوع کووید-۱۹ با توجه به مولفه های ارزش ویژه برند انجام شد.
روش کار: تحقیق حاضر ازنظر هدف، از نوع تحقیقات کاربردی محسوب می‌شود؛ زیرا در پی نشان دادن اثرات بازخوردی اخبار جعلی بر ارزش ویژه برند و عوامل آن است. همچنین این تحقیق بر اساس ماهیت داده‌ها از نوع آمیخته است؛ در این تحقیق از روش پویایی‌های سیستم برای درک و تجزیه‌وتحلیل متغیرها استفاده شده است.
نتایج: نتایج این تحقیق در قالب نمودار علت معلولی اثر اخبار جعلی بر مولفه‌های ارزش ویژه برند، نمودار علت معلولی ارزش ویژه برند و مولفه‌‎های اثرگذار بر ارزش ویژه برند نشان داده شده است.
نتیجه گیری: نتایج این تحقیق می‌تواند بینش مدیران بازاریابی را افزایش داده و آن‌ها را در خصوص تصمیم‌گیری برای بهبود ارزش ویژه برند یاری نماید. در راستای نتایج این تحقیق مدیران بازاریابی بایستی راه‌های پخش و گسترش اخبار جعلی را به حداقل برسانند.

کلیدواژه‌ها


عنوان مقاله [English]

Providing a dynamic model of fake news during the outbreak of Covid-19 with respect to brand equity components

نویسندگان [English]

  • Arian Nezhad Davood 1
  • Alireza Pooya 2
  • Hadi Bastam 3
  • Ali Hosseinzadeh 4
1 Department of Management, Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran.
2 Department of Management, Torbat-e Heydarieh Branch, Islamic Azad University, Torbat– e Heydarieh, Iran (‌Visiting Professor) and Professor of Industrial Management, Ferdowsi University of Mashhad, Mashhad, Iran. (Corresponding Author)
3 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran(Visiting Professor) and Assistant Professor of Business Management, Tabaran Institute of Higher Education, Mashhad, Iran.
4 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran.
چکیده [English]

Introduction: The existence of social media and networks has accelerated the growth of fake news. Spreading fake news, especially in connection with the prevalence of Covid-19, can lead to serious losses such as the loss of current customers, their move to competitors, devaluation of stocks and the credibility of a brand, and organizations have to bear heavy costs to fight Pay with this news. The aim of this study was to provide a dynamic model of fake news during the outbreak of Covid-19 with respect to brand equity components.
MethodsThe present study is applied research in terms of purpose; Because it seeks to show the effects of fake news feedback on brand equity and its agents. This research is also based on the nature of the mixed data; In this research, the system dynamics method is used to understand and analyze the variables.
Results: The results of this research are shown in the form of a causal diagram of the effect of fake news on brand equity components, a brand equity causal diagram and components affecting brand equity.
Conclusion: The results of this study can increase the insight of marketing managers and help them make decisions to improve brand equity. In line with the results of this research, marketing managers should minimize the ways of spreading fake news.

کلیدواژه‌ها [English]

  • Fake News
  • Brand Equity
  • Systems Dynamics
  • Covid-19
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