تأثير التسويق عبر وسائل التواصل الاجتماعي في تقليل التنافر الإدراكي ونوايا التحول لدى الزبون: دراسة تحليلية لآراء عينة من الموظفين العاملين في كليات جامعة القادسية

الموضوعات

إدارة

روابط وملفات

التعريف والنوع

رقم الوثيقة

096596a3-e276-4963-9773-926f91f114eb

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf text

أسماء الملفات

2324271_1.pdf

بيانات النشر

ترجمة العنوان

The effect of social media marketing on reducing cognitive dissonance and switching intentions of the customer : an analytical study of the opinions of a samples of employees working in the colleges of University of Al-Qadisiyah

ألقاب المؤلفين

[{"name_ar":"حسين فلاح ورد","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"عامر علي محمد","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

Arabic

المصدر والدورية

اسم المصدر

تأثير التسويق عبر وسائل التواصل الاجتماعي في تقليل التنافر الإدراكي ونوايا التحول لدى الزبون: دراسة تحليلية لآراء عينة من الموظفين العاملين في كليات جامعة القادسية

المحتوى والصفحات

عدد الصفحات

163

ترجمة الملخص

The Present research aims to identify the Effect of social media marketing represented by (identity, conversations, Sharing, presence, reputation, relationships, and groups). In reducing the cognitive dissonance represented by (emotional dissonance, Wisdom of purchase cognitive dissonance, Concern over deal dissonance arising as a result of the treatment of service providers). An increase in customers’ intentions of transformation due to the weakness in adopting social media marketing, which is reflected in an increase in cognitive dissonance. among a sample of working employees, The employees of the colleges of the University of Al-Qadisiyah, totaling (1053) employees , Accordingly, the questionnaire tool was used in order to show the measurement of the level of availability of research variables in a sample of (291) employees. In order to reveal the nature of the results that the study seeks to achieve, a set of statistical tools must be used, which is represented by: (Normal distribution, structural modeling equation, Cronbach's alpha coefficient, mean, standard deviation, Pearson correlation coefficient, and regression coefficients that were extracted by (SPSS.V.27 ; AMOS.V.26), Accordingly, the results of the research showed that there is a direct and indirect correlation and impact between the independent variable (social media marketing ) by seven dimensions(identity, conversations, Sharing, presence, reputation, relationships, and groups), And the dependent variable (switching intentions) as a one-dimensional variable, And the mediating variable (cognitive dissonance) by three dimensions(emotional dissonance, Wisdom of purchase cognitive dissonance, Concern over deal dissonance arising as a result of the treatment of service providers), Perhaps the most important findings of the research were represented in directing the promoting companies their interests towards the formulation of regulations and clear cognitive procedures to build clear knowledge among customers about the importance of the products being promoted

كلمات الباحثين

التسويق- وسائل التواصل الاجتماعي- التنافر الإدراكي- الزبون

إشراف وإعداد

الإشراف

حسين فلاح ورد

الإعداد

عامر علي محمد

الاقتباسات الببليوغرافية