الاتجا‌‌‌‌هات الحديثة في توظيف وسائل التواصل الاجتماعي في الاتصالات التسويقية المتکاملة دراسة تحليلية

نوع المستند : المقالة الأصلية

المؤلف

أستاذ العلاقات العامة والإعلان– قسم علوم الاتصال والإعلام– کلية الآداب– جامعة عين شمس.

المستخلص

تنتمي هذه الدراسة من حيث المنهج إلى دراسات تحليل المستوى الثاني Meta-Analysis، وقد اعتمدت الباحثة على أسلوب «التحليل من المستوى الثاني Meta-Analysisأو التحليل الثانوي للبيانات» Secondary Data Analysis لمراجعة التراث العلمي من البحوث والدراسات السابقة، سواء کانت عربية أو أجنبية منذ عام 2010 حتى عام 2019 من حيث أطرها المنهجية، ومداخلها النظرية، ونتائجها في مجال دراسات توظيف وسائل التواصل الاجتماعي في إطار مدخل الاتصالات التسويقية المتکاملة بأسلوب العينة العمدية باللغتين العربية والإنجليزية، وقامت الباحثة بتحليل 90 دراسة سابقة متعلقة بمجال توظيف وسائل التواصل الاجتماعي في إطار الاتصالات التسويقية المتکاملة، من بينها (20) دراسة عربية بنسبة 22%، في مقابل (70) دراسة أجنبية بنسبة 78%. وبمراجعة الدراسات الحديثة في مجال الدراسة لاحظت الباحثة العديد من الاتجاهات البحثية الفرعية، لذلک قامت الباحثة بتصنيفها إلى عدة محاور فرعية يتناول کل منها عددًا من الدراسات تتناول توظيف وسائل التواصل الاجتماعي کأدوات حديثة في إطار منظومة الاتصالات التسويقية المتکاملة، وانتهت الدراسة إلى رؤية نقدية على مستوى الأطر والمداخل والنظريات في إطار توظيف وسائل التواصل الاجتماعي في الاتصالات التسويقية المتکاملة.

الكلمات الرئيسية

الموضوعات الرئيسية


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