إدراک طلبة الجامعات المصرية للعلامة التجارية الشخصية عبر مواقع التواصل الاجتماعي "دراسة کيفية"

نوع المستند : المقالة الأصلية

المؤلف

کلية البنات للآداب والعلوم والتربية، جامعة عين شمس

المستخلص

هدفت الدراسة إلى بحث إدراک طلبة الجامعات المصرية للعلامة التجارية الشخصية عبر مواقع التواصل الاجتماعي، من حيث أهميتها، واستراتيجيات تشکيلها، ومدى مطابقتها لتوقعات صاحب العمل، واعتمدت الدراسة على أسلوب البحث النوعي، حيث اقتصرت على عدد صغير- نوعًا ما- من المشارکين، حيث أجريت مقابلات مع (23) مفردة تم اختيارهم بطريقة عمدية من طلبة الجامعات المصرية الحکومية والخاصة.
 وخلصت نتائج الدراسة إلى: استخدام جميع الطلبة- عينة الدراسة- لشبکات التواصل الاجتماعي غير المهنية، مثل: Facebook، Instagram للتواصل مع عائلاتهم، وأصدقائهم، ومعارفهم، فيما قلَّ عدد الطلبة المُستخدمين لمواقع التواصل الاجتماعي المهنية وخاصة LinkedIn، واتسم استخدامهم لها بالحداثة والافتقار للخبرة والمهارة في التعامل معها. کما أوضحت النتائج عدم امتلاک الطلبة للفهم الراسخ للعلامة التجارية الشخصية، ومکوناتها، حيث إنهم لا يُديرونها بالشکل المتسق والفعال، ففي الوقت الذي يستطيعون إجراء الاختبار الذاتي للعلامة التجارية الشخصية عبر تحديد نقاط قوتهم، ومواطن ضعفهم، لا يُحبِّذون الترويج الذاتي، والعرض لنقاط قوتهم عبر مواقع التواصل الاجتماعي، کما أنهم لا يهتمون بتوسيع دائرة الاتصالات عبر مواقع التواصل الاجتماعي، وتنويعها بين الزملاء والمتخصصين من أهل الخبرة، وأصحاب العمل والشرکات محل الاهتمام، کما جاءت المراقبة الآلية للمبحوثين بهدف الفضول أو تحقيقًا للسعادة دون السعي إلى تنقية المحادثات، وتفادي الأخطاء المؤثرة على الجانب المهني. وبالرغم من کل ما سبق إلا أن الطلبة يدرکون أهمية العلامة التجارية الشخصية، وفاعليتها، وفوائدها، لکنهم يؤجلون إدارتها ريثما يفهمون ذاتهم، ويمتلکون الخبرة الکافية في التخصص الدراسي.

الكلمات الرئيسية

الموضوعات الرئيسية

المراجع

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