سلطة المکانة السوسيومترية الرمزية للمؤثرين وعلاقتها بتحقيق أهداف تسويق الأفکار على مواقع التواصل الاجتماعي في مصر- دراسة ميدانية

نوع المستند : المقالة الأصلية

المؤلف

مصر، المنصورة، جامعة المنصورة، کلية الآداب، قسم الإعلام

المستخلص

    اکتسب المؤثرون على مواقع التواصل الاجتماعي سلطات تأثير على متابعيهم؛ تمثل بعض هذه السلطات في شکل رمزي نتج عن المکانة السوسيومترية لهؤلاء المؤثرين، واستغل بعض المؤثرين ذلک في التسويق لأفکار محددة، والعمل على جعل متابعيهم يتبنونها، کما اکتسب ذلک طابعًا خاصًا يتناسب مع طبيعة العملية الاتصالية ذاتها على مواقع التواصل الاجتماعي، وبناء على ما سبق عملت الدراسة الحالية على دراسة تأثير السلطة الرمزية لمکانة المؤثر السوسيومترية على تحقيق أهداف تسويق الأفکار بمواقع التواصل الاجتماعي في مصر. تکونت عينة الدراسة من 420 مفردة من المصريين البالغين المتعرضين لصفحات المؤثرين على مواقع التواصل الاجتماعي، وتوصلت إلى أن السلطة الرمزية للمکانة السوسيومترية للمؤثر أثرت على متابعيه في معظم حقول تلک السلطة ومجالاتها.

الكلمات الرئيسية

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