فاعلية أسلوب السرد القصصي في إعلانات الفيديو لشركات التسويق العقاري- دراسة كيفية

نوع المستند : المقالة الأصلية

المؤلف

العلاقات العامة والإعلان،كلية الإعلام ،جامعة عين شمس، القاهرة، مصر

المستخلص

     هدفت الدراسة إلى التعرف على فاعلية أسلوب السرد القصصي في إعلانات الفيديو لشركات التسويق العقاري العاملة في مصر، والتي عُرضت في القنوات التلفزيونية الفضائية، ومواقع التواصل الاجتماعي في الفترة من شهر أبريل 2022 إلى شهر سبتمبر 2022على مستوى الشكل والمضمون؛ وذلك للوقوف على دور السرد القصصي في بناء العلامة التجارية لتلك الشركات، وانعكاسه على تشكيل اتجاهات الجمهور نحو الإعلان والعلامة التجارية، ومن ثم على النوايا السلوكية (النية الشرائية- نية التسويق بالكلمة المنطوقة WOM) نحو العلامة التجارية المعلن عنها. وتم تحليل 20 إعلانًا ل 3 علامات تجارية في مجال العقارات، هي: (مدينتي- باديا- ماونتن فيو) تحليلًا كيفيًّا، بالإضافة إلى تطبيق 4 مجموعات نقاش مركزة على عينة من مشاهدي إعلانات الفيديو قوامها 40 مبحوثًا. وقد تبين أن أسلوب السرد القصصي استراتيجية تسويقية فعالة في بناء العلامة التجارية لشركات التسويق العقاري، واتضح أن المبحوثين لديهم اتجاهات إيجابية نحوه، ونحو العلامة التجارية، كما اتضح أن أسلوب السرد القصصي يؤثر على النوايا الشرائية للمبحوثين في حالة ارتباط القصص بالعلامة التجارية وبالمنتج، كما أنه يؤثر على نواياهم السلوكية فيما يتعلق بالتحدث عن العلامة تجارية مع أقرانهم WOM.

الكلمات الرئيسية

الموضوعات الرئيسية


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https://www.youtube.com/watch?v=C_CsblZXt-U&t=9s