تعرُّض الشباب المصري لمحتوى مدوِّني الطعام" Food Bloggers" عبر مواقع التواصل الاجتماعي وعلاقته بالنِيَّة الشرائِيَّة"

نوع المستند : المقالة الأصلية

المؤلف

قسم العلاقات العامة والإعلان، کلية الإعلام، جامعة الأزهر

المستخلص

هدفت هذه الدراسة إلى التعرف على تأثير قيم (اكتساب المعلومات، الترفيه، والرضا العاطفي)، على الاتجاه نحو محتوى مدوني الطعامFood Bloggers" " عبر مواقع التواصل الاجتماعي، بالإضافة إلى دراسة تأثيرات الاتجاه نحو محتوى مدوني الطعام على النية الشرائية للمنتجات والخدمات الغذائية التي يتم الترويج لها عبر هذه المقاطع.
وهي دراسة وصفية اعتمدت على منهج المسح، واستخدمت الاستبانة كأداة لجمع البيانات من 414 مفردة من مستخدمي وسائل التواصل الاجتماعي من الشباب المصري. وتوصلت إلى عدد من النتائج، منها:
وجود علاقة إيجابية بين القيم الثلاث (اكتساب المعلومات، والترفيه، والرضا العاطفي) وبين الموقف تجاه محتوى مدوني الطعام (Food bloggers)، كما أن موقف الشباب المصري تجاه مقاطع الفيديو الغذائية يتأثر في المقام الأول بقيمة المعلومات، تليها قيمة الترفيه، ثم الرضا العاطفي.
كما أثبتت الدراسة وجود علاقة إيجابية بين الموقف تجاه محتوى مدوني الطعام وبين النية الشرائية. وفيما يتعلق بمدى فعالية التسويق باستخدام محتوى مدوني الطعام أشار نحو 90% من المبحوثين أن محتوى مدوني الطعام يعد أداة تسويقية فعالة، وهذا ما يؤكد الاستخدام المتزايد لهذه الأداة كوسيلة تسويقية في الفترة الأخيرة من قبل أصحاب العلامات التجارية الغذائية.

الكلمات الرئيسية

الموضوعات الرئيسية


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