تأثير استخدام المشاعر الإلكترونية (الإيموجي) في الاتصالات الرقمية على بناء العلاقات تجاه العلامة التجارية- دراسة شبه تجريبية

نوع المستند : المقالة الأصلية

المؤلف

كلية الإعلام وتكنولوجيا - الاتصال جامعة جنوب الوادي

المستخلص

تستهدف الدراسة استكشاف تأثير وجود أو غياب المشاعر الإلكترونية (الإيموجي) في الاتصالات الرقمية على بناء العلاقات بالعلامة التجارية، وذلك من خلال توظيف نظرية العواطف كمعلومات اجتماعية EASI؛ لدراسة تأثير "التعبيرات العاطفية للمصدر" على سلوك المتلقي، وتشكيل تصوراته حول المرسل والخدمة، وهو ما ينعكس على علاقته بالعلامة التجارية، وتتلخص الفرضية الأساسية لها في أن العرض العاطفي للمرسل يمكن أن يكون له عواقب مهمة على سلوك المتلقين، وذلك من خلال المنهج شبه التجريبي، على عينة من طلاب كلية الإعلام وتكنولوجيا الاتصال، بلغ عددهم (60) مفردة، بالاعتماد على نظام المجموعتين التجريبية والضابطة، بتقسيمهم إلى مجموعتين؛ بلغ العدد في كل مجموعة (30) مفردة، إذ تتعرض المجموعة التجريبية لمجموعة من النماذج في وجود المشاعر الإلكترونية؛ بينما تتعرض المجموعة الضابطة للنماذج نفسها دون تضمين المشاعر الإلكترونية، وتوصلت الدراسة إلى عدد من النتائج، أهمها، أن استخدام المشاعر الإلكترونية (الإيموجي) في رسائل خدمة العملاء يؤدي إلى مجموعة متنوعة من التأثيرات الإيجابية والسلبية من خلال المتغيرات الوسيطة، التي تؤدي في المجمل إلى تقييمات أقل أو أكثر للعلاقة والارتباط بالعلامة التجارية نظرًا لوجود عدد من عمليات الوساطة، إضافة إلى أهمية الموازنة في استخدام الإيموجي؛ إذ إنه لا يختلف وفقًا لموضوع الاتصال (استفسار -شكاوى)؛ بينما يختلف وفقًا لأسلوب الاتصال (رسمي – غير رسمي).

الكلمات الرئيسية

الموضوعات الرئيسية

المراجع

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