مقاومة الجمهور السعودي لإعلانات المؤثرين عبر منصات التواصل الاجتماعي- دراسة ميدانية

آل هلال, نورة

doi:10.21608/jsb.2023.212076.1602

	مقاومة الجمهور السعودي لإعلانات المؤثرين عبر منصات التواصل الاجتماعي- دراسة ميدانية
مجلة البحوث الإعلامية
Volume 66, Issue 2, July 2023, Pages 555-612 PDF (6.75 M)
Document Type: المقالة الأصلية
DOI: 10.21608/jsb.2023.212076.1602
Author
نورة آل هلال^*
جامعة الامام محمد بن سعود الإسلامية
Abstract
هدفت الدراسة إلى التعرف على أسباب ومستويات مقاومة الجمهور السعودي لإعلانات المؤثرين عبر منصات التواصل الاجتماعي، وإيجاد الفروق بين الذكور والإناث في الأسباب التي أدت لهذه المقاومة، والفروق في المقاومة ذاتها، واستندت الدراسة إلى المنهج الكمي، وهي من الدراسات الوصفية، وأُجريت الدراسة على عينة عشوائية بلغت 903 مفردات من الجمهور السعودي، وتوصلت الدراسة إلى أن منصة سناب شات الأكثر استخدامًا لدى الجمهور السعودي، وأن سبب (إعاقة الهدف المتصور) الأكثر شيوعًا بين الجمهور السعودي، وجاءت المقاومة المعرفية الأكثر انتشارًا بينهم. كما توصلت الدراسة إلى أن (فوضى الإعلانات) السبب الأكثر تأثيرًا في المقاومة ككل، وأيضًا في المقاومة السلوكية تحديدًا، بينما كانت التجارب السلبية السابقة الأكثر تأثيرًا في المقاومة المعرفية والوجدانية لدى عينة الدراسة نحو إعلانات المؤثرين عبر منصات التواصل الاجتماعي. وأشارت نتائج الدراسة إلى وجود فروق بين الذكور والإناث لصالح الذكور في المقاومة وسببي (فوضى الإعلانات، وإعاقة الهدف). كما أكدت الدراسة وجود علاقات طردية بين (فوضى الإعلانات، وإعاقة الهدف، والتجارب السلبية السابقة) والمقاومة، وأوصت الدراسة مخططي الاتصالات التسويقية والإعلانية في العلامات التجارية بضرورة تقليل الاعتماد على المؤثرين في إيصال رسائلهم الإعلانية للجماهير المستهدفة.
Keywords
إعلانات المؤثرين; مقاومة الإعلان; منصات التواصل الاجتماعي; الإعلان.

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