Fatemeh Navidi,
Volume 2, Issue 1 (4-2015)
Abstract
Background and Aim: Considering the increasing number of users who interact with online social networks, it can be inferred that these networks have become an essential part of users' lives and play different roles in their everyday life. Therefore, the present study aims to explore the role of these networks in users' everyday-life information seeking.
Method: This research is an applied research with qualitative approach and it was conducted using thematic analysis method. This method includes a semi - structured interview with active users of online social networks.
Results: Results indicate that online social networks play different roles in the users' lives, such as entertainment, education, communication and interactions; accompanied by, news, favorite contents, and up-to-date information; but, these networks face some challenges that affect information seeking behavior of users which compels users to utilize active information seeking.
Conclusion: Richer social capital and diversity of users in an individual's social network leads to the access to more qualitative information which in turn increases the probability of finding the required information and achieving the expected results with the least effort.
M Narmenji, N Riahinia, M Nowkarizi, M Zerehsaz,
Volume 7, Issue 1 (6-2020)
Abstract
Aim: The main purpose was to
investigate the students’ information sharing behavior in social network sites with a qualitative approach.
Methodology: An applied research with qualitative approach - A Thematic Analysis method was used. Population consisted of all the students at the Universities in South Khorasan Province affiliated with the Ministry of Science, Research and Technology who had a minimum of six months experience in using one of the social network sites such as: Telegram, Instagram or WhatsApp. A non-probability (non-random), and a snowball sampling procedure was used and 17 persons were interviewed. The semi-structured type of interview was incorporated.
Findings: Results showed that most students’ information sharing was done on Telegram and Instagram, respectively. Eighteen primary codes were provided by students as motives for information sharing in social network sites. These primary codes were categorized into two main categories (personal and social motives) and seven subcategories. Among all the primary codes of the two main categories, the sub-category of “net-surfing and entertainment” had the highest occurrence. For the types of information shared on social network sites by student, 24 primary codes were obtained. These primary codes were categorized into eight sub-categories and two main categories (knowledge and entertaining information). Among the sub-categories identified, the most recurrently shared types of information were “literary-artistic information” and “scientific-educational information”.
Conclusion: For surfing and entertainments’ own good - information sharing on social network sites could lead to admittance of valuable information. If properly planned, it may function as a suitable platform (available to diverse strata of the society, especially the students, at the lowest possible cost) to attain the best possible practice especially in educational settings.
Dr Mohammad Ghaffari, Dr Ehsan Soltanifar, Mr Farbod Ranjbar Motlagh, Ms Mina Khoshroo,
Volume 7, Issue 4 (3-2021)
Abstract
Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers. Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.
