نویسنده
دانشجوی دکتری دانشگاه آزاد اسلامی واحد علوم و تحقیقات، مدیر عامل بنیاد سینمایی فارابی
چکیده
شبکههای اجتماعی در دنیای پررقابت و پرتلاطم امروز، راهکارهای شایان‌توجهی را جهت جذب مخاطب و متعهدسازی آنها پیش روی کمپانی‌ها و برندهای مختلف قرار می‌دهند که فیلم‌های سینمایی از جمله محصولات و خدمات این کمپانی‌ها هستند. مخاطبان نیز از طریق همین شبکه‌ها به سرعت به تبادل اطلاعات و ایجاد آگاهی در یکدیگر می‌پردازند. این امر، کمپانی‌های فیلم‌سازی را مجبور می‌کند که از بدو شروع کار به فکر متعهد ساختن این مخاطب و جذب آنها باشند و پیش از آنکه این مشتریان اطلاعات را از هر جای دیگری کسب کنند، خودشان موثق‌ترین منبع آگاه‌سازی آنها باشند تا بتوانند در هوادارانشان، وفاداری ایجاد کنند. ایجاد تعهد منجر به وفاداری، توجه زیادی را در محافل علمی و اجرای حرفه‌ای به خود جلب کرده است. از سوی دیگر، پایبندی به شبکههای اجتماعی، نحوه تعامل مخاطبان و کمپانی‌ها را تغییر چشم‌گیری داده است. به این منظور، ابعاد تعهد منجر به رضایت، اعتماد و وفاداری در بستر شبکه اجتماعی اینستاگرام در یک چارچوب مفهومی ارائه شده و در گام دوم، شاخص‌های این چارچوب از دید نظریه‌های مرتبط در حوزه رسانه شناسایی شده‌اند. این مدل مفهومی بر روی مخاطبان سریال خانگی شهرزاد آزمون می‌شود تا درنهایت، مدل اختصاصی تعهد مخاطب به سریال خانگی بدست آید. به این ترتیب، چارچوب اولیه به عنوان مدل تعهد مخاطب سریال شبکه نمایش خانگی در بستر شبکه اجتماعی سفارشی‌سازی می‌شود
کلیدواژه‌ها
عنوان مقاله [English]
A Model for Iranian Audiences Engagement with Home-Video Series in Instagram: A Case Study of Shahrzad Series
نویسنده [English]
- Alireza Tabesh
Phd Student
چکیده [English]
In a competitive world, social media provide film studios, movie companies and related brands with remarkable strategies for attracting audiences and make them engaged. Audiences, in the same way, rapidly exchange information through these networks and raise awareness. This trend makes film making companies pay attention to committing and attracting audiences as the most reliable source of information to inspire their loyalty before they search for information anywhere else. Creating commitment leading to loyalty has catched much attention in academic circles and professional implementation services. On the other hand, audiences' commitment to social media, has dramatically changed their interaction with companies. To this end, engagement dimensions leading to satisfaction, trust and loyalty in the context of Instagram has been provided in a conceptual framework and in the second phase, its indicators have been identified based on related media theories. The conceptual framework has been tested on Shahrzed audiences and finally, the model for audiences' engagement with home-video series is provided and customized in the Instagram context.
کلیدواژه‌ها [English]
- Audience Engagement
- Engagement in Social Media
- Loyalty
- Satisfaction
- Trust
- Film and Series
- Cinema Industry
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