نویسندگان

1 دانشیار گروه مدیریت صنعتی، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

2 دانش آموخته مدیریت ام بی ای(بازاریابی)، دانشگاه آزاد اسلامی

3 دانشجوی مدیریت صنعتی، دانشگاه آزاد اسلامی واحد تهران جنوب

چکیده

 



بخش بزرگی از جمعیت جهان در حال حاضر در رسانه های اجتماعی و مخصوصا در شبکه‌های اجتماعی آنلاین با هم در ارتباط هستند و تجربیات و داستان‌ها را به اشتراک گذاشته و در نتیجه بر روی ادراک و رفتار خرید یکدیگر تأثیر می‌گذارند. این یک چالش متمایز برای سازمان‌های مدیریت مقصد است که باید با واقعیتی جدید کنار بیایند، چرا که برندهای مقصد به‌طور فزاینده‌ای محصول تجارب گردشگری مشترک و گفتگو در شبکه‌های اجتماعی به‌جای استفاده از استراتژی‌های بازاریابی هستند. این مقاله تفسیر جدیدی از چگونگی کارکرد شبکه‌های اجتماعی آنلاین را با توجه به ایجاد تعامل و گردش هیجان‌انگیز داستان‌های برند به کمک ارائه یک چارچوب مفهومی مبتنی بر مفاهیم جامعه‌شناختی، عملکرد، کنشگری اجتماعی و پویایی داستان‌سرایی بیان می‌کند. این مفاهیم به‌عنوان «فناوری‌های قدرت » برای نقش آن‌ها در شکل دادن سازوکارهای اجتماعی در رسانه‌های اجتماعی مشخص می‌شود. "ویزیت دنمارک "، سازمان‌ مدیریت مقصد ملی کشور دانمارک جهت به‌کارگیری در این چهارچوب موردمطالعه قرارگرفته است. این مطالعه نشان می‌دهد که چگونه سازمان‌های مدیریت مقصد می‌توانند از این چارچوب برای تقویت برند رسانه‌های اجتماعی خود استفاده نمایند و نیز پنج توصیه عملی برای چگونگی انجام این کار را هم ارائه می‌دهد.

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