Document Type : Research Paper

Authors

1 Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

2 Master of Science, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

3 Postdoc Fellow, Linguistics Department, Faculty of Literature, Alzahra University, Tehran, Iran.

10.30473/il.2025.75662.1711

Abstract

پژوهش حاضر با رویکردی بینارشته‌ای به بررسی تأثیر اخبار جعلی تولیدشده توسط کاربر در گفتمان رسانه‌ اجتماعی بر اعتماد و رفتار خرید مصرف‌کننده با توجه به نقش تعدیل‌گری مسئولیت اجتماعی شرکت پرداخت. به سبب ماهیت بینارشته‌ای پژوهش از رویکردی ترکیبی (کمّی و کیفی) بهره گرفته شد. در بررسی کیفی، با تلفیق مفاهیم نظری از حوزه تحلیل گفتمان و بازاریایی، به واکاوی رویة تولید خبر جعلی توسط کاربر و کنش گفتمانی مسئولیت‌پذیری اجتماعی شرکت پرداختیم. سپس، با تکیه بر مدل مفهومی پژوهش، پرسشنامه استانداردی تهیه شد و بر روی جامعة آماری پژوهش آزمون شد. جامعه آماری پژوهش با روش نمونه‌گیری هدفمند و فرمول کوکران به دست آمد که مشتمل‌بر 384 نفر از کاربران اینستاگرامی بودند. یافته‌های پژوهش کیفی، به بازنمایی مفاهیم نهفته در گفتمان خبر جعلی و مسئولیت‌پذیری اجتماعی شرکت منجر شد. نتایج پژوهش کمی نشان داد اخبار جعلی تولیدشده توسط کاربر در گفتمان رسانه اجتماعی بر رفتار خرید مصرف‌کننده تأثیر مثبتی دارند. همچنین اعتماد مصرف‌کننده به برند، نقش میانجی دررابطه بین اخبار جعلی تولید شده توسط کاربر در گفتمان رسانه اجتماعی و رفتار خرید مصرف‌کننده داشت و مسئولیت اجتماعی شرکت، رابطه بین اخبار جعلی تولید شده توسط کاربر در گفتمان رسانه اجتماعی و اعتماد مصرف‌کننده به برند را تعدیل نمی‌کند.

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