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ارائۀ چهارچوب ارزیابی کیفیت محتوای کاربرساخته در رسانه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.

2 دانشیار دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران. (نویسنده مسئول).

3 کارشناس ارشد مدیریت فناوری اطلاعات، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.

4 دانشجوی دکترای مدیریت بازرگانی، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

10.22034/jiscm.2022.327820.1347

چکیده

هر چند با افزایش استفاده از رسانه­های اجتماعی، تأثیر محتوای کاربرساخته بر روی تصمیم­گیری مشتریان افزایش یافته، تاکنون پژوهش جامعی که به ارزیابی کیفیت محتوای کاربرساخته در رسانه‌های اجتماعی بپردازد، انجام نشده است. با توجه به این مسئله، هدف این پژوهش، ارائۀ چهارچوب ارزیابی کیفیت محتوای کاربرساخته در رسانه‌های اجتماعی است. در مرحلۀ اول پژوهش، ابعاد و شاخص‌های کیفیت محتوای کاربرساخته از روش کیفی فراترکیب، شناسایی و استخراج شده است. جامعۀ آماری شامل مجموعه‌مقالات حوزه‌های مرتبط است که با بررسی کتابخانه‌ای از طریق اینترنت گردآوری شده­اند. در مرحلۀ دوم، از روش آنتروپی شانون برای اولویت‌بندی ابعاد و شاخص‌های استخراج­شده براساس فراوانی کدهای به‌دست آمده استفاده شده است. براساس نتایج حاصل‌شده از روش فراترکیب، 6 مقولۀ اصلی، 13 بُعد و همچنین 207 شاخص به عنوان چهارچوب نهایی ارائه شده که شامل این موارد هستند: مقولۀ محتوا (شامل ابعاد متنی و صوتی- تصویری)، مقولۀ اعتبار (شامل ابعاد اعتباردهی کاربران و اعتبار منبع اطلاعات)، مقولۀ ارائه (شامل ابعاد ساختار و فرم)، مقولۀ یکپارچگی (شامل ابعاد صحت و امنیت)، مقولۀ زمینه (شامل ابعاد زمان و جمعیت­شناختی) و مقولۀ عملکرد (شامل ابعاد سودمندی، شناختی و اجتماعی- احساسی). این پژوهش با ارائۀ طیفی وسیع از مجموعه‌عوامل تأثیرگذار بر کیفیت محتوا در رسانه­های اجتماعی، درصدد آگاهی­بخشی به مدیران و شاغلان فعال در بستر تجارت الکترونیک بوده تا با آشنا کردن آنها با نحوۀ ایجاد محتوای تأثیرگذار، آنان را از مزایای فناوری جدید تجارت اجتماعی برخوردار کند.

کلیدواژه‌ها

عنوان مقاله [English]

Providing a Framework for Evaluating the Quality of User-generated Content in Social Media

نویسندگان [English]

  • Mona Jami Pour 1
  • Seyyed Mohammadbagher Jafari 2
  • Mahmoud Rashidi Rad 3
  • Ghazaleh Taheri 4

1 Associate Professor, Faculty of Humanities, Management Department, Hazrat-e Masoumeh University (HMU), Qom, Iran.

2 Associate Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. (Corresponding Author).

3 M.A. in Information Technology Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran.

4 Ph.D. student in Business Management, Business Department, Semnan University, Semnan, Iran.

چکیده [English]

Although with the increasing use of social media, the impact of user-generated content on customer decision-making has increased, no comprehensive research has been done to evaluate the quality of user-generated content on social media so far. Therefore, the purpose of this study is to provide a framework for evaluating the quality of user-generated content on social media. In the first stage of the research, the dimensions and indicators of the quality of user-generated content have been identified and extracted using the meta-synthesis method. The statistical population includes a collection of articles in the related fields collected by a library survey through the Internet. In the second stage, Shannon’s entropy-based approach has been used to prioritize the dimensions and indices extracted, based on the frequency of the obtained codes. According to the results from meta-synthesis, six main categories, 13 dimensions and 207 indicators have been presented as the final framework, which include the following: “content” (including textual and audio-visual dimensions), “validity” (including user credentials and information source credentials), “presentation” (including structure and form dimensions), “integrity” (including accuracy and security dimensions), “background” (including time and demographic dimensions) and “performance” (including usefulness, cognitive and socio-emotional dimensions). This study tries to inform managers and those active in the field of e-commerce, of how to create effective content so that it can benefit them from the new technology of social commerce.

کلیدواژه‌ها [English]

  • Social Media
  • Information Quality
  • Quality of User-generated Content
  • User-generated Content
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فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه
دوره 5، شماره 17 - شماره پیاپی 17
مهر 1401
صفحه 182-133
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