نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسنده English
The present study was designed and implemented with the aim of analyzing the relationship between Instagram use and personal brand interactions with a view to the moderating role of emotional intelligence of young users in Tehran. This study is applied in terms of purpose. The method of the present study was correlational, which was conducted using a survey technique and a questionnaire measurement tool. The statistical population includes all young people in Tehran who are Instagram users. The sample size was 384 people based on Morgan's table. To measure the amount and type of Instagram use for personal brand development, divided into five dimensions of brand personality among the young users studied, the Alipour and Tajik-Esmaili (2019) questionnaire was used. This questionnaire is based on Jennifer Aaker's (1997) Brand Personality Questionnaire in five dimensions of brand personality; honesty, excitement, competence, perfection, and toughness. To measure the emotional intelligence of young Instagram users in Tehran, Bradbury and Graves' (2004) 28-item emotional intelligence questionnaire, which was based on the perspective and theory of Goleman et al. (1999) in four dimensions including; self-awareness, self-management, social awareness, and relationship management, was used. The results of data analysis showed that there is a positive and significant relationship between the emotion dimension [in use] of Instagram (or using Instagram to develop the emotion dimension of brand personality) and the excitement and perfection of personal brand while controlling for emotional intelligence. There is also a positive and significant relationship between the competence dimension [in use] of Instagram and the excitement and perfection of personal brand while controlling for emotional intelligence. A positive and significant relationship is observed between the dimension of perfection of Instagram and excitement, perfection, toughness and the overall status of the personal brand, in addition to “controlling emotional intelligence”. A positive and significant relationship is observed between the overall status [in use] of Instagram and excitement and perfection of the personal brand, in addition to “controlling emotional intelligence”. In other dimensions of [use] of Instagram, there is no significant relationship with other components of the personal brand, in addition to “controlling emotional intelligence”.
کلیدواژهها English
منابع و مأخذ
ابوالمعالی، خدیجه و عادل پیلهرود، مارال (1400). تأثیر شنبازی درمانی بر بهبود خودکنترلی، هوش هیجانی و مشکلات رفتاری کودکان 6 سال. فصلنامه سلامت و آموزش در اوان کودکی.2(3)، 76- 54.
آکر، دیوید (1394). دیدگاههای دیوید آکر در برندسازی. ترجمۀ حسین حاجی بابائی و فاطمه حاجی بابائی، تهران: ادبستان.
تاجیکاسماعیلی، سمیه؛ علیپور، ابوالفضل و سروناز تربتی(1399). نقش اینستاگرام در توسعه برند شخصی (مورد مطالعه: کاربران ایرانی اینستاگرام، 1398). پژوهشهای ارتباطی. 27(103)، 57-35.
https://doi.org/10.22082/cr.2020.120846.1990
جمالآبادی، پریسا؛ میرشاهی، فرزاد و حسین بهشتیپور(1395). هوش هیجانی و جایگاه آن در ارتباطات اثربخش. سومین کنفرانس بینالمللی پژوهش در علوم و تکنولوژی. برلین- آلمان.
خادمیان، طلیعه و محمدجواد کلهری(1399). رابطه اینستاگرام با گرایش جوانان به سبک زندگی مدرن (مورد مطالعه: جوانان شهر تهران). فصلنامه پژوهشهای ارتباطی، 27(1)، 74- 55.
https://doi.org/10.22082/cr.2020.115120.1934
رمضانی، یوسف؛ موسوی نقابی، سید مجتبی و فرناز شریعت(1403). برندسازی کارکنان دانشی: تعیین مؤلفههای برند شخصی اعضای هیأت علمی، پژوهش های مدیریت عمومی. 17(65)، 198- 167.
10.22111/JMR.2024.46055.6035
ریزانه، جلال و رضا باقریان(1401). بررسی مدل برندسازی شخصی در مکتب شهید سلیمانی. دوفصلنامه علمی – ترویجی جامعه مهدوی. 3(1)، 83- 29.
Doi: 10.22081/jm.2023.63923.1053
زراندوز، امیرحسین و زهرا علیپور درویشی(1403). پدیدار شناسی برند شخصی: تعارضات نامدار شدن در رسانههای اجتماعی. مجله مدیریت بازاریابی هوشمند، 5(2). 64- 39.
سورین، ورنر جوزف و جیمز دبلیو تانکارد (1381). نظریههای ارتباطات، ترجمۀ علیرضا دهقان، تهران، انتشارات دانشگاه تهران.
سهیلی، فرزاد؛ ملیکان، نازنین؛ صبوری خسروشاهی، حبیب و کامران یزدانبخش(1399). بررسی هوش اجتماعی در نوع ارتباطات مجازی و ارائه مدل ارتباطی کاربران شبکههای اجتماعی. فصلنامه انجمن ایرانی مطالعات فرهنگی و ارتباطات، 16(58)، 219- 193.
صفاری، محمد؛ پورسعید، محمد مهدی و علی اکبر نیک نفس(1400). عوامل مؤثر بر برندسازی شخصی در شبکههای اجتماعی (اینستاگرام) با رویکرد دادهکاوی. مطالعات رفتار مصرفکننده، 8(2)، 155- 138.
10.34785/J018.2021.885
فاطمی، سیدمحسن(1385). هوش هیجانی. چاپ اول. تهران: انتشارات سارگل.
کریمیان، کبری؛ پارسامهر، مهربان و سیدعلیرضا افشانی(1397). رابطه میان استفاده از شبکههای اجتماعی مجازی و انزوای اجتماعی در میان دانشآموزان دختر دبیرستانهای شهر کرد. خانواده و پژوهش. شماره 43، 100- 83. 20.1001.1.26766728.1398.16.2.5.2
محمدی، فاطمه و کوثر درزینژاد(1403). تجربه گذراندن اوقات فراغت زنان جوان در بستر چالشهای اینستاگرامی. فصلنامه تحقیقات فرهنگی ایران، 17(4)، 68. 95.
https://doi.org/10.22035/jicr.20243299.3579
وحیدی، تقی؛ غفوریان شاگردی، امیر و مهدی صانعی(1403). طراحی الگوی برندسازی رسانه های اجتماعی شرکتهای تولیدی مواد غذایی ایران با استفاده از نظریه داده بنیاد. بررسیهای مدیریت رسانه.3(1). 110-82.
ویندال، سون؛ اولسون، جین و بنو سیگنایزر(1376). کاربرد نظریههای ارتباطات. ناشر: جامعه شناسان.
هدشیان، هلن؛ دستغیب، سید احمدرضا و کرامتالله راسخ(1403). راهبردهای استفاده از اینستاگرام برای توسعه برند شخصی و موفقیت شغلی. علوم خبری. 13(3). 20- 1.
Aaker, D. A. (1991). "Managing Brand Equity". New York: The Free Press.
Aaker, D. A. (1996). "Measuring brand equity across products and markets". California Management Review, 38(3), 102-120.
Aaker, J. L. (1997). "Dimensions of brand personality". Journal of Marketing Research, 34(3), 347-356.
Acker, David (2015). David Acker's perspectives on branding. Translated by Hossein Haji Babaei and Fatemeh Haji Babaei, Tehran: Adabestan. (In Persian)
Abolmaali, Khadija and Adel Pilerud, Maral (2011). The effect of sand play therapy on improving self-control, emotional intelligence and behavioral problems in 6-year-old children. Early Childhood Health and Education Quarterly. 2(3), 54-76. [In Persian]
Bani Hashemian, K. Bahrami Ehsan, H. Moazen, M. (2019). Relationship between general health and emotional intelligence of managers and job satisfaction of teachers. Journal of Behavioral Sciences, 4 (1), 50-4.
Bar-On, R. (2001). Emotional intelligence and self-actualization. In J. Ciarrochi, J. P. Forgas, & J. D. Mayer (Eds.), Emotional intelligence in everyday life: A scientific inquiry (pp. 82–97). Psychology Press.
BenYoussef, Adel., BenYoussef, Hamida. (2011). Social Networking on Web2. 0: From Emotional Intelligence to Cyber Emotional Intelligence. Management Information Systems,Vol. 6, No. 2, pp. 21 ـ 28.
Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: a three-factor theory of anthropomorphism. Psychological review, 114(4), 864.
Fatemi, Seyed Mohsen (2006). Emotional Intelligence. First edition. Tehran: Sargol Publications. [In Persian]
Vahidi, Taghi; Ghafourian-Eshbaadi, Amir and Sanei, Mehdi (2014). Designing a social media branding model for Iranian food manufacturing companies using grounded theory. Media Management Reviews. 3(1). 110-82. 10.22059/MMR.2024.379344.1090 . [In Persian]
Windall, Sven; Olson, Jane and Signizer, Benno (1997). Application of Communication Theories. Publisher: Sociologists. [In Persian]
Jamalabadi, Parisa; Mirshahi, Farzad and Beheshtipour, Hossein (2016). Emotional Intelligence and Its Place in Effective Communication. Third International Conference on Research in Science and Technology. Berlin-Germany. [In Persian]
Karimian, Z., Maghami, H. R., & Zaraii Zavaraki, E. (2024). Designing a Learning Model for Personal Brand Digital Storytelling. Iranian Journal of Learning and Memory, 7(25), 33-43. https://doi.org/10.22034/iepa.2024.452600.1479
Karimian K, Parsamehr, Ph.D. M, Afshani, Ph.D. S. The Association between Use of Virtual Social Networks and Social Isolation among High School Girls in Shahrekord. QJFR 2019; 16 (2) :83-100
URL: http://qjfr.ir/article-1-1099-en.html
Khademian, Talieh and Kalhori, Mohammad Javad (2019). The Relationship between Instagram and Youth Tendency to Modern Lifestyle (Case Study: Youth in Tehran). Journal of Communication Research, 27(1), 55-74. https://doi.org/10.22082/cr.2020.115120.1934. [In Persian]
Kemp, S.(2019). Digital in 2019. Retrieved from https;//wearesocial. Com/global- digital-report-2019.
Khoiriah, Agus Suyatna, Abdurrahman, and Tri Jalmo(2023). Communication Skills in Learning:An Integrative Review. In book: Proceedings of the 4th International Conference on Progressive Education 2022 (ICOPE 2022) (pp.365-378). DOI:10.2991/978-2-38476-060-2_33
Kotsou, I., Mikolajczak, M., Heeren, A., Grégoire, J., Leys, C. (2020). Improving emotional intelligence: a systematic review of existing work and future challenges. Emotion Review, 11(2), 151-165.
Lacey, A. 2015. Freight Tetris: Exploring London’s hi-tech Gatewayport (Online). BBC.http://www.bbc.com/news/business-33245840.Accessed29 June 2015.
Majid, N.C., & Azeharie, S.S. (2023). Strategi Komunikasi Pemilik Kucing Selebriti dalam Membangun Personal Branding. Kiwari.
Moroń,͏ M.,͏ Biolik-Moroń,͏ M.͏ (2021). Trait emotional intelligence and emotional experiences during the COVID-19 pandemic outbreak in Poland: A daily diary study. Personality and Individual Differences, 168, 1-10
Mohammadi, Fatemeh and Darzinejad, Kowsar (2004). Young women's experience of spending their free time in the context of Instagram challenges. Iranian Cultural Research Quarterly, 17(4), 68-95. https://doi.org/10.22035/jicr.20243299.3579. [In Persian]
Osei-Frimpong, K., McLean, G., Islam, N. & Otoo, B. A. (2022). What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement. Journal of Business Research, 146, 288-307.
Ramezani, Yousef; Mousavi-Naqabi, Seyed Mojtaba and Shariat, Farnaz (2014). Branding of Knowledge Staff: Determining the Personal Brand Components of Faculty Members, Public Management Research. 17(65), 167-198. 10.22111/JMR.2024.46055.6035 . [In Persian]
Rizaneh, Jalal and Bagherian, Reza (2012). Investigating the personal branding model in the school of Martyr Soleimani. Bi-Quarterly Scientific-Promotional Journal of Mahdavi Society. 3(1), 83-29. Doi: 10.22081/jm.2023.63923.1053 [In Persian]Rutter, R., Nadeau, J., Lettice, F., Lim, M., & Al Shamaisi, S. (2018). Place branding of seaports in the Middle East. Place Branding and Public Diplomacy, 14(3), 197-212.
Sabzali,M., Darvishi< M., & Moosavand, M.(2024). Metaverse in Iran. Journal of Cyberspace Studies, 8(1), 121- 144. Doi: 10.22059/jcss.2024.95894
Sorin, Werner Joseph, and James W. Tankard (2002). Communication Theories, translated by Alireza Dehghan, Tehran, Tehran University Press. . [In Persian]
Safari, Mohammad; Poursaeed, Mohammad Mehdi and Niknafs, Ali Akbar (1400). Factors affecting personal branding on social networks (Instagram) with a data mining approach. Consumer Behavior Studies, 8(2), 138-155. 10.34785/J018.2021.885. [In Persian]
Soheili, Farzad; Melikan, Nazanin; Sabouri Khosrowshahi, Habib and Yazdanbakhsh, Kamran (2010). Investigating social intelligence in the type of virtual communication and presenting a communication model of social network users. Quarterly Journal of the Iranian Association for Cultural and Communication Studies, 16(58), 193-219. . [In Persian]
Schawbel, D. (2016) Me 2.0: 4 steps to building your future. New York: Kaplan Publishing.
Sharifzadeh, Z., Brison, N.T. and Bennett, G. (2021), "Personal branding on Instagram: an examination of Iranian professional athletes", Sport, Business and Management, Vol. 11 No. 5, pp. 556-574. https://doi.org/10.1108/SBM-01-2021-0007
Tajik-Esmaili, Somayeh; Alipour, Abolfazl and Torbati, Sarvnaz (2019). The role of Instagram in developing a personal brand (Case study: Iranian Instagram users, 2019). Communication Research. 27(103), 57-35. https://doi.org/10.22082/cr.2020.120846.1990 . [In Persian]
Yarmohammadi Monfared, Saeed, Hemmatinejad, Mehr Ali and Ramezani Nejad, Rahim. (2019). The Relationship between Emotional Intelligence and Job Satisfaction of Physical Education Teachers. Journal of Sports Management, 2 (6), 65-47.
Vahidi, Taghi; Ghafourian-Eshbaadi, Amir and Sanei, Mehdi (2014). Designing a social media branding model for Iranian food manufacturing companies using grounded theory. Media Management Reviews. 3(1). 110-82. 10.22059/MMR.2024.379344.1090 . [In Persian]
Windall, Sven; Olson, Jane and Signizer, Benno (1997). Application of Communication Theories. Publisher: Sociologists. (In Persian)
Yarmohammadi Monfared, Saeed, Hemmatinejad, Mehr Ali and Ramezani Nejad, Rahim. (2019). The Relationship between Emotional Intelligence and Job Satisfaction of Physical Education Teachers. Journal of Sports Management, 2 (6), 65-47.
Zarandouz, A., & Alipour Darvishi, Z. (2024). Phenomenology of personal branding: The conflicts of being famous in social media. Journal of Intelligent Marketing Management, 5(2), 39-64.
Zentes, J., Morschett, D., & Schramm-Klein, H. (2008). Brand personality of retailers–an analysis of its applicability and its effect on store loyalty. The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184
