نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، پردیس کیش، ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران
3 استاد گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study aimed to design a model for managing marketing rumors on social media, using a case study of the Iranian food industry (Kalleh and Mihan companies). A sequential exploratory mixed method was employed. In the qualitative phase, semi-structured interviews with 12 managers, customers, and media professionals (selected via snowball sampling until saturation) were analyzed through coding. Analysis yielded 183 codes, 168 concepts, 65 sub-categories, and 10 main themes: rapid management with evidence, trust-building through empathy, media monitoring, creative content, education, regulations, direct interaction, crisis strategies, innovative tools, and continuous improvement. An initial model emphasizing transparency and speed was developed into a three-phase framework (pre-active, active, post-active) to systematize monitoring, response, and organizational learning. In the quantitative phase, a quasi-experimental design measured model effectiveness. The population comprised Tehran food industry customers (N=1,234,563), with a sample of 768 participants (384 each in experimental and control groups). A 12-item questionnaire assessed responses to the rumor "carcinogens in low-fat dairy products." The experimental group received model-based training. Independent t-tests showed significant differences (p<0.05) with positive effects (mean differences 0.38–0.60) favoring the experimental group across all components. Training based on the proposed model significantly increased consumer resistance, reduced concern, and improved attitudes toward rumors, proving the model's efficacy in managing food industry marketing rumors. This integrated framework provides a systematic approach for organizations to proactively prepare for, respond to, and learn from rumor crises, ultimately enhancing brand resilience in the digital age.
کلیدواژهها [English]
)