جستجوی مقالات مرتبط با کلیدواژه "topic drift" در نشریات گروه "ادبیات و زبان ها"

Comment marketing is a digital strategy that uses hashtags and mentions to attract users to websites or Instagram pages. This study sheds new light on the effects of topic drift in comment marketing on customers' shopping attitudes. Accordingly, a mixture of qualitative and quantitative methods was used. A sample of 5,000 views from the most popular posts by Digikala Holding Company in 2021-2022 was randomly selected for a qualitative investigation. Following that, 460 views were purposefully selected to be investigated using the integrated research method. Following a review of the most relevant research related to the research variables and based on the qualitative results, the conceptual model of the article was developed. Then, based on the conceptual model of the research, a questionnaire was conducted. After approving the content validity and reliability of the questionnaire, it was administered to 366 Instagram users. Based on research data obtained through a survey and questionnaire test, the analysis of the structural equation method was used to create a pattern based on the study's statistical population. The results showed that Instagram users use various break mechanisms - parasite, mutual referential, and republishing - to disrupt the speech chain to attract users to their Instagram page or website. Furthermore, the break mechanisms of topic drift in the marketing strategy have a linear, positive, and significant effect on social network users' shopping attitudes. Compared to the parasite and republish mechanisms of the break in comment marketing, the mutual reference mechanism positively impacts users' shopping attitudes.

Every part of a conversation is related to what comes before or after, however, there is sometimes a long gap between the beginning and the end topic of the conversation. Hobbs (1990) calls this phenomenon “topic drift” and defines 4 types of coherence relations responsible for topic drift. Since the messages are displayed in a reverse chronological order and subsequently it is not obvious to which message the comment refers, maintaining coherence in multi-user computer-mediated communication is rather difficult. Moreover, intervening messages are observed among the messages that logically form a chain. As a result, one can consider the existence of coherence relations and analyze topic drift in conversations occurring on social media. In this paper, we have attempted to use Hobbs (1990) and Herring and Nix’s (1997) framework to investigate the coherence relations among 27 posts and 4881 comments on Instagram. In comments related to the main post, the order of coherence relations was “on topic and semantic parallelism” with the distances 3, 2 and 1 respectively, “break” with the distance 4, “explanation” with the distances 3, 2, and 1, and “metatalk” with the distances 0, 4, 3, 1, and 2. In comments forming intervening chains, the order of coherence relations can be defined as: “on topic” with distance 0, “explanation” with distances 1, 3 and 2, “Semantic parallelism” with distance 1, 3 and 2 and “metatalk” with distance zero and 2.