جستجوی مقالات مرتبط با کلیدواژه "experience sharing" در نشریات گروه "علوم اجتماعی"

The evolution of global markets has forced companies to turn to online brand communities; an environment wherein consumers are very enthusiastic and motivated to exchange, share and discuss their thoughts. As a result, strengthening the online brand community is one of the most effective ways to ensure the effectiveness of marketing plans. For this reason, in this research, the factors affecting the sharing of customer experience in online brand communities have been analyzed. For this purpose, the DigiClub site (DigiKala’s customer club) has been selected as the research subject. In terms of goal, this research is applied and in terms of data-collection method, it is descriptive-survey. Library and field methods were also used to collect the research data. The statistical population of this research includes those members of DigiClub who were available to the researcher in January, 2021. The statistical sample included 435 individuals who were selected as available. The validity of the questionnaire has been examined and confirmed using construct and content validity and the reliability of the questionnaire was examined and confirmed through Cronbach's alpha coefficient. Based on the results of this research, the factors affecting the sharing of customer experiences in online brand communities include: a sense of responsibility, trust, relationship building, self-expression, reward, accountability, emotional connection with the brand, mental engagement, entertainment, relational social capital, recognition, self-efficacy, and self-discovery.

Assessment of the organization in the case of indices of knowledge and experience sharing is counted as a base of programming and implementation in every organization. In other words، assessing of utility of hardware and software infrastructures with the aim of finding weakness and strength in executive processes and improvement in organization could be more beneficial. In this study five hypotheses in relation to organizational context، considering existing technology، team characteristics، cultural characteristics، competitive characteristics، individual characteristics، motivational factors and confidence were investigated. The research scale was a questionnaire that its reliability was calculated 0. 919 by Cronbach’s Alpha method. 108 managers of the mentioned university and its followed medical centers participated in this research. Then، data Was analyzed by SPSS and T-test. Most managers believed that organizational structure of the mentioned university was not suitable for knowledge and experience sharing among them، considering the existing technology. Also contributions among teams were not adequate for knowledge and experience sharing among them. Also، organizational culture didn''t help the knowledge and experience sharing among managers. But most managers believed that managers'' individual characteristics provided a suitable context for knowledge and experience transfer. Also، motivational factors and confidence help knowledge and experience sharing among managers. Organizational structure for knowledge and experience sharing among managers، considering existing technology، and organizational culture should be improved. Also level of the contributions among teams should be increased