نوع مقاله : مقاله پژوهشی
نویسنده
گروه اقتصاد ، واحد نراق، دانشگاه آزاد اسلامی، نراق، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
Many studies have emphasized the impact of web technology and social media on cultural institutions, but so far no empirical evidence has been found. In particular, no study has considered the role of cultural bloggers who mediate the flow of information from cultural organizations to consumers. Therefore, the present study aims to investigate the effect of cultural blogs on the selection of readers' cultural products to eliminate the mentioned gap and proposes a model that explains the goals of blog readers to consume the cultural products offered by the blog. Findings from the sample of 284 readers of the cultural blog in 1398 show: a ) Perceived enjoyment, Content quality, and Homophily have a positive effect on the reader's interaction with the blog. b) Enjoyment has a significant effect on the acceptance of blog offers. c) The Content quality of the blog and the similarity have a direct effect on the intention to consume the proposed products by the blog. D) Engagement with the blog has a positive effect on the consumption of the proposed products. vidence suggests that most organizations are unaware of the full potential of new opeating systems and have decided to have a direct presence only on social media. Unfortunately, they don't think that in their hairdressers, communication is largely digital. Therefore, cultural organizations should identify the relevant bloggers and establish long-term relationships with them and try to persuade them to comment on the organization and cultural products.
کلیدواژهها [English]
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