تبلیغات خیرخواهانه: بررسی اثربخشی ژانرهای متون درخواست کمک موسسات خیریه با رویکرد ردیابی چشمی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته‌ی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران

3 استادیار، گروه بیومکانیک ورزشی و رفتارحرکتی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.

10.48311/mri.2025.27639
چکیده
انسان‌ها ذاتا موجودات نوع‌دوستی هستند. این نوع‌دوستی ذاتی باعث گذشتن آن‌ها از منافع خود برای دیگران؛ و مشارکت در امور خیریه می‌شود. امروزه با کاهش حمایت‌های دولتی و کمبود منابع مالی؛ خیریه‌ها به استفاده از روش‌های ارزان و موثر بازاریابی متمایل شدند. در این تحقیق؛ به بررسی یکی از ارزان‌ترین روش‌های بازاریابی خیریه، یعنی نامه و کمپین‌ها، پرداخته شد. هدف پژوهش، کمک به خیریه‌ها در جذب کمک‌های بیشتر؛ با شناسایی ساختار متون خیریه و تعیین عناصر اثربخش آن می‎باشد. تحقیق حاضر یک پژوهش از نوع آمیخته می‌باشد که در دو بخش کیفی و کمی صورت پذیرفته است. در ابتدا؛ با روش تحلیل ژانر متون 26 کمپین از 8 وبسایت خیریه؛ و 18 نامه از 5 موسسه خیریه؛ بررسی گردید. در بخش کمی تحقیق نیز؛ دو متن خیریه توسط مشارکت‌کنندگان مورد مطالعه قرار گرفتند. در نهایت؛ 7 حرکت و 21 قدم در نامه‌ها؛ و 8 حرکت و 17 قدم در کمپین‌های خیریه با روش تحلیل ژانر و رویکرد تحلیل حرکت شناسایی شدند. همچنین نتایج حاصل از ردیابی‌چشمی نشان دادند که در نامه‌های خیریه حرکت درخواست کمک؛ و در کمپین‌ها حرکت معرفی موسسات خیریه؛ مور توجه قرار گرفته است. مطابق نتایج؛ بخش‌ میانی متون خیریه بیشتر از سایربخش‌های مود توجه قرار می‌گیرند؛ بنابراین بهتر است که موارد مهم در پاراگراف میانی متون درخواست کمک جای گیرند.

کلیدواژه‌ها


عنوان مقاله English

Charitable advertising: Examining the effectiveness of genres of charity appeal texts using an eye tracking approach

نویسندگان English

Mobina Falah Nejad 1
Meysam Shirkhodaie 2
Somayeh Namdar Tajari 3
1 Master of degree student, Department of Business Administration, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran
2 Assistant Professor, Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran
3 Assistant Professor, Department of Sport Biomechanics and Motor Behavior, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran.
چکیده English

Humans are inherently altruistic beings. This innate altruism leads them to forego self-interest for others and engage in charitable giving. Today, as charity and NGO,s are facing a shortages in government support and financial resources, they have been inteseted in using cost-effective marketing methods. This research investigates one of the most affordable charity marketing methods: Fundraising Letters and Campaigns. The study aims to help charities attract more donations by determining the framework of Fundraising texts and their effective elements.
The mixed-methods study conducted in qualitative and quantitative phases. Initially, 26 campaigns from 8 charity websites and 18 letters from 5 charity organizations were examined using Genre Analysis. In the quantitative phase, two charity texts were studied by subjects. Ultimately, 7 moves and 21 steps were identified in the letters, and 8 moves and 17 steps were identified in the charity campaigns.
Furthermore, eye-tracking results revealed that the "Soliciting help " move in charity letters and the "introducing charity" move in campaigns have been indentified as Pont of Gaze; thus they are the most important moves in each text. According to the results, the middle paragraph of charity fundraising texts receive more attention than other parts; therefore, it is recommended that important elements be placed in the middle paragraphs of fundraising texts.

کلیدواژه‌ها English

Charity marketing
genre analysis
eye tracking
charity campaign
charity letter
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