سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

اشرفی, فاطمه, موقر, مرتضی, شیرخدایی, میثم. (1402). مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرها؛ رویکرد مدل سازی ساختاری تفسیری. , 22(55), 113-134. doi: 10.48308/jbmp.2024.235207.1591
فاطمه اشرفی; مرتضی موقر; میثم شیرخدایی. "مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرها؛ رویکرد مدل سازی ساختاری تفسیری". , 22, 55, 1402, 113-134. doi: 10.48308/jbmp.2024.235207.1591
اشرفی, فاطمه, موقر, مرتضی, شیرخدایی, میثم. (1402). 'مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرها؛ رویکرد مدل سازی ساختاری تفسیری', , 22(55), pp. 113-134. doi: 10.48308/jbmp.2024.235207.1591
اشرفی, فاطمه, موقر, مرتضی, شیرخدایی, میثم. مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرها؛ رویکرد مدل سازی ساختاری تفسیری. , 1402; 22(55): 113-134. doi: 10.48308/jbmp.2024.235207.1591

مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرها؛ رویکرد مدل سازی ساختاری تفسیری

چشم انداز مدیریت بازرگانی
دوره 22، شماره 55 - شماره پیاپی 89، آذر 1402، صفحه 113-134    اصل مقاله (867.87 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2024.235207.1591
نویسندگان
فاطمه اشرفی1؛ مرتضی موقر* 2؛ میثم شیرخدایی3
1دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران، ایران.
2استادیار و عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران، ایران.
3دانشیار و عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران، ایران.
چکیده
هدف: هدف از تحقیق حاضر، مفهوم سازی و اعتباریابی " اخلاق حرفه ای" اینفلوئنسرهای شبکه های اجتماعی می باشد. این پژوهش به لحاظ پارادایم شناسی در فازِ اکتشاف مدل تفسیری و در فازِ آزمون مدل اثبات گرا قرار دارد و از نظر هدف، کاربردی می باشد.
روش: رویکرد پژوهش، آمیخته و استراتژی به کار گرفته شده در آن تحلیل مضمون می باشد. در بخش کیفی با استفاده از مصاحبه های کیفی نیمه ساختار یافته و عمیق با ۱۴ نفر از خبرگان علمی و اجرایی و تحلیل آن در نرم افزار MAXQDA شاخص ها و مولفه های اخلاق حرفه ای تاثیرگذاران شناسایی شدند. سپس در بخش کمی با استفاده از رویکرد ساختاری تفسیری (ISM) مدل مربوطه مورد آزمون قرار گرفت و با بهره گیری از تحلیل MICMAC روابط میان مضامین تحلیل گردید.
یافته ها: مطابق با نتایج به دست آمده از تحقیق، 8 مولفه و 39شاخص برای این منظور، شناسایی و اعتبار سنجی شد.
نتیجه گیری: از آنجا که مولفه‌هایی که در آخرین تکرارها به عنوان خروجی تعیین می‌شوند از نظر روش معادلات ساختاری تفسیری، تاثیرگذارتر خواهند بود، لذا مولفه های c4 و c8 یعنی تعهد حرفه ای و احترام به ارزش ها، عقاید و باورهای جهانی، تاثیرگذارتر خواهند بود.
کلیدواژه‌ها
اخلاق حرفه ای؛ اینفلوئنسر؛ تحلیل مضمون؛ مدل سازی ساختاری- تفسیری
عنوان مقاله [English]
Conceptualization and validation of professional ethics of influencers; Interpretive structural modeling approach
نویسندگان [English]
Fatemeh Ashrafi1؛ Morteza Movaghar2؛ meysam shirkhodaie3
1PhD Student, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University, Mazandaran, Iran.
2Assistant Professor and Faculty Member, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University, Mazandaran, Iran.
3Associate Professor and Faculty Member, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University, Mazandaran, Iran.
چکیده [English]
Objective:The aim of this research is to conceptualize and validate "professional ethics" among social media influencers. This study is positioned in the exploratory phase of the interpretive model paradigm and the confirmatory phase of the positivist model, and it is practical in terms of its objective.
Methods The research approach is mixed-Method and the strategy used in that analysis is thematic. In the qualitative part, using semi-structured and in-depth qualitative interviews with 14 scientific and executive experts and its analysis in MAXQDA software, the indicators and components of professional ethics of influential people were identified. Then, in the quantitative section, the relevant model was tested using the interpretive structural approach (ISM) and the relationships between themes were analyzed using MICMAC analysisResult: Based on the results obtained from the research, 8 components and 39 indicators were identified and validated for this purpose.
Conclusion: Since the factors determined as outputs in the final iterations will have a greater impact from an ISM perspective, the components "c4: professional commitment" and "c8: respect for global values, beliefs, and convictions" will have a more significant influence.
کلیدواژه‌ها [English]
professional ethics, influencer, theme analysis, structural-interpretive modeling
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