بررسي تاثير رسانه‌هاي اجتماعي بر برند مدارس (مورد مطالعه: رسانه اجتماعي اينستاگرام مدارس ابتدايي شهر اصفهان)

The impact of the social media on School’s brand (Case study: Instagram social network of elementary schools in Isfahan)

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻟﺰوم اﺳﺘﻔﺎده از ﻓﻀﺎي ﻣﺠﺎزي ﻣﻄﺎﺑﻖ ﺑﺎ ﺳﻨﺪ ﺗﺤﻮل ﺑﻨﯿﺎدﯾﻦ آﻣﻮزش و ﭘﺮورش، آﻣﺎدﮔﯽ در ﺷﺮاﯾﻂ اﻗﺘﻀﺎﺋﯽ و ﺿﺮورت اﺳﺘﻤﺮار اﻣﺮ آﻣﻮزش و ﭘﺮورش ﺑﺎ ﺑﻬﺮهﮔﯿﺮي از اﻣﮑﺎنﻫﺎي ﻣﻮﺛﺮ ﻣﻮﺟﻮد در ﻓﻀﺎي ﻣﺠﺎزي و دﻏﺪﻏﻪ واﻟﺪﯾﻦ در اﻧﺘﺨﺎب ﻣﺪرﺳﻪ ﮐﺎرآﻣﺪ ﺑﺮاي داﻧﺶآﻣﻮزان ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺑﺮ ﺑﺮﻧﺪ ﻣﺪارس اﺑﺘﺪاﯾﯽ ﺷﮑﻞ ﮔﺮﻓﺖ. ﺷﯿﻮه اﻧﺠﺎم ﭘﮋوﻫﺶ از ﻧﻮع ﭘﯿﻤﺎﯾﺸﯽ- ﻫﻤﺒﺴﺘﮕﯽ و ﺟﺎﻣﻌﮥ آﻣﺎري آن ﮐﻠﯿﻪ ﮐﺎرﺑﺮان اﯾﻨﺘﺮﻧﺘﯽ ﻋﻀﻮ در رﺳﺎﻧﻪ اﺟﺘﻤﺎﻋﯽ اﯾﻨﺴﺘﺎﮔﺮام ﺷﻬﺮﺳﺘﺎن اﺻﻔﻬﺎن ﺑﻮده ﮐﻪ ﺑﻪ ﺻﻮرت ﻓﻌﺎل ﺑﺎ ﺑﺮﻧﺪ ﻣﺪارس اﺑﺘﺪاﯾﯽ واﮐﻨﺶ ﻧﺸﺎن ﻣﯽدﻫﻨﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺎﻣﺤﺪود ﺑﻮدن ﺟﺎﻣﻌﻪ ﻣﻮرد ﺑﺮرﺳﯽ، ﺣﺠﻢ ﻧﻤﻮﻧﻪ از ﻃﺮﯾﻖ ﻓﺮﻣﻮل ﮐﻮﮐﺮان 384ﻧﻔﺮ اﺳﺖ ﮐﻪ ﺑﻪ ﺷﯿﻮه ﺧﻮﺷﻪ اي ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﺷﺪه اﺳﺖ. اﺑﺰار ﻣﻮرد اﺳﺘﻔﺎده ﭘﺮﺳﺶﻧﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﺑﻮده اﺳﺖ. ﺑﺮاي اﻃﻤﯿﻨﺎن از ﮐﺴﺐ ﻣﺤﺘﻮاي رواﯾﯽ از ﻧﻈﺮ اﺳﺎﺗﯿﺪ و ﺻﺎﺣﺐﻧﻈﺮان و ﺑﺮاي اﻃﻤﯿﻨﺎن از ﭘﺎﯾﺎﯾﯽ اﺑﺰار اﻧﺪازهﮔﯿﺮي، از روشﻫﺎي آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ و ﺑﺎزآزﻣﺎﯾﯽ اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻫﻔﺖ ﻋﺎﻣﻞ ﮐﻨﺪوي ﻋﺴﻞ ﻣﻄﺮح ﺷﺪه از ﺳﻮي اﺳﻤﯿﺖ ﺑﺎ ﺑﺮﻧﺪ و ﺗﻤﺎﻣﯽ اﺑﻌﺎد ﻣﻄﺮح ﺷﺪه از ﺳﻮي آﮐﺮ داراي راﺑﻄﮥ ﻣﺜﺒﺖ و ﻣﻌﻨﯽدار اﺳﺖ.

Considering the necessity of using cyberspace in accordance with the document of fundamental transformation of education, readiness in contingent conditions and the necessity of continuing education by using the effective opportunities available in cyberspace and parents' concern in choosing an efficient school for students, The purpose of this study was formed The effect of social media on the brand of primary schools. Due to the infinity of the study population, the sample size is 384 people through Cochran's formula, which was selected by random clustering. The instrument used was a researcher-made questionnaire. Cronbach's alpha and retest methods were used to ensure the validity of the narrative content by professors and experts and to ensure the reliability of the measurement tool. The results showed that the seven beehive factors proposed by Smith have a positive and significant relationship with the brand and all the dimensions proposed by Acker.