منطق درآمدزایی شبکه‌های اجتماعی: ارزیابی تطبیقی

نوع مقاله: مقاله مروری

نویسندگان

پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)

چکیده

هدف: شبکه‌های اجتماعی با بسترسازی برای گفت‌وگوی کاربران و مشارکت آنها در ساخت محتوا فرصت‌های بسیاری را برای کسب‌وکار پدید آورده‌اند. به مانند هر کسب‌وکار دیگر، این شبکه‌ها نیز نیازمند منطقی برای ارزش‌آفرینی و درآمدزایی هستند. با این همه، نمی‌توان برای همۀ آنها نسخۀ یکسانی داشت. این مقاله منطق درآمدزایی شبکه‌های اجتماعی گوناگون را بررسی و پیشنهاد می‌کند.

روش: این کار با ارزیابی تطبیقی انجام و نخست، چارچوب دو لایه‌ای برای دسته‌بندی شبکه‌های اجتماعی بر پایۀ ماهیت ارتباط میان کاربران و محتوا و تعریف اجزای منطق درآمدزایی پیشنهاد شد. سپس منطق درآمدزایی شبکه‌های اجتماعی گوناگون با این چارچوب مقایسه و پیشنهاد شدند.

یافته‌ها: یافته‌های این مقاله نشان دادند که شبکه‌های اجتماعی بیشتر از راه تبلیغات، اشتراک افزوده، فروش خدمات و محصولات جانبی، و سرمایه‌گذاری بیرونی/ تأمین مالی؛ جریان پول را وارد مجموعۀ خود می‌کنند. هر چند کاربرد و اولویت آنها بر پایة حرفه‌ای و/ یا تخصصی بودن شبکه تفاوت‌هایی با یکدیگر دارند.

نتیجه‌گیری: شبکۀ اجتماعی زمانی می‌تواند ارزش بیافریند و از این ارزش درآمد به دست آورد که با ارائۀ خدمات و ویژگی‌های رایگان و جذاب، زمینۀ مشارکت مؤثری را فراهم سازد که در آن یک گروه از کاربران بتوانند ارتباط و محتوای دلخواه گروه دیگر را پدید آورند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Revenue Generating Logic of Social Network Sites: A Comparative Evaluation

نویسندگان [English]

  • Morteza Nabi-Meybodi
  • Hamid Reza Khedmatgozar
  • Sirous Alidousti
Iranian Research Institute for Information Science and Technology (IranDoc)
چکیده [English]

Purpose: Social network sites (SNSs) create many opportunities for businesses by preparing a context for interaction between the users and their participation in generating content. Like any other businesses, these networks require a logic to increase value creation and revenue generating. However, not a single logic can be suggested for all. This paper examines the revenue generating logic of different types of SNSs.

Methodology: Comparative evaluation is used for analyzing revenue generating of SNSs. Accordingly, a two-layer framework was first proposed and then different samples of SNSs were compared based on it.

Findings: SNSs can earn money via ads, premium subscriptions, selling additional services and products, and funding. However, considering the nature of these sites, some changes are made to the form of applying revenue generating techniques and their priorities to make them consistent with their competitive advantages.

Conclusion: A SNS can bring real value and generate money only when it can provide a free and attractive context for effective participation; in other words, when a group of users can provide another group or groups with relationships and content of interest.

کلیدواژه‌ها [English]

  • Social network sites (SNSs)
  • classification of SNSs
  • value creation
  • revenue generating
  • business models

شفیعی نیک آبادی، م. و زارعی، ع. ا. (1396). اثربخشی تبلیغات شبکه‏های الکترونیک اجتماعی. کاوش‏‏‌های مدیریت بازرگانی، 9(17)، 149–173.

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