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The Effect of Social Networks on the Formation of Moral Concepts (Trust and Loyalty) in the Field of Educational Services
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M Afshari1   , P Paslari 2, S Moradpour |
1- 1. Dept. of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2- 2. Dept. of Business Management, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran. , paslaripayam356@gmail.com |
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Abstract: (340 Views) |
Background: Now that a huge amount of information circulation, scientific and educational exchanges and human interactions are carried out in the framework of social networks, ethical concepts can be one of the most important concerns of activity in this new environment. The purpose of the research is to investigate the effect of social networks on the formation of moral ideas in the field of educational services.
Method: The current research is applied and is included in mixed research. In the qualitative part, the statistical population of the research included professors and experts in marketing fields and experts in the field of social networks, who were selected as samples based on the snowball technique until saturation was reached. The interview tool was semi-structured and the analysis was done using the triple coding method. The quantitative part was formed in order to analyze the data and test the hypotheses, and its method was descriptive-correlation. The statistical population was marketing activists in social networks, which was randomly selected from the available sample of 384 people. The questionnaire tool was made by the researcher and the structural equation modeling method was used to analyze the data.
Results: The results of the qualitative part of the research indicated the existence of 202 open codes, which were classified into 29 core codes. The results of the quantitative part of the research showed that the causal conditions of the research on the educational brand in the audience (0.599), the personal brand on the research strategies in the audience (0.241), the intervening factors of the research on the research strategies in the audience (0.729), the contextual factors of the research on the strategies Research in the audience (0.331), research strategies have a significant effect on the outcomes of the research in the audience (0.627), the outcomes of the research on the attitude of the audience(0.783).
Conclusion: In providing educational services, virtual networks should try to form a favorable and ethical image in the mind of the audience. |
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| Keywords: Social networks, Moral concepts, Educational services, Information circulation |
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Full-Text [PDF 630 kb]
(165 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/04/9 | Accepted: 2023/06/12 | Published: 2024/05/3
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