{"id":34989,"date":"2026-01-31T09:23:07","date_gmt":"2026-01-31T09:23:07","guid":{"rendered":"https:\/\/caesarhakimeh.com\/?p=34989"},"modified":"2026-01-31T09:27:59","modified_gmt":"2026-01-31T09:27:59","slug":"%d8%b3%d9%84%d9%88%d9%83-%d8%a7%d9%84%d9%85%d8%b3%d8%aa%d9%87%d9%84%d9%83-%d8%a7%d9%84%d8%ba%d8%b0%d8%a7%d8%a6%d9%8a-storytelling","status":"publish","type":"post","link":"https:\/\/caesarhakimeh.com\/ar\/%d8%b3%d9%84%d9%88%d9%83-%d8%a7%d9%84%d9%85%d8%b3%d8%aa%d9%87%d9%84%d9%83-%d8%a7%d9%84%d8%ba%d8%b0%d8%a7%d8%a6%d9%8a-storytelling\/","title":{"rendered":"\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a: \u0643\u064a\u0641 \u062a\u0624\u062b\u0631 \u0627\u0644\u0642\u0635\u0629 \u0639\u0644\u0649 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621 \u0641\u064a \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629"},"content":{"rendered":"<h1 dir=\"rtl\">\u062f\u0648\u0631 \u0627\u0644\u0642\u0635\u0629 (Storytelling) \u0641\u064a \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/h1>\n<p dir=\"rtl\">\u064a\u064f\u0639\u062f <strong>\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/strong> \u0645\u0646 \u0623\u0643\u062b\u0631 \u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u062a\u0639\u0642\u064a\u062f\u064b\u0627\u060c \u0646\u0638\u0631\u064b\u0627 \u0644\u0627\u0631\u062a\u0628\u0627\u0637 \u0627\u0644\u0637\u0639\u0627\u0645 \u0628\u0627\u0644\u0639\u0627\u0637\u0641\u0629\u060c \u0648\u0627\u0644\u0630\u0627\u0643\u0631\u0629\u060c \u0648\u0627\u0644\u062b\u0642\u0627\u0641\u0629\u060c \u0648\u0627\u0644\u0639\u0627\u062f\u0627\u062a \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629. \u0648\u0645\u0639 \u062a\u0634\u0627\u0628\u0647 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629 \u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u062c\u0648\u062f\u0629 \u0648\u0627\u0644\u0633\u0639\u0631\u060c \u0644\u0645 \u064a\u0639\u062f \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621 \u064a\u0639\u062a\u0645\u062f \u0641\u0642\u0637 \u0639\u0644\u0649 \u0627\u0644\u0637\u0639\u0645 \u0623\u0648 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629\u060c \u0628\u0644 \u0623\u0635\u0628\u062d \u064a\u062a\u0623\u062b\u0631 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0628\u0627\u0644\u0642\u0635\u0629 \u0627\u0644\u062a\u064a \u062a\u0642\u0641 \u062e\u0644\u0641 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629.<\/p>\n<p dir=\"rtl\">\u0647\u0646\u0627 \u064a\u0628\u0631\u0632 <strong>Storytelling<\/strong> \u0643\u0623\u062f\u0627\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 \u0648\u063a\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 \u0641\u064a \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646\u060c \u0645\u0646 \u062e\u0644\u0627\u0644 \u0628\u0646\u0627\u0621 \u0645\u0639\u0646\u0649 \u0639\u0627\u0637\u0641\u064a \u0648\u0631\u0645\u0632\u064a \u0644\u0644\u0645\u0646\u062a\u062c \u0627\u0644\u063a\u0630\u0627\u0626\u064a. \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0645\u0642\u0627\u0644\u060c \u0646\u0631\u0643\u0632 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 <strong>\u0643\u064a\u0641 \u0648\u0644\u0645\u0627\u0630\u0627 \u062a\u0624\u062b\u0631 \u0627\u0644\u0642\u0635\u0629 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/strong>\u060c \u0645\u0639 \u062f\u0639\u0645 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0628\u0645\u0631\u0627\u062c\u0639 \u0639\u0644\u0645\u064a\u0629 \u0648\u062f\u0631\u0627\u0633\u0627\u062a \u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629\u060c \u0648\u0628\u0645\u0627 \u064a\u062a\u0648\u0627\u0641\u0642 \u0645\u0639 \u0645\u062a\u0637\u0644\u0628\u0627\u062a <strong>SEO<\/strong>.<\/p>\n<h2 dir=\"rtl\">\u0623\u0648\u0644\u064b\u0627: \u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/h2>\n<p dir=\"rtl\">\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a \u064a\u0634\u064a\u0631 \u0625\u0644\u0649 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0630\u0647\u0646\u064a\u0629 \u0648\u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u0648\u0627\u0644\u0633\u0644\u0648\u0643\u064a\u0629 \u0627\u0644\u062a\u064a \u064a\u0645\u0631 \u0628\u0647\u0627 \u0627\u0644\u0641\u0631\u062f \u0639\u0646\u062f:<\/p>\n<ul dir=\"rtl\">\n<li>\u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0637\u0639\u0627\u0645<\/li>\n<li>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629<\/li>\n<li>\u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621<\/li>\n<li>\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0634\u0631\u0627\u0621 \u0623\u0648 \u062a\u0643\u0648\u064a\u0646 \u0627\u0644\u0648\u0644\u0627\u0621<\/li>\n<\/ul>\n<p dir=\"rtl\">\u062a\u0634\u064a\u0631 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0625\u0644\u0649 \u0623\u0646 \u0642\u0631\u0627\u0631\u0627\u062a \u0634\u0631\u0627\u0621 \u0627\u0644\u0637\u0639\u0627\u0645 \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0643\u0648\u0646 <strong>\u0633\u0631\u064a\u0639\u0629\u060c \u0639\u0627\u0637\u0641\u064a\u0629\u060c \u0648\u0623\u0642\u0644 \u0639\u0642\u0644\u0627\u0646\u064a\u0629<\/strong> \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u0642\u0631\u0627\u0631\u0627\u062a \u0634\u0631\u0627\u0621 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0623\u062e\u0631\u0649\u060c \u0628\u0633\u0628\u0628 \u0627\u0631\u062a\u0628\u0627\u0637 \u0627\u0644\u0637\u0639\u0627\u0645 \u0628\u0627\u0644\u0645\u062a\u0639\u0629 \u0648\u0627\u0644\u0631\u0627\u062d\u0629 \u0648\u0627\u0644\u0647\u0648\u064a\u0629 \u0627\u0644\u0634\u062e\u0635\u064a\u0629 (K\u00f6ster, 2009).<\/p>\n<h2 dir=\"rtl\">\u062b\u0627\u0646\u064a\u064b\u0627: \u0644\u0645\u0627\u0630\u0627 \u062a\u0624\u062b\u0631 \u0627\u0644\u0642\u0635\u0629 \u0628\u0642\u0648\u0629 \u0639\u0644\u0649 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621 \u0648\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u061f<\/h2>\n<h3 dir=\"rtl\">1. \u0627\u0644\u0642\u0635\u0629 \u062a\u0646\u0634\u0637 \u0627\u0644\u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u0628\u062f\u0644 \u0627\u0644\u0639\u0642\u0644\u0627\u0646\u064a\u0629<\/h3>\n<p dir=\"rtl\">\u0648\u0641\u0642\u064b\u0627 \u0644\u0646\u0638\u0631\u064a\u0629 <strong>Dual-Process Theory<\/strong>\u060c \u064a\u062a\u062e\u0630 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0642\u0631\u0627\u0631\u0627\u062a\u0647 \u0625\u0645\u0627 \u0639\u0628\u0631 \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u0627\u0644\u0639\u0642\u0644\u0627\u0646\u064a (System 2) \u0623\u0648 \u0627\u0644\u0639\u0627\u0637\u0641\u064a \u0627\u0644\u0633\u0631\u064a\u0639 (System 1). \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629\u060c \u062a\u0645\u064a\u0644 \u0627\u0644\u063a\u0627\u0644\u0628\u064a\u0629 \u0627\u0644\u0639\u0638\u0645\u0649 \u0645\u0646 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0625\u0644\u0649 System 1.<\/p>\n<p dir=\"rtl\">\u0627\u0644\u0642\u0635\u0629 \u0627\u0644\u062c\u064a\u062f\u0629:<\/p>\n<ul dir=\"rtl\">\n<li>\u062a\u062b\u064a\u0631 \u0627\u0644\u0645\u0634\u0627\u0639\u0631<\/li>\n<li>\u062a\u0642\u0644\u0644 \u0645\u0646 \u0645\u0642\u0627\u0648\u0645\u0629 \u0627\u0644\u0633\u0639\u0631<\/li>\n<li>\u062a\u062c\u0639\u0644 \u0627\u0644\u0642\u0631\u0627\u0631 \u064a\u0628\u062f\u0648 \u201c\u0637\u0628\u064a\u0639\u064a\u064b\u0627\u201d \u0648\u063a\u064a\u0631 \u0642\u0633\u0631\u064a<\/li>\n<\/ul>\n<p dir=\"rtl\">\u0648\u0642\u062f \u0623\u0638\u0647\u0631\u062a \u062f\u0631\u0627\u0633\u0629 \u0644\u0640 Escalas (2004) \u0623\u0646 \u0627\u0644\u0633\u0631\u062f \u0627\u0644\u0642\u0635\u0635\u064a \u064a\u0632\u064a\u062f \u0645\u0646 \u0627\u0646\u062f\u0645\u0627\u062c \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0645\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0648\u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0645\u0648\u0627\u0642\u0641 \u0625\u064a\u062c\u0627\u0628\u064a\u0629 \u0623\u0642\u0648\u0649 \u062a\u062c\u0627\u0647\u0647\u0627.<\/p>\n<h3 dir=\"rtl\">2. Storytelling \u064a\u0639\u0632\u0632 \u0627\u0644\u0630\u0627\u0643\u0631\u0629 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629 (Food Memory)<\/h3>\n<p dir=\"rtl\">\u0627\u0644\u0642\u0635\u0635 \u062a\u064f\u062e\u0632\u0651\u064e\u0646 \u0641\u064a \u0627\u0644\u0630\u0627\u0643\u0631\u0629 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0645\u062f\u0649 \u0628\u0634\u0643\u0644 \u0623\u0642\u0648\u0649 \u0645\u0646 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u062c\u0631\u062f\u0629. \u0639\u0646\u062f\u0645\u0627 \u062a\u0631\u062a\u0628\u0637 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629 \u0628\u0642\u0635\u0629:<\/p>\n<ul dir=\"rtl\">\n<li>\u064a\u0633\u0647\u0644 \u062a\u0630\u0643\u0631\u0647\u0627 \u0639\u0646\u062f \u0646\u0642\u0637\u0629 \u0627\u0644\u0634\u0631\u0627\u0621<\/li>\n<li>\u062a\u0631\u062a\u0628\u0637 \u0628\u0645\u0634\u0627\u0639\u0631 \u0625\u064a\u062c\u0627\u0628\u064a\u0629<\/li>\n<li>\u062a\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0639\u0644\u0627\u0645\u0627\u062a \u0645\u0646\u0627\u0641\u0633\u0629<\/li>\n<\/ul>\n<p dir=\"rtl\">\u062a\u0634\u064a\u0631 \u0623\u0628\u062d\u0627\u062b Schmitt (1999) \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u0648\u0627\u0644\u0642\u0635\u0635\u064a\u0629 \u062a\u062e\u0644\u0642 \u0631\u0648\u0627\u0628\u0637 \u0630\u0647\u0646\u064a\u0629 \u0623\u0642\u0648\u0649 \u0645\u0646 \u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629.<\/p>\n<h3 dir=\"rtl\">3. \u0627\u0644\u0642\u0635\u0629 \u062a\u0631\u0641\u0639 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062f\u0631\u0643\u0629 \u0648\u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u0639\u062f\u0627\u062f \u0644\u0644\u062f\u0641\u0639<\/h3>\n<p dir=\"rtl\">\u0645\u0646 \u0645\u0646\u0638\u0648\u0631 <strong>\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643<\/strong>\u060c \u0644\u0627 \u064a\u062f\u0641\u0639 \u0627\u0644\u0639\u0645\u064a\u0644 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u0645\u0646\u062a\u062c \u0641\u0642\u0637\u060c \u0628\u0644 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u0645\u0639\u0646\u0649 \u0627\u0644\u0630\u064a \u064a\u062d\u0645\u0644\u0647. \u0627\u0644\u0642\u0635\u0629 \u062a\u0624\u062b\u0631 \u0645\u0628\u0627\u0634\u0631\u0629 \u0639\u0644\u0649:<\/p>\n<ul dir=\"rtl\">\n<li>Perceived Quality<\/li>\n<li>Perceived Authenticity<\/li>\n<li>Willingness to Pay<\/li>\n<\/ul>\n<p dir=\"rtl\">\u062f\u0631\u0627\u0633\u0629 \u0644\u0640 Hollenbeck, Peters &amp; Zinkhan (2008) \u0623\u0648\u0636\u062d\u062a \u0623\u0646 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0645\u062a\u0644\u0643 \u0633\u0631\u062f\u064b\u0627 \u0642\u0635\u0635\u064a\u064b\u0627 \u0648\u0627\u0636\u062d\u064b\u0627 \u062a\u064f\u0639\u062a\u0628\u0631 \u0623\u0643\u062b\u0631 \u0623\u0635\u0627\u0644\u0629\u060c \u0645\u0645\u0627 \u064a\u0632\u064a\u062f \u0645\u0646 \u0642\u0628\u0648\u0644 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0627\u0644\u0623\u0639\u0644\u0649.<\/p>\n<h2 dir=\"rtl\">\u062b\u0627\u0644\u062b\u064b\u0627: \u0623\u0646\u0648\u0627\u0639 \u0627\u0644\u0642\u0635\u0635 \u0648\u062a\u0623\u062b\u064a\u0631\u0647\u0627 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/h2>\n<h3 dir=\"rtl\">1. \u0642\u0635\u0629 \u0627\u0644\u0623\u0635\u0644 \u0648\u0627\u0644\u0645\u0635\u062f\u0631<\/h3>\n<p dir=\"rtl\">\u0627\u0644\u0642\u0635\u0635 \u0627\u0644\u062a\u064a \u062a\u0634\u0631\u062d \u0645\u0635\u062f\u0631 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a (Local, Organic, Artisanal) \u062a\u0624\u062b\u0631 \u0639\u0644\u0649:<\/p>\n<ul dir=\"rtl\">\n<li>\u0627\u0644\u062b\u0642\u0629<\/li>\n<li>\u0627\u0644\u0634\u0639\u0648\u0631 \u0628\u0627\u0644\u0623\u0645\u0627\u0646 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/li>\n<li>\u0627\u0644\u062a\u0641\u0636\u064a\u0644 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a<\/li>\n<\/ul>\n<p dir=\"rtl\">\u0648\u0642\u062f \u0623\u062b\u0628\u062a\u062a \u062f\u0631\u0627\u0633\u0629 \u0644\u0640 Verbeke &amp; Vackier (2005) \u0623\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u064a\u0645\u064a\u0644\u0648\u0646 \u0644\u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0642\u0635\u0635\u064a\u0629 \u0639\u0646 \u0645\u0635\u062f\u0631 \u0627\u0644\u063a\u0630\u0627\u0621.<\/p>\n<h3 dir=\"rtl\">2. \u0627\u0644\u0642\u0635\u0629 \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0647\u0648\u064a\u0629 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629<\/h3>\n<p dir=\"rtl\">\u0627\u0644\u0637\u0639\u0627\u0645 \u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u0643\u0648\u0633\u064a\u0644\u0629 \u0644\u0644\u062a\u0639\u0628\u064a\u0631 \u0639\u0646 \u0627\u0644\u0647\u0648\u064a\u0629. \u0627\u0644\u0642\u0635\u0629 \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629:<\/p>\n<ul dir=\"rtl\">\n<li>\u062a\u0639\u0632\u0632 \u0627\u0644\u0627\u0646\u062a\u0645\u0627\u0621<\/li>\n<li>\u062a\u062e\u0644\u0642 \u062a\u062c\u0631\u0628\u0629 \u0623\u0635\u064a\u0644\u0629<\/li>\n<li>\u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0645\u0637\u0627\u0639\u0645 \u0648\u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a<\/li>\n<\/ul>\n<p dir=\"rtl\">\u062a\u0634\u064a\u0631 \u0623\u0628\u062d\u0627\u062b Consumer Culture Theory \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u064a\u0646\u062c\u0630\u0628\u0648\u0646 \u0644\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0639\u0643\u0633 \u0642\u064a\u0645\u0647\u0645 \u0648\u062b\u0642\u0627\u0641\u062a\u0647\u0645 (Arnould &amp; Thompson, 2005).<\/p>\n<h3 dir=\"rtl\">3. \u0642\u0635\u0629 \u0627\u0644\u0642\u064a\u0645 \u0648\u0646\u0645\u0637 \u0627\u0644\u062d\u064a\u0627\u0629<\/h3>\n<p dir=\"rtl\">\u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0631\u0628\u0637 \u0642\u0635\u062a\u0647\u0627 \u0628\u0640:<\/p>\n<ul dir=\"rtl\">\n<li>\u0627\u0644\u0635\u062d\u0629<\/li>\n<li>\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629<\/li>\n<li>\u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629<\/li>\n<\/ul>\n<p dir=\"rtl\">\u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0634\u0631\u064a\u062d\u0629 \u0645\u062a\u0646\u0627\u0645\u064a\u0629 \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0648\u0627\u0639\u064a\u0646. \u062f\u0631\u0627\u0633\u0629 Nielsen (2015) \u0623\u0638\u0647\u0631\u062a \u0623\u0646 \u0623\u0643\u062b\u0631 \u0645\u0646 60% \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u064a\u0641\u0636\u0644\u0648\u0646 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0634\u0627\u0631\u0643\u0647\u0645 \u0642\u064a\u0645\u0647\u0645.<\/p>\n<h2 dir=\"rtl\">\u0631\u0627\u0628\u0639\u064b\u0627: Storytelling \u0648\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a (Pre &amp; Post Purchase)<\/h2>\n<p dir=\"rtl\">\u0627\u0644\u0642\u0635\u0629 \u062a\u0624\u062b\u0631 \u0641\u064a \u062c\u0645\u064a\u0639 \u0645\u0631\u0627\u062d\u0644 \u0631\u062d\u0644\u0629 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643:<\/p>\n<ul dir=\"rtl\">\n<li>\u0642\u0628\u0644 \u0627\u0644\u0634\u0631\u0627\u0621: \u062a\u0634\u0643\u064a\u0644 \u0627\u0644\u062a\u0648\u0642\u0639\u0627\u062a<\/li>\n<li>\u0623\u062b\u0646\u0627\u0621 \u0627\u0644\u0634\u0631\u0627\u0621: \u062a\u0628\u0631\u064a\u0631 \u0627\u0644\u0642\u0631\u0627\u0631<\/li>\n<li>\u0628\u0639\u062f \u0627\u0644\u0634\u0631\u0627\u0621: \u0627\u0644\u0631\u0636\u0627 \u0648\u0627\u0644\u0648\u0644\u0627\u0621<\/li>\n<\/ul>\n<p dir=\"rtl\">\u0639\u0646\u062f\u0645\u0627 \u062a\u0643\u0648\u0646 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0641\u0639\u0644\u064a\u0629 \u0645\u062a\u0633\u0642\u0629 \u0645\u0639 \u0627\u0644\u0642\u0635\u0629\u060c \u064a\u0631\u062a\u0641\u0639 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0631\u0636\u0627 \u0648\u062a\u0632\u062f\u0627\u062f \u0646\u064a\u0629 \u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0634\u0631\u0627\u0621\u060c \u0648\u0647\u0648 \u0645\u0627 \u062a\u062f\u0639\u0645\u0647 \u0646\u0638\u0631\u064a\u0629 <strong>Expectation-Confirmation Theory<\/strong>.<\/p>\n<h2 dir=\"rtl\">\u062e\u0627\u0645\u0633\u064b\u0627: \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0644\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0642\u0635\u0629 \u0639\u0644\u0649 \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a<\/h2>\n<p dir=\"rtl\">\u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u062a\u0644\u0639\u0628 \u0627\u0644\u0642\u0635\u0629 \u062f\u0648\u0631\u064b\u0627 \u0645\u0636\u0627\u0639\u0641\u064b\u0627:<\/p>\n<ul dir=\"rtl\">\n<li>\u0627\u0644\u0645\u062d\u062a\u0648\u0649 \u0627\u0644\u0642\u0635\u0635\u064a \u064a\u0632\u064a\u062f \u0632\u0645\u0646 \u0627\u0644\u062a\u0641\u0627\u0639\u0644<\/li>\n<li>\u0627\u0644\u0642\u0635\u0635 \u0627\u0644\u0645\u0635\u0648\u0631\u0629 (Reels, Short Videos) \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0627\u062e\u062a\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629<\/li>\n<li>\u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0627\u062a \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0642\u0635\u0635 \u0634\u062e\u0635\u064a\u0629 \u062a\u0639\u0632\u0632 \u0627\u0644\u0645\u0635\u062f\u0627\u0642\u064a\u0629<\/li>\n<\/ul>\n<p dir=\"rtl\">\u062a\u0634\u064a\u0631 \u062f\u0631\u0627\u0633\u0627\u062a \u062d\u062f\u064a\u062b\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0645\u062d\u062a\u0648\u0649 \u0627\u0644\u0642\u0635\u0635\u064a \u0641\u064a \u0648\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a \u064a\u0624\u062b\u0631 \u0645\u0628\u0627\u0634\u0631\u0629 \u0639\u0644\u0649 \u0646\u064a\u0629 \u0627\u0644\u0634\u0631\u0627\u0621 \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u063a\u0630\u064a\u0629.<\/p>\n<h2 dir=\"rtl\">\u0646\u0635\u064a\u062d\u062a\u064a \u0643\u062e\u0628\u064a\u0631<\/h2>\n<p dir=\"rtl\">\u0645\u0646 \u062e\u0644\u0627\u0644 \u062e\u0628\u0631\u062a\u064a \u0641\u064a <strong>\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0636\u064a\u0627\u0641\u0629 \u0648\u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629<\/strong>\u060c \u0623\u0624\u0643\u062f \u0623\u0646 \u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a \u0647\u0648 \u0627\u0644\u0623\u0633\u0627\u0633 \u0644\u0623\u064a Storytelling \u0646\u0627\u062c\u062d.<\/p>\n<p dir=\"rtl\"><strong>\u0646\u0635\u064a\u062d\u062a\u064a \u0627\u0644\u0639\u0645\u0644\u064a\u0629:<\/strong><br \/>\n\u0644\u0627 \u062a\u0628\u062f\u0623 \u0628\u0633\u0624\u0627\u0644: <em>\u0645\u0627 \u0647\u064a \u0642\u0635\u062a\u064a\u061f<\/em> \u0628\u0644 \u0627\u0628\u062f\u0623 \u0628\u0640: <em>\u0645\u0627 \u0627\u0644\u0630\u064a \u064a\u0634\u0639\u0631 \u0628\u0647 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0639\u0646\u062f \u0627\u0644\u0623\u0643\u0644\u061f<\/em>\u060c <em>\u0645\u0627 \u0627\u0644\u0630\u064a \u064a\u0628\u062d\u062b \u0639\u0646\u0647 \u0646\u0641\u0633\u064a\u064b\u0627 \u0648\u062b\u0642\u0627\u0641\u064a\u064b\u0627\u061f<\/em>. \u0639\u0646\u062f\u0645\u0627 \u062a\u064f\u0628\u0646\u0649 \u0627\u0644\u0642\u0635\u0629 \u0639\u0644\u0649 Insight \u0633\u0644\u0648\u0643\u064a \u062d\u0642\u064a\u0642\u064a\u060c \u0641\u0625\u0646\u0647\u0627 \u0644\u0627 \u062a\u0624\u062b\u0631 \u0641\u0642\u0637 \u0639\u0644\u0649 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621\u060c \u0628\u0644 \u062a\u0628\u0646\u064a \u0648\u0644\u0627\u0621\u064b \u0637\u0648\u064a\u0644 \u0627\u0644\u0623\u0645\u062f.<\/p>\n<p dir=\"rtl\">\u0627\u0644\u0642\u0635\u0629 \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u0644\u0627 \u062a\u064f\u0642\u0646\u0639 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u060c \u0628\u0644 \u062a\u062c\u0639\u0644\u0647 \u064a\u0642\u062a\u0646\u0639 \u0628\u0646\u0641\u0633\u0647.<\/p>\n<h2 dir=\"rtl\">\u0627\u0644\u0645\u0631\u0627\u062c\u0639 \u0627\u0644\u0639\u0644\u0645\u064a\u0629<\/h2>\n<ol dir=\"rtl\">\n<li dir=\"ltr\">\n<h6><a href=\"https:\/\/www.mdpi.com\/2304-8158\/14\/15\/2572\"><strong data-start=\"249\" data-end=\"386\">Applying Visual Storytelling in Food Marketing: The Effect of Graphic Storytelling on Narrative Transportation and Purchase Intention<\/strong><\/a><\/h6>\n<h6><a href=\"https:\/\/www.mdpi.com\/2304-8158\/14\/15\/2572\">\u062f\u0631\u0627\u0633\u0629 \u062a\u062c\u0631\u064a\u0628\u064a\u0629 \u062a\u0631\u0628\u0637 \u0628\u064a\u0646 \u0627\u0644\u0633\u0631\u062f \u0627\u0644\u0645\u0631\u0626\u064a \u0648\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0634\u0631\u0627\u0621 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629.<\/a><\/h6>\n<\/li>\n<li dir=\"ltr\">\n<h6><a href=\"https:\/\/journal.binus.ac.id\/index.php\/SEEIJ\/article\/view\/9318\"><strong data-start=\"686\" data-end=\"759\">Storytelling as a Marketing Communication Strategy for Primadona-Food<\/strong><\/a><\/h6>\n<h6><a href=\"https:\/\/journal.binus.ac.id\/index.php\/SEEIJ\/article\/view\/9318\">\u0628\u062d\u062b \u062a\u0637\u0628\u064a\u0642\u064a \u064a\u0648\u0636\u062d \u0643\u064a\u0641 \u0633\u0627\u0639\u062f \u0627\u0644\u0633\u0631\u062f \u0627\u0644\u0642\u0635\u0635\u064a \u0641\u064a \u0632\u064a\u0627\u062f\u0629 \u0639\u062f\u062f \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0644\u0639\u0644\u0627\u0645\u0629 \u063a\u0630\u0627\u0626\u064a\u0629.<\/a><\/h6>\n<\/li>\n<li dir=\"ltr\">\n<h6><a href=\"https:\/\/journal.formosapublisher.org\/index.php\/mudima\/article\/view\/10370\"><strong data-start=\"968\" data-end=\"1051\">Kisarasa Youtube Channel\u2019s Gastronomic Storytelling: A Narrative Paradigm Study<\/strong><\/a><\/h6>\n<h6><a href=\"https:\/\/journal.formosapublisher.org\/index.php\/mudima\/article\/view\/10370\">\u062f\u0631\u0627\u0633\u0629 \u062d\u0648\u0644 \u062a\u0623\u062b\u064a\u0631 \u0633\u0631\u062f \u0627\u0644\u0642\u0635\u0635 \u0641\u064a \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u062a\u062c\u0627\u0647 \u0627\u0644\u0623\u0637\u0639\u0645\u0629 \u0639\u0628\u0631 \u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0648\u0649.<\/a><\/h6>\n<\/li>\n<li dir=\"ltr\">\n<h6><a href=\"https:\/\/www.researchgate.net\/publication\/391188222_Impact_of_Storytelling_and_Emotional_Branding_on_Consumer_Purchase_Behavior_in_Quick_Service_Restaurants_and_FMCG .\"><strong data-start=\"1274\" data-end=\"1391\">Impact of Storytelling and Emotional Branding on Consumer Purchase Behavior in Quick Service Restaurants and FMCG<\/strong><\/a><\/h6>\n<h6><a href=\"https:\/\/www.researchgate.net\/publication\/391188222_Impact_of_Storytelling_and_Emotional_Branding_on_Consumer_Purchase_Behavior_in_Quick_Service_Restaurants_and_FMCG .\">\u0628\u062d\u062b \u064a\u0633\u062a\u0639\u0631\u0636 \u0643\u064a\u0641 \u064a\u0624\u062b\u0631 \u0633\u0631\u062f \u0627\u0644\u0642\u0635\u0635 \u0648\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u0641\u064a \u0633\u0644\u0648\u0643 \u0627\u0644\u0634\u0631\u0627\u0621 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0641\u064a \u0627\u0644\u0645\u0637\u0627\u0639\u0645 \u0648\u0627\u0644\u0633\u0644\u0639 \u0633\u0631\u064a\u0639\u0629 \u0627\u0644\u062d\u0631\u0643\u0629.<\/a><\/h6>\n<\/li>\n<li dir=\"ltr\" data-start=\"1749\" data-end=\"2099\">\n<h6 data-start=\"1752\" data-end=\"2099\"><a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1061042121000597\"><strong data-start=\"1752\" data-end=\"1877\">Sharing Consumers\u2019 Brand Storytelling: Influence of Consumers\u2019 Storytelling on Brand Attitude via Emotions and Cognitions<\/strong><\/a><br data-start=\"1877\" data-end=\"1880\" \/><a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1061042121000597\">\u062a\u062d\u0644\u064a\u0644 \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0633\u0631\u062f \u0627\u0644\u0642\u0635\u0635 \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0623\u0646\u0641\u0633\u0647\u0645 \u0623\u0646 \u064a\u0624\u062b\u0631 \u0641\u064a \u0627\u0644\u0645\u0648\u0627\u0642\u0641 \u062a\u062c\u0627\u0647 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/a><\/h6>\n<h4 dir=\"rtl\" style=\"text-align: center;\" data-start=\"3740\" data-end=\"3850\"><a href=\"https:\/\/caesarhakimeh.com\/ar\/contact\/\">\u0645\u0647\u062a\u0645 \u062a\u0637\u0648\u0651\u0631 \u0645\u0634\u0631\u0648\u0639\u0643 \u0623\u0648 \u062a\u062d\u062a\u0627\u062c \u0645\u0633\u0627\u0639\u062f\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u061f \u0627\u062d\u062c\u0632 \u0627\u0633\u062a\u0634\u0627\u0631\u062a\u0643 \u0627\u0644\u0622\u0646<\/a><\/h4>\n<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>\u062f\u0648\u0631 \u0627\u0644\u0642\u0635\u0629 (Storytelling) \u0641\u064a \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a \u064a\u064f\u0639\u062f \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a \u0645\u0646 \u0623\u0643\u062b\u0631 \u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u062a\u0639\u0642\u064a\u062f\u064b\u0627\u060c \u0646\u0638\u0631\u064b\u0627 \u0644\u0627\u0631\u062a\u0628\u0627\u0637 &hellip; <\/p>","protected":false},"author":1,"featured_media":34992,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coachify_sidebar_layout":"","footnotes":""},"categories":[4],"tags":[20,86,44,42,33,40],"class_list":["post-34989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-insights--","tag-20","tag-86","tag-44","tag-42","tag-33","tag-40","image-hover-transition-effect"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u063a\u0630\u0627\u0626\u064a: \u0643\u064a\u0641 \u062a\u0624\u062b\u0631 \u0627\u0644\u0642\u0635\u0629 \u0639\u0644\u0649 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621 \u0641\u064a \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a 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