مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

ارائه الگوی چالش های بازاریابی هوشمند تاثیرگذار در رسانه های اجتماعی با بهره گیری از روش تحلیل تم

نوع مقاله : استخراج از رساله دکتری

نویسندگان
1 ;گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران، ایران
2 گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران، ایران
چکیده
ادغام بی سابقه ی رسانه های اجتماعی با زندگی مردم، برندها را بر آن داشته که از این ابزار به عنوان عاملی برای برقراری ارتباط با مشتریان استفاده نمایند اما آن ها باید به این نکته توجه کنند که این کار ممکن است چالش هایی نیز داشته باشد. از این رو، برای کمک به مدیران برند ها و بازاریابان، این پژوهش با هدف ارائه ی الگوی چالش های بازاریابی تاثیرگذار در رسانه های اجتماعی محبوب در ایران شکل گرفته است. این پژوهش از نظر هدف بنیادی، از منظر رویکردکیفی است که از میان روش های متنوع کیفی مشخصا از روش تحلیل تم بهره گرفته شده است. روش گردآوری داده ها، مصاحبه ی عمیق نیمه ساختار یافته با تعدادی از خبرگان می باشدکه با توجه به اشباع نظری، با تعداد 11 نفر از متخصصان حوزه ی بازاریابی دیجیتال مصاحبه صورت گرفته است. پس از انجام مصاحبه با این افراد و تحلیل داده های حاصله، 40 کد،13تم فرعی در قالب 6 سازه ی اصلی شامل «یافتن اینفلوئنسر مناسب »، «مواجهه با اینفلوئنسرهای فریبکار »، «مواجهه با اینفلوئنسرهای جعلی »، «مشکل تصمیم گیری در مورد میزان کنترل بر اینفلوئنسر »، « مشکل اندازه گیری دقیق تاثیر اینفلوئنسر مارکتینگ » و «چالش های اخلاقی و قانونی » شکل دهی شدند و در پایان الگوی چالش های بازاریابی تاثیرگذار در رسانه های اجتماعی ترسیم گردید.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Presenting the model of effective smart marketing challenges in social media by using the theme analysis method

نویسندگان English

Maryam goudini 1
Morteza Movaghar 2
1 Management group, Faculty of economic and administrative, Mazandaran University, Mazandaran, Iran
2 Management Group, Faculty of economic and administrative , Mazandaran University, Mazandaran, Iran
چکیده English

The unprecedented integration of social media with people’s lives has led brands to use this tool as a factor in communication with customers, but they should consider that this may also have challenges. To help brand managers and marketers, this research is aimed at presenting the pattern of influential marketing challenges in popular social media in Iran. In terms of fundamental purpose, this research among the various qualitative methods has been used Theme analysis method. The method of data collection is a semi- structured interview with a number of experts. According to a saturation we interviewed with 11 experts. After analyzing the data, 40 codes, 13 sub- themes in 6 main structures including: “Finding the suitable Influencer”, “Exposure to deceiver Influencer”, “Fake Influencer”, “The problem of decision making about control over influencer”, “ challenge of the precise measurement of influence of influencer marketing”, and “ ethical and legal challenges” were formed. Finally the pattern of influential marketing challenges in social media were drawn.

کلیدواژه‌ها English

Influencer marketing
Influencers
Social media
Theme analysis
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