مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تحلیل پیامدهای روانی و رفتاری استراتژی‌های ارتباطات بازاریابی یکپارچه الکترونیکی

نوع مقاله : استخراج از رساله دکتری

نویسندگان
گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.
چکیده
ارتباطات بازاریابی یکپارچه الکترونیکی به استراتژی هماهنگ‌سازی کانال‌ها و ابزارهای دیجیتال مختلف برای انتقال پیام‌های منسجم به مصرف‌کنندگان اشاره دارد. این رویکرد با ایجاد تجربه‌ای یکپارچه، به افزایش آگاهی، تعامل و وفاداری مشتریان نسبت به برند کمک می‌کند. هدف اصلی ارتباطات بازاریابی یکپارچه الکترونیکی ایجاد هماهنگی در تمامی پیام‌های ارتباطی برند برای بهبود تأثیرگذاری و تقویت روابط با مصرف‌کنندگان است. پژوهش حاضر با هدف تحلیل پیامدهای روانی و رفتاری استراتژی‌های ارتباطات بازاریابی یکپارچه الکترونیکی در صنایع لبنی کشور به شیوه‌ای آمیخته (کیفی-کمّی) صورت گرفت. این پژوهش از لحاظ هدف، کاربردی و از نظر شیوه جمع‌آوری داده‌ها، اکتشافی است. روش کیفی بکار رفته در این تحقیق، روش داده بنیاد می باشد. در بخش اول و به منظور جمع آوری داده های کیفی پژوهش، با استفاده از مصاحبه‌های عمیق و نیمه ساختار‌یافته با 21 نفر از اساتید دانشگاهی، مدیران و کارشناسان بازاریابی در حوزه صنایع لبنی، الگوی استراتژی های ارتباطات بازاریابی یکپارچه الکترونیکی شامل 11 مقوله اصلی استخراج شد. تجزیه و تحلیل داده‌های کیفی از طریق کدگذاری باز، محوری و انتخابی با نرم‌افزار MAXQDA 10 انجام شد. در بخش کمّی، الگوی به‌دست‌آمده از طریق مدل‌سازی معادلات ساختاری و با استفاده از نرم‌افزار SMART PLS آزمون و برازش آن بررسی شد. جامعه آماری این بخش شامل مدیران و کارشناسان کارخانجات صنایع لبنی، اساتید، مدیران و کارشناسان بازاریابی در حوزه محصولات لبنی می باشد که 400 نفر بر اساس جدول جرسی و مورگان و به روش تصادفی طبقه ای انتخاب شدند. ابزار گردآوری داده ها در این بخش پرسشنامه استاندارد بوده است که روایی و پایایی آن مورد تأیید قرار گرفت. نتایج بخش کیفی تحقیق حاکی از آن است که 6 مقوله استخراج شده شامل عوامل علّی (سهم بازار کنونی شرکت، ترکیب آمیخته بازاریابی سنتی)، پیامدها (روانی، رفتاری، عملکرد برند) و مقوله محوری (سیاست‌ها و برنامه‌های ارتباطات بازاریابی یکپارچه الکترونیکی)، شرایط زمینه‌ای (میزان فعالیت‌های ارتباطات الکترونیکی صنعت و رقبا، زیرساخت‌های رسانه‌ای ملی)، شرایط مداخله‌گر (نوآوری در ارتباطات بازاریابی، ویژگی‌های مخاطبان) و راهبردها (بازاریابی رابطه‌مند الکترونیکی، توسعه پلتفرم‌های مجازی) بودند.


کلیدواژه‌ها

موضوعات


عنوان مقاله English

Analyzing the psychological and behavioral consequences of integrated electronic marketing communication strategies

نویسندگان English

Hosein Abu
Mohammad Mehdi Parhizgar
Mohammad Taghi Amini
Seyyed Mohammad Bagheri
Department of Business Management, Payame Noor University, Tehran, Iran.
چکیده English

E-imc refers to the strategy of coordinating various digital channels and tools to convey coherent messages to consumers. This approach helps to increase the awareness, interaction and loyalty of customers towards the brand by creating an integrated experience. The main goal of electronic integrated marketing communications is to create harmony in all brand communication messages to improve impact and strengthen relationships with consumers. The present study was conducted with the aim of investigating the psychological and behavioral consequences of integrated electronic marketing communication strategies in the country's dairy industries in a mixed (qualitative-quantitative) manner. This research is practical in terms of purpose and exploratory in terms of data collection method. The qualitative method used in this research is the foundation data method. In the first part and in order to collect qualitative research data, using in-depth and semi-structured interviews with 21 university professors, managers and marketing experts in the field of dairy industry, the model of electronic integrated marketing communication strategies including 11 main categories was extracted. . Qualitative data analysis was performed through open, axial and selective coding with MAXQDA 10 software. In the quantitative part, the model obtained through structural equation modeling was tested and fitted using SMART PLS software. The statistical population of this department includes managers and experts of dairy factories, professors, managers and marketing experts in the field of dairy products, 400 of whom were selected based on the Jersey and Morgan table and by stratified random method. The tool of data collection in this section was a standard questionnaire whose validity and reliability were confirmed. The results of the qualitative part of the research indicate that the 6 extracted categories include causal factors (the company's current market share, traditional marketing mix), consequences (psychological, behavioral, brand performance) and the central category (policies and programs of integrated electronic marketing communications). Background conditions (level of electronic communication activities of the industry and competitors, national media infrastructure), intervening conditions (innovation in marketing communication, audience characteristics) and strategies (relational marketing) electronic, development of virtual platforms.


کلیدواژه‌ها English

Electronic Integrated Marketing Communications
Psychological Consequences Psychological Consequences
Mixed Integrated Marketing Communications
Behavioral Consequences
Dairy Industry
Structural Equation Modeling
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  • تاریخ دریافت 12 آذر 1403
  • تاریخ بازنگری 03 دی 1403
  • تاریخ پذیرش 05 دی 1403