مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

Modeling the value creation process using viral marketing in order to bank branding (Case study: TejaratBank)

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان
Gholamreza Amiri 1
Mehdi Zakipour 2
Abdolreza Miri 2
Mohsen KhoonSiavash 3
1 PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2 Assistant Professor, Department of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 Assistant Professor, Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran
10.52547/JABM.3.2.1846
چکیده
The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.
کلیدواژه‌ها
value creation
viral marketing
branding
banking industry

موضوعات

عنوان مقاله English

Modeling the Process of Value Creation by Using Viral Marketing In Line With Branding In the Banking Industry (Case study: TejaratBank)

نویسندگان English

Gholamreza Amiri 1
Mehdi Zakipour 2
Abdolreza Miri 2
Mohsen Khoon Siavash 3
1 PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2 Assistant Professor, Department of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 Assistant Professor, Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده English

The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.

کلیدواژه‌ها English

value creation
viral marketing
branding
banking industry
آقاجان تبارمقری، مجتبی، مانیان، امیر، امیرشاهی، میراحمد؛ شامی زنجانی، مهدی(1398)، ارائه چارچوبی برای طراحی کارزارهای بازاریابی ویروسی از طریق شبکه‌های اجتماعی برای خدمات کسب وکار به مصرف کننده در ایران، مدیریت اطلاعات،  1 ،183 - 209 .
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