مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

ارائه الگوی افیلیت مارکتینگ در صنعت بیمه با روش تحقیق ساختاری تفسیری

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشیار، گروه مدیریت، دانشگاه لرستان، خرم آباد، ایران
2 دانش آموخته کارشناسی ارشد مدیریت بازرگانی ، دانشگاه لرستان، خرم آباد، ایران
چکیده
افیلیت مارکتینگ یکی از روش‌های سنتی بازاریابی است که با رشد ابزارهای اینترنتی در بستر بازاریابی دیجیتالی با استقبال زیادی مواجه شده است. لذا پژوهش حاضر با هدف ارائه الگوی افیلیت مارکتینگ در صنعت بیمه انجام پذیرفت. این پژوهش از نظر هدف، کاربردی و از حیث ماهیت و روش، توصیفی پیمایشی است. جامعه آماری پژوهش، مدیران شرکت‌های بیمه هستند که تعداد 17 نفر از آن‌ها با استفاده از روش نمونه‌گیری هدفمند انتخاب شده‌اند. ابزارگردآوری اطلاعات در بخش کیفی مصاحبه و در بخش کمی پرسشنامه است که روایی و پایایی آن‌ها با استفاده از روش محتوایی و روایی نظری و پایایی درون‌کدگذار و میان‌کدگذار تایید شد. دراین پژوهش داده‌های کیفی با روش تحلیل محتوا و نرم افزار Maxqda و نتایج کمی با روش ISM تحلیل شد. یافته‌های پژوهش مشتمل بر شناسایی مولفه‌ های اثرگذار بر پیاده سازی برنامه افیلیت مارکتینگ و پیامد‌های آن است. نتایج پژوهش نشانگر آن است که پیاده سازی افیلیت مارکتینگ افزایش اعتبار و اطمینان به بخش تجاری، افزایش بازدید و ترافیک وب سایت، کاهش هزینه‌ها و سرعت انتشار را به دنبال خواهد داشت. افیلیت مارکتینگ یکی از روش‌های سنتی بازاریابی است که با رشد ابزارهای اینترنتی در بستر بازاریابی دیجیتالی با استقبال زیادی مواجه شده است. لذا پژوهش حاضر با هدف ارائه الگوی افیلیت مارکتینگ در صنعت بیمه انجام پذیرفت. این پژوهش از نظر هدف، کاربردی و از حیث ماهیت و روش، توصیفی پیمایشی است. جامعه آماری پژوهش، مدیران شرکت‌های بیمه هستند که تعداد 17 نفر از آن‌ها با استفاده از روش نمونه‌گیری هدفمند انتخاب شده‌اند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Presenting the model of affiliate marketing in the insurance industry with an interpretive structural research method

نویسندگان English

Seyed Najmoudin Mousavi 1
Rezvan Mennati 2
Sayede Maryam Mousavizadhe 2
1 Associal professor, Department Management, Lorestan University, Khorramabad, Iran
2 Graduated from Master of Business Administration, Lorestan University, Khorramabad, Iran
چکیده English

Affiliate marketing is one of the traditional marketing methods that has been greatly welcomed with the growth of Internet tools in the context of digital marketing. Therefore, the current research was conducted to present the model of affiliate marketing in the insurance industry. This research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the managers of insurance companies, 17 of whom were selected using the purposeful sampling method. The data collection tool is an interview in the qualitative part and a questionnaire in the quantitative part, the validity and reliability of which were confirmed using the content method and theoretical validity and intra-coder and inter-coder reliability. In this research, qualitative data were analyzed with the content analysis method and Maxqda software, and quantitative results were analyzed with the ISM method. The findings of the research include the identification of the components affecting the implementation of the affiliate marketing program and its consequences. The results of the research show that the implementation of affiliate marketing will increase credibility and confidence in the business sector, increase website traffic and visits, and reduce costs and speed of publication.publication.hjjhh mk

کلیدواژه‌ها English

Marketing
affiliate marketing
insurance industry
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