مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

ارائه الگوی ساختاری تفسیری عوامل موثر بر توفیق رسانه‌های اجتماعی در جذب مشتریان و ارتقای فروش

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکتری بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری دانشگاه مازندران، بابلسر، مازندران، ایران
2 استادیار گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران
چکیده
رسانه‌های اجتماعی و ابزارهای دیجیتال به تدریج شیوه بازاریابی شرکت‌ها را تغییر می‌دهند. درک عوامل موثر بر موفقیت این رسانه‌ها در جذب مشتریان و افزایش فروش و سطوح و ارتباط درونی این عوامل می‌تواند به پویایی ساختار فرآیند فروش در دنیایی که به طور فزاینده‌ای مبتنی بر فناوری است، کمک نماید. این مقاله به بررسی این موضوع پرداخته است و با استراتژی تحلیل محتوا، نتایج پژوهش‌های گذشته را تحلیل نموده و به واسطۀ مصاحبه‌های عمیق و نیمه‌ساختاریافته با خبرگان، درصدد شناسایی عوامل موثر بر توفیق رسانه‌های اجتماعی در جذب مشتریان و افزایش فروش سازمان‌ها است. در این پژوهش پس از مطالعه ادبیات تحقیق و نظرخواهی از خبرگان، عوامل موثر بر توفیق رسانه‌های اجتماعی در جذب مشتریان و فروش شناسایی شده و سپس این عوامل با استفاده از مدل‏سازی ساختاری تفسیری سطح‏بندی شدند و با هدف شناسایی میزان قدرت هدایت و قدرت وابستگی عوامل تحت بررسی، تجزیه و تحلیل قدرت هدایت- وابستگی (MICMAC) عوامل شناسایی‏شده انجام پذیرفت. عواملی از قبیل شیوه ارتباطی، خصوصیات رسانه، استراتژی ارتباطات، استراتژی محتوا، قابلیت‌های سازمانی، ابزارهای فناوری اطلاعات، تناسب استراتژیک، انگیزه‌های مشتری و عوامل فرهنگی اجتماعی شناسایی گردید و با شیوه مدلیابی ساختاری تفسیری خوشه‏بندی عوامل و میزان قدرت هدایت (نفوذ) و قدرت وابستگی عوامل تحت بررسی مورد تجزیه و تحلیل قرار گرفت.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Presenting an interpretative structural model of factors affecting the success of social media in attracting customers and promoting sales

نویسندگان English

Ali Pourang 1
Mohammad Safari 2
1 1. Ph.D. Student in Marketing, Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran
2 Assistant Professor, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University
چکیده English

Social media and digital tools are gradually changing the way companies’ market. Understanding the factors affecting the success of these media in attracting customers and increasing sales and the levels and internal communication of these factors can help the dynamics of the structure of the sales process in a world that is increasingly based on technology. This article examines this issue and pursues three basic goals in this field: What are the factors influencing the success of social media in attracting customers and increasing sales? How are the internal relationships between the factors influencing the attraction of customers and increasing sales? And finally, how is the analysis of the model of relationships between the factors affecting the attraction of customers and increasing sales based on the power of direction-dependency? With the strategy of content analysis, research analyzed the results of past researches and through in-depth and semi-structured interviews with experts, it seeks to identify the factors affecting the success of social media in attracting customers and increasing the sales of organizations. Using the model extracted from the research, the cause-and-effect relationships between the factors is determined in a systematic way, then problems of methods such as Delphi and the limitations of statistical techniques such as the correlation method are solved. To cluster the factors affecting the attraction of customers and increasing sales, by using the method of analyzing the power of penetration and the degree of dependence, these factors are clustered into three clusters of stimulating, dependent and autonomous factors.

کلیدواژه‌ها English

customer attraction
factor clustering
interpretive structural model
sales in social media
social media success
منابع
 
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تقوی فرد، محمدتقی؛ اسدیان، فائزه. (1395). ارائه مدل توسعه‌ی گردشگری الکترونیکی با رویکرد مدل‌سازی ساختاری- تفسیری. مطالعات مدیریت گردشگری، 11 (1)، 39-19.
 
 
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