مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی مدل بازاریابی استراتژیک رسانه‌های اجتماعی بر اساس رویکرد مدل‌سازی ساختاری تفسیری

نوع مقاله : مقاله مستخرج از پایان نامه کارشناسی ارشد

نویسندگان
مونا جامی پور 1
حسین معینی 2
حدیثه تیرم 3
1 گروه مدیریت بازرگانی، دانشگاه حضرت معصومه (س)، قم، ایران
2 دانشیار گروه مدیریت دانشگاه حضرت معصومه س، قم، ایران
3 گروه مدیریت بازرگانی، دانشگاه حضرت معصومه، قم، ایران
10.22034/asm.2023.712027
چکیده
گسترش روزافزون رسانه‌های اجتماعی توسط مشتریان و نقش آن‌ها در توسعه بینش استراتژیک بازاریابی، به‌کارگیری رسانه‌‌های اجتماعی در بازاریابی را به اولویت سرمایه‌گذاری در حوزه بازاریابی دیجیتال تبدیل کرده است. علی‌رغم اینکه بازاریابی رسانه اجتماعی باید به‌عنوان یک استراتژی بازاریابی بلندمدت درنظرگرفته شود، پژوهش‌های محدودی از دیدگاه استراتژیک به این مقوله پرداخته‌اند؛ بنابراین هدف از پژوهش حاضر شناسایی مؤلفه‌ها و شاخص‌های بازاریابی استراتژیک رسانه‌های اجتماعی و در نهایت اولویت‌بندی مؤلفه‌ها می‌باشد. پژوهش حاضر از نظر هدف کاربردی و رویکرد پژوهش از نظر شیوه گردآوری داده‌ها آمیخته می‌باشد. روش پژوهش در بخش کیفی، راهبرد گروه کانونی و در بخش کمی، مدل‌سازی ساختاری - تفسیری می‌باشد. در مرحله اول پژوهش، به‌منظور شناسایی مولفه‌های بازاریابی استراتژیک رسانه‌های اجتماعی علاوه بر مرور ادبیات پژوهش از روش گروه کانونی متشکل از شش نفر از خبرگان بهره گرفته شده است. در مرحله دوم، با استفاده از روش مدل‌سازی ساختاری - تفسیری روابط بین مولفه‌های بازاریابی استراتژیک رسانه‌های اجتماعی مورد تحلیل قرار گرفت و اولویت‌بندی شدند. جامعه آماری هر دو مرحله پژوهش، صاحب‌نظران بازاریابی در حوزة رسانه‌های اجتماعی می‌باشد. نتایج پژوهش حاکی از آن است که مدل بازاریابی استراتژیک رسانه‌های اجتماعی دربرگیرنده پنج مؤلفه شامل فرایند، بستر، قلمرو، حکمرانی و هم‌راستایی استراتژیک می‌باشد. مدل پیشنهادی دارای چهار سطح می‌باشد که بعد بستر به‌عنوان مبنای مدل است و بر کلیه ابعاد تأثیر می‌گذارد و دیگر ابعاد سطوح بالایی مدل را تشکیل می‌دهند. باتوجه‌به رشد سرمایه‌گذاری در این حوزه، کسب‌وکارها می‌توانند از یافته‌های پژوهش به‌عنوان اصول راهنمای برنامه‌ریزی استراتژیک بازاریابی دیجیتال استفاده کنند.
کلیدواژه‌ها
بازاریابی استراتژیک
رسانه اجتماعی
بازاریابی رسانه اجتماعی
بازاریابی استراتژیک رسانه اجتماعی

موضوعات

عنوان مقاله English

Designing the model of social media strategic marketing using Interpretive Structural Modeling (ISM)

نویسندگان English

Mona Jami Pour 1
hossein moeini 2
Hadiseh Tirom 3
1 Business Department, Hazrat-e Masoumeh University, Qom, Iran
2 3. Associate Prof., Management Department, Hazrat-e Masoumeh University, Qom, Iran
3 MA of Marketing,, Business Department, Hazrat-e Masoumeh University,, Qom, Iran
چکیده English

The ever-increasing expansion of social media by customers and their role in the development of strategic marketing insight has made the use of social media in marketing a priority for investment in the field of digital marketing. Despite the fact that social media marketing should be considered as a long-term marketing strategy, limited research has addressed this category from a strategic perspective; Therefore, the purpose of this research is to identify the components and indicators of strategic marketing of social media and finally to prioritize the components. The current research is applied mixed method. The research method is the focus group strategy in the qualitative section and structural-interpretive modeling (ISM) in the quantitative section. In the first stage of the research, in order to identify the strategic marketing components of social media, in addition to reviewing the research literature, the focus group method consisting of six experts has been used. In the second step, using the structural-interpretive modeling method, the relationships between the strategic marketing components of social media were analyzed and prioritized. The statistical population of both phases of the research are marketing experts in the field of social media. The research results indicate that the strategic marketing model of social media includes five components including process, platform, territory, governance and strategic alignment. The proposed model has four levels, which is the substrate dimension as the basis of the model and affects all dimensions, and other dimensions form the upper levels of the model.

کلیدواژه‌ها English

strategic marketing
social media
social media marketing
strategic social media marketing
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