تصمیم‌گیری در مورد مولفه‌های اصلی تاثیرگذار بر مدل بازاریابی رسانه‌های اجتماعی به کمک فراترکیب

نوع مقاله : مقاله مروری

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

2 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

چکیده

بازاریابی رسانه اجتماعی مفهوم ‌نسبتا جدیدی در بحث بازاریابی اینترنتی و بازارهای دیجیتال است و بیشتر شرکت‌ها بر اساس آزمایش و خطا، به بازاریابی در این نوع رسانه‌ها می پردازند که این امر حاکی از فقدان مدل جامعی در این خصوص است. برای استفاده صحیح از این فضا و ابزارهای موجود در آن، تدوین مدل جامع بازاریابی رسانه‌های اجتماعی به کمک شناخت مولفه‌های اصلی تاثیرگذار بر آن، ضروری است.
پژوهش حاضر از نظر هدف، کاربردی و بلحاظ شیوه گردآوری و ماهیت، فراترکیب است که به کمک روش هفت مرحله‌ای فراترکیب ساندوفسکی و بارسو انجام شد. جامعه آماری شامل ادبیات موجود و اسناد و مقالات بین سالهای 1390 تا 1401 است که به صورت نمونه‌گیری هدفمند و مبتنی بر ملاک‎های ورود و خروج و با استفاده از ابزار فرم وارسی انجام شده است. تجزیه و تحلیل به کمک نرم افزار مکس‌کودا و بر اساس کدگذاری باز، کد گذاری محوری و ایجاد طبقات انجام شد. روایی نیز به کمک روایی درونی و دیدگاه متخصصین تایید شد و در نهایت یک چارچوب جامع و نقشه راه مفید ارائه شد که دارای 99 کد باز، 21 کد محوری و 3 بعد اصلی شامل عوامل محیط داخلی، عوامل محیط خارجی و عوامل محیط مشترک است. با توجه به اینکه پژوهش‌های انجام شده در خصوص بازاریابی رسانه‌های اجتماعی به صورت ناهمگن در کسب و کارهای الکترونیکی خاص و بر روی متغیرهای خاصی انجام شده است، در این مقاله متغیرها و کسب و کارهای بیشتری لحاظ گردید و همچنین دارای نوآوری در روش تحقیق و محتوا است.

کلیدواژه‌ها


عنوان مقاله [English]

Deciding On The Main Components Affecting The Social Media Marketing Model By Meta-Synthesis

نویسندگان [English]

  • Rasoul Sanavi Fard 1
  • HOMEIRA HOSSEINZADEH 2
  • MOSTAFA KHAJEH 1
1 Assistant Professor, Department of Business Administration, Faculty of Humanities, Qom Branch, Islamic Azad University, Qom, Iran
2 PhD Student in Business Management, Faculty of Business Management, Islamic Azad University, Qom unit, Qom, Iran
چکیده [English]

Social media marketing is a relatively new concept in discussion of the Internet marketing and the digital markets, and considering that most companies do marketing in this type of media based on trial and error, their main problem is not having a comprehensive model. In order to properly use this space and the tools available in it,is necessary to formulate a comprehensive social media marketing model by helping to know the main components affecting it.
This research is practical in terms of purpose and in terms of collection method is meta-synthesis which was carried out with the help of Sandofsky and Barso's seven-step method. The statistical population includes existing literature and documents and articles between 2011 and 2022, which was conducted as a purposeful sampling based on entry and exit criteria and using the verification form tool. The analysis was done with the help of MAXQDA software and based on open coding, axial coding and creating classes. Validity was also confirmed with the help of internal validity and experts' point of view, and finally a comprehensive framework and useful roadmap was presented, which has 99 open codes, 21 core codes, and 3 main dimensions, including internal environment factors, external environment factors, and shared environment factors. Due to the fact that the research done on social media marketing has been done heterogeneously in certain electronic businesses and on certain variables, more variables and businesses were included in this article and it also has innovation in the research method and content.

کلیدواژه‌ها [English]

  • Digital Marketing
  • E-business
  • Internet Marketing
  • Social Media
  • Social Media Marketing
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