نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استادیار گروه مدیریت و حسابداری، دانشگاه پیام نور، تهران ، ایران
2 دانشجوی دکتری مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران
3 استادیار گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The expansion of the Internet has led to the emergence of another type of marketing called social network marketing, which is considered one of the most effective marketing among individuals, buyers and business owners. The purpose of this research is to present a paradigmatic model of the consequences of social media marketing in online retail stores.
Methodology: The research is basic in terms of purpose and exploratory in terms of nature. In order to collect data, semi-structured in-depth interview approach was considered along with library studies. The statistical population of this research were managers of advertising companies, managers of online stores in social networks and university professors. Targeted and snowball sampling methods were used to identify the experts, during which 13 experts were interviewed due to the adequacy of the data.
Findings: Based on the analysis of the interviews, the final extracted codes were extracted in the form of 69 concepts and 20 main categories. Finally, based on the systematic approach in the foundational data theory, the identified codes were placed in 6 nuclear categories including central phenomenon, causal conditions, background conditions, intervening conditions, strategies and consequences.
Conclusions: The results showed that the causal categories (examining the marketing process of the current social networks of the business and the effectiveness of the marketing of the current social networks of the business), the central categories (determining the marketing plan in social networks and determining the benefits) Marketing in social networks), strategic categories (viral marketing, content marketing and marketing with influential people), contextual categories (social media marketing goals and social media capabilities), Intervening categories (business policies, individual components of managers, government media policy and telecommunications infrastructure) and consequence categories (behavioral consequences, cognitive consequences, and emotional consequences). The results of this research can be useful for online retail stores to promote, succeed and manage social media marketing. Objective: The expansion of the Internet has led to the emergence of another type of marketing called social network marketing, which is considered one of the most effective marketing among individuals, buyers and business owners. The purpose of this research is to present a paradigmatic model of the consequences of social media marketing in online retail stores.
Methodology: The research is basic in terms of purpose and exploratory in terms of nature. In order to collect data, semi-structured in-depth interview approach was considered along with library studies. The statistical population of this research were managers of advertising companies, managers of online stores in social networks and university professors. Targeted and snowball sampling methods were used to identify the experts, during which 13 experts were interviewed due to the adequacy of the data.
Findings: Based on the analysis of the interviews, the final extracted codes were extracted in the form of 69 concepts and 20 main categories. Finally, based on the systematic approach in the foundational data theory, the identified codes were placed in 6 nuclear categories including central phenomenon, causal conditions, background conditions, intervening conditions, strategies and consequences.
Conclusions: The results showed that the causal categories (examining the marketing process of the current social networks of the business and the effectiveness of the marketing of the current social networks of the business), the central categories (determining the marketing plan in social networks and determining the benefits) Marketing in social networks), strategic categories (viral marketing, content marketing and marketing with influential people), contextual categories (social media marketing goals and social media capabilities), Intervening categories (business policies, individual components of managers, government media policy and telecommunications infrastructure) and consequence categories (behavioral consequences, cognitive consequences, and emotional consequences). The results of this research can be useful for online retail stores to promote, succeed and manage social media marketing.
کلیدواژه‌ها [English]
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