طراحی مدل بازاریابی محتوا برای درگیرسازی مشتری با نام و نشان تجاری در شبکه‌های اجتماعی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت، دانشکدۀ مدیریت و دانشگاه مهر البرز، تهران، ایران.

2 استادیار، گروه مدیریت بازاریابی، دانشکده مدیریت، دانشگاه ادینبرا نیپیر، ادیبورگ، اسکاتلند.

10.22059/jibm.2024.378957.4813

چکیده

هدف: به‌دلیل رشد سریع فناوری، بازاریابان می‌کوشند تا بتوانند در خلال پلتفرم‌های دیجیتال و از طریق بازاریابی محتوایی، هر چه بیشتر مشتری را با نام و نشان تجاری درگیر کنند. درگیرسازی مشتری باعث افزایش فروش، سودآوری، بهبود شهرت سازمان، مزیت رقابتی بیشتر و همچنین کاهش ریزش مشتری می‌شود. از این رو، در پژوهش حاضر بر آن شدیم تا مدل بازاریابی محتوای دیجیتال را برای درگیرسازی مشتری با نام و نشان تجاری در شبکه‌های اجتماعی طراحی کنیم.
روش: این پژوهش از نوع آمیخته ـ اکتشافی، از منظر هدف‌شناسی، توسعه‌ای و از نظر افق زمانی، مقطعی است. این تحقیق در دو گام کیفی ـ کمی اجرا شده است. در گام نخست، تعداد ۱۱۹ مقاله بررسی و با ترکیب چارچوب‌های ADO و TCM و تحلیل تم، مدلی یکپارچه ارائه شد و در آن، تمامی پیش‌بین‌ها، بافتارها، پیامدها و روابط میان متغیرها نشان داده شد. شایان ذکر است که در این پژوهش، برای تأیید و تکمیل مفاهیم تحلیل تم با ۱۱ نفر از خبرگان حوزه بازاریابی محتوای دیجیتال مصاحبه شد. این افراد به‌روش نمونه‌گیری گلولۀ برفی انتخاب شده بودند. در گام دوم، از مدل‌سازی تفسیری ـ ساختاری (ISM) برای سطح‌بندی متغیرها و تعیین ارتباط بین آن‌ها استفاده شد. برای انجام این کار، پرسش‌نامه‌ای طراحی و در اختیار ۱۴ نفر از خبرگان قرار گرفت که به‌روش نمونه‌گیری هدفمند انتخاب شده بودند. داده‌های به‌دست‌آمده با استفاده از ابزار میک‌مک تجزیه‌وتحلیل شدند.
یافته‌ها: در مرحلۀ اول ۹۴ کد در قالب ۲۶ تم و ۱۳ مقوله دسته‌بندی شد. در این تحقیق خصیصه‌های منبع، خصیصه‌های شبکه‌های اجتماعی، خصیصه محتوا، تنوع جمعیت خصیصه مصرف‌کننده و فعالیت‌های بازاریابی، به‌عنوان متغیرهای پیش‌بین شناسایی شدند. مشارکت مصرف‌کنندگان در تهیه محتوا به‌عنوان تصمیمات رفتاری و درگیرسازی مشتری به‌عنوان پیامدهای مدل شناسایی شد. بافتارها در این مدل نوع محصول، تطبیق محتوا با رسانه، فرهنگ و شخصیت مشتری هستند. در مرحلۀ دوم، متغیرها سطح‌بندی و ارتباط میان آن‌ها به‌صورت یک نمودار رسم شد. در ادامه، متغیرهای شناسایی شده، بر اساس قدرت نفوذ و میزان وابستگی در چهار دسته طبقه‌بندی شدند. در این مدل، خصیصۀ شبکه‌های اجتماعی، خصیصۀ محتوا، خصیصۀ منبع، تطبیق محتوا و رسانه، نوع محصول و عملکرد هوش مصنوعی، متغیرهای پیشران هستند. شخصیت (خوداظهاری) و فرهنگ مشارکت در طبقه متغیرهای پیوندی قرار گرفتند و درگیرسازی مشتری با نام و نشان تجاری، مشارکت مصرف‌کننده، خصیصه مشتری و تنوع جمعی در دسته متغیرهای وابسته جای گرفتند. برای بررسی روایی، از شاخص نسبت روایی محتوایی (CVR) و برای بررسی پایایی تحقیق، کاپای کوهن محاسبه شد که در نتیجه پایایی و روایی تأیید شد.
نتیجه‌گیری: در نهایت می‌توان گفت علاوه‌بر اینکه چارچوب ارائه‌شده مبتنی بر ADO-TCM، می‌تواند در حوزۀ آکادمیک، به‌عنوان فهرستی از متغیرهای مهم (پیش‌بین، نتایج و رفتارهای دخیل) که در فرایند بازاریابی محتوای دیجیتال و درگیرسازی مشتری هستند، استفاده شود، مدیران بازاریابی نیز می‌توانند درک بهتری از بازاریابی محتوای به‌عنوان یک استراتژی بازاریابی، داشته باشند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing a Digital Content Marketing Model to Engage Customers with Brand Name and Trademark on Social Media

نویسندگان [English]

  • Nazila Niakan Lahiji 1
  • Rahime Zaman Fashami 2
1 Assistant Prof., Department of Management, Mehr Alborz University, Tehran, Iran.
2 Assistant Prof., Department of Business Management, Faculty of Marketing Management, Mehr Alborz University, Edinburgh, Scoland.
چکیده [English]

Objective
With the rapid advancement of technology, marketers increasingly seek to engage consumers through digital content marketing on various platforms. Consumer engagement with the brand is essential for creating value. Therefore, this research aims to design a digital content marketing model to enhance consumer engagement with the brand on social media.
 
Methodology
This mixed-method exploratory study is developmental in purpose and cross-sectional in design. It has been conducted in two qualitative-quantitative stages. In the first stage, theme analysis was used, and 119 articles were examined. By integrating the ADO-TCM frameworks with Lim et al.’s framework and thematic analysis, this research presents a comprehensive model illustrating all predictors (events/inputs), outcomes (consequences/outputs), contexts, key theories, and the relationships among variables. To validate and refine the concepts and theories from the thematic analysis, 11 experts in digital content marketing from academia and industry were interviewed using snowball sampling until theoretical saturation was reached. Validity was assessed using the CVR technique, and reliability was measured with Cohen’s kappa. In the second stage, Interpretive-Structural Modeling (ISM) was used to level the model and determine the relationship between the structures. A questionnaire was designed and given to 14 experts who were selected by the purposive sampling method. The obtained data were analyzed using the Micmac tool.
 
Findings
In the first stage, 94 codes were categorized into 26 themes and 13 subthemes. Social media characteristics, source characteristics, content characteristics, consumer characteristics, population diversity, and marketing activities were identified as predictive variables. Consumer participation in content is viewed as a behavioral decision, with consumer engagement representing the framework’s outcome. Contexts in this framework are culture, matching content with media, product type, and consumer personality. In the second step, the variables were leveled, and the relationship between them was drawn as a graph. They were classified into four categories based on the power of influence and the degree of dependence of the identified variables. the characteristics of social media, sources, content, content-media fit, AI performance, and product type are considered driving variables. Personality (self-expression) and participation culture are categorized as linked variables. Consumer participation, brand engagement, collective diversity, and consumer characteristics are treated as dependent variables. To check the validity of the content validity ratio index (CVR) and the reliability of the research, Cohen's kappa was calculated, which confirmed the reliability and validity.
 
Conclusion
The proposed ADO-TCM-based framework can serve as a comprehensive guide for academia by outlining key variables (predictors, outcomes, and behaviors) involved in digital content marketing and customer engagement. Additionally, marketing managers can use this framework to gain a thorough understanding of digital content marketing as an effective marketing strategy.

کلیدواژه‌ها [English]

  • Content marketing
  • Brand
  • Consumer engagement
  • Social media
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