ارائه چارچوب جامع پیاده سازی بازاریابی اینترنتی با استفاده از روش فراترکیب

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت فناوری اطلاعات دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری مدیریت فناوری اطلاعات دانشگاه تهران، تهران، ایران

چکیده

فناوری اطلاعات بزرگ‌ترین نوآوری عصر جدید محسوب می‌شود، زیرا تأثیرهای اجتماعی، اقتصادی و علمی اثربخشی داشته است. بازاریابی اینترنتی جنبه‌های فنی و خلاقانة اینترنت مانند طراحی، توسعه، تبلیغات و فروش را درهم می‌آمیزد. این پژوهش با هدف ارائة چارچوبی جامع برای پیاده‌سازی بازاریابی اینترنتی انجام گرفت. با استفاده از روش فراترکیب، بیش از 450 مقاله در حوزة بازاریابی اینترنتی ارزیابی شد که با استفاده از تحلیل محتوا ابعاد و کدهای مربوطه استخراج و میزان اهمیت و اولویت هریک با کمک روش کمی آنتروپی شانون تعیین شد. براساس یافته‌ها، مشخص شد کدهای راهبردهای بازاریابی، اینترنت و تجارت الکترونیک، راهبردهای کسب‌وکار و رفتار مصرف‌کنندة آن‌لاین بیشترین ضریب اهمیت را دارند. درنهایت، پس از طی گام‌های پژوهش چارچوب نهایی پیاده‌سازی بازاریابی اینترنتی ارائه شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

A Comprehensive Framework for E-marketing Implementation by Meta-Synthesis Method

نویسندگان [English]

  • Amir Manian 1
  • mohammad hossein ronaghi 2
1 Associate Professor, Faculty of management University of Tenhra, Iran
2 Ph.D. Student in Information Technology Management, Faculty of Management University of Tehran, Iran
چکیده [English]

Information technology has been considered the greatest innovation of the new era because it has a lot of fruitful social economic and scientific impacts. E-marketing joins creative and technical aspects of the Internet, including: design, development, advertising and sales. This research aims to design an e-marketing framework by using Meta-synthesis method. In order to design and explain a comprehensive model, all dimensions of E-marketing have been identified through systematic literature review using Meta-Synthesis method. Then the importance and priority of each proposed dimension was determined using Shannon quantitative method based on content analysis. The results reveal marketing strategies, E-commerce & Internet, business strategies and consumers behavior are the major criteria in E-marketing implementation.

کلیدواژه‌ها [English]

  • E-marketing
  • implementation
  • Meta-synthesis
  • Shannon entropy
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