مفهوم‌سازی و نظریه‌پردازی بازاریابی آواتار در ایران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دکتری، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

هدف: رشد روزافزون تکنولوژی و علم هوش‌ مصنوعی، موجب شده است تا استفاده از آواتارها در بازاریابی، به‌صورت گسترده‌ای افزایش یابد؛ این در حالی است که مفهوم و الگوی علمی بازاریابی آواتار، در پژوهش‌های قبلی مشخص نشده است؛ به همین منظور، پژوهش حاضر با هدف مفهوم‌سازی و ارائه الگوی بازاریابی آواتار در ایران اجرا شده است.
روش: این پژوهش از نظر هستی‌شناسی مبتنی بر پارادایم تفسیری است، از لحاظ روش‌شناسی در دسته پژوهش‌های اکتشافی قرار می‌گیرد، برحسب داده‌ها کیفی و مبتنی بر تکنیک داده‌بنیاد و رهیافت اشتراوس و کوربین است و از نظر هدف بنیادی و کاربردی محسوب می‌شود. برای گردآوری داده‌ها از دو روش مطالعات کتابخانه‌ای، اسنادی و مصاحبه نیمه‌ساختاریافته، استفاده شد. جامعه آماری پژوهش، کلیه خبرگان مفاهیم نوین مدیریت بازاریابی و هنر بودند که به‌عنوان استادتمام یا دانشیار دانشگاه، در این رشته سابقه تدریس چندساله داشتند. شیوه نمونه‌گیری نیز گلوله ‌برفی هدفمند بود.
یافته‌ها: یافته نخست این پژوهش، دستیابی به ویژگی‌های اصلی آواتار در بازاریابی است که بر دو عامل مبتنی است: رئالیسم رفتاری و رئالیسم بصری برای درک مصرف‌کننده. یافته بَعدی آن، ارائه مدل بازاریابی آواتار است که 368 مفهوم و 38 مقوله را دربرمی‌گیرد و مبتنی بر شش بُعد شرایط علی، زمینه‌ای، مداخله‌ای، پدیده اصلی، راهبردها و پیامدهاست.
نتیجه‌گیری: نتایج مبین این بود که آواتارها قادرند که با شبیه‌سازی رفتاری انسان‌ها در بازاریابی با استفاده از علم داده و هوش مصنوعی، دقت و صحت در تماس با مشتری را افزایش دهند و در موقعیت‌ها و روندهای برنامه‌ریزی‌نشده، عملکردی مثبت و شایسته در جهت اشاعه بازاریابی محصولات و خدمات ارائه کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Conceptualization and Theorizing Avatar Marketing in Iran

نویسندگان [English]

  • Mohammad Amin Torabi 1
  • Tahmoures Hasangholipour Yasori 2
  • Morteza Jafari Zare 3
1 Ph.D., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 Ph.D. Candidate, Department of Business Management, Faculty of Humanities, Qods City Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

Objective
The development of technology and science of artificial intelligence has led to an increase in the use of avatars in marketing on a large scale, while the concept and scientific model of avatar marketing has not been identified in previous research. In addition, the growth of one-dimensional graphic and artistic approaches to the structure of avatars has caused the nature of avatars and their communication styles with customers to be formed only on the visual axes and mental fantasies of their designers, most of which are rooted in brand logos or nostalgic advertising structures. This is while avatars, like brands, are considered alive and should have an acceptable and standard basis and principles that are formed from the concepts of marketing, branding, and effective communication with customers. Given that there are no guidelines for designing or using avatars for business purposes and the digital branding of businesses, there is a research gap around the main concept of avatars in marketing and how to create and use them. This study aims to conceptualize and present an avatar marketing model constructed in Iran.
 
Methodology
This study is an exploratory, fundamental, and applied piece of research, ontologically based on the interpretive paradigm. It is qualitative, based on the Strauss and Corbin approach. Library studies and semi-structured interviews were used to collect the required data. The statistical population included all experts in new concepts of marketing and art management who have several years of teaching experience in this field as full professors or associate professors. Snowball sampling was used to obtain the representative sample.
 
 
Findings
This study could successfully identify the main features of avatars in marketing, based on behavioral realism and visual realism for consumer perception. This study could successfully identify the main features of avatars in marketing based on their behavioral realism and visual realism affecting consumer perception. The study considers the context, intervention, main phenomenon, strategies, and consequences of avatar use in marketing.
 
Conclusion
The results showed that avatars can simulate human behavior in marketing using data science and artificial intelligence. Avatars can enhance the accuracy of customer interactions during unplanned conditions and processes, leading to improved performance in marketing products and services. Business owners and brands interested in using modern technologies for targeted and intelligent marketing purposes should consider entering the avatar marketing scene to gain insights into the tastes and interests of their target market customers. Based on the discovered behavioral and cultural characteristics, they can design avatars that align with these characteristics to improve the effectiveness of marketing their brand's products and services

کلیدواژه‌ها [English]

  • Avatar
  • Avatar marketing
  • Avatar conceptualization
  • Avatar theory

مراجع

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مدیریت بازرگانی
دوره 15، شماره 2
1402
صفحه 185-216

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