نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 گروه رهبری و سرمایه انسانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 استاد، گروه رهبری و سرمایه انسانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
3 گروه بازاریابی و مدیریت بازار، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
4 دانشیار دانشکده علوم اداری و اقتصاد، بخش مدیریت دانشگاه اصفهان، اصفهان، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective
In today's business world, due to rapid changes in technology and digitization and the consequent increase in the use of digital media by consumers, many companies use digital marketing to reach their target markets. Also, these developments have challenged the skills of people in internet businesses. Without cultivating competent managers and employees in such a turbulent environment, running businesses will be impossible. Therefore, according to the importance of the subject, the purpose of the current research is to providing a framework for the competencies of SEO specialists in the digital marketing ecosystem of (Business to business( internet businesses, and the question of this research is as follows: What competencies do SEO specialists have in the digital marketing department of B2C )Business to business( internet businesses?
Research 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. The method of data collection is based on in-depth semi-structured interviews, in which 14 SEO specialists in B2C businesses were selected and interviewed by targeted sampling. After obtaining theoretical saturation, interviews and qualitative data were analyzed in three stages: open coding, central coding, and selective coding.
Findings: Research findings in the form of 276 open codes, 195 concepts, 43 subcategories and 17 main categories based on six dimensions of causal conditions (ecosystem competitiveness - environmental requirements - technological requirements), contextual conditions (organizational conditions - individual conditions), category Core (technical competencies - interpersonal competencies - managerial competencies - individual competencies - perceptual competencies), strategies (training and development - work policies), intervening conditions (external factors - organizational factors - individual factors) and outcome (business-related consequences - individual consequences) were categorized.
Conclusion: Based on the findings of the research, the paradigmatic model of the competences of SEO specialists was designed and identified based on the research field based on the systematic model of Strauss and Corbin. In this model, the relationships of each of the components are explained through communication lines, and each of the relationships between the key components shows the priority and delay of their relationship with each other. The creation and development of the central floor will be in response to environmental and technological changes in the space of internet businesses. Competence development strategies that express targeted behaviors, activities, and interactions that are class-based consequences and influenced by contextual and intervening conditions were proposed under the core category of strategies in the model. Contextual factors on the atmosphere governing businesses The b2c ( Business to business) internet indicates that along with the intervening conditions, it affects the strategies, and finally, due to the adoption of these strategies, the results and consequences related to business and individual consequences arise.
کلیدواژه‌ها [English]
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