نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران
2 استادیار، گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران
3 استاد، گروه مدیریت آموزشی، دانشکده روانشناسی و علوم تربیتی ، دانشگاه سمنان، سمنان، ایران
چکیده
بازاریابی محتوایی، رویکردی رو به رشد برای تقویت آگاهی مشتری، اعتماد بیشتر و خلق ارزش بیشتر است. پژوهش حاضر با هدف "ارائه الگوی بازاریابی محتوایی دیجیتال در خلق ارزش مصرف‌کننده با رویکرد کیفی و بهره‌گیری از نظریه داده بنیاد" صورت گرفته است. جامعه آماری پژوهش شامل 13 نفر از خبرگان دانشگاهی و فعالان بازاریابی محتوایی دیجیتال که به شیوه هدفمند و از طریق روش گلوله برفی جهت انجام مصاحبه انتخاب شدند. فرآیند مصاحبه به صورت نیمه ساختاریافته تا رسیدن به اشباع نظری انجام شد. با تجزیه و تحلیل داده‌ها طی سه مرحله کدگذاری باز، محوری و انتخابی 190 کد باز در قالب 17 کد محوری و 6 کد انتخابی طبقه‌بندی و مدل مفهومی نهایی در جامعه مورد مطالعه تدوین گردید. یافته‌های پژوهش نشان داد که فرآیند دستیابی به الگوی بازاریابی محتوایی دیجیتال موضوعی چندوجهی است که مستلزم توجه هم‌زمان به عوامل علّی(طراحی آمیخته بازاریابی محتوایی، تمرکز بر تولید انواع محتوا و بسترسازی آنلاین)، زمینه‌ای(خلاقیت در بازار دیجیتال؛ توجه به مشتریان در تولید محتوا، هزینه کم تولید محتوا و برندسازی دیجیتالی)، مداخله‌گر(آمادگی و دسترسی به وب؛ بحران‌ها و وقایع طبیعی، دانش فنی شرکت و آگاهی از مسائل بازار) و در نهایت راهبردها(برنامه ریزی برای به‌روز‌رسانی محتوا، توزیع محتوای مرتبط، ایجاد محتوای تعاملی) است. خلق ارزش برای مشتری با افزایش اطلاعات و قدرت تصمیم‌گیری، خلق ارزش برای مشتری از طریق بهبود روابط با مشتریان، افزایش توان بازاریابان محتوایی، بهبود محتوای ارائه شده نیز به عنوان پیامدهای اجرای الگوی بازاریابی محتوایی دیجیتال شناسایی گردید.
کلیدواژه‌ها
عنوان مقاله [English]
Provide a Digital Content Marketing Model due to Consumer Value Creation
نویسندگان [English]
- maryam rostami 1
- Seyed Abdollah Heydariyeh 2
- ali akbar beidokhti 3
1 expertPhD Student in Marketing Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2 Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
3 Professor, Department of Educational Management, Faculty of Psychology and Educational Sciences, Semnan University, Semnan, Iran
چکیده [English]
Content marketing is a growing approach to boosting customer awareness, building trust and creating more value. The aim of this study was to "provide a model of digital content marketing in creating consumer value with a qualitative approach and utilizing the data theory of the foundation." The statistical population of the study included 13 academic experts and digital content marketing activists who were purposefully selected for interview through snowball method. The interview process was semi-structured until theoretical saturation was achieved. By analyzing the data during three stages of open, axial and selective coding, 190 initial codes in the form of 17 axial codes and 6 selected codes were classified and the final conceptual model was developed in the study population. Findings showed that the process of achieving a digital content marketing model is a multifaceted issue that requires simultaneous attention to causal factors (content marketing mix design, focus on content production and online platform building), contextual (digital market creativity; customer attention in Content production, low cost content production and digital branding), interventionist (web readiness and accessibility; Content is the distribution of relevant content, creating interactive content. Creating value for the customer by increasing information and decision-making power, creating value for the customer by improving customer relationships, increasing the power of content marketers, improving the content provided as implementation consequences The digital content marketing model was identified.
کلیدواژه‌ها [English]
- : Digital Marketing
- Content Marketing
- Consumer Value Creation
- Grounded Theory
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