تدوین مدل استراتژی‌های بازاریابی دیجیتال در استارت آپ‌های موفق ایرانی مبتنی بر نظریه داده بنیاد
محورهای موضوعی : مدیریت بازاریابیسپیده مرادى زیبا 1 , جواد عباسی 2 , رضا رادفر 3 , محمد علی عبدالوند 4
1 - دانشجوی دکتری مدیریت بازرگانی، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی
2 - استادیار، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
3 - استاد، گروه مدیریت صنعتی، واحد علوم و تحقیقات، تهران، ایران
4 - استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، تهران، ایران
کلید واژه: استراتژی, استارت آپ, تئوری داده بنیاد, بازاریابی دیجیتال,
چکیده مقاله :
پژوهش با هدف تدوین مدل استراتژی‌های بازاریابی دیجیتال در استارت آپ‌های موفق ایرانی است. روش پژوهش کیفی است. با بهره‌گیری از روش تئوری داده بنیاد، کدها شناسایی و متعاقب آن، کدهای محوری و گزینشی مفهوم پژوهش دسته‌بندی شد. 13مصاحبه با خبرگان دانشگاهی و مدیران اجرایی استارت آپ‌ها با استفاده از روش هدف‌مند قضاوتی و روش گلوله برفی انجام پذیرفت و داده‌های پژوهش گردآوری شد که فرآیند اشباع نظری از مصاحبه 11 شروع شد. یافته‌های پژوهش، 241 کد اولیه، 46 کد محوری و 14 کد گزینشی را شناسایی کرد. کدهای گزینشی شامل قابلیت شبکه‌ای، به کارگیری هوش مصنوعی، قابلیت بازاریابی، دانش مشتری، زمینه شرکت، قابلیت سازمانی، شرایط فرهنگی، شرایط ساختاری، ارزش آفرینی برای مشتری، ارزش‌زایی برای شرکت، ارزش‌های اجتماعی، فردی، سازمانی و تکنولوژیکی بود. نتایج نشان داد شرایط علّی با 4 متغیر قابلیت شبکه‌ای، به کارگیری هوش مصنوعی، قابلیت بازاریابی و دانش مشتری بر استراتژی‌های بازاریابی دیجیتال تأثیر دارند. با تعیین شرایط زمینه‌ای و مداخله‌گر و همچنین تعیین پیامدها و راهکار‌‌های ارتقا و بهبود استراتژی‌ها، مدل استراتژی‌های بازاریابی دیجیتال در استارت آپ‌های موفق ایرانی تدوین و ارائه شد.
The aim of the present research is to compile digital marketing strategies model in Iranian successful startups. The research method is qualitative. Using the grounded theory approach, the codes were identified and subsequently, the axial and selective codes of the research concept were classified. Thirteen interviews with the university experts and CEOs of the startups were done using Judgmental Sampling and Snowball Sampling methods. The research data were collected and the theoretical saturation process started with interview 11. The research findings identified 241 initial codes, 46 axial codes, and 14 selective codes. The selective codes included network capability, use of artificial intelligence, marketing capability, customer knowledge, field of activity organizational, cultural, and structural, ability, value creation for the customer, and value creation for the company, social, individual, organizational and technological values. Based on the research results, causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge affect digital marketing strategies. The digital marketing models in successful Iranian startups was formulated and presented by determining the contextual and intervening conditions, and determining the outcomes and strategies for improvement of strategies.
Acuña-Carvajal, F., Pinto-Tarazona, L., López-Ospina, H., Barros-Castro, R., Quezada, L. & Palacio, K. (2019). “An integrated method to plan, structure and validate a business strategy using fuzzy DEMATEL and the balanced scorecard”, Expert systems with applications, 122: 351-368.
Alharbi. A.S. (2015). “The Role of Marketing Capabilities in Firm’s Success”, International Journal of Management Science and Business Administration, 2(1): 56-65.
Arora, A.S. & Sanni, S.A. (2019). “Ten years of ‘social media marketing’research in the Journal of Promotion Management: Research synthesis, emerging themes, and new directions”, Journal of Promotion Management, 25(4): 476-499.
Aswani, R., Kar, A.K., Ilavarasan, P.V. & Dwivedi, Y.K. (2018). “Search engine marketing is not all gold: Insights from Twitter and SEOClerks”, International Journal of Information Management, 38(1): 107-116.
Azadi, S., Namamian, F., Maroofi, F. & Moradi, A. (2023). “Provide a Framework to Explain the Components of Sustainable Marketing Using the Meta-Synthesis and Delphi Method in Knowledge-Based Companies”, Jounal of Marketing Management, 18(60): 107-121. (in Persian)
Bianchi, C. & Mathews, S. (2015). “Internet marketing and export market growth in Chile”, Journal of Business Research.
Chan, T.Y., Wu, C. & Xie, Y. (2011). “Measuring the lifetime value of customers acquired from google search advertising”, Marketing Science, 30(5): 837-850.
Chang, Y.C., Ku, C.H. & Chen, C.H. (2019). “Social media analytics: Extracting and visualizing Hilton hotel ratings and reviews from TripAdvisor”, International Journal of Information Management, 48: 263-279.
Danaeifard, H. & Emami, S.M. (2007). “Strategies of qualitative research: a reflection on grounded theory”, Strategic Management Thought, 1(2): 69-97. (in Persian)
Dwivedi, Y.K., Rana, N.P. & Alryalat, M.A.A. (2017). “Affiliate marketing: An overview and analysis of emerging literature”, The Marketing Review, 17(1): 33-50.
Ebrahim Zadeh, N. (2019). “Digital Marketing Strategy in Online Communities, in Fourth National Conference on Management”, Accounting and Economics with Emphasis on Regional and Global Marketing.Tehran, Iran. (in Persian)
Ebrahimpour, A., Reshadatjoo, H., Zolfaghari Sadegh, A.H., Khosravi, N. & Mehdipour Ojani, N. (2023). “Designing ecological models of startups in the field of medical services”, Jounal of Marketing Management, 18(59): 43-60.
EkhtiareddinK., Aslani, F. & Ahmadi, M. (2020). “Ranking Digital Marketing Strategies Regarding Their Effect on The Organization’s Performance-Case Study of Royan Stem Cell Technology Co”, National Conference on Improvement and Rebuildin. (in Persian)
Galliers, R.D. & Sutherland, A.R. (1991). “Information systems management and strategy formulation: the ‘stages of growth’model revisited”, Information Systems Journal, 1(2): 89-114.
Grover, P., Kar, A.K., Dwivedi, Y.K. & Janssen, M. (2019). “Polarization and acculturation in US Election 2016 outcomes–Can twitter analytics predict changes in voting preferences”, Technological Forecasting and Social Change, 145: 438-460.
Ienca, M. & Vayena, E. (2020). “On the responsible use of digital data to tackle the COVID-19 pandemic”, Nature Medicine, 26(4): 463-464.
Ismagilova, E., Dwivedi, Y.K. & Slade, E. (2020). “Perceived helpfulness of eWOM: Emotions, fairness and rationality”, Journal of Retailing and Consumer Services, 53, 101748.
Kannan, P.K. (2017). “Digital marketing: A framework, review and research agenda”, International journal of research in marketing, 34(1): 22-45.
Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K. & Nerur, S. (2018). “Advances in social media research: Past, present and future”, Information Systems Frontiers, 20: 531-558.
Kasegarha, M., Taghipourian, M.J., Gilanipour, J. & Mokhtari, M. (2023). “Designing a Qualitative Model of Entrepreneurial Marketing in Corporate Banking”, Jounal of Marketing Management, 18(59): 21-41. (in Persian)
Keegan, B.J. & Rowley, J. (2017). “Evaluation and decision making in social media marketing”, Management decision.
Kosasi, S., Yuliani, I.D.A.E. & Rahardja, U., (2022). “Boosting e-service quality of online product businesses through its leadership”, in 2022 International Conference on Science and Technology (ICOSTECH), 2022: 1-10.
Koshki, M., Nayebzadeh, S., Davodirokabadi, A. & Hamadi, K. (2023). “Intellectual Paradigm and Draw a Scientific Map of International Research in the Field of Digital Marketing Tools in the Fashion and Clothing Industry”, Jounal of Marketing Management, 18(58): 25-44.
Kulkarni, K.K., Kalro, A.D., Sharma, D. & Sharma, P. (2020). “A typology of viral ad sharers using sentiment analysis”, Journal of Retailing and Consumer Services, 53, 101739.
Lazirkha, D.P., Hom, J. & Melinda, V. (2022). “Quality Analysis of Digital Business Services in Improving Customer Satisfaction”, Startupreneur Bisnis Digital (SABDA Journal), 1(2): 156-166.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. & Freundt, T. (2014). “Challenges and solutions for marketing in a digital era”, European management journal, 32(1): 1-12.
Li, H. & Kannan, P.K. (2014). “Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment”, Journal of Marketing Research, 51(1): 40-56.
Lui, T.W., Bartosiak, M., Piccoli, G. & Sadhya, V. (2018). “Online review response strategy and its effects on competitive performance”, Tourism Management, 67: 180-190.
Mosleh, A. & Saeidi, M. (2016). “The Effect of Capabilities of Network on the International Performance of Import and Export Companies”, Journal of New Marketing Research, 5(3): 1-20. (In Persian)
Najafi, K., Heidarzadeh, K. & Khonsiavash, M. (2023). “The Role of Store’s Fitting Room (Clothes Changing Room) at Tehran Shopping Centers on Recall Shopping Experiences: Mixed Method Approach”, Jounal of Marketing Management, 18(60): 1-21. (in Persian)
Noble, C.H. (1999). “The eclectic roots of strategy implementation research”, Journal of business research, 45(2): 119-134.
Plume, C.J., Dwivedi, Y.K. & Slade, E.L. (2016). “Social media in the marketing context: A state of the art analysis and future directions.
Powers, T. Advincula, D., Austin, M.S., Graiko, S. & Snyder, J. (2012). “Digital and social media in the purchase decision process: A special report from the Advertising Research Foundation”, Journal of Advertising Research, 52(4): 479-489.
Robertshaw, G.S. (2017). “Measuring media channel performance: a proposed alternative to the ‘last-in wins’ methodology”, Journal of Marketing Analytics, 5: 121-130.
Setiawan, B. & Patricia, E. (2022). “The role of brand reliability and brand intention in mediating the relationship between customer satisfaction and brand loyalty”, Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, 4(1): 001-014.
Shanahan, T., Tran, T.P. & Taylor, E.C. (2019). “Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality”, Journal of Retailing and Consumer Services, 47: 57-65.
Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. & Islam, R. (2019). “Social media marketing: Comparative effect of advertisement sources”, Journal of Retailing and Consumer Services, 46: 58-69.
Singh, N. & Keating, B.M. (2018). “Hyper-localizing e-commerce strategy: An emerging market perspective”, Emerging Markets from a Multidisciplinary Perspective: Challenges, Opportunities and Research Agenda, 89-94.
Strauss, A. & Corbin, J. (2011). “Principles of Qualitative Research Method”, Research Institute for Humanities and Cultural Studies.
Tripathi, N., Seppänen, P., Boominathan, G., Oivo, M. & Liukkunen, K. (2019). “Insights into startup ecosystems through exploration of multi-vocal literature”, Information and Software Technology,105: 56-77.
Tuti, M. & Sulistia, V., (2023). “The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty”, Jurnal Manajemen Bisnis, 13(1): 1-15.
Walter, A., Auer, M. & Ritter, T. (2006). “The impact of network capabilities and entrepreneurial orientation on university spin off performance”, Journal of Business Venturing, 21: 541-567.
Yazdanfar, S., Naami, A. & Azad, N. (2019). “Designing digital marketing strategy process base on customer in Digital Service Provider Business”, Journal of Business Management Perspective, 18(37): 99-120. (in Persian)
You, Y., Vadakkepatt, G.G. & Joshi, A.M. (2015). “A Meta-Analysis of Electronic Word-ofMouth Elasticity”, Journal of Marketing, 79(2): 19-39.
Yu, T.K., Lin, M.L. & Liao, Y.K. (2017). “Understanding factors influencing information communication technology adoption behavior: The moderators of information literacy and digital skills”, Computers in Human Behavior, 71: 196-208.
Zanubiya, Jihan, Lista Meria, Alfi Duwi Juliansah, Muhamad. (2023). “Increasing Consumers with Satisfaction Application based Digital Marketing Strategies”, Startupreneur Business Digital (SABDA Journal), 2(1): 123-138.
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Acuña-Carvajal, F., Pinto-Tarazona, L., López-Ospina, H., Barros-Castro, R., Quezada, L. & Palacio, K. (2019). “An integrated method to plan, structure and validate a business strategy using fuzzy DEMATEL and the balanced scorecard”, Expert systems with applications, 122: 351-368.
Alharbi. A.S. (2015). “The Role of Marketing Capabilities in Firm’s Success”, International Journal of Management Science and Business Administration, 2(1): 56-65.
Arora, A.S. & Sanni, S.A. (2019). “Ten years of ‘social media marketing’research in the Journal of Promotion Management: Research synthesis, emerging themes, and new directions”, Journal of Promotion Management, 25(4): 476-499.
Aswani, R., Kar, A.K., Ilavarasan, P.V. & Dwivedi, Y.K. (2018). “Search engine marketing is not all gold: Insights from Twitter and SEOClerks”, International Journal of Information Management, 38(1): 107-116.
Azadi, S., Namamian, F., Maroofi, F. & Moradi, A. (2023). “Provide a Framework to Explain the Components of Sustainable Marketing Using the Meta-Synthesis and Delphi Method in Knowledge-Based Companies”, Jounal of Marketing Management, 18(60): 107-121. (in Persian)
Bianchi, C. & Mathews, S. (2015). “Internet marketing and export market growth in Chile”, Journal of Business Research.
Chan, T.Y., Wu, C. & Xie, Y. (2011). “Measuring the lifetime value of customers acquired from google search advertising”, Marketing Science, 30(5): 837-850.
Chang, Y.C., Ku, C.H. & Chen, C.H. (2019). “Social media analytics: Extracting and visualizing Hilton hotel ratings and reviews from TripAdvisor”, International Journal of Information Management, 48: 263-279.
Danaeifard, H. & Emami, S.M. (2007). “Strategies of qualitative research: a reflection on grounded theory”, Strategic Management Thought, 1(2): 69-97. (in Persian)
Dwivedi, Y.K., Rana, N.P. & Alryalat, M.A.A. (2017). “Affiliate marketing: An overview and analysis of emerging literature”, The Marketing Review, 17(1): 33-50.
Ebrahim Zadeh, N. (2019). “Digital Marketing Strategy in Online Communities, in Fourth National Conference on Management”, Accounting and Economics with Emphasis on Regional and Global Marketing.Tehran, Iran. (in Persian)
Ebrahimpour, A., Reshadatjoo, H., Zolfaghari Sadegh, A.H., Khosravi, N. & Mehdipour Ojani, N. (2023). “Designing ecological models of startups in the field of medical services”, Jounal of Marketing Management, 18(59): 43-60.
EkhtiareddinK., Aslani, F. & Ahmadi, M. (2020). “Ranking Digital Marketing Strategies Regarding Their Effect on The Organization’s Performance-Case Study of Royan Stem Cell Technology Co”, National Conference on Improvement and Rebuildin. (in Persian)
Galliers, R.D. & Sutherland, A.R. (1991). “Information systems management and strategy formulation: the ‘stages of growth’model revisited”, Information Systems Journal, 1(2): 89-114.
Grover, P., Kar, A.K., Dwivedi, Y.K. & Janssen, M. (2019). “Polarization and acculturation in US Election 2016 outcomes–Can twitter analytics predict changes in voting preferences”, Technological Forecasting and Social Change, 145: 438-460.
Ienca, M. & Vayena, E. (2020). “On the responsible use of digital data to tackle the COVID-19 pandemic”, Nature Medicine, 26(4): 463-464.
Ismagilova, E., Dwivedi, Y.K. & Slade, E. (2020). “Perceived helpfulness of eWOM: Emotions, fairness and rationality”, Journal of Retailing and Consumer Services, 53, 101748.
Kannan, P.K. (2017). “Digital marketing: A framework, review and research agenda”, International journal of research in marketing, 34(1): 22-45.
Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K. & Nerur, S. (2018). “Advances in social media research: Past, present and future”, Information Systems Frontiers, 20: 531-558.
Kasegarha, M., Taghipourian, M.J., Gilanipour, J. & Mokhtari, M. (2023). “Designing a Qualitative Model of Entrepreneurial Marketing in Corporate Banking”, Jounal of Marketing Management, 18(59): 21-41. (in Persian)
Keegan, B.J. & Rowley, J. (2017). “Evaluation and decision making in social media marketing”, Management decision.
Kosasi, S., Yuliani, I.D.A.E. & Rahardja, U., (2022). “Boosting e-service quality of online product businesses through its leadership”, in 2022 International Conference on Science and Technology (ICOSTECH), 2022: 1-10.
Koshki, M., Nayebzadeh, S., Davodirokabadi, A. & Hamadi, K. (2023). “Intellectual Paradigm and Draw a Scientific Map of International Research in the Field of Digital Marketing Tools in the Fashion and Clothing Industry”, Jounal of Marketing Management, 18(58): 25-44.
Kulkarni, K.K., Kalro, A.D., Sharma, D. & Sharma, P. (2020). “A typology of viral ad sharers using sentiment analysis”, Journal of Retailing and Consumer Services, 53, 101739.
Lazirkha, D.P., Hom, J. & Melinda, V. (2022). “Quality Analysis of Digital Business Services in Improving Customer Satisfaction”, Startupreneur Bisnis Digital (SABDA Journal), 1(2): 156-166.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. & Freundt, T. (2014). “Challenges and solutions for marketing in a digital era”, European management journal, 32(1): 1-12.
Li, H. & Kannan, P.K. (2014). “Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment”, Journal of Marketing Research, 51(1): 40-56.
Lui, T.W., Bartosiak, M., Piccoli, G. & Sadhya, V. (2018). “Online review response strategy and its effects on competitive performance”, Tourism Management, 67: 180-190.
Mosleh, A. & Saeidi, M. (2016). “The Effect of Capabilities of Network on the International Performance of Import and Export Companies”, Journal of New Marketing Research, 5(3): 1-20. (In Persian)
Najafi, K., Heidarzadeh, K. & Khonsiavash, M. (2023). “The Role of Store’s Fitting Room (Clothes Changing Room) at Tehran Shopping Centers on Recall Shopping Experiences: Mixed Method Approach”, Jounal of Marketing Management, 18(60): 1-21. (in Persian)
Noble, C.H. (1999). “The eclectic roots of strategy implementation research”, Journal of business research, 45(2): 119-134.
Plume, C.J., Dwivedi, Y.K. & Slade, E.L. (2016). “Social media in the marketing context: A state of the art analysis and future directions.
Powers, T. Advincula, D., Austin, M.S., Graiko, S. & Snyder, J. (2012). “Digital and social media in the purchase decision process: A special report from the Advertising Research Foundation”, Journal of Advertising Research, 52(4): 479-489.
Robertshaw, G.S. (2017). “Measuring media channel performance: a proposed alternative to the ‘last-in wins’ methodology”, Journal of Marketing Analytics, 5: 121-130.
Setiawan, B. & Patricia, E. (2022). “The role of brand reliability and brand intention in mediating the relationship between customer satisfaction and brand loyalty”, Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, 4(1): 001-014.
Shanahan, T., Tran, T.P. & Taylor, E.C. (2019). “Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality”, Journal of Retailing and Consumer Services, 47: 57-65.
Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. & Islam, R. (2019). “Social media marketing: Comparative effect of advertisement sources”, Journal of Retailing and Consumer Services, 46: 58-69.
Singh, N. & Keating, B.M. (2018). “Hyper-localizing e-commerce strategy: An emerging market perspective”, Emerging Markets from a Multidisciplinary Perspective: Challenges, Opportunities and Research Agenda, 89-94.
Strauss, A. & Corbin, J. (2011). “Principles of Qualitative Research Method”, Research Institute for Humanities and Cultural Studies.
Tripathi, N., Seppänen, P., Boominathan, G., Oivo, M. & Liukkunen, K. (2019). “Insights into startup ecosystems through exploration of multi-vocal literature”, Information and Software Technology,105: 56-77.
Tuti, M. & Sulistia, V., (2023). “The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty”, Jurnal Manajemen Bisnis, 13(1): 1-15.
Walter, A., Auer, M. & Ritter, T. (2006). “The impact of network capabilities and entrepreneurial orientation on university spin off performance”, Journal of Business Venturing, 21: 541-567.
Yazdanfar, S., Naami, A. & Azad, N. (2019). “Designing digital marketing strategy process base on customer in Digital Service Provider Business”, Journal of Business Management Perspective, 18(37): 99-120. (in Persian)
You, Y., Vadakkepatt, G.G. & Joshi, A.M. (2015). “A Meta-Analysis of Electronic Word-ofMouth Elasticity”, Journal of Marketing, 79(2): 19-39.
Yu, T.K., Lin, M.L. & Liao, Y.K. (2017). “Understanding factors influencing information communication technology adoption behavior: The moderators of information literacy and digital skills”, Computers in Human Behavior, 71: 196-208.
Zanubiya, Jihan, Lista Meria, Alfi Duwi Juliansah, Muhamad. (2023). “Increasing Consumers with Satisfaction Application based Digital Marketing Strategies”, Startupreneur Business Digital (SABDA Journal), 2(1): 123-138.