شناسایی و تبیین عوامل تأثیرگذار بر توسعه بازاریابی اجتماعی در سازمان صدا و سیمای ایران (رویکرد کیفی)
محورهای موضوعی : ارتباطاتمهدی علی شریفی 1 , نوروز هاشم زهی 2 , سید علی رحمان زاده 3 , سید وحید عقیلی 4
1 - دانشجوی دکتری علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه علوم اجتماعی و ارتباطات، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
3 - استادیار، گروه علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 - دانشیار، گروه علوم ارتباطات، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: توسعه بازاریابی اجتماعی, فضای مجازی, سازمان صدا و سیمای ایران, رسانه‌های اجتماعی,
چکیده مقاله :
یکی از مهمترین عوامل تأثیرگذار بر سود آوری و موفقیت سازمان‌ها توجه به بازاریابی اجتماعی و عوامل آن است. براساس این دغدغه، انگیزه پژوهش حاضر شکل گرفت و به شناسایی و مطالعه شیوه‌های مطرح بازاریابی اجتماعی دنیای امروز و عوامل مؤثر آن پرداخت. پژوهش حاضر دارای رویکرد کیفی و روش تحلیل مضمون می‌باشد. با شناسایی و تعیین شاخص‌ها، بررسی و کدگذاری انواع داده‌های مشاهده، مصاحبه و اسنادی، به داده آمایی و طبقه‌بندی‌های متنوع می‌پردازد. جامعه آماری پژوهش با توجه به قلمرو موضوعی آن شامل استادان و متخصصان حوزه رسانه و مدیران سازمان صدا و سیمای ایران است که با بررسی‌های آماری صورت گرفته تعداد حجم نمونه آن‌ها 12 نفر تخمین زده و به روش در دسترس انتخاب شدند. در این پژوهش برای تجزیه و تحلیل داده‌ها از روش تماتیک و برای اعتباریابی داده‌ها از تکنیک دلفی استفاده شد. نتایج نشان می‌دهد که در سه مرحله کدگذاری، مقوله‌های اصلی و فرعی بازاریابی اجتماعی در سازمان صدا و سیما شناسایی و به یکدیگر مرتبط شد که عبارتند از: 54 مضمون در 6 مقوله‌ی عوامل مرتبط با مشتری، مدیریت، زیرساخت، محتوا، رسانه و بازاریابی، تقسیم‌بندی شده‌اند. نتایج حکایت از آن دارد که در سازمان صدا و سیمای ایران لازم است، نیازهای مشتری مد نظر قرارگیرد. از سویی دیگر نگاه به عوامل مدیریتی بعد از مشتری‌مداری، نشان از اهمیت بالای بازاریابی اجتماعی در حوزه تصمیم‌گیری مدیران رسانه است
One of the most important factors affecting the profitability and success of organizations is paying attention to social marketing and its factors. Based on this concern, the motive of the present research was formed and it identified and studied the popular methods of social marketing in today's world and its effective factors. The current research has a qualitative approach and thematic analysis method. By identifying and determining indicators, checking and coding all types of observation, interview and documentary data, it deals with data collection and various classifications. Considering its subject area, the statistical population of the research includes professors and specialists in the field of media, as well as high-level managers of the Islamic Republic of Iran Broadcasting, whose sample size was estimated to be 12 people based on the statistical analysis, and they were selected using the available method. In this research, the thematic method was used to analyze the data and Delphi technique was used to validate the data. The results show that in three stages of coding, the main and subcategories of social marketing in the IRIB were identified and related to each other, which are: 54 themes in 6 categories of factors related to customers, management, infrastructure, content, media and marketing. , are divided. The results indicate that it is necessary to consider the customer's needs in the IRIB. On the other hand, looking at management factors after customer orientation shows the high importance of social marketing in the decision-making area of media managers
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_||_Álvarez-García, B. (2019). “The Role of Civil Society Organizations in Social Innovation as An Example of The New Social Marketing. https:// ideas.repec.org/h/spr/mgmchp/978-3-030-04843-3_15. html.
Al-Hosseini Al-Madrsi, S.M., Moghadamzadeh, N. & Bagheri Qara-Balagh, H. (2019). “Analysis of the Role of Insurance Relational Marketing Strategies on The Customer's Perception of The Quality of Services and Their Rights”, Rehbardi Management Studies Journal, No. 41. https:// civilica.com/doc/1213863. [Persian]
Bazvand, M. (2012). “Explaining The Concept of Social Marketing, The Second National Conference of Modern Management Sciences, Gorgan”, Non-Profit Hakim Jurjani Institute of Higher Education. https:// civilica.com/l/4868. [Persian]
Bakri, M. (2019). “Investigating The Impact of Social Media Marketing on Brand Loyalty with Regard to The Mediating Role of Customer Trust (Case Study: Customers of Asian Insurance Branches in Sari), The First International Conference on New Challenges and Solutions in Industrial Engineering and Management and Accounting”, Surrey. https:// civilica.com/doc/1045457. [Persian]
Behnia, B. & Ahmadi, M. (2019). “Providing A Solution to Analyze Customer Interaction in Social Networks in The Field of Content Marketing, The First International Conference on New Challenges and Solutions in Industrial Engineering”, Management and Accounting, Sari. https:// civilica.com/doc/1045878. [Persian]
Ebrahimi, S., Jamipour, M. & Talari, M. (2019). “Challenges Of Strategic Planning of Social Media Marketing, The First International Conference on New Challenges and Solutions in Industrial Engineering and Management and Accounting”, Sari. https://civilica .com/doc/1045565. [Persian]
Ghorbani Dinani, H. & Mohammadi Hassanloui, M. (2019). “The Effect of Using Social Media in Industrial Marketing on Competitive Advantage and Adaptive Sales, The First International Conference on New Challenges and Solutions in Industrial Engineering”, Management and Accounting, Sari. https:// civilica.com/doc/1045464. [Persian]
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior”, http:// dx.doi.org/10.1016/j.jbusres.2016.04.181.
Irshad, M., Ahmad, M.S. & Malik, O.F. (2020). “Understanding Consumers’ Trust in Social Media Marketing Environment”, DOI: 10.1108/IJRDM-07-2019-0225.
Kumpu, J., Pesonen, J. & Heinonen, J. (2021). “Measuring The Value of Social Media Marketing from A Destination Marketing Organization Perspective”. https://www.springerprofessional.de/en/measuring-the-value-of-social-media-marketing-from-a-destination/18758854.
Kotler, P., Gary Armstrong, G. & Saunders, J. (2020). “Principles of Marketing”, https://www.academia.edu/43372724/Principles_of_Marketing_Philip_Kotler_Gary_Armstrong_John_Saunders_at_Shahriar_Anum_Academia_edu.
Liang, L.J., Choi, HS.C. & Joppe, M. (2017). “Understanding Repurchase Intention of Airbnb Consumers: Perceived Authenticity”, Electronic Word-Of-Mouth, And Price Sensitivity. http:// dx. doi.org/10.1080/10548408.2016.1224750.
Mahna, M. & Ishtakhrian Haghighi, A. (2019). “Development Strategies for Social Business Marketing Strategy, The First International Conference on New Challenges and Solutions in Industrial Engineering and Management and Accounting”, Sari. https:// civilica.com/doc/1045672. [Persian]
Mousavi Naqabi, S. & Anousheh, M. (2019). “Compilation of the Pattern of Increasing Consumption of Domestic Goods Based on Social Marketing Approach”, Scientific Quarterly of Islamic Economics, Scientific Research Paper, Year 21, Number 81, Spring 1400. http:// eghtesad. iict.ac.ir/article_244442.html. [Persian]
Mossop, B. (2012). “The Olympics Just Doesn’t Get Social Media”, Wired Available from http:// www. wired. com/playbook/2012/07/ioc-social-media.
Nikjo, S. & Maliki, M. (2018). “Investigating The Impact of Social Media Marketing Activities on Customer Trust in Iran's Banking Industry with The Mediating Role of The Special Value of Communication, The First International Conference on Financial Management”, business, banking, economics and accounting. https:// civilica.com/doc/1006467. [Persian]
Olarewaju, T., Rufai, I. & Gallage, S. (2021). “Transformative Role of Non-Governmental Organizations”, Social Marketing and social media For Improving Public Accountability and Reducing Corruption in Government Budgets: Lessons from Nigeria. https:// onlinelibrary.wiley.com/doi/pdfdirect/10.1002/isd2.12167.
Oliveira, T., Alhinho, M., Rita, P. & Dhillon, G. (2017). “Modelling And Testing Consumer Trust Dimensions in E-Commerce”, Computers in Human Behavior, 71, 153-164. https:// scholarscompass.vcu.edu/cgi/viewcontent.cgi?referer=&httpsredir=1&article=1002&context=info_pubs.
Seo, E.J. & Park, J.W. (2017). “A Study on The Effects of Social Media Marketing Activities on Brand Equity and Customer Response in The Airline Industry”, http:// dx.doi.org/10.1016/j.jairtraman.2017.09.014.
Syahputri, A.A. (2018). “Building Customer Equity Through Social Networking Sites Particularly Social Media - A Perspective of Indonesian Customer”, https:// dspace.uii.ac.id/bitstream/handle/123456789/6304/Final%20Thesis.pdf?sequence=2&isAllowed=y.
Shahadati, A. & Al-Hosseini al-Madrsi, S.M. (2018). “Prerequisites For Designing a Health Promotion Intervention with A Social Marketing Approach to Reduce the Consumption of Ready-Made Foods Among Students: A Formative Research with A Combined Approach”, Iran Journal of Health Education and Health Promotion, winter, Vol. 7(4), PP. 371-387. https:// www.sid.ir/fA/Journal/ViewPaper.aspx?id=534144. [Persian]
Thompson, A.J., Martin, A.J., Gee, S. & Eagleman, A.N. (2014). “Examining the Development of a Social Media Strategy for a National Sport Organisation”, Journal of Applied Sport Management, Vol. 6(2). https://trace.tennessee.edu/cgi/viewcontent.cgi?article=1361&context=jasm.
Toisarkanian, M., Namjoo, A. & Hamidifar, S. (2017). “Investigating The Relationship Between Social Marketing and Employee Satisfaction with The Role of Mediating the Work Commitment of Employees of The Fruit and Vegetable Fields Organization and The Organization of Urban Jobs in Mashhad Municipality”, National Conference of New Ideas in Urban management with emphasis on sustainable income approach, Kashmir. https://civilica.com/doc/907837. [Persian]
Raluca, C. & Popescu, G. (2020). “Analyzing The Impact of Green Marketing Strategies on The Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor”, DOI: 10.4018/978-1-5225-9558-8.ch008.
Zarei, A., Faiz, D. & Rezaei Rad, M. (2015). “Presentation Of the Model of Effective Factors on The Integrated Implementation of Social Marketing in The Field of Health”, Health Management Journal, Fall, Vol. 19(66), PP. 20-30. https:// jha.iums.ac.ir/browse.php?a_id=2081&sid=1&slc_lang=fa. [Persian]