بررسی تأثیر ارزش بازاریابی دیجیتال بر درگیری مشتریان در طول مسیر خرید در صنعت B2B (شرکت ها) با نقش میانجی دریافت به‌موقع محتوا
یلدا چالشگر
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داریوش جمشیدی
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گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران
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کلید واژه: ارزش بازاریابی دیجیتال, دریافت به‌موقع محتوا , درگیری مشتری,
چکیده مقاله :
این مطالعه به بررسی تأثیر ارزش بازاریابی دیجیتال بر درگیری مشتریان در صنعت B2B با نقش میانجی دریافت به‌موقع محتوا پرداخته است. پژوهش از نوع کاربردی، توصیفی-تحلیلی و مقطعی است. جامعه آماری شامل مدیران و کارشناسان شرکت‌های B2B در حوزه‌های بازاریابی، خرید، فروش، مدیریت و فناوری اطلاعات بوده و حجم نمونه 185 نفر به‌صورت هدفمند انتخاب شد. داده‌ها با پرسش‌نامه استاندارد جمع‌آوری و روایی و پایایی آن تایید شد. تحلیل داده‌ها با استفاده از مدل‌سازی معادلات ساختاری و نرم‌افزارهای SPSS و PLS انجام شد. نتایج نشان داد که نوع شبکه اجتماعی، تعامل با مشتری، و کیفیت محتوا بر دریافت به‌موقع و درگیری مشتری تاثیر معناداری دارند. همچنین، دریافت به‌موقع محتوا نقش میانجی در ارتباط با درگیری مشتری دارد.
چکیده انگلیسی :
This study examines the impact of digital marketing value on customer engagement in the B2B industry, with the mediating role of timely content delivery. The research is applied, descriptive-analytical, and cross-sectional. The statistical population includes managers and experts in B2B companies in marketing, procurement, sales, management, and information technology. A purposive sample of 185 participants was selected. Data were collected using a standardized questionnaire, confirming its validity and reliability. Data analysis was performed using structural equation modeling (SEM) and software such as SPSS and PLS. The results revealed that the type of social media, customer interaction, and content quality significantly affect timely content delivery and customer engagement. Additionally, timely content delivery mediates the relationship between these factors and customer engagement.
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