بررسی تأثیر ارزش بازاریابی دیجیتال بر درگیری مشتریان در طول مسیر خرید در صنعت B2B (شرکت ها) با نقش میانجی دریافت به‌موقع محتوا
محورهای موضوعی : تجارت الکترونیک
یلدا چالشگر
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داریوش جمشیدی
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2 - گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران
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.
منابع و مأخذ:
منابع فارسی
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فیضی، ف.، و غفاری آشرتیانی، م. (۱۳۹۸). تأثیر کیفیت محتوا و تعامل با برند بر رفتار خرید با نقش میانجی درگیری شناختی و احساسی کاربران در شبکه‌های اجتماعی. مجله بازاریابی رسانه‌های اجتماعی، ۱۱(۱)، ۱۲۳-۱۴۰.
خسروی، ا. (۱۳۹۱). بررسی تأثیر درگیری مشتری و تعامل با برند بر تمایل رفتاری مصرف‌کنندگان. مجله تحقیقات رفتار مصرف‌کننده، ۱۰(۳)، ۱۹۹-۲۱۰.
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منابع فارسی
رحیمی موسی؛ کشاورز سیروس؛ صالحی پور شیرازی بهناز. (2023). تأثیر بازاریابی محتوای دیجیتال بر آگاهی از برند از طریق رسانه های اجتماعی و تعامل با مشتری.
باشکوه اجیرلو، محمدخانی. (2023). طراحی مدل پیاده‌سازی بازاریابی دیجیتال بنگاه به بنگاه با تأکید بر مدیریت ارتباط با مشتری مبتنی بر هوش مصنوعی. تحقیقات بازاریابی نوین، 13(3)، 133-158.
خجسته‌پور، دانیال، کشاورز. (2024). نقش هوش مصنوعی در شخصی سازی و تجربه مشتری در بازاریابی دیجیتال. کنفرانس ملی مدیریت و تجارت الکترونیک، 8 (8)، 84-95.
فتاحی، سراج‌پور. (2021). نقش استراتژی‌های بازاریابی دیجیتال در وفاداری مشتریان. مدیریت، اقتصاد و کارآفرینی، 5 (2)، 2-15.
صاحب طاهره، ن.، محمدی، س.، و زمان، م. (۱۳۹۷). ارائه مدلی برای توسعه بازاریابی پایدار با استفاده از بازاریابی دیجیتال. مجله توسعه پایدار، ۲۶(۲)، ۱۱۵-۱۳۱.
صادقی، م.، و عدل‌پور، ع. (۱۳۹۲). طراحی مدل ارزیابی تحقیقات بازاریابی صنعتی (B2B) با تأکید بر الگوی رفتار خرید سازمانی. مجله بازاریابی صنعتی ایران، ۱۵(۳)، ۲۰۱-۲۱۹.
کارگر بهنام، م.، احمدی، ر.، و فرد، ح. (۱۳۹۹). تأثیر کیفیت محتوای منتشر شده در شبکه اجتماعی اینستاگرام بر قصد خرید مصرف‌کنندگان: مطالعه موردی کاربران اینستاگرام. مجله بازاریابی دیجیتال، ۱۲(۴)، ۳۰۵-۳۱۸.
فیضی، ف.، و غفاری آشرتیانی، م. (۱۳۹۸). تأثیر کیفیت محتوا و تعامل با برند بر رفتار خرید با نقش میانجی درگیری شناختی و احساسی کاربران در شبکه‌های اجتماعی. مجله بازاریابی رسانه‌های اجتماعی، ۱۱(۱)، ۱۲۳-۱۴۰.
خسروی، ا. (۱۳۹۱). بررسی تأثیر درگیری مشتری و تعامل با برند بر تمایل رفتاری مصرف‌کنندگان. مجله تحقیقات رفتار مصرف‌کننده، ۱۰(۳)، ۱۹۹-۲۱۰.
منابع انگلیسی
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