روایتپردازی بازاریابی و روان شناسی فرهنگی زنان در بازارهای در حال گذار
محورهای موضوعی : روان شناسی
ایمان قاسمی همدانی
1
*
,
نینا شاددلی
2
1 - دکتری بازاریابی، گروه توسعه اکوسیستم نوآوری، پژوهشکده سیاستگذاری شریف، دانشگاه صنعتی شریف، تهران، ایران
2 - دکتری توسعه منطقه ای، گروه توسعه اکوسیستم نوآوری، پژوهشکده سیاستگذاری شریف، دانشگاه صنعتی شریف، تهران، ایران
کلید واژه: روایتپردازی بازاریابی , روانشناسی فرهنگی زنان, توانمندسازی, بازارهای در حال گذار,
چکیده مقاله :
هدف پژوهش حاضر بررسی نقش روایتپردازی بازاریابی در پیوند با روانشناسی فرهنگی زنان در بازارهای در حال گذار در توانمندسازی زنان و بازتعریف هویت آنان در بستر تغییرات اجتماعی و اقتصادی بود. جامعه پژوهش تمامی متون، مقالات علمی، کتابها و پژوهشهای پیشین مرتبط با حوزههای بازاریابی روایی، روانشناسی فرهنگی، مطالعات زنان و بازارهای در حال گذار بود. نمونه پژوهش از منابع مکتوب و دیجیتالی که مستقیماً به موضوع روایتپردازی در زمینه بازاریابی و نقش آن در بازنمایی هویت و توانمندسازی زنان مرتبط بود، انتخاب شد.روش پژوهش با رویکرد توصیفی ـ تحلیلی بود. جهت گردآوری داده ها از مطالعه و تحلیل نظاممند منابع علمی، شامل مقالات، کتابها و پایگاههای معتبر استفاده شد. یافتهها نشان میدهد که بازاریابی روایی از طریق سه مکانیسم اصلی انتقال، همذاتپنداری و اصالت ، توانایی خلق پیوندهای عاطفی عمیق میان برند و مصرفکننده را دارد. همچنین در بافت بازارهای در حال گذار، این فرایند با چالشهای فرهنگی، اقتصادی و جنسیتی درهمتنیده است؛ و میتواند به بازنمایی نقشهای تازهای از زنان بهعنوان کنشگران فعال فرهنگی و اقتصادی منجر شود. از منظر روانشناسی فرهنگی، روایتهای معتبر و متناسب با بافت فرهنگی میتوانند خودکارآمدی، اعتمادبهنفس و جاهطلبی کارآفرینانه زنان را تقویت کرده و مسیر توانمندسازی فردی و اجتماعی آنان را هموار سازند. همچنین، یافتهها بیانگر آن است که فضای دیجیتال و رسانههای اجتماعی، بستر مؤثری برای مشارکت مستقیم زنان در خلق روایتها و برندسازی شخصی فراهم میآورند. در نهایت، میتوان گزارش که موفقیت بازاریابی روایی در جوامع در حال گذار وابسته به اصالت فرهنگی، حساسیت جنسیتی و مشارکت فعال زنان در تولید روایتها است.
The study was aimed to investigate the marketing narrative role in relation to women cultural psychology in transition markets in empowering women and redefining their identity in the context of social and economic changes. The research universe included all texts, scientific articles, books, and previous research related to narrative marketing, cultural psychology, women's studies, and transition markets. The sample was selected from written and digital references that were directly related to narrative in marketing and its role in representing women's identity and empowerment. The research method was descriptive-analytical. To collect data, a systematic study and analysis of scientific sources, including articles, books, and reputable databases, was used. The results showed that narrative marketing could create deep emotional bonds between the brand and the consumer through three main mechanisms of transmission, identification, and authenticity. Also, in transition markets context, this process was intertwined with cultural, economic, and gender challenges; and it could lead to the representation of new roles for women as active cultural and economic actors. From cultural psychology perspective, authentic and culturally appropriate narratives could strengthen women's self-efficacy, self-confidence, and entrepreneurial ambition and pave the way for their individual and social empowerment. Also, the findings indicated that the digital space and social media provided an effective platform for women's direct participation in the creation of narratives and personal branding. Finally, it could be reported that the success of narrative marketing in transitional societies depends on cultural authenticity, gender sensitivity, and women's active participation in the production of narratives.
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