ارائه و اعتبارسنجی مدل ارتباط برند-مشتری در شبکه های اجتماعی
الموضوعات : مدیریت بازاریابی
نازنین امامقلی
1
,
شهرام هاشم نیا
2
,
اوژن کریمی
3
1 - دانشجوی دکتری، گروه مدیریت، دانشکده علوم انسانی، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران
2 - استادیار،گروه مدیریت. دانشگاه پیام نور، تهران، ایران
3 - استادیار،گروه مدیریت. دانشگاه پیام نور، تهران، ایران
الکلمات المفتاحية: ارتباط برند - مشتری, بازاریابی شبکههای اجتماعی, روش تحلیل مضمون. ,
ملخص المقالة :
هدف پژوهش: برقراری ارتباط برند با مشتریان در بستر رسانه‌های اجتماعی اقدامی اثربخش و کارآمد برای موفقیت در بازار رقابتی صنعت لوازم آرایشی و بهداشتی کشور است. این مطالعه با هدف ارائه و اعتبارسنجی مدل ارتباط برند-مشتری در رسانه‌های اجتماعی صورت گرفت. روش پژوهش: مطالعه حاضر از نظر هدف کاربردی - توسعه‌ای و از نظر شیوه گردآوری داده‌ها توصیفی-پیمایشی است. جامعه مشارکت‌کنندگان در بخش کیفی شامل اساتید بازاریابی و مدیران صنعت لوازم آرایشی و بهداشتی است که 20 نفر با روش نمونه‌گیری هدفمند انتخاب شدند. جامعه آماری در بخش کمی نیز شامل مشتریان محصولات آرایشی و بهداشتی است که 384 نفر با روش در دسترس انتخاب شدند. ابزار گردآوری داده‌هادر دوبخش کیفی و کمی، مصاحبه نیم‌ساختاریافته و پرسشنامه محقق‌ساخته می‌باشد. ابتدا برای تحلیل مصاحبه‌های تخصصی بخش کیفی از روش تحلیل مضمون استفاده شد، سپس الگوی شناسایی شده با استفاده از روش حداقل مربعات جزئی اعتبارسنجی گردید. تحلیل مضمون با نرم‌افزار مکس کیودا و حداقل مربعات جزئی با نرم‌افزاراسمارت پی ال اس انجام گرفت. یافته‌های پژوهش: براساس نتایج، بازاریابی تاثیرگذار و بازاریابی محتوای دیجیتال عناصر زیربنایی الگو هستند که با افزایش تعامل با مشتریان موجب شناخت برند و ایجاد هویت برند نزد مشتریان می‌شوند. شناخت و هویت برند به بازاریابی دهان‌به‌دهان مثبت کمک می‌کند و این به نوبه‌خود بر جایگاه‌یابی برند در اینستاگرام تاثیر می‌گذارد. در نهایت از این طریق می‌توان به ایجاد رابطه سازنده و متعامل برند-مشتری دست پیدا کرد.
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