Investigating the effect of digital marketing value on customer engagement during the purchase path in the B2B industry (companies) with the mediating role of receiving content on time
Subject Areas : Electronic Commerce
Yalda Chaleshgar
1
,
Dariyoush Jamshidi
2
1 -
2 - Management Department, Shiraz branch, Islamic Azad University, Shiraz, Iran
Keywords: Digital Marketing Value, Timely Content Delivery, Customer Engagement,
Abstract :
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.
References:
منابع فارسی
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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
Astoriano, L., Gerona, J. A. D., & Marzan, J. C. R. (2022). The impact of digital marketing on customer buying intention of customers in the Philippines. Journal of Business and Management Studies, 4(2), 383-395.
Ahearne, M., Atefi, Y., Lam, S. K., & Pourmasoudi, M. (2022). The future of buyer–seller interactions: A conceptual framework and research agenda. Journal of the Academy of Marketing Science, 50(1), 22–45.
Bheekharry, N. D. (2020, May). Optimising customer engagement through digital intelligence. In Digital Marketing & eCommerce Conference (pp. 179-187). Cham: Springer International Publishing.
Bhatia, P. S. (2017). Fundamentals of digital marketing. Pearson.
Beier, S., Thiel, T., Münch, T., Scholz, U., & Mascher, M. (2017). MISA-web: a web server for microsatellite prediction. Bioinformatics, 33(16), 2583-2585.
Buttle, F., & Maklan, S. (2019). Customer relationship management: concepts and technologies. Routledge.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Bhattacharya, S., Gaurav, K., & Ghosh, S. (2019). Viral marketing on social networks: An epidemiological perspective. Physica A: Statistical Mechanics and its Applications, 525, 478-490.
Behnke C., Seo S., Miller K. (2014). Enhancing the study abroad experience: A longitudinal analysis of hospitality-oriented, study abroad program evaluations. Tourism Management, 42, 271-281.
Beckers S. F., Van Doorn J., Verhoef P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science, 46, 366-383.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
Clarence, C., & Keni, K. (2022, May). The prediction of purchase intention based on digital marketing, customer engagement, and brand preference. In Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021) (pp. 481-486). Atlantis Press.
Cevher, M. F. (2024). Digital Marketing and Customer Experience Strategy: Leveraging Digital Channels for Marketing and Customer Engagement. In Trends, Challenges, and Practices in Contemporary Strategic Management (pp. 149-167). IGI Global.
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