ارائه مدل بازاریابی خیرخواهانه با رویکرد اخلاق و مسئولیتپذیری به روش تحلیل مضمون
محورهای موضوعی : کسب و کار اسلامیمیثم عاقلی 1 , محمد مهدی پرهیزگار 2 , محمد نصراله نیا 3
1 - دانشجوی دکتری رشته مدیریت بازرگانی (گرایش بازاریابی) دانشگاه آزاد اسلامی، واحد بین الملل کیش، ایران
2 - مدیریت بازرگانی،دانشگاه پیام نور، تهران، ایران
3 - مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران
کلید واژه: بازاریابی خیرخواهانه , مسئولیت اجتماعی, اخلاق , صنعت خودرو , تحلیل مضمون,
چکیده مقاله :
هدف: در دنیای امروز که رقابت در بازارها به شدت افزایش یافته است، کسبوکارها به دنبال راههای جدیدی برای تمایز خود و جذب مشتریان وفادار هستند. یکی از این راهها، اتخاذ رویکردی خیرخواهانه و مسئولانه در فعالیتهای تجاری است. بازاریابی خیرخواهانه، فراتر از فروش محصولات و خدمات، به دنبال ایجاد ارزشهای اجتماعی و محیطی است و به کسبوکارها کمک میکند تا به شهروندان مسئول و سازنده تبدیل شوند. ازاینرو هدف ارائه مدل بازاریابی خیرخواهانه با رویکرد اخلاق و مسئولیتپذیری در صنعت خودرو است. روش: پژوهش حاضر با رویکردی کیفی و از نظر هدف جزو پژوهشهای کاربردی و با استفاده از روش تحلیل مضمون انجام شد. خبرگان شامل اساتید هیئتعلمی و همچنین مدیران خودروسازان بودند و همچنین مصاحبه شوندگان شامل، 15 نفر که به روش نمونهگیری هدفمند تا رسیدن به سطح اشباع نظری انتخاب شدند. داده ها با استفاده از مصاحبه نیمه ساختاریافته گردآوری شد. برای اطمینان از روایی و پایایی ، یافتهها به تایید مصاحبه شوندگان رسید. به منظور تحلیل دادهها نیز از روش براون و کلارک با نرم افزار مکسکیودآ انجام گردید. یافتهها: حاصل از تحلیل مصاحبه شامل 46 مضمون اولیه ، 12 مضمون پایه ، 4مضمون سازمان دهنده و 1 مضمون فراگیر شناسایی شدند. که شامل همکاری ها و مشارکت های خیرخواهانه ، مسئولیت اجتماعی شرکت ، استراتژی بازاریابی ، عوامل فرهنگی- اخلاقی است. نتایج: این عوامل میتوانند به توسعه پایدار و ارتقای تصویر عمومی شرکت کمک کند.همچنین این مدل بازاریابی میتواند به افزایش وفاداری مشتریان و بهبود جایگاه اجتماعی شرکتها منجر شود.
Purpose: In today's world where the competition in the markets has greatly increased, businesses are looking for new ways to differentiate themselves and attract loyal customers. One of these ways is to adopt a benevolent and responsible approach in business activities. Charitable marketing, beyond selling products and services, seeks to create social and environmental values and helps businesses become responsible and productive citizens. Therefore, the goal is to provide a benevolent marketing model with an ethics and responsibility approach in the automotive industry. Method: The present research was conducted with a qualitative approach and in terms of purpose, it is among applied researches and using thematic analysis method. The experts included academic professors as well as managers of automobile manufacturers, as well as the interviewees included 15 people who were selected by purposive sampling until reaching the theoretical saturation level. Data were collected using semi-structured interviews. To ensure validity and reliability, the findings were approved by the interviewees. In order to analyze the data, the method of Brown and Clark was carried out with the Max Quda software. Findings: As a result of interview analysis, 46 primary themes, 12 basic themes, 4 organizing themes and 1 overarching theme were identified. which includes collaborations and charitable partnerships, corporate social responsibility, marketing strategy, cultural-ethical factors. Results: These factors can contribute to the sustainable development and improvement of the public image of the company. Also, this marketing model can lead to increasing customer loyalty and improving the social status of companies.
Agheli, M., NikMenesh, Sh., Rashidi, H., & Jalali, P. (2023). Training on thesis writing and scientific article writing. first edition, Tehran: Dibagaran Book Institute. (In Persion)
Amawate, V. (2023). Adoption of digital platforms by sponsoring organisations and NPOs for cause-related B2B marketing programs: a fsQCA exploration. Journal of Business & Industrial Marketing.
Badenes‐Rocha, A., Bigne, E., & Ruiz, C. (2022). Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures. Psychology & Marketing, 39(1), 214-226.
Baylin, G., Cunningham, P., & Cushing, P. (1994). Cause-related marketing: Ethical practice or exploitive procedure?. The Philanthropist, 12(2), 15-33
Beise-Zee, R. (2013). Cause-Related Marketing. In: Idowu, S.O., Capaldi, N., Zu, L., Gupta, A.D. (eds) Encyclopedia of Corporate Social Responsibility. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28036-8_551
Bhatti, H.Y., Galan-Ladero, M.M. & Galera-Casquet, C.(2023). Cause-related marketing: a systematic review of the literature. Int Rev Public Nonprofit Mark 20, 25–64 https://doi.org/10.1007/s12208-021-00326-y
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Caulfield, J. L., Baird, C. A., & Lee, F. K. (2022). The ethicality of point-of-sale marketing campaigns: normative ethics applied to cause-related checkout charities. Journal of Business Ethics, 1-16.
Caulfield, J. L., Baird, C. A., & Lee, F. K. (2022). The ethicality of point-of-sale marketing campaigns: Normative ethics applied to cause-related checkout charities. Journal of Business Ethics, 1-16.
Hartmann, M., Klink, J., & Simons, J. (2015). Cause related marketing in the German retail sector: Exploring the role of consumers’ trust. Food Policy, 52, 108-114.
Kim, H., Hur, W. M., & Yeo, J. (2015). Corporate brand trust as a mediator in the relationship between consumer perception of CSR, corporate hypocrisy, and corporate reputation. Sustainability, 7(4), 3683-3694.
Lerro, M., Raimondo, M., Stanco, M., Nazzaro, C., & Marotta, G. (2019). Cause related marketing among millennial consumers: The role of trust and loyalty in the food industry. Sustainability, 11(2), 535.
Liu, G., Wu, M. S. S., Ko, W. W., Chen, C. H. S., & Chen, Y. (2020). Cause-related marketing: Led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development. International Marketing Review, 37(4), 713-734.
Liu, Z., Gao, Q., & Rao, R. S. (2024). EXPRESS: Self-Donations and Charitable Contributions in Online Crowdfunding: an Empirical Analysis. Journal of Marketing, 00222429241260687
Musova, Z., Poliacikova, E., & Bartosova, S. (2022). Consumers' Perception of Responsible Companies and Using of Cause-Related Marketing in their CSR Practice. European Journal of Interdisciplinary Studies, 14(2).
Santoro, G., Bresciani, S., Bertoldi, B., & Liu, Y. (2020). Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers. International Marketing Review, 37(4), 773-791.
Sindhu, S. (2020). Cause-related marketing — an interpretive structural model approach. Journal of Nonprofit & Public Sector Marketing, 1–27.
Stötzer, S., & Kaltenbrunner, K. (2024). Back to the roots of cause-related marketing–A systematic literature review of cooperation motives. International Review on Public and Nonprofit Marketing, 1-22.
Strahilevitz, M. (2003). The effects of prior impressions of a firm's ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?. Journal of Nonprofit & Public Sector Marketing, 11(1), 77-92.
Twyman, N. W., Stanley, S. M., Elrod, C. C., & Masters, T. M. (2022). The impact of perceived manipulation, motives, and ethicality in cause-related marketing: a CRM+ model. Journal of Marketing Theory and Practice, 1-18.
Valentine, S., Godkin, L., Fleischman, G. M., & Kidwell, R. (2011). Corporate ethical values, group creativity, job satisfaction and turnover intention: The impact of work context on work response. Journal of business ethics, 98, 353-372.
Wang, K., Yu, Y., Wang, X., & Zheng, H. (2023). Walk your reputation: The impact of corporate social responsibility decoupling on the hospitality and tourism firm value in the time of crisis. Tourism Economics, 13548166231220286.
Witek, L. (2016). INFLUENCE OF SOCIO-DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS ON ATTITUDES TOWARDS CAUSE RELATED MARKETING. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 64
Wang, K., Yu, Y., Wang, X., & Zheng, H. (2023). Walk your reputation: The impact of corporate social responsibility decoupling on the hospitality and tourism firm value in the time of crisis. Tourism Economics, 13548166231220286.
Caulfield, J. L., Baird, C. A., & Lee, F. K. (2022). The ethicality of point-of-sale marketing campaigns: Normative ethics applied to cause-related checkout charities. Journal of Business Ethics, 1-16.
Liu, Z., Gao, Q., & Rao, R. S. (2024). EXPRESS: Self-Donations and Charitable Contributions in Online Crowdfunding: an Empirical Analysis. Journal of Marketing, 00222429241260687.
