طراحی مدل تبلیغات همسان اثربخش با رویکرد نظریه داده بنیاد
محورهای موضوعی : مدیریت بازاریابی
مینا منتخب مدنی
1
,
یلدا رحمتی غفرانی
2
*
,
شاهرخ یوسف زاده چابک
3
,
رحمتعلی صابری حقایق
4
1 - دانشجوی دکترای گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - استاد،مرکز تحقیقات علوم اعصاب،پژوهشکده تروما، دانشگاه علوم پزشکی، رشت، ایران.
4 - استادیار، گروه مدیریت، واحد بندر انزلی، دانشگاه آزاد اسلامی، بندر انزلی، ایران
کلید واژه: تبلیغات همسان اثربخش, تئوری داده بنیاد, شاخص های کلیدی تبلیغات همسان اثربخش. ,
چکیده مقاله :
مقدمه: متخصصان تبلیغات آنلاین طی سال‌های اخیر، همواره دنبال روش‌های افزایش کلیک و جلوگیری از نادیده گرفتن تبلیغ بوده‌اند. لذا با توجه به اینکه تبلیغات همسان از طریق همانندسازی ظاهر تبلیغ با سایت و نمایش تبلیغ در مرتبط‌ترین وبسایت‌ها، اثربخشی تبلیغ را به صورت چشمگیری افزایش می‌دهد، این تحقیق بدنبال درک این مساله است که تبلیغ‌کنندگان و طراحان تبلیغات همسان با تمرکز بر کدامیک از عوامل می توانند در ایجاد تبلیغ همسان اثربخش، موفق عمل کنند.
روش: پژوهش حاضر رویکردی کیفی دارد و از استراتژی داده بنیاد استفاده می‌کند. از نظر هدف کاربردی و نمونه گیری در این پژوهش از نوع هدفمند است. داده های لازم از طریق مصاحبه با متخصصان و کارشناسان بازاریابی و طراحان تبلیغات همسان شرکت‌های تبلیغاتی برتر در ایران جمع آوری شده است. نمونه‌گيري تا زمان رسيدن به اشباع مقوله‌ها ادامه يافت. و سپس مصاحبه ها با کمک نرم افزار مکس کیودا کدگذاری شدند. یافته ها: بر‌اساس تحلیل‌های صورت پذیرفته، کدهایی در قالب 30 مفهوم و 12 مقوله اصلی استخراج شدند. در نهایت با استفاده از استراتژی داده بنیاد، کدهای شناسایی شده در شش مقوله دسته بندی شدند. مقوله‌ها با پدیده محوری تبلیغات همسان اثربخش، شرایط علی شامل: جذابیت محتوا و کیفیت محتوا، شرایط زمینه‌ای شامل: عوامل فرهنگی، اقتصادی و تکنولوژیکی، عوامل مداخله‌گر شامل: تسهیل کننده های اثربخشی و موانع اثربخشی، عوامل راهبردی شامل: شفافیت و مشتری‌مداری، پیامدها شامل عوامل شناختی و رفتاری که در نتیجه مدل طراحی گردید.
نتیجه گیری: برای تولید تبلیغات همسان اثربخش باید به مقوله‌ها و مفاهیم شناسایی شده، توجه ویژه‌ای شود. در نهایت پیشنهادات کاربردی جهت استفاده طراحان و فعالان صنعت تبلیغات بمنظور بهره مندی از مزایای بهینه سازی تبلیغات مطرح شد..
Introduction: In recent years, online advertising specialists have always been looking for ways to increase clicks and prevent ads from being ignored. Therefore, considering that native advertising significantly increases the effectiveness of the ad by simulating the appearance of the ad with the site and displaying the ad on the most relevant websites, this research seeks to understand the issue that advertisers and designers of native ads focus on which factors They can be successful in creating effective native ads.
Methods: The current research has a qualitative approach and uses the Grounded Theory method. It was applied in terms of objective. The sampling method of this research is targeted.The required data were collected through interviews with marketing experts and native advertising designers of top advertising companies in Iran. The sampling continued until saturation is achieved. Then interviews was coded using the MaxQDA software.
Results: Based on the analysis, codes were extracted in the form of 30 concepts and 12 main categories. Finally, using the Grounded theory strategy, the identified codes were classified into six categories including main phenomenon, causal conditions, contextual conditions, intervening conditions, strategies, and consequences. The categories with the central phenomenon of effective native advertising are: causal conditions including: content attractiveness and content quality, contextual conditions including: cultural, economic and technological factors, intervening factors including: effectiveness facilitators and effectiveness barriers, strategic factors including: transparency and customer orientation The consequences include cognitive and behavioral factors that were designed as a result of the model based on categories.
Conclusion: In order to produce effective matching ads, special attention should be paid to the identified categories and concepts. Finally, practical suggestions were proposed for the use of designers and advertising industry activists in order to benefit from the benefits of advertising optimization.
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