ارائه و اعتبارسنجی مدل ارتباط برند-مشتری در شبکه های اجتماعی
محورهای موضوعی : مدیریت بازاریابی
نازنین امامقلی
1
(دانشجوی دکتری، گروه مدیریت، دانشکده علوم انسانی، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران)
شهرام هاشم نیا
2
(استادیار،گروه مدیریت. دانشگاه پیام نور، تهران، ایران )
اوژن کریمی
3
(استادیار،گروه مدیریت. دانشگاه پیام نور، تهران، ایران )
کلید واژه: ارتباط برند - مشتری, بازاریابی شبکههای اجتماعی, روش تحلیل مضمون. ,
چکیده مقاله :
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.
The purpose of the research: Communicating the brand with customers on social media is an effective and efficient way to succeed in the competitive market of the country's cosmetics industry. This study was conducted with the aim of presenting and validating the brand-customer communication model in social media. Research method: The present study is descriptive-survey in terms of its practical-developmental purpose and in terms of data collection method. The community of participants in the qualitative section includes marketing professors and cosmetics industry managers, 20 of whom were selected by purposive sampling. The statistical population in the quantitative section also includes customers of cosmetics and health products, 384 people were selected using the available method. First, thematic analysis method was used to analyze the qualitative interviews. Then the identified pattern was validated using partial least squares method. Thematic analysis was done with MaxQDA software and partial least squares with SmartPLS software. Research findings: Based on the results, effective marketing and digital content marketing are the basic elements of the model, which increase brand recognition and brand identity among customers by increasing interaction with customers. Brand recognition and identity contributes to positive word-of-mouth marketing, which in turn affects brand positioning on Instagram. Finally, in this way, it is possible to create a constructive and interactive brand-customer relationship.
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