بررسی بروندادهای علمی حوزه بازاریابی ویروسی در پایگاه وب آف ساینس
محورهای موضوعی : مدیریت بازاریابی
شیما شاه حسینی بیده
1
(دانشجوی دکتری مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
سیدحسن حاتمی نسب
2
(استادیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
شهناز نایب زاده
3
(استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
محمدرضا دهقانی اشکذری
4
(استادیار، گروه مدیریت کارآفرینی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
سید مجید میرحسینی
5
(استادیار، گروه مدیریت دولتی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
کلید واژه: وب آف ساینس, بازاریابی ویروسی, تبلیغ ویروسی, علم‌سنجی,
چکیده مقاله :
مقدمه: هدف از انجام این پژوهش، ارائه تصویری جامع از وضعیت فعالیت‌های علمی در حوزه بازاریابی ویروسی و ترسیم نقشه هم رخدادی واژگان براساس مقالات علمی نمایه شده در پایگاه وب آف ساینس است.روش پژوهش: پژوهش حاضر از نوع علم‌سنجی است که با استفاده از شاخص‌های علم‌سنجی و روش تحلیل شبکه انجام شده است. به طوری که با مراجعه به پایگاه وب آف ساینس، اطلاعات 250 مدرک حوزه بازاریابی ویروسی مورد بررسی قرار گرفت. برای تحلیل داده‌ها از نرم‌افزار تحلیل شبکه ویس ویور بهره گرفته شده است.یافته‌ها: پس از جست‌وجو، غربال‌گری و ارزیابی کیفی مطالعات، تحلیل نهایی بر روی 250 مقاله در بازه زمانی 2001 تا 2021 میلادی انجام شد. تحلیل عمیق مقالات منتخب نشان داد که بیش‌ترین تحقیقات در زمینه بازاریابی ویروسی مربوط به سال 2020 میلادی با تعداد 49 مقاله است. کشور آمریکا با تعداد 75 مقاله فعال‌ترین کشور در این زمینه است و بعد از آن کشورهای چین و سنگاپور به ترتیب بالاترین تعداد تحقیقات و ارتباط بین نویسندگان را از آن خود کرده‌اند. کشور ایران نیز در رتبه دوازدهم قرار گرفته است. همچنین در سیر تحول کلمات کلیدی تمرکز اولیه بر روی "رسانه‌های اجتماعی" و "محبوبیت" بوده است و در سال‌های بعدی به ترتیب به کلمات "دهان به دهان"، "بازاریابی ویروسی"، "دهان به دهان الکترونیکی"، "توییتر" و "فیس بوک" رسیده است.نتیجه‌گیری: توجه به پرکاربردترین و کم‌کارترین کشورها و محققان از طریق علم‌سنجی می‌تواند فرصت‌ها و ضعف‌های تحقیقاتی در زمینه بازاریابی ویروسی را آشکار ساخته و افق پیش روی محققین ایرانی را جهت درخشش نتایج آن‌ها در سطح بین‌المللی روشن نماید. با توجه به نتایج به دست آمده کشور ایران در حوزه بازاریابی ویرروسی اگرچه نویسندگانی برتری دارد ولی از لحظ ارتباط با سایر نویسندگان داری نقاط ضعف می‌باشد.
Introduction: The purpose of this research is to present a comprehensive picture of the state of scientific activities in the field of marketing and to draw a co-occurrence map of words in scientific articles introduced in the Web of Science database.Methods: The current research is a scientometric type, which was carried out using scientometric indicators and network analysis method. So that by referring to the Web of Science database, the information of 250 degrees in the field of viral marketing was examined. VOSviewer network analysis software was used for data analysis.Results: After searching, screening and qualitative evaluation of the studies, the final analysis was performed on 250 articles in the period from 2001 to 2021. In-depth analysis of the selected articles showed that the most research in the field of viral marketing is related to 2020 with the number of 49 articles. The United States is the most active country in this field with 75 articles, followed by China and Singapore, respectively, with the highest number of research and communication between authors. Iran is ranked fourteenth. Also, in the evolution of keywords, the primary focus has been on "social media" and "popularity", and in the following years, respectively, the words "word of mouth", "viral marketing", "electronic word of mouth", "Twitter" and "Facebook" has arrived.Conclusion: Paying attention to the most used and least used countries and researchers through scientometrics can reveal research opportunities and weaknesses in the field of viral marketing and illuminate the horizon for Iranian researchers to shine their results at the international level. According to the results obtained in Iran in the field of viral marketing, although it has superior authors, it has weak points due to communication with other authors.
1- Thomas G. “Building the Buzz in the Hive Mind”, Journal of Consumer Behavior, 2004; 4(1): 64-72.
2- Eckler P, Bolls P. “Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intention and Attitudes”, Journal of Interactive Advertising, 2011; 11(2): 1‐11.
3- Himelboim I, Golan GJ. “A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers”, social media + Society, 2019; 5(3): 1-13.
4- Reichestein T, Brusch I. “The decision‐making process in viral marketing-A review and suggestions for further research”, Journal of Psychology & Marketing, 2019; 36(1): 1062-1081.
5- Kulkarni K, Kalro A, Sharma D. “The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements”, Journal of Consumer Behaviour, 2020; 19(4): 327-338.
6- Shareef M.A, Mukerji B, Dwivedi Y.K, Rana N.P, Islam R. “Social media marketing: Comparative effect of advertisement sources”, J. Retail. Consum. Serv, 2017; 46(2): 58-69.
7- Arndt J. “Role of Product-Related Conversations in the Diffusion of a New Product”, Journal of Marketing Research, 1967; 4(2): 291-295.
8- Petrescu M, Korgaonkar P. “Viral Advertising: Definitional Review and Synthesis”, Journal of Internet Commerce, 2011; 10(3), 208-226.
9- Porter L, Golan G.J. “From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising”, Journal of Interactive Advertising, 2006; 6(2): 26-33.
10- Helm S. “Viral Marketing Establishing Customer Relationships by 'Word-of-Mouse'”, Electronic Markets, 2000; 10(2): 158-161.
11- Welker C.B. “Paradigm of Viral Communication”, Journal of Information Services and Use, 2002; 22(1): 3-8.
12- Madhoshi M, Rezaee S. “Evaluating the Effectiveness of Viral Advertising Using Experimental Design”, Journal of Business Management, 2013; 5(3): 125-144. [In Persian]
13- Mochalova A, Nanopoulos A. “A Targeted Approach to Viral Marketing”, Electronic Commerce Research and Applications, 2014; 13(4): 283-294.
14- Tavasoli A, Shakeri H, Ardjmand E, Youngll W.A. “Incentive Rate Determination in Viral Marketing”, European Journal of Operational Research, 2021; 289(3): 1169-1187.
15- Hinz O, Skiera B, Barrot C, Becker JU. “Seeding Strategies for Viral Marketing: An Empirical Comparison”, Journal of Marketing, 2011; 75(6): 55-71.
16- Zhu Z. “Discovering the influential users oriented to viral marketing based on online social networks”, Physica A: Statistical Mechanics and its Applications, 2013; 392(16): 3459-3469.
17- Shirkhodaie M, Rezaee S. “Identification of Advertisement Message Delivery Motivations in Virus Marketing (Case Study: University of Mazandaran)”, Commercial Strategies, 2020; 11(3): 83-92. [In Persian]
18- Huang J, Su S, Zhou L, Liu Xi. “Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising”, Journal of Interactive Marketing, 2013, 27(1): 36-46.
19- Adelsarbanlar N, Khoshtinat B. “Critical factors and advantage factors influencing the implementation of viral marketing by considering the mediating role of Islamic marketing; a conceptual approach”, Procedia Economics and Finance 2016; 36(1): 433-440.
20- Zakeri Hamane R, Azam Azade M, GHaziNejad M, Bastani S. “Qualitative Study of Users’ Sense of Online Security in Social Networks”, New Media Studies, 2020; 6(21): 141-178. [In Persian].
21- Ahmadnejad Masti A, heidarzadeh hanzaee K, lotfizadeh, F. “The Impact of Social Media Advertising Features on Costumer Purchase Intention”, Jounal of Marketing Management 2022; 17(55): 1-15. [In Persian].
22- Kalantari A, Ghanbari Baghestan A. “Conceptual Transformation in the Area of “social media”: A Scientometrics Meta-Analysis”, New Media Studies, 2020; 6(21): 85-112. [In Persian]
23- Golan G.J, Zaidner L. “Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel”, Journal of Computer-Mediated Communication, 2008; 13(4): 959-972.
24- Nikolinakou A, King K.W. “Viral Video Ads: Examining Motivation Triggers to Sharing”, Journal of Psychology & Marketing, 2018; 35(10): 715-726.
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1- Thomas G. “Building the Buzz in the Hive Mind”, Journal of Consumer Behavior, 2004; 4(1): 64-72.
2- Eckler P, Bolls P. “Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intention and Attitudes”, Journal of Interactive Advertising, 2011; 11(2): 1‐11.
3- Himelboim I, Golan GJ. “A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers”, social media + Society, 2019; 5(3): 1-13.
4- Reichestein T, Brusch I. “The decision‐making process in viral marketing-A review and suggestions for further research”, Journal of Psychology & Marketing, 2019; 36(1): 1062-1081.
5- Kulkarni K, Kalro A, Sharma D. “The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements”, Journal of Consumer Behaviour, 2020; 19(4): 327-338.
6- Shareef M.A, Mukerji B, Dwivedi Y.K, Rana N.P, Islam R. “Social media marketing: Comparative effect of advertisement sources”, J. Retail. Consum. Serv, 2017; 46(2): 58-69.
7- Arndt J. “Role of Product-Related Conversations in the Diffusion of a New Product”, Journal of Marketing Research, 1967; 4(2): 291-295.
8- Petrescu M, Korgaonkar P. “Viral Advertising: Definitional Review and Synthesis”, Journal of Internet Commerce, 2011; 10(3), 208-226.
9- Porter L, Golan G.J. “From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising”, Journal of Interactive Advertising, 2006; 6(2): 26-33.
10- Helm S. “Viral Marketing Establishing Customer Relationships by 'Word-of-Mouse'”, Electronic Markets, 2000; 10(2): 158-161.
11- Welker C.B. “Paradigm of Viral Communication”, Journal of Information Services and Use, 2002; 22(1): 3-8.
12- Madhoshi M, Rezaee S. “Evaluating the Effectiveness of Viral Advertising Using Experimental Design”, Journal of Business Management, 2013; 5(3): 125-144. [In Persian]
13- Mochalova A, Nanopoulos A. “A Targeted Approach to Viral Marketing”, Electronic Commerce Research and Applications, 2014; 13(4): 283-294.
14- Tavasoli A, Shakeri H, Ardjmand E, Youngll W.A. “Incentive Rate Determination in Viral Marketing”, European Journal of Operational Research, 2021; 289(3): 1169-1187.
15- Hinz O, Skiera B, Barrot C, Becker JU. “Seeding Strategies for Viral Marketing: An Empirical Comparison”, Journal of Marketing, 2011; 75(6): 55-71.
16- Zhu Z. “Discovering the influential users oriented to viral marketing based on online social networks”, Physica A: Statistical Mechanics and its Applications, 2013; 392(16): 3459-3469.
17- Shirkhodaie M, Rezaee S. “Identification of Advertisement Message Delivery Motivations in Virus Marketing (Case Study: University of Mazandaran)”, Commercial Strategies, 2020; 11(3): 83-92. [In Persian]
18- Huang J, Su S, Zhou L, Liu Xi. “Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising”, Journal of Interactive Marketing, 2013, 27(1): 36-46.
19- Adelsarbanlar N, Khoshtinat B. “Critical factors and advantage factors influencing the implementation of viral marketing by considering the mediating role of Islamic marketing; a conceptual approach”, Procedia Economics and Finance 2016; 36(1): 433-440.
20- Zakeri Hamane R, Azam Azade M, GHaziNejad M, Bastani S. “Qualitative Study of Users’ Sense of Online Security in Social Networks”, New Media Studies, 2020; 6(21): 141-178. [In Persian].
21- Ahmadnejad Masti A, heidarzadeh hanzaee K, lotfizadeh, F. “The Impact of Social Media Advertising Features on Costumer Purchase Intention”, Jounal of Marketing Management 2022; 17(55): 1-15. [In Persian].
22- Kalantari A, Ghanbari Baghestan A. “Conceptual Transformation in the Area of “social media”: A Scientometrics Meta-Analysis”, New Media Studies, 2020; 6(21): 85-112. [In Persian]
23- Golan G.J, Zaidner L. “Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel”, Journal of Computer-Mediated Communication, 2008; 13(4): 959-972.
24- Nikolinakou A, King K.W. “Viral Video Ads: Examining Motivation Triggers to Sharing”, Journal of Psychology & Marketing, 2018; 35(10): 715-726.