ارائه مدل برانگیختگی مصرف‌کننده در بازاریابی دیجیتال

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 دانشجو دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.

2 استادیار، گروه مدیریت بازرگانی، موسسه آموزش عالی غزالی، قزوین، ایران. )استاد مدعو واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.

3 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.

4 استادیار، گروه مدیریت منابع انسانی، دانشکده مدیریت، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.

10.22034/cbsj.2024.63065

چکیده

انگیزه‌های مختلفی وجود دارند که مصرف‌کنندگان را به سمت خرید آنلاین سوق می‌دهد هدف از پژوهش حاضر شناسایی و بررسی عوامل تأثیرگذار بر برانگیختگی مصرف‌کنندگان در دیجیتال مارکتینگ و ارائه‌ی الگویی جامع و کاربردی برای برانگیختگی مصرف‌کنندگان در دیجیتال مارکتینگ است.
روش پژوهش حاضر کیفی و از نوع نظریه زمینه‌ای است. روش مصاحبه عمیق و داده‌های ثانویه به کار گرفته شده‌است. نتایج حاصل از تحلیل داده‌ها در 16 بعد اصلی هستند که توسط نرم افزار Maxqda تجزیه و تحلیل شده اند و در نهایت با استخراج روابط بین آنها، مدلی جامع و بومی‌سازی شده جهت دستیابی به شناختی درست از رفتار مشتریان ارائه شده است.
یافته‌ها: یافته های پژوهش نشان می دهد که طراحی مدل برانگیختگی مصرف کننده در بازاریابی دیجیتال و اجرایی کردن آن در کسب و کار ها می تواند به افزایش نرخ فروش و رشد و ارتقا آنها در فضای رقابتی امروز کمک شایانی نماید .
نتیجه‌گیری: مدل بر انگیختگی مصرف کننده در بازاریابی دیجیتال نشان میدهد که توجه به نیاز ها تمامی افراد اعم از نیاز ها لذت جویانه مثل سرگرمی ، تعامل و ارتباطات ، زیبایی و به روز بودن و همچنین نیاز ها سود جویانه به عنوان مثال مقایسه قیمتی ، مقایسه محصولی ، کسب دانش ، با در نظر گرفتن عوامل زمینه ای چون اثر اینفلونسر مارکتر ها و توجه در تدوین استراتژی ها کسب و کار چون استراتژی ها ترویج ، میتواند راهی باشد جهت دست یابی به مشتریان وفادار و تبلیغ کنندگان بی هزینه برای کسب و کار ما .

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Presenting a Consumer Arousal Model in Digital Marketing

نویسندگان [English]

  • shabnam malekian 1
  • Hormoz Mehrani 2
  • Hamid Reza saeednia 3
  • Zahra Alipour Darvishi 4
1 PH.D. Candidate, Department of Business Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Prof, Department of Business Management, Ghazali Higher Educational Institution, Ghazvin, Iran. (Adjunct Professor of North Tehran Branch, Islamic Azad University, tehran, Iran.)
3 Associate Prof, Department of Business Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
4 Assistant Prof, Department of Human Resources Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

The advent of the Internet as an important gateway to drive sales has led scientists to search for the underlying motivations for e-commerce. The purpose of this study is to identify and investigate the factors affecting consumer motives in digital marketing and provide a comprehensive and practical model for consumer inspiration in digital marketing.
The method of the present research is qualitative and of the grounded theory type. In order to gain an understanding of the most important components and the connections between them, in-depth interview methods and secondary data have been used. The results of data analysis are in 16 main dimensions that have been analyzed by Maxqda software and ultimately, by extracting relations among them, a comprehensive and localized model has been presented to achieve a correct understanding of customers' perception and behavior.
Results: Findings show that designing a model of consumer motivation in digital marketing and implementing it in businesses can help increase sales rates and their growth and promotion in today's competitive environment.
Conclusion: The model of consumer motivation in digital marketing shows that paying attention to the needs of all people, including hedonistic needs such as entertainment, interaction and communication, beauty and up-to-datenessas well as profitable needs, for example, price comparison, product comparison, knowledge acquisition, by considering the underlying factors such as the effect of influencer marketers and attentiveness in developing business strategies such as promotion strategies, can be a way to reach loyal customers and free advertisers for our business

کلیدواژه‌ها [English]

  • digital
  • marketing
  • arousal

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مطالعات رفتار مصرف‌کننده
دوره 11، شماره 1 - شماره پیاپی 1
اردیبهشت 1403
صفحه 114-136

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