نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 گروه مدیریت بازرگانی / دانشکده مدیریت / دانشگاه آزاد اسلامی / واحد تهران شمال / تهران / ایران
2 عضو هیات علمی موسسه آموزش عالی غزالی،قزوین،ایران.
3 عضو هیئت علمی مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران
4 گروه مدیریت بازرگانی٬ دانشکده مدیریت٬ دانشگاه آزاد اسلامی واحد تهران شمال٬ تهاران٬ ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [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]
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