نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 دانشجوی دکتری بازاریابی دانشگاه اصفهان
2 هیات علمی گروه مدیریت دانشگاه اصفهان
3 دانشیار گروه مدیریت دانشکده علوم اداری و اقتصاد دانشگاه اصفهان
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of the research was to to develop the online word-of-mouth marketing model with a focus on social networks in Al-Jood Company in Iraq for the production of disinfectants and cleaners. The research adopted mixed approach for colletcing data. In the qualitative phase, the target statistical population of the research, were the managers and experts of Al-Jood Company in Iraq. The sample size of the qualitative study is 10 people, which was obtained by theoretical saturation. Data were collected by interview method and data were analyzed by thematic analysis method. Then, exploratory and confirmatory analysis was done to validate the obtained model. In quantitave phase,the statistical population ware the customers of disinfectants and cleaners products in Iraq, which was considered unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way. Data collection was done with a questionnaire. The analysis of measurement model and structural model was done.Based on the results, the dimensions of electronic word-of-mouth marketing, including message factors, message sender factors, and company factors, customer involvement, customer attitude, quality of customer communication, and behavioral intentions of online word-of-mouth marketing suffixes were identified. The results of the quantitative part, with the confirmation of the qualitative findings, indicate the significant impact of electronic word-of-mouth marketing on customer engagement, attitude and quality of customer communication. Reaching online markets requires using the advertising potential of social networks and applying word-of-mouth marketing.
کلیدواژهها [English]
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