| تعداد نشریات | 62 |
| تعداد شمارهها | 2,323 |
| تعداد مقالات | 19,157 |
| تعداد مشاهده مقاله | 61,575,696 |
| تعداد دریافت فایل اصل مقاله | 31,228,856 |
Interpretive Structural Modeling of Social Network Marketing Based on Gaining a Competitive Advantage of Startup Travel Service Companies | ||
| Journal of Digital Content Management | ||
| مقاله 5، دوره 5، شماره 9، 2024، صفحه 88-109 اصل مقاله (1 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2023.69254.1138 | ||
| نویسندگان | ||
| Mohammad Nazari Hosseinabad1؛ Mohammad haghighi* 2؛ Kambiz Shahroodi3 | ||
| 1Ph.D. Candidate in Marketing, Business Management Department, Rasht branch, Islamic Azad University, Rasht, Iran | ||
| 2Faculty Member of the Business Management Department, Tehran University, Tehran, Iran | ||
| 3Department of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran | ||
| چکیده | ||
| Purpose: This research aims to identify the factors affecting social network marketing based on gaining a competitive advantage and designing a model related to the communication between them. Method: This research is applied in its purpose, and conducted using a mixed approach (qualitative and quantitative). In the qualitative phase, first by reviewing the literature in the field of social network marketing and using the meta-combination method, the factors affecting it were identified and divided into three categories. subsequently, the relationships between these factors were determined and analytically analyzed using the interpretative structural modeling approach. In the modeling section, a questionnaire was distributed among experts selected through snowball sampling. Findings: The results of this research led to the classification of factors affecting social network marketing based on gaining competitive advantage and designing a model of these factors. In this model, the categories of organizational and structural resources (responsiveness to customers, service quality), marketing (attracting more customers, efficiency), and competitive advantage based on social media (branding, profitability), indicate the factors and the way of communication and interaction of these factors. Conclusion: Finally, the interpretation of the model, analysis of its levels, and the relationships among dimensions were discussed and solutions were provided in this regard. | ||
| کلیدواژهها | ||
| Competitive Advantage؛ Interpretive Structural Modeling؛ Social Network Marketing؛ Travel Service Startups | ||
| مراجع | ||
|
Assaad, W. & Gómez, J. M. (2011). Social Network in marketing (Social Media Marketing) Opportunities and Risks. International Journal of Managing Public Sector Information and Communication Technologies (IJMPICT), 2 (1), 13-22.
Babbie, E. & Benaquisto, L. (2009). Fundamentals of Social Research (2nd ed.) Toronto, ON:Nelson.
Bernhardt, J., M., Mays, D., & Hall, A. K. (2012). Social marketing at the right place and right time with new media. Journal of Socia Marketing, 2 (2), 130-137.
Barefoot, D. & Szabo, J. (2010). Friends with benefits. A Social Media Marketing Handbook. San Fransisco: William Pollock Bird, D. ed. 2007. Common sense direct & digital marketing. 5th edition. London: Kogan.
Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing. Strategy, Implementation and Practice. 5th edition. Essex: Pearson.
Blanchard, O. (2011). Social media ROI. Indianapolis, IN: QUE
Broughton, A., Higgins, T., Hicks, B. & Cox, A. (2009). Workplaces and Social Networking the Implications for Employment Relations. The Institute for Employment Studies.Research Paper 11/11.
Chaffey, D. & Smith, PR. (2008). Emarketing Excellence. Planning and optimizing your digital marketing. 3rd edition. Oxford: Butterworth-Heinemann.
Chaffey, D. & Smith, PR. (2013). Emarketing Excellence. Planning and optimizing your digital marketing. 4th edition. Oxon: Routledge
Charlesworth, A.(2014). Digital marketing: A practical approach. 2nd edition. New York: Routledge.
Chiteli, N. (2013). Agent Banking Operations as a Competitive Strategy of Commercial Banks in Kisumu City. International Journal of Business and Social Science, 4 (13), 306-324
Cooper, C. & Schindler, P. (2008). Business research methods (10 ed.). Boston: McGrawHill.
Creamer, M. (2011). Your followers are no measure of your influence. Advertising Age, 82(1), 1-22.
Currivan, D. (2004). Sampling frame. In M. Lewis-Beck, A. Bryman, & T. Liao (Eds.), Encyclopedia of social science research methodsThousand Oaks, CA: SAGE Publications
Cvijikj, I. P., Spiegler, E. D., & Michahelles, F. (2013). Evaluation framework for social media brand presence. Social Network Analysis and Mining, 3 (4), 1325-1349.
Donelly, R., Harrison, G., & Megicks, P. (2009). CIM Coursebook: The Marketing Planning Process. Oxford: Butterworth-Heinemann
Dumeresque, D. (2013). The corporate digital footprint: exactly who owns and controls it? The emergence of the digital director. Strategic Direction Journal, 29 (7), 34-36.
Edelman, D.C. (2010). Branding in the digital age: you ‘re spending your money in all the wrong places. Harvard Business Review, 62-9.
Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The History of Social Media and its Impact on Business. The Journal of Applied Management and Entrepreneurship, 16, (3).
Ekhlassi, A., Maghsoodi, V., & Mehrmanesh, S. (2012). Determining the Integrated Marketing Communication: Tools for Different Stages of Customer Relationship in Digital Era. International Journal of Information and Electronics Engineering, 2(5), 761-765.
Evers, C. W., Albury, K., Byron, P., & Crawford, K. (2013). Young People, Social Media, Social Network Sites and Sexual Health Communication in Australia: ―This is Funny, You Should Watch It‖ International Journal of Communication, 7zZffr (2013), 263–280.
Foux, G. (2006). Consumer-generated media: Get your customers involved. Brand Strategy, 38—39.
Garson, D. (2012). Sampling. Raleigh, NC: Statistical Associates Publishing.
Ghauri, P. & Gronhaug, K.(2010). Research methods in Business studies. 4th edition.Pearson: Essex
Griffiths, J., Elson, B., & Amos, D. (2001). A customer-supplier interaction model to improve customer focus in turbulent markets. Managing Service Quality, 11(1), 57 –67.
Gronroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business & Industrial Marketing, 24 (5/6) 351–359.
Harwell, M. R. (2011). Research design: Qualitative, quantitative, and mixed methods. In C.Conrad, C. & Serlin, R. C. (Eds.), The Sage handbook for research in education:Pursuing ideas as the keystone of exemplary inquiry (Second Edition). Thousand Oaks, CA: Sage.edition. Tammi: Juholin, E., ed. (2013). Communicare! Kasva viestinnän ammattilaiseksi. 6th edition.Kopijyvä: Portus
Huang, Y. M. R., & Shenkar, O. (2011). Social networks and opportunity recognition: a cultural comparison between Taiwan and the United States. Strategic Management Journal, 32 (11), 1183-205.
Júslen, J. (2009). Netti mullistaa markkinoinnin. Hyödynnä uudet mahdollisuudet. Hämeenlinna: Talentum
Kahraman, C., Kaya., I., & Cevikcan, E. (2011). Intelligence decision systems in enterprise information management. Journal of Enterprise Information Management, 24 (4), 360-379.
Kaplan, A. M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53-68.
Katua, N. T., Mukulu. E., & Gachunga, H. G. (2014). Effect of Employee Resourcing Strategies on the Performance of Commercial Banks in Kenya. International Journal of Education and Research, 2 (1), 1-20.
Kaushik, R. (2012). Impact of Social Media on Marketing. International Journal of Computational Engineering & Management, 15 (2), 91-95.
Khan, M. T. & Maqsood, F. (2011). Incorporating Social Media into Integrated Marketing Communications of an organization: The Case of Warid Telecom, Pakistan. Master Degree Project in Business Administration, University of Skövde.
Lam, A. Y. C., Cheung, R. & Lau, M. M. (2013). The Influence of Internet-Based Customer Relationship Management on Customer Loyalty. Contemporary Management Research, 9(4), 419-440.
Li, C. & Bernoff, J. (2008). Marketing in the Groundswell, 1st edition. Cambridge: MA Harvard Business Review Press.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E. & Zhang, M. (2013). Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House. Journal of Interactive Marketing, 27, 270–280.
Mangold W. G., Faulds D.J. (2009). Social Media: The New Hybrid Element of Promotion Mix., Indiana University
McConnell, B. & Huba, J. (2007). Citizen Marketers: When People are the Message. Chicago: IL: Kaplan Publishers.
Micek, D. (2008). Twitter revolution: how social media and mobile marketing is changing the way we do business & market online. New York: Xeno Press.
Michieka, F. A. & Ogollah, K. (2013). Role of organizational design on the performance of commercial banks: A case of National Bank of Kenya. International Journal of Social Sciences and Entrepreneurship, 1 (7), 477-489.
Mitic, M. & Kapoulas, A. (2012). Understanding the role of social media in bank marketing. Marketing Intelligence & Planning, 30 (7), 668-686.
Nah, S., & Saxton, G. D. (2013). Modeling the adoption and use of social media by nonprofit organizations. New Media & Society, 15, 294-313.
Ogutu, M. & Samuel, C. (2011). Strategies adopted by multinational corporations to cope with Competition in Kenya. AIBUMA Conference, July 12-13, 2012, Kenyatta International Conference Centre (KICC) Nairobi, Kenya.
Pallant, J. (2007). SPSS Survival Manual: A Step by Step Guide to Data Analysis using SPSS for Windows (3rd edition). New York. Open University Press.
Persaud, A. & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30 (4), 418-443.
Pradiptarini C. (2011). Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market. UW-L Journal of Undergraduate Research XIV.
Reitz, A. (2012). Social Media ‘s Function in Organizations: A Functional Analysis Approach. Global Media Journal -- Canadian Edition, 5 (2),41-56.
Salaria, N. (2012). The meaning of the term- Descriptive Survey Research Methods. International Journal of Transformations in Business Management, 1 (6).
Schroeder, H. (2013). The art of business relationships through social media. Ivey Business Journal. Retrieved on 18/08/2014 from http://:iveybusinessjournal.
Schultz, B. & Sheffer, M. L. (2012). Name Brand: The Rise of the Independent Reporter through Social Media. Online Journal of Communication and Media Technologies, 2 (3), 93-112.
Selwyn, N. (2007). Screw Blackboard…do it on Facebook: An investigation of students’ educational use of Facebook. Paper presented to the Poke 1.0—Facebook Social Research Symposium, London, England.
Sexsmith, J. & Angel, R. (2011). Social networking: the corporate value proposition. Ivey Business Journal, May/June, ISSN 1481-8248.
Smith, K. T. (2012). Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), 86–92.
Sweden. Kothari, C. (2007). Research Methodology: Methods and Techniques. New Delhi, India: New age international.
Turri, A. M., Smith, K. H., & Kemp, E. (2013). Developing Affective Brand Commitment through Social Media. Journal of Electronic Commerce Research, 14 (3), 201-214.
Tussyadiah, I., & Zach, F. (2013). Social Media Strategy and Capacityfor Consumer CoCreation among Destination Marketing Organizations. In Cantoni, L., Xiang, Z. (Eds.), Information and Communication Technologies in Tourism 2013. Berlin -Heidelberg: Springer-Verlag.
Vaynerchuk, G. (2011). The thank you marketing. New York, NY:HarperCollins.
Westley, F., & Antadze, N. (2012). Strategies for Scaling Social Innovation for Greater Impact. The Innovation Journal: The Public Sector Innovation Journal, 15(2), article 2.
Wood, M. B. (2014). The Marketing Plan. A Handbook. 5th edition. Essex: Pearson.
Wright, D. K., & Hinson, M. D. (2012). Examining how social and emerging media have been used in public relations between 2006 and2012:A longitudinal analysis. Public Relations Journal, 6(4), 1-42. | ||
|
آمار تعداد مشاهده مقاله: 687 تعداد دریافت فایل اصل مقاله: 649 |
||