| تعداد نشریات | 63 |
| تعداد شمارهها | 2,262 |
| تعداد مقالات | 18,633 |
| تعداد مشاهده مقاله | 57,765,206 |
| تعداد دریافت فایل اصل مقاله | 29,578,834 |
Understanding the Cross Media Electronic Marketing Process | ||
| International Journal of Digital Content Management | ||
| مقاله 8، دوره 5، شماره 9، مهر 2024، صفحه 163-183 اصل مقاله (1.04 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2023.71151.1170 | ||
| نویسندگان | ||
| Zohreh Arastehfard1؛ Mohammad Aidi* 2؛ Kambiz Hamidi3؛ Ali Asghari Sarem4 | ||
| 1Ph.D. Candidate, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran | ||
| 2Assistant Professor, Department of Business Administration, Faculty of Human Sciences,Ilam University, Ilam | ||
| 3Assistant Professor, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran | ||
| 4Assistant Professor, Department of Management, Faculty of Management & Accounting, Bu-Ali Sina University, Hamedan, Iran | ||
| چکیده | ||
| Purpose: The purpose of the research was to understand the cross media electronic marketing process. In fact, with the emergence of virtual organizations, social network media marketing has become a basic need for the possibility of movement and continued development Method: this research conducted using Grounded theory analysis. Snowball or targeted sampling is utilized to gather the required data. The qualitative part of this study was conducted based on the viewpoints of 24 university professors, marketing activists, experts, elites, managers, and employees of insurance companies. Collected interviews were analyzed in MAXQDA software. To achieve this goal, the collected interviews are evaluated using different coding methods as the main process. The interviews were entered into the MAXQDA software. Coding in data theory methodology is a process of conceptual abstraction by assigning general concepts (codes) to individual occurrences in the data. Findings: Based on the analysis, 104 primary codes, 18 core categories have been identified in 6 categories of the foundation's data. With the emergence of electronic commerce, organizations are changing their business. The proposed model shows that the digital era has changed the expectations of customers from communication with brands. Before social networks, mass media communication channels such as television and radio to brand managers. It allowed them to communicate with consumers Conclusion: In the present research, based on the participants' viewpoints, the categories of management factors challenge, financial potential, communication potential, customer characteristics and welfare and comfort, finally, marketing techniques have been identified and it has been related to another broader category called causal conditions. Information technology and targeted marketing were identified as background conditions. Environmental factors and psychological factors of the clients were identified as intervening conditions. Research strategies include business improvement, knowledge and education, and finally innovation and creativity. Outcomes include customer loyalty, sustainability in customer relationships with the product and social media, beneficial word-of-mouth and viral advertising, customer satisfaction, and purchase intent. | ||
| کلیدواژهها | ||
| E-marketing؛ Cross media؛ Insurance industry؛ Omnichannel | ||
| مراجع | ||
|
Abdoli, M. Khaja Nobar, h. Rostamzadeh, R. and Khabani, F. (2021). The effectiveness of the social media marketing model with a combined approach (case study: experts and policy makers of Tehran's milk industry). Iranian Journal of Social Development Studies, 48: 285-299. [in Persian]
Agrawal, S., Khandelwal, U., & Bajpai, N. (2020). Anthropomorphism in advertising: the effect of media on audience attitude. Journal of Marketing Communications, 1–17.
Bharadwaj, N., Ballings, M., & Naik, P. A. (2020). Cross-Media Consumption: Insights from Super Bowl Advertising. Journal of Interactive Marketing, 50, 17–31
Bijmolt, T. Broekhuis, M. Leeuw, S. Hirche, C. (2022). Challenges at the marketing–operations interface in omni-channel retail environments. Journal of Business Research, 122: 864-874.
Dethlefs, C. Ostermeier, M. Hubner, A. (2022). Rapid fulfillment of online orders in omnichannel grocery retailing. EURO Journal on Transportation and Logistics, 11: 10-26.
Devaux, R. Bomsel, O. (2021). Cross-media externalities in advertising markets. CERNA colleagues, 1-27.
Du, R. Y., Xu, L., & Wilbur, K. C. (2019). Immediate responses of online brand search and price search to tv ads. Journal of Marketing, 83(4), 81–100.
Fehandjasadi, M. (2022). Factors influencing the selection of the type of marketing strategy for food industry products with a focus on new products. Interdisciplinary Studies in Management and Engineering, 5: 1-10. [in Persian]
Gao L, Melero I, Sese FJ (2020) Multichannel integration along the customer journey: a systematic review and research agenda. Serv Ind J, 40:1087–1118
Garcia, J. Martio, F. Barriopedro, M. (2021). Omnichannel Management in B2B. Complexity-based model. Empirical evidence from a panel of experts based on Fuzzy Cognitive Maps. Industrial Marketing Management, 95: 99-113.
Herrero-Crespo A, Viejo-Fernández N, Collado-Agudo J, Sanzo Pérez MJ (2022) Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour. JFMM, 26:401–419
Hosseinzadeh, A., Esmaili, H., Soltani, R. (2020). Providing a system dynamics model to investigate time, cost and customer satisfaction in omni-channel distribution channels (with a case study. Iranian Journal of Management Studies, 14: 291-310. [in Persian]
Jaengprajak, W. Chaipoopiratana, S. (2022). Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: a mixed methods approach. ABAC Journal, 42: 1-26.
Jo W, Kim J, Choi J (2021) Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry. APJML 33:250–274
Kalyanam K, Lenk P, Rhee E (2017) Basket composition and choice among direct channels: a latent state model of shopping costs. J Interact Mark 39:69–88
Khazari, M. Nazri, F. Najafi, H. (2021). The effect of social media marketing and customer perceived value on customer satisfaction with the mediating role of brand image and advertising expenditures. Maritime Studies, 1: 4-23. [in Persian]
Kim J, Song H, Choi J, Kim Y, Hong J (2021) Channel stickiness in the shopping journey for electronics: evidence from China and South Korea. J Bus Res 130:506–516
Kusuda, Y. (2022). Information effect of buy-online-and-pick-up-in-store in omnichannel retailing with store replenishment. Electronic Commerce Research and Applications, 52: 10-20.
Lazaris, C. Vrechopoulos, A. Sarantopoulos, P. (2022). Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention. Journal of Retailing and Consumer Services, 64: 10-24.
Liu, L. Feng, L. Xu, B. Deng, W. (2020). Operation strategies for an omni-channel supply chain: Who is better off taking on the online channel and offline service? Electronic Commerce Research and Applications, 39: 1-16.
Parsai, Z., Eslami, Q. and Rahim Nia, F. (2019). Investigating the effect of omnichannel integration quality on customer loyalty through customer involvement. 5th International Conference on Industrial Management, 1-7. [in Persian]
Paul J, Lim WM, O’Cass A, Hao AW, Bresciani S (2021) Scientifc procedures and rationales for systematic literature reviews (SPAR-4-SLR). Int J Consum Stud 45: O1–O16
Rahman, S. Carlson, J. Gudergan, P. Wetzles, M. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 3: 1-22.
Rezaei, M. and Sanyaei, A. (2021). Designing an omnichannel marketing model for the formation of customers' behavioral intentions, with the role of mediating the perceptual dimensions of brand equity; Case study: Bank of Agriculture (Headquarters and West Branches of Tehran). Master's thesis, Isfahan University. [in Persian]
Rezvani, M., Sadat Asadi, N., & Rezaee, M. (2022). Designing Diversified Sales Strategy by Using Database Marketing (Case Study: Insurance Company Active in Free Trade Zones), Consumer Behavior Studies Journal, 8 (4), 21-45. (in Persian)
Roth, M.S. & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country studyof brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33 (1), 27-41
Sebald AK, Jacob F (2020). What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations. Eur Manag J, 38:319–334
Shankar, V. Kushwaha, T. (2021). Omnichannel marketing: Are cross-channel effects symmetric? International Journal of Research in Marketing, 38: 290-310.
Sridhar, K., Kumar, A. & Bezawada, R. Investigating cross-media effects in a multichannel marketing environment: the role of email, catalog, television, and radio. Mark Lett 33, 189–201 (2022). https://doi.org/10.1007/s11002-021-09592-6
Tagashira, T. (2022). Information effects of warehouse automation on sales in omnichannel retailing. Journal of Retailing and Consumer Services, 66: 10-18.
Trenz M, Veit DJ, Tan C-W (2020) Disentangling the impact of omnichannel integration on consumer behavior in integrated sales channels. MIS Q (MIS Quarterly), 44:1207–1258
Wajid, S. Millia, J. (2022). A Qualitative Study on Innovation and Dimensional Aspects of the Omnichannel Retail Business Model. International Journal of E-Business Research, 18: 1-20.
Wolf, L. Fischer, M. (2022). Factors of customers’ channel choice in an omnichannel environment: a systematic literature review. Management Review Quarterly, 3: 1-52.
Zantedeschi, D., Feit, E. M., & Bradlow, E. T. (2017). Measuring multichannel advertising response. Management Science, 63(8), 2706–2728
Zimmermann, R. Weitzl, W. Auinger, A. (2022). Identifying Sales-Influencing Touchpoints along the Omnichannel Customer Journey. International Conference on Project MANagement / HCist - International Conference on Health and Social Care Information Systems and Technologies 2021, 196: 52-60. | ||
|
آمار تعداد مشاهده مقاله: 551 تعداد دریافت فایل اصل مقاله: 363 |
||