| تعداد نشریات | 63 |
| تعداد شمارهها | 2,262 |
| تعداد مقالات | 18,633 |
| تعداد مشاهده مقاله | 57,754,419 |
| تعداد دریافت فایل اصل مقاله | 29,571,602 |
Identifying the Antecedents and Consequences of Digital Content Marketing in Online Insurance Companies | ||
| International Journal of Digital Content Management | ||
| مقاله 10، دوره 6، شماره 10، فروردین 2025، صفحه 220-250 اصل مقاله (1.19 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2024.76048.1217 | ||
| نویسندگان | ||
| Seyed Mehdi Vahabi1؛ Azam Rahiminik* 2؛ Seyed Abbas Heydari3 | ||
| 1Ph.D. Candidat in Business Management, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
| 2Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
| 3Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
| چکیده | ||
| Purpose: The aim of the research was to identify the antecedents and consequences of digital content marketing in online insurance companies. Method: The present study has been conducted by adopting a mixed approach (qualitative and quantitative) and in an exploratory manner. In the qualitative part, thematic analysis technique has been used in the MAXQDA2020 software. The community of the qualitative department was the managers and experts of the sales and marketing department of the insurance industry (electronic and digitalized department). Based on targeted sampling, 10 people were considered as samples. Qualitative data was collected using semi-structured interviews. For the validity of the findings, Cohen's kappa index was 0.837, which is confirmed. Structural equation method is used in a small part. In the quantitative part of the research, the statistical population consisted of experts and managers of marketing units and assistants in the country's insurance industry in Tehran. Using Cochran's formula (for unlimited population), a sample of 384 people was extracted. Based on the codes of the qualitative part, a researcher-made questionnaire was formed. The data collected from the questionnaire were analyzed in AMOS 24 software. Findings: The results show that the antecedents of digital content marketing include the fundamental requirements of digital content marketing, requirements before the production of digital content, managerial/organizational requirements, and perceptual-cognitive antecedents of the audience and identified consequences including marketing consequences, financial consequences, and brand-related consequences, the favorable consequences for the customer and the engagement of the audience with the content in the digital content marketing model. Conclusion: This study has designed and explained the digital content marketing model. In recent years, electronic businesses have been growing rapidly and have gradually taken a relatively favorable share of the industrial enterprises of the country and play an undeniable role in the growth of the country's economy. One of the important parts of digital marketing is the production and creation of valuable content. Another expression, the combination of content and technology refers to the production of digital content. Content marketing is actually a method in which the organization continuously creates and publishes valuable content in order to attract and reach the audience, and its purpose is to transform the customer's behavior into a profitable behavior for the organization. | ||
| کلیدواژهها | ||
| Digital Content Marketing؛ Digital Content Marketing Effectiveness؛ Online Insurance Companies | ||
| مراجع | ||
|
Ajina, A. S. (2019). The role of content marketing in enhancing customer loyalty: An empirical study on private hospitals in Saudi Arabia. Marketing, 15(3), 71-84. http://dx.doi.org/10.21511/im.15(3).2019.06
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
Aziz, N.S., Noor, N., Faisal, N. & Sharidi, N.S. (2021). The best online shopping website using fuzzy TOPSIS approach. Journal of Mathematics & Computing Science 7 (2): 141–149.
Balio, S. & Casais, B. (2021). A content marketing framework to analyze customer engagement on social media. In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. IGI Global. 320-336.
Bu, Y., Parkinson, J., & Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal (AMJ). IN PRESS. https://doi.org/10.1016/j.ausmj.2020.01.001
Cham, TH., Cheah, JH., Memon, M.A. et al. (2022). Digitalization and its impact on contemporary marketing strategies and practices. J Market Anal 10, 103–105.
da Silva Wegner, R., da Silva, D.J.C., da Veiga, C.P. et al. (2023). Performance analysis of social media platforms: evidence of digital marketing. J Market Anal.https://doi.org/10.1057/s41270-023-00211-z
Damir, B., & Hasnaa, G. (2020). Content marketing and website users engagement: The impact of relevant content on the web on user engagement behaviors. Periodicals of Engineering and Natural Sciences (PEN), 8(3), 1860-1872. http://dx.doi.org/ 10.21533/ pen.v8i3.1642
Daries, N., Cristobal-Fransi, E., & Ferrer-Rosell, B. (2020). Implementation of website marketing strategies in sports tourism: analysis of the online presence and e-commerce of golf courses. J. Theor. Appl. Electron. Commer. Res. 16(3), 542–561. https://doi.org/10.3390/jtaer16030033
Ezat, M., & Razi, A. (2018). Exploring the Usage of Digital Content Marketing in Hotels and Travel Agencies in Egypt. Journal of the Faculty of Tourism and Hotels, 15(15), 56-72. https://doi.org/10.21608/thalexu.2018.51467
Febrian, A., Bangsawan, S., Mahrinasari, M., & Ahadiat, A. (2021). Digital content marketing strategy in increasing customer engagement in covid-19 situation. International Journal of Pharmaceutical Research, 13(1). http://dx.doi.org/10.31838/ijpr/2021.13.01.684
Halim, A., & Wadie, E. (2021). The Relationship between Emotional Intelligence and Marketing Effectiveness and its Impact on Market Spread (Loyalty, Product Positioning and Mental Image) For Multi-National Companies. Arab Journal of Administration, 345-368. https://dx.doi.org/10.21608/aja.2021.29926
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41. https://doi.org/10.1016/j.intmar.2018.07.003
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 11(6), 121-144. https://doi.org/10.1108/JRIM-02-2014-0013
Homburg, C., & Wielgos, D.M. (2022). The value relevance of digital marketing capabilities to firm performance. J. of the Acad. Mark. Sci. 50, 666–688. DOI: 10.1007/s11747-022-00858-7
Hsieh, S. H., & Chang, A. (2016). The psychological mechanism of brand co-creation engagement. Journal of Interactive Marketing, 33, 13-26. https://doi.org/10.1016/j.intmar.2015.10.001
Jefferson, S., & Tanton, S. (2015). Valuable content marketing: how to make quality content your key to success. Kogan page publishers.
Kose, U., & Sert, S. (2016). Intelligent Content Marketing with Artificial Intelligence. In International Conference of Scientific Cooperation for Future in the Social Sciences, 837-841.
Li, Z., & Suping, W. (2022). From Traffic “Enclosure” to Cash Realization: Market Patterns and Investment Insights of China’s Digital Content Industry in 2020–2021. Pub Res Q 38, 326–348. https://doi.org/10.1007/s12109-022-09878-1
Liu, K., & Xian, H. (2023). Research on the Evaluation of Tourism Digital Content Marketing Based on PCA-AHP. In: Hassanien, A.E., Zheng, D., Zhao, Z., Fan, Z. (eds) Business Intelligence and Information Technology Smart Innovation, Systems and Technologies. Springer, Singapore. 358. https://doi.org/10.1007/978-981-99-3416-4_6
Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of t echnology acceptance model. Journal of Consumer Behaviour, 20(1), 61-75. https://doi.org/10.1002/cb.1854
Müller, J., & Christandl, F. (2019). Content is king–But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46-55. https://doi.org/10.1016/j.chb.2019.02.006
Pascucci, F., Savelli, E. & Gistri, G. (2023). How digital technologies reshape marketing: evidence from a qualitative investigation. Ital. J. Mark. 27–58. https://doi.org/10.1007/s43039-023-00063-6
Plangger, K., Grewal, D., de Ruyter, K. et al. (2022). The future of digital technologies in marketing: A conceptual framework and an overview. J. of the Acad. Mark. Sci. 50, 1125–1134. https://doi.org/10.1007/s11747-022-00906-2
Pulizzi, J. (2013). Epic content marketing. McGraw-Hill Publishing.
Repovienė, R., & Pažėraitė, A. (2018). Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’case. Research for Rural Development, 2, 271-278. http://dx.doi.org/10.22616/rrd.24.2018.083
Schreiner, M., Fischer, T., & Riedl, R. (2019). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 1-17. https://doi.org/10.1007/s10660-019-09353-8
Sun, X. (2023). Strategy analysis for a digital content platform considering perishability. Ann Oper Res 320, 415–439. https://doi.org/10.1007/s10479-022-04967-y
Taiminen, K., & Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing: The role of brand’s helpfulness. European Journal of Marketing. 53 (9), 1759-1781. https://doi.org/10.1108/EJM-10-2017-0794
Wang, W. L., Malthouse, E. C., Calder, B., & Uzunoglu, E. (2019). B2B content marketing for professional services: In-person versus digital contacts. Industrial marketing management, 81, 160-168. https://doi.org/10.1016/j.indmarman.2017.11.006
Wizi, F. S. (2021). The Impact Of Brand Awareness, Content Marketing, & Customer Engagement On Female Gen Z’s Purchase Intentions On Instagram (Study Case: Thenblank) (Doctoral dissertation, Universitas Andalas). http://scholar.unand.ac.id/id/eprint/76491 | ||
|
آمار تعداد مشاهده مقاله: 537 تعداد دریافت فایل اصل مقاله: 385 |
||