پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 61 |
| تعداد شمارهها | 2,227 |
| تعداد مقالات | 18,262 |
| تعداد مشاهده مقاله | 56,055,563 |
| تعداد دریافت فایل اصل مقاله | 29,051,728 |
Designing the Process Model of Content Marketing with the Approach of Strengthening the Customers' Purchase Intention in the Keshavarzi Bank Services | ||
| International Journal of Digital Content Management | ||
| دوره 4، شماره 7، مهر 2023، صفحه 145-170 اصل مقاله (333.04 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.70019.1153 | ||
| نویسندگان | ||
| Abdul Rahim Noroozi1؛ Rasool Sanavifard* 2؛ Ali Asghar Eyvazi Heshmat3 | ||
| 1PhD Candidate, Business Administration, Qom Branch, Islamic Azad University, Qom, Iran | ||
| 2Assistant Professor, Department of Business Administration, Qom Branch, Islamic Azad University, Qom, Iran. | ||
| 3Assisstant Professor, Department of Managementt, Payam Noor University, Tehran, Iran | ||
| چکیده | ||
| Purpose: This research aims to design and explain the process model of content marketing with the approach of strengthening the customers' purchase intention in the field of Keshavarzi bank services. Method: This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase, a group of experts was considered as the statistical population including senior managers of the Keshavarzi Bank, university professors in the field of marketing, and marketing consultants familiar with the banking industry. In this phase, using a targeted non-probability sampling method, 11 experts were selected and interviewed in depth. In the quantitative phase, the customers of the Keshavarzi bank in Ahvaz were considered as the population, and out of them, 400 people were selected as a statistical sample based on the available random sampling method. The main tool of data collection in the qualitative phase was in-depth and unstructured interviews with experts. In the quantitative phase, a closed and researcher-made questionnaire consisting of 42 items was used as the main tool for data collection. In the qualitative phase, the data from the questionnaire was analyzed based on the grounded theory method (open, central, and selective coding). Content validity and reliability were obtained with Cronbach's alpha coefficient of 0.7. In the quantitative phase, SPSS and LISREL software were used to perform descriptive and inferential analyses. Findings: The findings showed that the content marketing process model included 14 categories including causal factors (emphasis on ethics in the design of advertising message; emphasis of advertising message on competitive advantages; persuasive power of advertising message; the power of advertising message to create needs in the customer), contextual and environmental factors (adjustment of the message with the culture of the society; the general inclination of the society to use social media), the main category (attracting the customer's attention to the content of the promotional message and the services of the Keshavarzi bank), Intervening factors (use of specialized media to spread advertising messages; following the example of world-class banks in digital content production), strategic factors (stimulating customers to pass the promotional message by word of mouth; systematic and viral dissemination of the promotional message through digital social media), the consequences (increasing the intention to purchase the services of the Keshavarzi bank; strengthening the brand of the Keshavarzi bank; increasing loyalty to the Keshavarzi bank). Conclusion: The results of the research led to the design of a content marketing process model with the approach of strengthening the purchase intention of customers in the field of Keshavarzi bank services (based on the structure of the paradigm model). The hypothesized relationships of the model were tested and verified in a large community. | ||
| کلیدواژهها | ||
| Content Marketing؛ Keshavarzi bank؛ Process Model؛ Purchase Intention؛ Services | ||
| مراجع | ||
|
Abkar, S. (2016). The effect of content marketing through social networks on the customers of Aindeh Bank of Qom province, Master's thesis, Islamic Azad University, Naraq Branch, Naraq. [in Persian]
Alinejad Monfared, P. (2018). Identifying the strategic orientations of Iranian banks' social networks, Master's thesis, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran. [in Persian]
Azami, M. (2015). Internet marketing with business intelligence approach, Tehran: Raz Nahan Publications. [in Persian]
Can, L,. Kaya, N. (2016). Social networking sites addiction and the effect of attitude towards social network advertising, Procedia - Social and Behavioral Sciences, 235, pp. 484 – 492.
Falah, M., Najafi, H. (2015). Investigating the impact of three-pronged factors (including structural, content and context) of social network marketing on business development, the second international conference on new paradigms of management, innovation and entrepreneurship, Tehran, Shahid Beheshti University. [in Persian]
Ferdowsi, S., Azarpeima, J. (2016). The effect of electronic word-of-mouth advertising on purchase intention through trust and company image among social network users, the second national conference of Ocean of Management, Shiraz, Iran Modern Education Development Center (METANA). [in Persian]
Hashminejad, M. (2016). The effect of advertising in social networks on the attraction of financial resources by banks (case study: Shahr Bank), Master's thesis, Islamic Azad University, Electronic Department, Tehran. [in Persian]
Hussain, S., Wang, G., Rana, M.S.J., Zahida, I., Ghulam, M., Yang, J. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications, Computers in Human Behavior, 80, pp. 22-32.
Hussain, S., Wasim, A., Rana, M.S.J., Ambar, R., Yang, J. (2017). eWOM source credibility, perceived risk and food product customer's information adoption, Computers in Human Behavior, 66, pp. 96-102.
Jadiri Jabarzadeh, B., Mousavi, S. (2017). Comparison of the effectiveness of content marketing and concept marketing from the perspective of relationship-oriented and non-relationship-oriented customers (a study in Bank Mellat branches in Tabriz), 5th National Conference on Management and Humanities Research in Iran, Tehran, Modbar Management Research Institute. [in Persian]
Khodavardizadeh, N., Noori, H. (2015). Investigating the relationship between brand equity and electronic recommendation advertising in the mobile phone industry, the third international conference on new findings of science and technology, Qom, Soroush Hikmat Mortazavi Islamic Studies and Research Center. [in Persian]
Mahdizadeh Molabashi, T., Ismaili Kia, R. (2013). Identifying factors affecting content marketing and presenting its conceptual model in Iran, International Conference on Business Development and Excellence, Tehran, Ide Pardaz Institute of Managers, capital of Virah. [in Persian]
Mansouri, M. (2016). Investigating the impact of social networks on the activities of the public relations department (case study: Mashhad Bank D branches), Master's thesis, Faculty of Literature and Humanities, Tahran Institute of Higher Education, Mashhad. [in Persian]
Marcel, P., Raphael, R. (2017). Social bonding as a determinant of share of wallet and cross-buying behaviour in B2B relationships, European Journal of Marketing, Vol. 51 Issue: 5/6, pp.1011-1028.
Nur Syakirah, A., Musa, R., MiorHarun, M.H. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health, Procedia Economics and Finance, Volume 37, pp. 331-336.
Rezvani, M. (2011). Investigating the effect of internet advertising on the behavior of Iranian customers in social networks (case study of users living in Shiraz), Master's thesis, Faculty of Electronic Education, University of Isfahan, Isfahan. [in Persian]
Rooh Bakhsh, M., Fadai, M. (2016). Explaining the willingness of customers to use the services of the National Bank of Gilan province with an emphasis on electronic recommendation advertising, the second international conference on management and accounting, Tehran, Salehan Institute of Higher Education. [in Persian]
Shafei Nikabadi, M., Zarei, A. (2016). The effectiveness of social electronic network advertising, Journal of Business Management Explorations, Volume 9, Number 17, pp. 149-173. [in Persian]
Taiminen, K., Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing, European Journal of Marketing, Vol. 53 No. 9, pp. 1759-1781.
Toler, R.L. (2017). Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site, Dissertation Manuscript, Faculty of the School of Business and Technology Management, Northcentral University, San Diego, California, USA.
Tseng, S.Y., Wang, C.N. (2016). Perceived risk influence on dual-route information adoption processes on travel websites, Journal of Business Research, 69, pp. 2289–2296.
Vosough, F., Andalib, A. (2015). Content marketing as a new approach to attract customers in social networks and websites, the first national engineering management conference, Astana Ashrafieh, Mehr-Astan Institute of Higher Education, Gilan. [in Persian] | ||
|
آمار تعداد مشاهده مقاله: 634 تعداد دریافت فایل اصل مقاله: 374 |
||
Scholarly Journals Management System © 1991.05.01 by Allameh Tabatabaei University is
licensed under Attribution-NonCommercial 4.0 International.