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Interpretive Structural Modeling of Social Network Marketing Based on Gaining a Competitive Advantage of Startup Travel Service Companies | ||
| International Journal of Digital Content Management | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 02 مرداد 1402 اصل مقاله (967.75 K) | ||
| 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, 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 | ||
| Social networks marketing based on gaining a competitive advantage is considered one of the most important organizational phenomena in most countries. Many factors are effective in social network marketing based on gaining a competitive advantage. Many kinds of research have been conducted in the field of social network marketing and the factors affecting it, but so far, comprehensive research that includes all these factors and identifies the relationship between them based on gaining a competitive advantage has not been presented. The purpose of this research is to identify the factors affecting social networks marketing based on gaining a competitive advantage and designing a model related to the communication between them. The research is a kind of exploratory mixed research and includes two qualitative and qualitative-quantitative sections. In the qualitative part, 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. Using the interpretative structural modeling analytical method, the relationships between these factors were determined and analyzed in an integrated manner. In the modeling section, a questionnaire was distributed among experts selected by snowball sampling. | ||
| کلیدواژه‌ها | ||
| Social Network Marketing؛ Competitive Advantage؛ Interpretive Structural Modeling؛ Travel Service Startups | ||
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آمار تعداد مشاهده مقاله: 36 تعداد دریافت فایل اصل مقاله: 16 |
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