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arastehfard, zohreh, Aidi, Mohammad, Hamidi, Kambiz, Asghari Sarem, Ali. (1402). Understanding the cross media electronic marketing process. سامانه مدیریت نشریات علمی, (), -. doi: 10.22054/dcm.2023.71151.1170
zohreh arastehfard; Mohammad Aidi; Kambiz Hamidi; Ali Asghari Sarem. "Understanding the cross media electronic marketing process". سامانه مدیریت نشریات علمی, , , 1402, -. doi: 10.22054/dcm.2023.71151.1170
arastehfard, zohreh, Aidi, Mohammad, Hamidi, Kambiz, Asghari Sarem, Ali. (1402). 'Understanding the cross media electronic marketing process', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22054/dcm.2023.71151.1170
arastehfard, zohreh, Aidi, Mohammad, Hamidi, Kambiz, Asghari Sarem, Ali. Understanding the cross media electronic marketing process. سامانه مدیریت نشریات علمی, 1402; (): -. doi: 10.22054/dcm.2023.71151.1170

Understanding the cross media electronic marketing process

International Journal of Digital Content Management
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 07 آذر 1402
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. student in Department of Management, Faculty of Humanities, Hamedan Islamic Azad University, Hamedan, Iran
2Ilam University, Department of Business Administration, Faculty of Human Sciences, Ilam University, Ilam, Iran.
3Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
4Faculty of Management & Accounting, Bu-Ali Sina University, Hamedan, Iran
چکیده
Purpose: The purpose of the research is 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.

Tools and methods: The method used is foundational data analysis. Sampling method is selected by targeted or snowball method. The qualitative part of this study was conducted based on the views of 24 university professors, marketing activists, experts and elites, and managers and employees of insurance companies. Collected interviews were analyzed in MAXQDA software.

Findings: 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. Based on the analysis of the foundation's data, 104 primary codes, 18 core categories have been made in 6 categories of the foundation's data.

Conclusion: 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.
کلیدواژه‌ها
e-marketing؛ cross media؛ omnichannel؛ insurance industry
آمار
تعداد مشاهده مقاله: 55


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