طراحی مدل همراستایی ابزارها و اهداف بازاریابی رسانه‌های اجتماعی شرکت‌های استارت‌آپی

کلوشانی, معین; فیض, داود; ملکی مین باش رزگاه, مرتضی; زارعی, عظیم

doi:10.29252/jbmp.19.43.120

طراحی مدل همراستایی ابزارها و اهداف بازاریابی رسانه‌های اجتماعی شرکت‌های استارت‌آپی

نوع مقاله : علمی - پژوهشی

نویسندگان

گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران

10.29252/jbmp.19.43.120

چکیده

هدف: رسانه‌های اجتماعی به عنوان یک گزینه استراتژیک، توسعه سریع قابلیت‌های بازاریابی شرکت‌های استارت‌آپی را میسر ساخته‌اند، بنابراین ضروریست تا این قبیل شرکت‌ها‌، استراتژی‌های بازاریابی خود را به گونه‌ای توسعه دهند تا ابزارها و تاکتیک‌های متنوع بازاریابی رسانه‌های اجتماعی را با اهداف بازاریابی همراستا و خلق مزیت‌های رقابتی پایدار و تحقق اهداف را امکان پذیر نمایند. هدف این پژوهش برای پاسخ به این نیاز، ارائه مدل همراستایی ابزارهای بازاریابی رسانه‌های اجتماعی در شرکت‌های استارت‌آپ است.
روش: با توجه به پیچیدگی همراستایی ابزارهای بازاریابی رسانه‌های اجتماعی در سطح عملیاتی، طراحی مدل براساس روش‌شناسی سیستم‌نرم و نگاشت‌شناختی، در قالب یک مطالعه کیفی با رویکرد توصیفی- اکتشافی انجام شد. داده‌های پژوهش از طریق مصاحبه‌های نیمه‌ساختار‌یافته با 16نفر از مدیران 8 شرکت استارت‌آپی که به صورت غیر احتمالی در دسترس انتخاب شدند، جمع‌آوری شد.
یافته‌ها: ساخت‌دهی به مساله‌ پژوهش در چهارچوب روش منجر به شناسایی سه الگوی متداخل همراستایی ابزارهای بازاریابی رسانه‌های اجتماعی شامل همراستایی محتوا-محاوره، همراستایی ارتباطی و همراستایی واکنش منجر به مبادله شد که دستیابی به اهداف برنامه‌های بازاریابی رسانه‌های اجتماعی شامل افزایش آگاهی، افزایش تعاملات با مشتریان و جایگاه‌یابی را میسر می‌سازد.
نتیجه‌گیری: توسعه و پیاده‌سازی استراتژی‌های همراستایی در چهارچوب الگوی پیشنهادی پژوهش در قالب 47 اقدام هدفمند ارائه شد که می‌تواند خطوط راهنمای توسعه قابلیت‌های بازاریابی شرکت‌‌های استارت‌آپی در بستر رسانه‌های اجتماعی را شکل دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the alignment model of social media marketing tools and goals.

نویسندگان [English]

Moein Koloushani
Davod Feiz
Morteza Maleki Minbash Razgah
Azim zarei

Department of commercial management, Faculty of Economic, Management and Administrative science, Semnan University, Semnan, Iran.

چکیده [English]

Objective:
Social media as a strategic choice leads startup companies to rapid marketing capabilities development. So it is essential for these business entities to develop and implement social media marketing strategies in a way that align a wide range of social media tools and tactics with marketing objectives to make sustainable competitive advantages and to meet business goals. To address this pivotal need, this article aims to present the alignment model of social media tools in startup companies.
Method:
Considering the complexity of aligning social media marketing tools with marketing objectives as the problematic situation, constructing the model was conducted through using soft system methodology and cognitive mapping. Data was gathered in collaborative way and throughout semi-structured deep interviews with 16 managers of 8 startup companies as an expert panel in heterogeneous industries that were selected according to non-random sampling method.
Results:
Findings implies that in congruence with triadic objectives of social media marketing plans within startups including increasing awareness, increasing interactions with customers and positioning, respectively three levels of interrelated alignment including content-conversation alignment, communication based alignment and conversion based alignment could be accomplished.
Conclusion:
47 goal oriented actions were suggested by participants that could be considered as the alignment strategies guidelines either in social media marketing strategy development or implementation.

کلیدواژه‌ها [English]

Alignment
Social Media Marketing Tools
Startup Businesses
Soft System Methodology
Cognitive Mapping

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