شناسایی مفهوم اعتماد مشتری به تبلیغات دیجیتال مبتنی بر بلاک‌چین: توسعه‌ی مدل با نظریه داده‌بنیاد

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی، گروه مدیریت، دانشگاه آزاد اسلامی واحد رشت،، رشت ایران.

2 دانشیار، گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران

3 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران.

چکیده

هدف: در فضای غیرقابل پیش‌بینی و پویای بازاریابی دیجیتال و الکترونیک، اعتماد مشتری مهم‌ترین لازمه‌ی موفقیت تبلیغات بوده و شناسایی مؤلفه‌های آن در فناوری بلاک‌چین (علیرغم داشتن ویژگی‌هایی مانند شفافیت و امنیت، به عنوان یک ابزار دیجیتال) از اهمیت بسیاری برخوردار است. بنابراین، مطالعه‌ی حاضر با هدف بررسی جنبه‌های مختلف اعتماد مشتری در تبلیغات مبتنی بر بلاک‌چین، طراحی و تدوین گردید.
روش‌شناسی: پژوهش حاضر از منظر هدف، توسعه‌ای و کاربردی است و دستیابی به اهداف آن با استفاده از روش کیفی نظریه داده‌بنیاد (رویکرد نظام‌مند اشتراوس و کوربین) امکان‌پذیر بود. داده‌های مورد نیاز با استفاده از مصاحبه‌های عمیق (از طریق نمونه‌گیری گلوله‌برفی) جمع‌آوری شدند و پس از انجام ده مصاحبه به اشباع نظری رسیدند.
یافته‌ها: نتایج در قالب شش مؤلفه‌ی مدل پارادایمی استاندارد ارائه گردید. اعتماد به تبلیغات دیجیتال مبتنی بر بلاک‌چین به عنوان پدیده محوری شناخته شد و ارتباط آن با سایر عوامل از جمله شرایط علی (مشتری، تبلیغات و ویژگی‌های تبلیغ‌کننده)، شرایط زمینه‌ای (ماهیت بلاک‌چین، زمینه فناوری، زمینه بازاریابی)، شرایط مداخله‌کننده (عوامل هنجاری، عوامل اجرایی تبلیغات)، استراتژی‌ها (بهبود بازاریابی و تبلیغات) و سرانجام، پیامدها (مشتری، تبلیغ‌کننده، اجتماعی) آشکار گردید.
نتیجه‌گیری: فناوری بلاک‌چین علیرغم ماهیت شفاف خود در انتقال اطلاعات به مخاطبان هدف، از ایجاد اعتماد بی‌نیاز نیست. به این دلیل که جنبه‌های فناوری و تکنیکی به تنهایی برای ایجاد اعتماد در مشتریان کافی نیستند و در این میان تبلیغ‌کنندگان باید به تمامی خصوصیات انسانی، سازمانی و فناوری توجه نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the concept of customer trust in blockchain-based digital advertising: Model development with grounded theory

نویسندگان [English]

  • Hojjat Nejati Rashtabadi 1
  • Mohsen Akbari 2
  • Narges Delafrooz 3
  • Ali Gholipour Soleimani 3
1 P.h.D Candidate in Marketing, Department of Management, Islamic Azad University-Rasht Branch, Iran.
2 University of Guilan
3 Islamic Azad University Rasht Branch
چکیده [English]

Objective: In the unpredictable and dynamic environment of digital and electronic marketing, customer trust is the most important prerequisite for the success of advertising and identifying its components in blockchain technology (despite its features such as transparency and security as a digital tool) is very important. Therefore, the present study was designed and conducted to investigate various aspects of customer trust in blockchain-based advertising.
Methodology: The present study is developmental and applied in terms of purpose and its goals could be achieved using grounded theory (systematic approach of Strauss and Corbin). The required data were collected using in-depth interviews (through snowball sampling) and theoretical saturation was reached after ten interviews.
Findings: Results were presented in the standard of six-component paradigm model. Trust in blockchain-based digital advertising was recognized as axial phenomenon and its relationship with other factors including causal conditions (customer, advertising and advertiser characteristics), contextual conditions (blockchain nature, technology context, marketing context), intervening conditions (normative factors, advertising executive factors), strategies (marketing and advertising improvement), and finally, consequences (customer, advertiser, social) were revealed.
Conclusion: Blockchain technology, despite its transparent nature in transmitting information to the target audience, needs to trust-building. Because the technological aspects alone are not enough to build trust in customers, and in the meantime, advertisers must pay attention to all human, organizational and technological characteristics.

کلیدواژه‌ها [English]

  • Consumer Trust
  • Trust in Advertising
  • Blockchain-Based Digital Advertising
  • E-Commerce
  • Grounded Theory

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چشم انداز مدیریت بازرگانی
دوره 20، شماره 45 - شماره پیاپی 78
اردیبهشت 1400
صفحه 92-119

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سابقه مقاله

  • تاریخ دریافت: 28 تیر 1400
  • تاریخ بازنگری: 12 شهریور 1400
  • تاریخ پذیرش: 13 شهریور 1400

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