تحلیل کاربرد بازاریابی مبتنی بر هیاهو در بازاریابی کارآفرینانه

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران

2 دکتری مدیریت بازاریابی، دانشگاه تهران

3 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران

4 استادیار، مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران

5 استادیار بخش تخصصی مدیریت صنعتی و فناوری، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران

چکیده

هدف: این پژوهش در پی آن است که اصول و عوامل مؤثر بر ایجاد بازاریابی مبتنی بر هیاهو در یک کسب و کار جدید را بررسی کند همچنین به بررسی کارکردهای آن در بازاریابی کارآفرینانه بپردازد.
روش: در این تحقیق، از روش تحقیق کیفی به صورت مطالعه موردی تطبیقی با رویکرد دلفی، در قالب یک دور مصاحبه عمیق نیمه ساختاریافته تا رسیدن به اجماع نظرات و یک دور پرسشنامه میان نمونه های مورد نظر استفاده شده است. جامعه آماری این پژوهش مجموعه کارکنان استارتاپ های ایرانی بودند که نمونه 8 نفری از میان متخصصان و مدیران استارتاپ ها با روش نمونه گیری قضاوتی تعیین گردید. در تحقیق حاضر، برای روایی پژوهش از روش دریافت نظر شرکت کنندگان در پژوهش درباره‌ اعتبار یافته ‌ها و تفسیرها و همچنین نسخه ‌برداری به صورت ضبطی، با تأیید استاد راهنما استفاده گردید. جهت تجزیه و تحلیل داده ها، از روش تحلیل مضمون استفاده شد.
یافته ها: نتایج تحلیل مضمون حاکی از آن است که کارکرد بازاریابی مبتنی بر هیاهو در استارتاپ ها شامل شش مقوله اصلی است: اصول و استراتژی‌ها، فرآیندها و گام‌های اجرایی، مضامین ایجاد کننده هیاهو، مدل ها، چالش های اجرایی و فرصت ها.
نتایج: نتایج این پژوهش نشان می‌دهد که بازاریابان با در نظر گرفتن پنج مرحله آگاه‌سازی و جلب‌توجه مخاطب، ایجاد علاقه و اشتیاق نسبت به محصول، ایجاد تمایل در مخاطب، ایجاد تعامل با شرکت و شکل گیری وفاداری درتلاش هستند تا به کمک اصول بازاریابی هیاهو بر روی مخاطبان خود تأثیر بگذارند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the application of Buzz Marketing in Entrepreneurial Marketing

نویسندگان [English]

  • Abolfazl Khosravi 1
  • Ehsan Soltani Far 2
  • Nafiseh Ghazvini zadeh 3
  • Mohsen Torabi 4
  • Mohammad Reza Fathi 5
1 Assistant Professor, College of Farabi, University of Tehran, Iran
2 University of Tehran, Iran
3 College of Farabi, University of Tehran, Iran
4 University of Hormozgan
5 Assistant Professor, College of Farabi, University of Tehran, Iran
چکیده [English]

Objective: This study seeks to examine the principles and factors affecting the creation of buzz marketing in a new business and also to examine its functions in entrepreneurial marketing.
Method: In this research, the qualitative research method has been used as a comparative case study with Delphi approach. Semi-structured in-depth interviews and questionnaires were used to reach a consensus among the samples. The statistical population of this study was the staff of Iranian startups. A sample of 8 people including experts and managers of startups were determined by judgmental sampling method. In the present study, for the validity of the research, the method of receiving the opinions of the participants in the research on the validations and interpretations, as well as the recording with the approval of the supervisor, were used; To calculate the reliability, the open test method and the intra-subject agreement method of the two coders were used. To analyze the data, the theme analysis method was used.
Findings: The results of theme analysis indicated that the function of buzz marketing in startups includes six main categories: principles and strategies, processes and implementation steps, buzz-generating themes, models, executive challenges and opportunities.
Results: The results of this study show that marketers, by considering the five stages of informing and attracting the audience, creating interest and passion for the product, creating desire in the audience, creating interaction with the company and forming loyalty are trying to use the principles of fuss marketing.

کلیدواژه‌ها [English]

  • Entrepreneurial Marketing
  • Word of mouth marketing
  • Buzz marketing
  • Startup

مراجع

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سابقه مقاله

  • تاریخ دریافت: 31 مرداد 1400
  • تاریخ بازنگری: 12 آذر 1400
  • تاریخ پذیرش: 13 آذر 1400

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