نظریه‌پردازی داده‌بنیاد و رویکرد پارادایم رابطه‌گرایی در طراحی مدل ارزش ویژه‌ برند

نوع مقاله : علمی - پژوهشی

نویسندگان

1 گروه آموزشی مدیریت، دانشگده علوم اجتماعی و اقتصادی، دانشگاه الزهرا

2 دانشجوی دکتری مدیریت بازاریابی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

3 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

10.52547/jbmp.2023.230585.1461

چکیده

هدف: این مطالعه با هدف طراحی مدل ارزش ویژه‌ برند، با استفاده از فعالیت‌های بازاریابی رسانه‌‌های اجتماعی بر درگیری مشتریان به انجام رسید و با فلسفه فکری رابطه‌گرایی و دو تئوری ارزش انتظار و تئوری شبکه‌های اجتماعی تبیین شد.
روش شناسی: پژوهش حاضر بر اساس جهت‌گیری، کاربردی می‌باشد که با روش آمیخته اکتشافی متوالی اجرا شد. در فاز کیفی پژوهش، با استفاده از استراتژی نظریه‌پردازی داده‌بنیاد و نمونه‌گیری تا رسیدن به اشباع نظری، به مصاحبه عمیق با خبرگان دانشگاهی پرداخته شد. در فاز کمّی نیز با استفاده از روش نمونه‌گیری تصادفی، پرسشنامه‌ای در میان 389 نفر از مخاطبان صفحه اینستاگرام یک شرکت توزیع شد و مدل‌سازی معادلات ساختاری با نرم‌افزار اسمارت پی‌ال‌اس انجام شد.
یافته‌ها: فعالیت‌های بازاریابی رسانه‌های اجتماعی به عنوان شرایط علی، مدیریت دانش مشتری به عنوان شرایط زمینه‌ای، تجربه برند به عنوان شرایط مداخله‌گر، توسعه بازاریابی دیجیتال به عنوان راهبرد و درگیری مشتری به عنوان پیامد حاصل از پدیده محوری به نام ارزش ویژه برند درک می-شوند.
نتیجه‌گیری: نتایج حاصل از بخش کمی نتایج بخش کیفی را تائید کرد و نشان داد که فعالیت‌های بازاریابی رسانه‌های اجتماعی با رویکرد پارادایم رابطه‌گرایی در درگیری مشتریان متاثر از شرایط علّی(فعالیت‌‌های بازاریابی رسانه‌های اجتماعی)، عوامل زمینه‌ای(مدیریت دانش مشتری) و عوامل مداخله‌گر(تجربه برند) است که از طریق سیاست‌گذاری مناسب و اقدامات اجرایی درخور شرکت‌ها، منجر به درگیری مشتری می‌شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A grounded theory approach and the relational paradigm on designing a brand equity model

نویسندگان [English]

  • Zahra Razmi 1
  • Payvand MirzaeianKhamseh 2
  • Marzieh Soltani Tajabadi 3
1 Department of Management, Faculty of Social Sciences and Economic, Alzahra University. Tehran,, Iran
2 PhD Student of Marketing Management, Alzahra University. Tehran. Iran
3 Ph.D. Student of Business Management, Department of Management, Faculty of Social Sciences and Economic Alzahra University. Tehran. Iran
چکیده [English]

Objective: This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory.
Methodology: In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software.
Findings: Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood.
Conclusion: The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies.

کلیدواژه‌ها [English]

  • brand equity
  • social media marketing
  • customer engagement
  • customer knowledge management
  • brand experience

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  • تاریخ دریافت: 17 بهمن 1401
  • تاریخ بازنگری: 19 اسفند 1401
  • تاریخ پذیرش: 23 اسفند 1401

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