Presenting a systemic model for the effectiveness of marketing communication activities in social networks: with a political economy approach | ||
| International Journal of New Political Economy | ||
| مقاله 5، دوره 5، شماره 1، 2024، صفحه 107-137 اصل مقاله (961.83 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.48308/jep.5.1.107 | ||
| نویسندگان | ||
| Somayyeh Abash Loui Aghdam1؛ Hirash Soltanpanah* 2؛ Omid Mahdieh3؛ Roya Shakeri2؛ Foad Habibi4 | ||
| 1Ph.D. student of management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran. | ||
| 2Assistant Professor, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran. | ||
| 3Assistant Professor of Management, Zanjan University, Zanjan, Iran. | ||
| 4Assistant Professor of Social Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran. | ||
| چکیده | ||
| Considering the emerging potential of social media marketing for companies worldwide and the common gaps in social media research, attention to social networks in the consumer and corporate domains is an important goal. Political economy also studies social relations, especially power relations, which include mutual relations between production, distribution and consumption of resources such as communication resources. Considering the relationship between these two concepts, in the current research, the effective factors on the effectiveness of marketing activities in social networks have been investigated with an emphasis on the political economy approach. The purpose of this research is an applied research that is conducted in the retail industry (chain stores). Also, in terms of the type of research, it is a qualitative-quantitative research that is carried out in two phases. The statistical population of the current research includes Refah, Janbo, Haft, Ofok Korosh, Shahrvand chain stores that do marketing activities on the Instagram social network and have two separate statistical samples. In the qualitative stage, after coding and extracting the main and secondary themes, the desired model was checked and confirmed using structural equations. In the quantitative part, in response to the first question, the highest impact is related to the audience attraction structure, and it is concluded that due to the interactive nature of social networks, it is necessary to know the opportunities and challenges of using these networks in business and marketing matters, including interaction and communication with customers. In response to the second question, the highest impact related to the structure of cost reduction, followed by brand preference and brand awareness, and it is noted that companies that are not active in the field of social networks or have little activity in the world of competition in terms of price and also the correct and sufficient use of social networking pages as a sustainable competitive advantage will suffer from defects and in response to the third question that the highest effects are related to survey structures and influential people, it is suggested that companies use the contents of survey tools on their social pages more. | ||
| کلیدواژهها | ||
| Political economy؛ Marketing؛ Social networks؛ Digital marketing؛ Social media | ||
| مراجع | ||
|
AghajanTabarMaghari, M., Manian, A., Amirshahi, M.A., & ShamiZanjan, M. (2019). Providing a framework for designing viral marketing campaigns through social networks for business to consumer services in Iran. Data management, 5(1), 183-209. (In persian)
Ahadi, P., & Saberian, F. (2021). A comparative study of the effect of using content marketing in social networks and traditional marketing on consumer behavior (case study: life insurances). Consumer behavior studies, 8(2), 215-200 . (In persian)
Arli, D., & Dietrich, T. (2017). Can social media campaigns backfire? Exploring consumers' attitudes and word-of-mouth toward four social media campaigns and its implications on consumer-campaign identification. Journal of Promotion Management, 23(6), 834-850.
Baran, K. S., & Stock, W. G. (2015, July). Interdependencies between acceptance and quality perceptions of social network services: The standard-dependent user blindness. In Proceedings of the 9th International Multi-Conference on Society, Cybernetics and Informatics (IMSCI 2015), 12.-15. July 2015, Orlando, Florida, USA .
Bellamy, J. (2002). Ecology against capitalism. Monthly Review Press.
Borrás, S. (2011). Policy learning and organizational capacities in innovation policies. Science and Public Policy, 38(9), 725-734.
Beckers, P., & Blumberg, B. F. (2014). Immigrant entrepreneurship on the move: A longitudinal analysis of first and second generation immigrant entrepreneurship in the Netherlands, Entrepreneurship & Regional Development, 25 (7-8), 1-44.
Belch, G. E., Belch, M. A., Guolla, M. A., Webb-Hughes, A. M., & Skolnick, H. (2009). Advertising and promotion: An integrated marketing communications perspective (Vol. 6). New York: McGraw-Hill.Irwin.
Boyd, T. C., & Mason, C. H. (2012). The link between attractiveness of “extrabrand” attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27(3), 306-319.
Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and behavioral sciences, 148, 40-57.
Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business research, 63(2), 147-153.
Erdogmus, I., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Social and Behavioral Sciences, 58, 1353 –1360.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Fartash, k. (2019). The political economy of research and development in supporting the competitiveness of new countries and factors affecting optimization and economic stagnation. Science and technology policy.9(1),73-9. (In persian)
Grimes, S. M. (2006). Online multiplayer games: a virtual space for intellectual property debates?. New Media & Society, 8(6), 969-990.
Hill, S., Provost, F., & Volinsky, C. (2006). Network-Based Marketing: Identifying Likely Adopters via Consumer Networks, Statistical Science, 21(2), 256-276.
Hobday, M., Boddington, A., & Grantham, A. (2019). Policies for design and policies for innovation: Contrasting perspectives and remaining challenges. Technovation, 32(5), 272-281.
Irwan Dahnil, M., Mizal Marzuki, K., Langgat, J., & Fabeil, N. (2014). Factors Influencing SMEs Adoption of Social Media Marketing, Social and Behavioral Sciences, 148, 119-126.
Khoirina, M. M., & Sisprasodjo, N. R. (2018). Media Social-Instagram Usage And Performance Benefit (Case Study On Housewives Online Seller In Indonesia). IJEBD (International Journal Of Entrepreneurship And Business Development), 2(1), 132-144.
Kotler, P , & Keller, K. (2009). Marketing management 12 edprentic hall.
Lopez, E., Herrera, F., & Rodreguez, M. A. (2002). A Linguistic Decision Model For Promotion Mix Management Solved With Genetic Algorithms, Fuzzy Sets and Systems, 131, 47-61.
Manrai, L. A., Lascu, D. N., Manrai, A. K., & Babb, H. W. (2001). A cross‐cultural comparison of style in Eastern European emerging markets. International marketing review, 18(3), 270-285.
Malekiminbash, M., & Shahriari, M (2017). Using social networks for business in Iran: challenges and opportunities. Global Media Journa, 12(2), 92-111. (In persian)
Malekshirabadi, F., Karimizand, M., Kabaranzanghadim, M (2022). Validation of digital marketing based on marketing intelligence in Isacco company. business management, 14(53), 169-190. (In persian)
Nobre, H., & Silva, D. (2014). Social network marketing strategy and SME strategy benefits, Journal of Transnational Management, 19(2), 138-151.
Rastegari, R., Ebrahini, A., & Amini, A. (2021). Presenting the effectiveness model of an effective marketing strategy on the Instagram platform. Business management perspective, 20(40). (In Persian)
Roshandel arbatani, T. (2016). The effect of social networks in improving brand loyalty and customer communication (case study: laptop brand). Business Management, 8(3), 587-606. (In Persian)
Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands, Journal of Marketing Communications, 22(2), 85-101.
Tahonchi golkhatmi, S., & Chitsaz, SH.(2016). Investigating the impact and role of social network marketing activities on consumer perceptions of brand names. International conference on new developments in management, economics and accounting. (In persian)
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189.
Weinberg, T. (2009). The new community rules: Marketing on the social web (pp. I-XVIII). Sebastopol, CA: O'Reilly.
Xiong, J., & Sun, D. (2023). What role does enterprise social network play? A study on enterprise social network use, knowledge acquisition and innovation performance. Journal of Enterprise Information Management, 36(1), 151-171.
Yadav, M. S., & Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), 20–40.
Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323.
| ||
|
آمار تعداد مشاهده مقاله: 227 تعداد دریافت فایل اصل مقاله: 201 |
||