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ارائه یک مدل پارادایمیک جهت واکاوی کارکردهای رسانههای اجتماعی در مدیریت مشتری و فروش | ||
بررسیهای مدیریت رسانه | ||
دوره 4، شماره 2، 1404، صفحه 245-281 اصل مقاله (700.4 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/mmr.2025.394309.1174 | ||
نویسندگان | ||
علی پورنگ1؛ محمد صفری* 2 | ||
1دکتری، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، مازندران، ایران. | ||
2استادیار، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، مازندران، ایران. | ||
چکیده | ||
هدف: با وجود اعتقاد فراگیر تیمهای فروش و بازاریابی به همبستگی چشمگیر بین استفاده از رسانههای اجتماعی و افزایش فروش و حاشیۀ سود، الگوی فرایندی جامعی برای درک نحوۀ توفیق این رسانهها در جذب مشتریان و تقویت عملکرد فروش وجود ندارد. این مقاله با هدف شناسایی و ارائۀ یک الگوی فرایندی توفیق رسانههای اجتماعی در جذب مشتریان و افزایش فروش سازمانها، به بررسی عوامل کلیدی، تعاملات بین آنها و پیامدهای ناشی از آن میپردازد. روش: این پژوهش از استراتژی دادهبنیاد چندگانه (مالتی گراندد) استفاده کرده است. در مرحلۀ نخست، مطالعات قبلی در حوزۀ رسانههای اجتماعی و فروش تحلیل شدند تا چارچوب اولیۀ مفاهیم شکل گیرد. در مرحلۀ دوم، ۱۴ مصاحبۀ عمیق و نیمهساختاریافته با خبرگان برجستۀ صنعت (بهروش هدفمند و گلولۀ برفی) انجام شد. دادههای مصاحبه با روش تجزیهوتحلیل دادهبنیاد ساختارمند، پردازش و کدگذاری شدند؛ سپس یافتههای حاصل از مصاحبهها با الگوی دستیافته از تحلیل محتوا تلفیق شدند تا یک الگوی فرایندی یکپارچه توسعه یابد. یافتهها: نتایج نشان داد که موفقیت رسانههای اجتماعی در جذب مشتری و افزایش فروش، تحت تأثیر سه دسته عامل است: ۱. شرایط علّی (مانند فشارهای رقابتی و بحرانهای بهداشتی)؛ ۲. شرایط زمینهای (شامل قابلیتهای سازمانی، فناوری و ظرفیتهای دادهمحور)؛ ۳. شرایط مداخلهگر (مانند فرهنگ جامعه، مدیریت تنشها و سبک رهبری). این عوامل بهصورت تعاملی، راهبردهای کلیدی را شکل میدهند که به افزایش مشارکت فعال مشتریان، بهبود تجربۀ مشتری و توسعۀ هوش رقابتی سازمانی، منجر میشوند. نتیجهگیری: این مقاله برای نخستین بار، الگوی فرایندی جامعی را ارائه میدهد که چگونگی موفقیت رسانههای اجتماعی در جذب مشتری و افزایش فروش را از طریق تعامل پیچیدۀ عوامل علّی، زمینهای و مداخلهگر توضیح میدهد. یافتهها نشان میدهند که موفقیت تبلیغات در رسانههای اجتماعی، نهتنها به تکنیکهای تبلیغاتی متکی است، بلکه مستلزم یک ساختار سازمانی چابک، دادهمحور و سازگار با محیط است. این الگو میتواند به مدیران فروش و بازاریابی کمک کند تا استراتژیهای خود را بر اساس شرایط واقعی بازار طراحی کنند و بهطور نظاممند، تبدیل تعاملات اجتماعی به نتایج تجاری را بهینهسازی کنند. | ||
کلیدواژهها | ||
مدیریت رسانه؛ مدیریت مشتریان؛ فروش در رسانههای اجتماعی؛ الگوی پارادایمیک؛ مالتی گراندد | ||
مراجع | ||
بامداد صوفی، جهانیار؛ شهباز مرادی، سعید و سلیمی، مجید (1384). تحلیل محتوا با استفاده از نظریه بنیادین، رویکردی عملیاتی و نوین در روش تحقیق کیفی. مطالعات مدیریت صنعتی، 3 (8)، 55- 70.
جامیپور، مونا؛ جعفری، سیدمحمدباقر؛ عصاریان، ریحانه (1401). شناسایی و اولویتبندی ارزشهای تجاری رسانههای اجتماعی در کسبوکارهای کوچک و متوسط: مروری نظاممند. مطالعات رسانههای نوین، 8 (31)، 301- 332.
داناییفرد، حسن؛ امامی، سیدمجتبی (1386). استراتژیهای پژوهش کیفی: تأملی بر نظریهپردازی دادهبنیاد. اندیشه مدیریت، 1 (2)، 69- 97.
رحمانسرشت، حسین؛ هرندی، عطاءالله (1396). الگویی برای کنترل راهبردی حاکمیت شرکتی با استفاده از راهبرد نظریۀ دادهبنیاد کلاسیک. پژوهشهای مدیریت عمومی، 10 (73)، 19- 28.
محمدی، مصطفی؛ مرتقیان رودسری، سیدمحمد (1397). دیدگاه عرضهکنندگان خدمات گردشگری به نقش رسانههای اجتماعی در مقصد گردشگری. مطالعات رسانههای نوین، 4 (16)، 235- 262.
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