انتخاب استراتژی بازاریابی برای پلتفرم ویدئویی آنلاین با رویکرد تصمیم‌گیری چندمعیاره

References

Ago, G., Bayu, B., Hierdawati, T., Gani, I. & Sucandrawati, N. (2023). Selection of marketing strategies through online marketing platforms for MSME. Jurnal Ekonomi, 12(1), 874-878.

AlSurmi, A., Cao, G. & Duan, Y. (2019). Data of the impact of aligning business, i  and marketing strategies on firm performance. Industrial Marketing Managemen, 84, 39-49.

Khalafi, A., Khajeheian, D. & Badizadeh, A. (2019). Media entrepreneurship in industrial organizations: Customer clubs as audience engagement platforms, Journal of Media Studies, 14(44), 59-69. (in Persian)

Arvidsson, A. & Bonini, T. (2014). Valuing audience passions From Smythe to TardeI. European Journal of Cultural Studies, 18(2), 158–173. doi:https://doi.org/10.1177/1367549414563297

Cha, J. & Chan-Olmsted, S. (2012). Relative advantages of online video platforms and television according to content, technology, and cost– related attributes. Open jornal systems, 17(10). doi:https://doi.org/10.5210/fm.v17i10.4049

Chen, L., Zhou, Y. & Ming Chiu, D. (2014). A study of user behavior in online VoD service. Computer Communications, 46(15), 66-75. doi:https://doi.org/10.1016/j.comcom.2014.01.009

Dawalibi, A., H. Al-Dali, I. & Alkhayyal, B. (2020). Best marketing strategy selection using fractional factorial design with analytic hierarchy process. Journal Pre-proof, 7. doi:https://doi.org/10.1016/j.mex.2020.100927

Day, X. & Wang, J. (2023). Effect of online video infotainment on audience attention. Humanitles and social sciences comunications, 421. doi: https://doi.org/10.7910/DVN/6LTC3I

Gao, Y. (2010). Measuring marketing performance: A review and a framework. The Marketing Review, 10(1), 25-40.

Gilardi, F., Lam, C., Tan, K., White, A., Shuxin, S. & Zhao, Y. (2018). International TV series distribution on Chinese digital platforms: Marketing strategies and audience engagement. Global Media and China, 3(3), 213-230. doi:https://doi.org/10.1177/2059436418806406

Herhausen, D., Miočević, D., Morgan, R. & Kleijnen, M. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290. doi: https://doi.org/10.1016/j.indmarman.2020.07.022

Hyung Jo, J., Hee Lee, J. & Cho, S. (2020). The characteristics of videos on demand for television programs and the determinants of their viewing patterns: Evidence from the Korean IPTV market. Telecommunications Policy, 44(8). doi: https://doi.org/10.1016/j.telpol.2020.102001

Jalilvand Khosravi, M., Maghsoudi, M. & Salavatian, S. (2022). Identifying and clustering users of VOD platforms using SNA Technique: A case study of Cinemamarket. New Marketing Research Journal, 11(4), 20-1. (in Persian)

Jomipour, M., Jafari, S.M.B., Hosseinzadeh, M. & Soleimani, A. (2020). Identifying the effective factors of strategic alignment of marketing with Information Technology (IT) in Organizations. Business Intelligence Management Studies, 9(33), 287-322. doi: 10.22054/IMS.2020.46521.1592 (in Persian)

Jose Zanon, C., Gomes Alves Filho, A., Jose Chiappetta Jabbour, C. & Lopes de Sousa Jabbour, A. (2013). Alignment of operations strategy: exploring the marketing interface. Industrial Management & Data Systems, 113(2), 207-233. doi:https://doi.org/10.1108/02635571311303541

Khajeheian, D., Omidi, A. & Norouzi, E. (2019). Audience engagement of media: Presenting a conceptual framework. Rasaneh, 30(3), 47-69. (in Persian)

Khojasteh, H., Bordbar, M. & Aghili, S. V. (2018). The future of media consumption: A Delphi case study. Journal of Culture-Communication Studies, 19(43), 83-106. doi: 10.22083/jccs.2018.142894.2524 (in Persian)

Koul, S. & Suresh Ambekar, S. (2020). Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers. International Journal of Innovation Science, 13(1), 53-66. doi:http://dx.doi.org/10.1108/IJIS-09-2020-0174

Kumar Mandal, G., Diroma, F. & Jain, P. (2017). Netflix: An in-depth study of their proactive & adaptive strategies to drive growthand deal with issues of net-neutrality & digital equity. International Journal of Management & Social Sciences, 8(2), 152-161. doi:https://dx.doi.org/10.21013/jmss.v8.n2.p3

Li, W., Jiang, M. & Zhan, W. (2022). Research on the pricing decisions of a video platform based on interaction. Systems Practice in Social Science, 10(5), 192. doi:https://doi.org/10.3390/systems10050192

Martínez Caro, E., Cegarra Navarro, J. & Alfonso Ruizc, F. (2020). Digital technologies and firm performance: The role of digital organisational culture. Technological Forecasting & Social Change, 173. doi:https://doi.org/10.1016/j.techfore.2021.121178

Martínez-Caro, E., Cegarra-Navarro, J. & Alfonso-Ruizc, F. (2020). Digital technologies and firm performance: The role of digital organisational culture. Technological Forecasting & Social Change, 173. doi:https://doi.org/10.1016/j.techfore.2021.121178

Melovic, B., Dabic, M., Vukcevic, M., Cirovic, D. & Backovic, T. (2021). Strategic business decision making: the use and relevance of marketing metrics and knowledgez management. Journal of Knowledge Management, 25(11), 175-202.

Mikos, L. (2016). Digital media platforms and the use of TV content: Binge watching and video-on-demand in Germany. Media and Communication, 4(3), 154-161. doi:http://dx.doi.org/10.17645/mac.v4i3.542

Milichovsky, F. & Simberova, I. (2015). Marketing effectiveness: Metrics for effective strategic marketing. Inzinerine Ekonomika-Engineering Economics, 26(2), 211-219.

Mirzanoorali, F., Khajeheian, D. & Hajiheidari, N. (2022). Investigating the effect of social media platform affordances on user engagement. Media Management Review, 1(1), 4-29. doi: 10.22059/mmr.2022.87863 (in Persian)

Noori Hussain, H., Alabdullah, T., Ries Ahmed, E. & Jamal Kanaan, A. (2023). Implementing technology for competitive advantage in digital marketing. International Journal of Scientific and Management Research, 6(6), 95-114. doi:http://doi.org/10.37502/IJSMR.2023.6607

Olson, E., Olson, K. & Czaplewski, A. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285-293. doi:https://doi.org/10.1016/j.bushor.2020.12.004

Pandey, N., Nayal, P. & Singh Rathore, A. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191–1204. doi:1191–1204. https://doi.org/10.1108/JBIM-06-2019-0283

Portilla, I. & Medina, M. (2016). Monetization strategies and audience data for online video: The case of Atresmedia. Quaderns DEL CAC, 27-36.

Rahe, V., Buschow, C. & Schlütz, D. (2020). How users approach novel media products: Brand perception of Netflix and Amazon Prime video as signposts within the German subscription-based video-on-demand market. JournAal of Media Business Studies, 18(1), 45-58. doi:https://doi.org/10.1080/16522354.2020.1780067

Rezaei, J. (2015). Best-worst multi-criteria decision-making method: Business Horizons, 57(6), 703-708.

Rong, K., Xiao, F., Zhang, X. & Wang, G. (2019). Platform strategies and user stickiness in the online video industry. Technological Forecasting & Social Change, 143, 249-259.

Roy, P. & Shaw, K. (2021). A multicriteria credit scoring model for SMEs using hybrid BWM and TOPSIS. Financial Innovation, 7(77).

Saura', J. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledg, 6(2), 92-102. doi: https://doi.org/10.1016/j.jik.2020.08.001

Saura, J., Palos Sánchez, P. & Cerdá Suárez, L. (2017). Understanding the digital marketing environment with KPIs and web analytics. Future Internet, 38(4), 76. doi:https://doi.org/10.1016/j.ijresmar.2020.09.005

Shao, Z. (2019). Interaction effect of strategic leadership behaviors and organizational culture on IS-Business strategic alignment and Enterprise Systems assimilation. International Journal of Information Management, 44, 96-108. doi:https://doi.org/10.1016/j.ijinfomgt.2018.09.010

Sridhar, S., Naik, P. & Kelkar, A. (2017). Metrics unreliability and marketing overspending. International Journal of Research in Marketing, 34(4), 761-779. doi:https://doi.org/10.1016/j.ijresmar.2017.09.001

Steffiani, R. & Irwansyah, I. (2021). Fragmentation and audience activity on Video-on-Demand platform: Netflix and the ‘Binge-watching’. Jurnal InterAct, 9(2), 120-132. doi:https://doi.org/10.25170/interact.v9i2.2235

Tang, W. & Wei, M. (2023). Streaming media business strategies and audience-centered practices: a comparative study of Netflix and Tencent Video. Online Media Glob, 2(1), 3-24.

Tiago, M. & Verıssimo, J. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708. doi: https://doi.org/10.1016/j.bushor.2014.07.002

Travassos Rosário, A. & Carmo Dias, J. (2022). Marketing strategies on social media platforms. International Journal of E-Business Research, 19(1), 25. doi:https://doi.org/10.4018/IJEBR.316969

Yuan, L., Xia, H. & Ye, Q. (2022). The effect of advertising strategies on a short video platform: evidence from TikTok. Industrial Management & Data Systems, 122(8), 1956-1974.

Zahay, D. & Griffin, A. (2010). Marketing strategy selection, marketing metrics, and firm performance. Journal of Business & Industrial Marketing, 25(2), 84-93. doi:https://doi.org/10.1108/08858621011017714