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چگونه استراتژی های بازاریابی دیجیتال به توسعه اهداف کارآفرینی پایدار منجر می شود؟ مرور متون سیستماتیک | ||
| کسبوکار اجتماعی | ||
| مقاله 3، دوره 3، شماره 2، تیر 1405، صفحه 42-66 اصل مقاله (875.17 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsbu.2025.397970.1040 | ||
| نویسندگان | ||
| فرشته شکیباییان1؛ نادر سید امیری* 2 | ||
| 1گروه کارآفرینی، پردیس بین المللی کیش، دانشگاه تهران، کیش، ایران. | ||
| 2گروه مدیریت رسانه و ارتباطات کسبوکار، دانشکده مدیریت کسبوکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران. | ||
| چکیده | ||
| افزایش تهدیدات اقتصادی، اجتماعی و محیطزیستی، بقا و پایداری جوامع بشری را در سراسر جهان تهدید میکند، بنابراین در دنیای امروز، توجه به توسعه پایدار یک ضرورت انکارناپذیر است. کارآفرینی پایدار منبعی حیاتی برای دستیابی به اهداف توسعه پایدار محسوب میشود. کارآفرینی پایدار نوعی از کارآفرینی است که اهداف اقتصادی را با اهداف محیطزیستی و اجتماعی ادغام میکند، اما از آنجا که در بسیاری از موارد منافع اقتصادی با منافع محیطزیستی و اجتماعی در تضاد است، کارآفرینان پایدار با چالشهای جدی روبرو هستند. بازاریابی دیجیتال ابزاری است که پتانسیل زیادی در دستیابی به نتایج تجاری موفق ضمن دستیابی به پایداری دارد.بازاریابی محصولات و خدمات با استفاده از فناوریهای دیجیتال برای جذب مشتری و ایجاد ترجیحات مشتری، ارتقای برندها، حفظ مشتریان و افزایش فروش، بازاریابی دیجیتال نامیده میشود .تحقیقات نشان میدهد که کارآفرینان میتوانند با استفاده از استراتژیهای بازاریابی دیجیتال، عملکرد پایدار کسبوکار را بهبود بخشند. با توجه به اهمیت موضوع، این تحقیق با هدف شناسایی نقش استراتژیهای بازاریابی دیجیتال در دستیابی به اهداف توسعه پایدار و دستهبندی نتایج تحقیقات مورد بررسی انجام شده است. یک بررسی سیستماتیک بر روی ۴۳ مقاله منتخب نمایه شده در گوگل اسکالر بین سالهای ۲۰۲۰ تا ۲۰۲۴ انجام شد. یافتهها نشان میدهد که استراتژی های بازاریابی دیجیتال در دستیابی به اهداف کارآفرینی پایدار در هفت حوزه اصلی کانونی نقش دارد: توسعه کارآفرینی پایدار، عملکرد اقتصادی پایدار، عملکرد مالی پایدار کسبوکارها، عملکرد پایدار در شرایط بحرانی، ارتقای پایداری در جامعه، کمک به نوآوری و عملکرد پایدار کسبوکارهای خرد، کوچک و متوسط. بر اساس این تلفیق، شکافهای تحقیقاتی و مسیرهای مفید برای تحقیقات بیشتر شناسایی شدند. | ||
| کلیدواژهها | ||
| اهداف کارآفرینی پایدار؛ بازاریابی دیجیتال؛ عملکرد پایدار؛ کارآفرینی پایدار؛ مرورادبیات سیستماتیک | ||
| مراجع | ||
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