تعداد نشریات | 161 |
تعداد شمارهها | 6,573 |
تعداد مقالات | 71,036 |
تعداد مشاهده مقاله | 125,507,045 |
تعداد دریافت فایل اصل مقاله | 98,770,922 |
شناسایی الگوهای ذهنی تعامل کسبوکارهای بنگاهبهبنگاه در لینکدین با استفاده از روش کیو | ||
مدیریت بازرگانی | ||
دوره 14، شماره 4، 1401، صفحه 625-646 اصل مقاله (607.24 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2022.336993.4291 | ||
نویسندگان | ||
مرتضی ملکی مین باش رزگاه* 1؛ سیما علیپور2؛ مریم اصغری نجیب2 | ||
1دانشیار، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
2دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
چکیده | ||
هدف: نقش رسانههای اجتماعی و پلتفرمهای دیجیتال، در کسبوکارهای بنگاهبهمصرفکننده پُررنگ بوده است؛ اما بهتازگی، شاهدیم که کسبوکارهای بنگاهبهبنگاه نیز به رسانههای اجتماعی و پلتفرمهای دیجیتال توجه میکنند. از این رو، هدف از پژوهش حاضر، شناسایی الگوهای ذهنی تعامل کسبوکارهای بنگاهبهبنگاه در لینکدین با استفاده از روش کیو است. روش: چارچوب فلسفی این پژوهش، پارادایم تفسیری ـ اثباتگرایی (روش کیو) است که از منظر هدف، کاربردی شمرده میشود. مشارکتکنندگان پژوهش که بهصورت هدفمند و با روش گلوله برفی انتخاب شدند، 9 نفر از فعالان حوزه بنگاهبهبنگاه و آشنا به پلتفرم لینکدین بودند که دیدگاههای آنها با تحلیل عاملی کیو و استفاده از نرمافزار اسپیاساس نسخه 25 تجزیهوتحلیل شد. یافتهها: نتایج نشان میدهد که الگوی تعامل کسبوکارهای بنگاهبهبنگاه در لینکدین، در سه دسته ذهنیت محتوای حرفهای، سرنخ و ردیابی قرار دارد. نتیجهگیری: شرکتهای بنگاهبهبنگاه میتوانند برای تسهیل روابط خود با مشتریان، از رسانههای اجتماعی و پلتفرمها بهره ببرند و همانند موجودی زنده، به شرکت و برند خود هویت ببخشند؛ محصولات و خدمات و ارزشی را که به مشتری ارائه میکنند، معرفی کنند؛ از طریق محتواهای مختلف، اطلاعات کلیدی را در اختیار مشتریان قرار دهند؛ برای پیگیری مشتریان سرنخهای جذاب ایجاد کنند؛ جوامع و گروهها و افراد مرتبط با شرکت خود را ردیابی کنند و در نهایت، با مشتریان خود تعاملی سازنده داشته باشند. | ||
کلیدواژهها | ||
تعامل؛ رسانههای اجتماعی؛ روش کیو؛ کسبوکارهای بنگاهبهبنگاه؛ لینکدین | ||
مراجع | ||
خوشگویان فرد، علیرضا (1386). روششناسی کیو. تهران: مرکز تحقیقات صداوسیما.
References Ahi, A., Baronchelli, G., Kuivalainen, O., & Piantoni, M. (2017). International market entry: how do small and medium-sized enterprises make decisions? Journal of International Marketing, 25(1), 1-21. Alalwan, A. A., Rana, N. P., Algharabat, R., & Tarhini, A. (2016, September). A systematic review of extant literature in social media in the marketing perspective. In Conference on e-Business, e-Services and e-Society (pp. 79-89). Springer, Cham. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. S. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. Andersson, S., & Wikström, N. (2017). Why and how are social media used in a B2B context, and which stakeholders are involved? Journal of Business & Industrial Marketing, 32(8), 1098-1108. Barlow, M., & Thomas, D. B. (2010). The executive's guide to enterprise social media strategy: How social networks are radically transforming your business (Vol. 42). John Wiley & Sons. Barwise, P., & Farley, J. U. (2005). The state of interactive marketing in seven countries: interactive marketing comes of age. Journal of interactive marketing, 19(3), 67-80. Bernard, M. (2016). The impact of social media on the B2B CMO. Journal of Business and Industrial Marketing, 31(8), 955–960. https://doi.org/10.1108/JBIM-10-2016-268 Boyd, D. E., & Spekman, R. E. (2004). Internet usage within B2B relationships and its impact on value creation: A conceptual model and research propositions. Journal of Business to Business Marketing, 11(1-2), 9-34. Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding: An exploratory study. Journal of customer behaviour, 11(2), 101-11. Bridgstock, R. (2019). Employability and career development learning through social media: Exploring the potential of LinkedIn. In Challenging future practice possibilities (pp. 143-152). Brill Sense. Brink, T. (2017). B2B SME management of antecedents to the application of social media. Industrial Marketing Management, 64, 57-65. Broekemier, G., Chau, N. N., & Seshadri, S. (2015). Social media practices among small business-to-business enterprises. Small Business Institute Journal, 11(1). 37-48 Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management, 66, 90-102. Cortez, R. M., Gilliland, D. I., & Johnston, W. J. (2020). Revisiting the theory of business-to-business advertising. Industrial Marketing Management, 89, 642-656. Coviello, N. E., Brodie, R. J., & Munro, H. J. (1997). Understanding contemporary marketing: development of a classification scheme. Journal of Marketing management, 13(6), 501-522. Dennis, K. E. (1988). Q-methodology: New perspectives on estimating reliability and validity. Measurement of nursing outcomes, 2, 409-419. Dewani, P. P., & Sinha, P. K. (2012). Gratitude: An emotional approach in business relationship research. Journal of Business Management, 6(1), 1-11. Diba, H., Vella, J. M., & Abratt, R. (2019). Social media influence on the B2B buying process. Journal of Business & Industrial Marketing, 34(7), 1482-1496. Dincer, C. (2016). The Use of Social Media by B2B companies in an Emerging Country: Evidence from Turkey. International Journal of Academic Research in Business and Social Sciences, 6(10), 252-261. Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2021). Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review. Information Systems Frontiers. https://doi.org/10.1007/s10796-021-10106-y. Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Weerakkody, V. (2019, September). Use of social media by b2b companies: systematic literature review and suggestions for future research. In Conference on e-Business, e-Services and e-Society (pp. 345-355). Springer, Cham. Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers, 21(3), 719-734. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of marketing, 51(2), 11-27. Harrison-Walker, L. J., & Neeley, S. E. (2004). Customer relationship building on the internet in B2B marketing: a proposed typology. Journal of Marketing Theory and Practice, 12(1), 19-35. Hinchcliffe, D., & Kim, P. (2012). Social business by design: Transformative social media strategies for the connected company. John Wiley & Sons. Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169–179. https://doi.org/10.1016/j. indmarman.2018.01.001 Kärkkäinen, H., Jussila, J., & V¨ais¨anen, J. (2013). Social media use and potential in business-to-business companies’ innovation. International Journal of Ambient Computing and Intelligence, 5(1), 53–71. https://doi.org/10.4018/jaci.2013010104 Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531-558. Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710. Khoshgouyan fard, A. (2007). Q Method. IRIB research. (in Persian) Kleinaltenkamp, M. (2018). Peter LaPlaca–the best marketer of industrial and B2B marketing research. Industrial Marketing Management, 69, 125-126. Lipiäinen, H. S. M. (2015). CRM in the digital age: implementation of CRM in three contemporary B2B firms. Journal of Systems and Information Technology, 17(1), 2-19. Liu, X. (2019). Analyzing the impact of user-generated content on B2B Firms’ stock performance: Big data analysis with machine learning methods. Industrial Marketing Management, 86, 30–39. https://doi.org/10.1016/j.indmarman.2019.02.021. LoginRadius (2021). https://securityboulevard.com/2021/03/20-content-ideas-for-most-engaging-b2b-linkedin-posts/ Lucking-Reiley, D., & Spulber, D. F. (2001). Business-to-business electronic commerce. Journal of Economic Perspectives, 15(1), 55-68. Manzanaro, L., Valor, C., & Paredes-G´azquez, J. D. (2018). Retweet if you please! Do news factors explain engagement? Journal of Marketing Communications, 24(4), 375–392. https://doi.org/10.1080/13527266.2018.1428818. McKeown, B., & Thomas, D. B. (2013). Q methodology (Vol. 66). Sage publications. Mehmet, M. I., & Clarke, R. J. (2016). B2B social media semantics: Analysing multimodal online meanings in marketing conversations. Industrial Marketing Management, 54, 92-106. Mittal, V., & Sridhar, S. (2020). Customer based execution and strategy: Enhancing the relevance & utilization of B2B scholarship in the C-suite. Industrial Marketing Management, 88, 396-409. Mooi, E., Mani, S., Kleinaltenkamp, M., Lilien, G., & Wilkinson, I. (2020). Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration. Journal of Business & Industrial Marketing, 35(8), 1305-1310. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. Neeley, T. B., & Leonardi, P. M. (2018). Enacting knowledge strategy through social media: P assable trust and the paradox of nonwork interactions. Strategic Management Journal, 39(3), 922-946. Pardo, C., Ivens, B. S., & Wilson, K. (2013). Assessing and strengthening internal alignment of new marketing units: An interpretative tool. Industrial Marketing Management, 42(7), 1074–1082. https://doi.org/10.1016/j. indmarman.2013.07.016. Prodromou, T. (2015). Ultimate guide to LinkedIn for Business. Entrepreneur Press. Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32, 365–378. Rukšytė, E. (2021). Communicating corporate image: A Multimodal Critical Discourse Analysis on LinkedIn Job Advertisements. Master’s Thesis. Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69. Singaraju, S. P., Nguyen, Q. A., Niininen, O., & Sullivan-Mort, G. (2016). Social media and value co-creation in multi-stakeholder systems: A resource integration approach. Industrial Marketing Management, 54, 44–55. https://doi.org/10.1016/j. indmarman.2015.12.009. Sivarajah, U., Irani, Z., Gupta, S., & Mahroof, K. (2020). Role of big data and social media analytics for business to business sustainability: A participatory web context. Industrial Marketing Management, 86, 163–179. https://doi.org/10.1016/j. indmarman.2019.04.005 Sundström, M., Alm, K. H., Larsson, N., & Dahlin, O. (2020). B2B social media content: engagement on LinkedIn. Journal of business & industrial marketing, 36(3), 454-468. Tamilmani, K., Rana, N., Alryalat, M., Alkuwaiter, W., & Dwivedi, Y. (2018). Social media research in the context of emerging markets: an analysis of literature published in senior scholars’ basket of is journals. Journal of Advances in Management Research, 15(2), 115-129. Tasanen, J. (2021). Digital Marketing in a Niche B2B Company. Bachelor’s Thesis. Tiwary, N. K., Kumar, R. K., Sarraf, S., Kumar, P., & Rana, N. P. (2021). Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research, 131, 121-139. Tomak, K., & Xia, M. (2002). Evolution of B2B marketplaces. Electronic Markets, 12(2), 84-91. Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence and Planning. https://doi.org/10.1108/MIP-04-2013-0056. Verma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2), 206-217. Wang, Y., Rod, M., Ji, S., & Deng, Q. (2017). Social media capability in B2B marketing: toward a definition and a research model. Journal of Business & Industrial Marketing, 32(8), 1125-1135. Wollan, R., Smith, N., & Zhou, C. (2011). The social media management handbook: Everything you need to know to get social media working in your business. John Wiley & Sons. Yim, C. K., Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services. Journal of marketing research, 45(6), 741-756. | ||
آمار تعداد مشاهده مقاله: 651 تعداد دریافت فایل اصل مقاله: 740 |