نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 علوم انسانی ،مدیریت بازاریابی دانشگاه آزاد بیرجند،ایران
2 استادیار، گروه مدیریت بازرگانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران.
3 استادیار، گروه مدیریت دولتی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Abstract Extended
Aim and introduction: Digital marketing is now considered the most important way to advertise and sell products. One of the main tools used in this method is engaging and diverse visual content, such as photos, videos, and graphics, which helps to attract audiences. Despite this, the model focusing on visual stimuli has received less attention. However, visual features are crucial in making digital marketing efforts effective. Therefore, this study aims to discover and analyze the components and factors that attract customers in digital marketing based on visual stimuli.
Methodology: The method of this research is mixed, inductive-comparative approach, its strategy in the qualitative part is Glaserian or emerging grounded theory and in the quantitative part, survey. The tool for collecting information in the qualitative part is the use of semi-structured interviews and in the quantitative part an illustrated questionnaire taken from the questionnaire created by the researcher in order to evaluate the central phenomenon of the research. Paying attention to the coding method in Glaser's approach, i.e. open, selective and theoretical were coded, the quantitative part was implemented using confirmatory factor analysis and structural equations and using SMARTPLS software. The statistical population of the qualitative section were experts who had rich knowledge and experience in the field of digital marketing and cognitive science, and theoretical saturation was achieved through interviews with 14 of these experts. In the quantitative part, the statistical population was 384 customers and followers of the website and social pages of the stone industry company, who were selected based on Morgan's table and answered the questionnaires. Sampling in the qualitative part is of the targeted type in the form of snowball, from among the selected experts from the studied community, and in the quantitative part, sampling is available from the members of the statistical community. In order to provide validity in the qualitative part of the research, attention was paid to the criteria of credibility (acceptability), trustworthiness, reliability, and smooth transferability. In order to measure the reliability of the qualitative part of this research, the agreement coefficient of two coders was used, for this purpose, about 15% of the interviews were recoded by a research associate, the calculated Cohen's kappa coefficient showed the desired number of 0.74. The calculation of this coefficient was also based on It was done through MAXQDA software. In order to evaluate the validity of the questionnaire, face validity and experts' opinions were used, and construct validity was investigated by factor analysis method. Also, in order to evaluate reliability, Cronbach's alpha coefficient was used, which showed favorable values in this research
Finding : The analysis of the interviews in the qualitative part of the research has been statistically, 485 open codes, 53 concepts and 15 main components from the perspective of the selected, which include the Causes including: individual, organizational, globalization, Covariance including: digital marketing mix, commercialization of technological knowledge, Condition including the development of marketing capabilities, changing consumer behavior, optimal e-commerce, Condition include the development of marketing capabilities, changing consumer behavior, optimal e-commerce, Contingencies include: unforeseen, legal, and cultural factors, and the research Context includes: social media, social networks, and Consequences include: improving organizational and customer performance., which revolves around the central phenomenon of the research, i.e Visual stimuli, in the 6c family of Glaser which was found to be suitable for this research, drew the research model. Also, the comparison of the findings of the quantitative part of this research with the findings of the qualitative part confirms the exception of the use of the color of the year in presenting the content for the purpose of persuasion, which seems to be caused by the cultural differences of the society that may be in the choice of the color of the question. It has not been widespread. And there is also the possibility that this case had such a result in the statistical population of this research and its impact in other statistical populations should also be addressed.
Discussion and conclusion: Digital marketing based on visual stimuli significantly improves and strengthens the results of digital marketing activities by considering the factors and components affecting this phenomenon. Visual stimuli in digital marketing using images, videos, designs and texts, and other visual signs hidden in the digital marketing process, if used following the customer's behavioral characteristics and journey process, can lead the mental interpretations of customers to the desired direction and situation. By increasing awareness, perception, and persuasion, these stimuli can facilitate and accelerate the customer's decision-making process and optimize the conversion rate and customer attraction. Also, the results of this research show that digital marketing can positively affect customer performance through interaction and improvement—marketing activities and increasing customer loyalty, satisfaction, and attraction. The results of this study identify new angles of how to use visual stimuli in digital marketing and introduce the customer attraction model in digital marketing based on visual stimuli; it helps to understand customers and their needs better. It leads to significant performance improvement for customers and businesses. It also allows businesses and marketers to use this model in the best way to use their marketing strategy and have more advantage in competition with other competitors.
کلیدواژه‌ها [English]
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