بازاریابی دیجیتال مبتنی بر محرک‌های دیداری یک پژوهش با رویکرد آمیخته (کیفی - کمی)

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، گروه علوم انسانی، دانشگاه آزاد اسلامی واحد بیرجند، 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

محتوای دیداری جذاب و متنوع ازجمله عکس، ویدئو و گرافیک ابزارهای اصلی برای جذب مشتریان در بازاریابی دیجیتال می‌باشد؛ اما تاکنون مدلی که بر اساس محرک‌های دیداری تبیین شده باشد کمتر موردتوجه قرار گرفته است.
اهداف: باتوجه‌به نقش حیاتی ویژگی‌های دیداری در بازاریابی دیجیتال، هدف این مطالعه، کشف، تجزیه‌وتحلیل مؤلفه‌ها و عوامل جذب مشتریان مبتنی بر محرک‌های دیداری و ارائه یک مدل مفهومی می‌باشد.
روش‌شناسی: در این مطالعه از رویکرد آمیخته برای دستیابی به اهداف پژوهش استفاده‌شده است. فاز کیفی با استعانت از  رهیافت ظاهر شونده روش داده‌بنیاد و فاز کمی از روش معادلات ساختاری به‌منظور بررسی پدیده محوری پژوهش استفاده گردید. جامعه آماریِ بخش کیفی خبرگان حوزه موضوع پژوهش و بخش کمی مشتریان شرکت چوب سنگ بود. نمونه‌گیری در بخش کیفی نوعِ هدفمند و در فاز کمی نمونه‌گیری در دسترس با استفاده از پرسش‌نامه بود.
یافته‌ها و نتایج: نتایج نشان می‌دهد محرک‌های دیداری در بازاریابی دیجیتال از طریق بالابردن سطح آگاهی، ادراک و متقاعدسازی به جذب مشتریان کمک می‌نماید. همچنین نتایج این مطالعه زوایای جدیدی از کاربرد محرک‌های دیداری در بازاریابی دیجیتال را شناسایی و با معرفی مدل جذب مشتریان در بازاریابی دیجیتال مبتنی بر محرک‌های دیداری به کم‌رنگ نمودن شکاف‌ها و ابهامات موجود کمک نموده است. این مدل می‌تواند به شناخت بهتر مشتریان و نیازهای آنها کمک کرده و بهبود قابل‌توجهی در ارتباط با مشتریان به دست آورد همچنین به کسب‌وکارها و بازاریابان کمک می‌کند تا با بهره‌گیری از این مدل، به نحوی شایسته از استراتژی‌های بازاریابی به‌منظور برتری رقابتی استفاده نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Digital Marketing Based On Visual Stimuli, A Research With A Mixed Approach (Qualitative-Quantitative)

نویسندگان [English]

  • bahman naruoei 1
  • hossein hakimpur 2
  • Mahdi mahmod zadeh vashan 2
  • mohammad mohammadi 3
1 Humanities, Marketing Management, Azad University of Birjand, Iran
2 Assistant Professor, Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran.
3 Assistant Professor, Department of Public Management, Birjand Branch, Islamic Azad University, Birjand, Iran
چکیده [English]

Aim and Introduction: Digital marketing is now considered the most important method for advertising and selling products. One of the main tools used in this method is engaging and diverse visual content, such as photos, videos, and graphics, which helps attract audiences. Despite this, the model focusing on vis-ual 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 through visual stimuli.
Methodology: The research method employed in this study is a mixed, induc-tive-comparative approach. The qualitative part of the study follows a Glaserian or emerging grounded theory strategy, while the quantitative part involves a sur-vey. The tool for collecting information in the qualitative part involves semi-structured interviews, while in the quantitative part, an illustrated questionnaire is utilized. The questionnaire is adapted from the researcher's original questionnaire to assess the central phenomenon of the research. In Glaser's approach, at-tention was paid to the coding method, which included open, selective, and theo-retical coding. The quantitative analysis was conducted using confirmatory fac-tor analysis and structural equation modeling with the SMARTPLS software. The statistical population of the qualitative section consisted of experts with ex-tensive knowledge and experience in the fields of digital marketing and cognitive science. Theoretical saturation was achieved through interviews with 14 of these experts. In the quantitative part, the statistical population consisted of 384 cus-tomers and followers of the stone industry company's website and social media pages. They were selected according to Morgan's table and responded to the questionnaires. In the qualitative part, sampling is targeted using the snowball method among selected experts from the studied community. In the quantitative part, sampling is conducted among members of the statistical community. In order to ensure validity in the qualitative aspect of the research, emphasis was placed on criteria such as credibility (acceptability), trustworthiness, reliability, and seamless transferability. In order to assess the reliability of the qualitative component of this research, the agreement coefficient of two coders was utilized. For this purpose, approximately 15% of the interviews were recoded by a research associate. The calculated Cohen's kappa coefficient indicated a satisfactory value of 0.74. The calculation of this coefficient was also done using MAXQDA software. To assess the questionnaire's validity, face validity and expert opinions were utilized, while construct validity was examined using the factor analysis method. In order to assess reliability, Cronbach's alpha coefficient was used, demonstrating favorable values in this research.
Findings: The analysis of the interviews in the qualitative part of the research has resulted in 485 open codes, 53 concepts, and 15 main components from the perspective of the selected participants. These components include causes such as individual, organizational, and globalization factors; covariance factors like digital marketing mix and commercialization of technological knowledge; condi-tions such as the development of marketing capabilities, changing consumer be-havior, and optimal e-commerce; contingencies including unforeseen, legal, and cultural factors; and the research context involving social media and social net-works. The consequences identified include improving organizational and cus-tomer performance. These findings revolve around the central phenomenon of the research, which is visual stimuli in the 6C family of Glaser. This model was deemed suitable for this research. Also, the comparison of the findings of the quantitative part of this research with the findings of the qualitative part confirms the exception of using the color of the year to present content for the purpose of persuasion. This discrepancy appears to be influenced by cultural differences within society, which may impact the choice of color. It has not been widespread. Furthermore, it is important to consider the possibility that this case may have had a similar impact on the statistical population of this research, and its implications for other statistical populations should also be explored.
Discussion and Conclusion: Digital marketing that relies on visual stimuli sig-nificantly enhances and reinforces the outcomes of digital marketing activities by taking into account the factors and components that influence this phenomenon. Visual stimuli in digital marketing, such as images, videos, designs, texts, and other visual elements embedded in the digital marketing process, can influence customers' mental interpretations towards the desired direction and situation when tailored to their behavioral characteristics and journey process. By increasing awareness, perception, and persuasion, these stimuli can facilitate and accelerate the customer's decision-making process, optimize the conversion rate, and enhance customer attraction. The results of this research demonstrate that digital marketing can have a positive impact on customer performance by enhancing interaction and marketing activities, as well as increasing customer loyalty, satisfaction, and attraction. The results of this study identify new ways to utilize visual stimuli in digital marketing and introduce the customer attraction model in digital marketing based on visual stimuli. This model aids in better understanding customers and their needs. It leads to a significant performance improvement for customers and businesses. It also enables businesses and marketers to utilize this model effectively in their marketing strategy, gaining a competitive advantage over other competitors.

کلیدواژه‌ها [English]

  • Digital Marketing
  • Visual Stimuli
  • Consumer Behavior
  • Customer Attraction

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نشریه علمی راهبردهای بازرگانی
دوره 19، شماره 20
بهمن 1401
صفحه 227-255

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