نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی ، سمنان، ایران
2 ,دانشیارگروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران.
3 استادیار گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
4 دانشیار گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Aim and Introduction:
The expansion of social media worldwide and the growing number of users present a challenge for marketing managers regarding how to effectively utilize these platforms for marketing goods and services in international markets. A company's success in foreign markets is highly dependent on its ability to adapt to advanced technologies and invest in this sector. Creating a social media marketing strategy is essential for modern organizations that aim to serve suppliers and customers, enhance business performance, increase competitiveness, and achieve sustained success in the global marketplace. This study was conducted to identify and analyze digital marketing through social media for the advancement of foreign trade.
Methodology
The current research employs an applied-developmental approach and utilizes a mixed-methods design in terms of data nature. It is qualitative in nature and cross-sectional regarding the timing of data collection. Additionally, the research is grounded in qualitative content analysis methods. A semi-structured interview was conducted with experts using content analysis techniques. After identifying the variables and components derived from the interviews, a theoretical model was developed through the application of the inductive approach and data coding techniques. The research community comprises senior managers and marketing managers from detergent, cosmetics, and hygiene exporting companies in the country. This study employs purposeful and theoretical sampling methods based on the research design. The primary criterion for determining the sample size was theoretical saturation. In the sampling process, iterations continue until sufficient content is gathered, leading to a level of theoretical abstraction and the discovery of new theories.
Finding
In this research, 17 experts provided objective and theoretical responses until theoretical saturation was achieved. The results indicated that the theoretical framework of the digital marketing model encompasses five key variables: social media business strategy in international markets, marketing communication via social media in international markets, social messaging strategy in social media for international markets, and international marketing measures in the media. Social media plays a crucial role in creating customer value, making it an effective tool for marketing in the realm of foreign trade. In the "Social Media Business Strategy in International Markets" section, exporting companies should develop a suitable strategy for utilizing social media to penetrate global markets. Due to the unpredictable nature of virtual spaces in social media, it is anticipated that customers are aware of the associated risks. This awareness often leads them to be cautious when communicating with contacts and others on social platforms. Consequently, companies should strive to establish trust with their customers in their communications. In this context, Saputra (2023) emphasizes that maintaining consumer trust and adhering to international privacy standards are crucial elements of successful digital marketing. The next variable is "social media marketing communications in international markets, which can be effective for export development through social media marketing. Social media is a digital platform that facilitates communication among individuals who interact with one another virtually. In this context, experts emphasize that customer relationship management and customer interaction on social media are two key components that significantly contribute to effective marketing communication. Communication on social media is highly effective in attracting users, and enhancing this communication is essential for marketing managers. Fracastoro et al. (2021) emphasize that marketing communication enhances customer interaction, raises awareness, and facilitates the dissemination of product information. In the proposed theoretical model, the variable "social message strategy in social media within international markets" can also influence the development of global trade. This variable consists of two components: the social media advertising strategy and the social media advertising content. Together, they convey information about products and services to social media users, motivating customers to make purchases.
In this context, Chang et al. (2019) demonstrate that social networks can effectively communicate company messages to international customers. The next variable is "International Marketing Actions in Social Media". Digital marketing on social media can provide in-depth analytical data about customers, which managers can use to identify markets, understand consumer preferences, and develop more effective marketing strategies. According to Saputra (2023), a comprehensive analysis of the global digital business environment, along with the implementation of suitable strategies, can assist companies in maximizing their international digital marketing potential.
Discussion and Conclusion
Finally, the last variable is "customer value creation in social media, which aims to generate value for the customer by fostering a positive experience and building trust. In this context, Saputra (2023) emphasizes that maintaining consumer trust and adhering to international privacy standards are crucial components of successful digital marketing.
کلیدواژه‌ها [English]
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