شناسایی و اولویت‌بندی عوامل موثربراکوسیستم بازاریابی دیجیتال با استفاده ازروش FCM

Aim and Introduction: The present study was conducted with the aim of identifying the factors affecting digital marketing using a fuzzy cognitive map among marketing managers and professors at universities in Khorramabad. In addition to the aforementioned, what deepens the research issue and makes this research necessary and important is the theoretical and empirical gap in the research. By reviewing the literature and background of the research, it was determined that there is a theoretical and empirical gap regarding the research topic; in that none of the studies conducted so far have specifically investigated the identification of factors affecting the digital marketing ecosystem and have examined the phenomenon of the marketing ecosystem from other aspects. Therefore, it can be said that the present study is one of the first studies in this field that seeks to answer the question of what are the factors affecting the digital marketing ecosystem among marketing managers and professors at universities in Khorramabad using the FCM method?
Methodology: The present study is a mixed method study based on qualitative and quantitative research, and is also classified as a deductive-inductive approach in terms of research philosophy. This study is applied in terms of its purpose and exploratory in terms of its data collection method. The statistical population of the study includes 10 marketing managers and professors at universities in Khorramabad. Regarding the selection of the statistical population, it should be stated that given that the subject of the study is the digital marketing ecosystem, people who are theoretically and practically familiar with this research concept and have the necessary information knowledge to answer the interview and questionnaire questions should be used. For this reason, using the purposive sampling method and based on the theoretical saturation principle, 10 marketing managers and professors at universities in Khorramabad province were selected as sample members. The data collection tool in the qualitative section is an interview, the validity of which was confirmed using relative content validity and theoretical validity from relation (1) with a coefficient of 0.75. Also, its reliability was measured by the intra-coder and inter-coder reliability method. In the coding process, the coding was checked once by the researcher himself (intra-coder) and the second time, another expert (inter-coder) was asked to check the accuracy of the coding using the Cohen's Kappa test. Comparing the results of the intra-coder and inter-coder reliability and the coefficient of 0.87 for the Cohen's Kappa test in the inter-coder section indicated confirmation of the reliability of the interview. It should be explained that since the present study is a mixed research with an exploratory approach, a qualitative study must be conducted first and then a quantitative study. In the qualitative section, qualitative data that were collected using the opinions of 20 experts were analyzed using MaxQDA software and the content analysis and coding method.
Finding: The present study was conducted with the aim of identifying the factors affecting the digital marketing ecosystem. Given that two qualitative and quantitative approaches were used simultaneously in this study, the results were separated into two parts: quantitative and qualitative. In the qualitative part, after conducting interviews, the factors affecting the digital marketing ecosystem were identified, which are: market analysis, responsible marketing, personalization of communications, competition and innovation, increasing online advertising, effective interaction with audiences, marketing costs, radio commercial strategy, use of the testimonial approach, digital channels, marketing automation, cultural and social space, hiring experts, increasing customer awareness, brand collaboration with influencers, privacy and information security, increasing e-commerce, continuous management and monitoring, customer orientation and personalization, strengthening the digital marketing team as the most important key factors for the success of strategic human resource management.
Discussion and Conclusion: As is clear from the final model, the radiocarmes strategy was identified as the most important factor affecting the digital marketing ecosystem with an impact capacity of 12.07, an impact power of 11.92, and finally a centrality of 24.63. After that, digital channels with a centrality of 24.13, hiring experts with a centrality of 24.04, and marketing automation with a centrality of 23.95 were identified as other factors affecting the digital marketing ecosystem, respectivel.