نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیارگروه مدیریت دانشگاه محقق اردبیلی
2 دانشجوی دکترای رشته مدیریت بازرگانی دانشگاه محقق اردبیلی
چکیده
رسانه های اجتماعی و پایداری جریان های اصلی بازاریابی و تجارت هستند. با پیشرفت فناوری بازاریابی پایدار به استفاده از رسانه های اجتماعی تمرکز می کند، جایی که مصرف کنندگان می توانند مستقیماً با بسیاری از مصرف کنندگان دیگر ارتباط برقرار کنند و بر باورها و رفتار آنها تأثیر بگذارند. این تأثیرگذارها هم محتوای ارگانیک و هم محتوای حمایت شده را ایجاد می‌کنند. این پژوهش با هدف ارائه الگویی برای بازاریابی پایدار مبتنی بر اینفلوئنسرها در رسانه های اجتماعی به شیوه‌ی توصیفی، از طریق مصاحبه‌های عمیق نیمه‌ساختارمند به تدوین و اعتباریابی چارچوبی مفهومی با روش داده بنیاد پرداخته است. جامعه‌ی آماری شامل خبرگان و صاحبنظران و متخصصان رسانه های اجتماعی و بازاریابی پایدار و اینفلودنسرهای رسانه های اجتماعی هستند که از بین آنها ۱3نفر به روش نمونه‌گیری هدفمند انتخاب و در این مطالعه مشارکت کردند. تعداد نمونه ها از قاعده اشباع پیروی میکند. ﺑﺮای ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ، از روش ﮐﺪﮔﺬاری ﺑﺎز، ﻣﺤﻮری و ﮔﺰﯾﻨﺸﯽ اﺳﺘﻔﺎده ﺷﺪ یافته‌های پژوهش نشان میدهد مفاهیم در قالب یک مقوله محوری و 12 مقوله اصلی و 25 مقوله فرعی و 147 ﻣﻔﻬﻮم ﯾﺎ ﮐﺪ ﺑﺎز ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪ. در ﻧﻬﺎﯾﺖ ﻣﺪل ﭘﺎراداﯾﻤﯽ ﺑﺎزارﯾﺎﺑﯽ پایدار مبتنی بر اینفلوئنسرها در رﺳﺎﻧﻪﻫﺎی اﺟﺘﻤﺎﻋﯽ اراﺋﻪ ﺷﺪ. شرایط علی شامل(شایستگیهای محتوایی، شایستگی های تعامل و توانایی تاثیر گذاری)، شرایط زمینه ای شامل (قدرت اینفلوئنسرها، همراهی اجتماعی) شرایط مداخله‌گر (خودبرندسازی اینفلوئنسرها، محدودیت در کنترل محتوا)، راهبردها (جهت‌دهی مجدد آمیخته بازاریابی، شبکه سازی آنلاین)، پیامدها شامل (ایجاد نیروهای خودپایدار، ارزش آفرینی فراگیر، هویت پایدار) دسته بندی شدند.
کلیدواژه‌ها
عنوان مقاله [English]
Presentation of the template for sustainable influencer-based marketing in social media
نویسندگان [English]
- Ghasem Zarei 1
- گلثوم akbari arbatan 2
1 Associate Professor, Department of Management, University of Mohaghegh Ardabili
2 Ph.D. student of business management ,University of Mohaghegh Ardabili
چکیده [English]
Social media and sustainability are the main streams of marketing and business. As technology advances, sustainable marketing focuses on the use of social media, where consumers can directly interact with many other consumers and influence their beliefs and behavior. These influencers create both organic and sponsored content. With the aim of providing a model for sustainable marketing based on influencers in social media in a descriptive manner, this research developed and validated a conceptual framework with the foundation data method through in-depth semi-structured interviews. The statistical community includes social media and sustainable marketing experts and social media influencers, among whom 13 people were selected and participated in this study by purposive sampling. The number of samples follows the rule of saturation. To analyze and analyze the data, the method of open, hidden and selective coding was used. The findings of the research show that concepts were identified in the form of a central category and 12 main categories and 25 sub-categories and 147 concepts or codes. Finally, a sustainable marketing paradigm model based on influencers in social media was presented. Causal conditions including (content competencies, interaction competencies and ability to influence), background conditions including (power of influencers, social companionship), intervening conditions (self-branding of influencers, limitation in content control), strategies (reorientation of marketing mix, online networking), the results were categorized as including (creating self-sustainable forces, inclusive value creation, stable identity).
content competencies,
Content competencies are expertise in the production and distribution of electronic content. An expert in the production and distribution of electronic content must be aware of the principles and rules of standards in the field of content production and distribution. In fact, the requirement to produce a quality and standard content is to fully understand the principles and standards (Khosravi Chekandak and colleagues, 1401).
- Interaction skills,
Engagement Competencies: Social media influencers have been tapped by brands as a strategic marketing communication tool to leverage their electronic word of mouth. are knowledgeable and expert, and regarding brands and products are considered more authentic and trustworthy by consumers than messages created by marketers (Kim & Kim, 2021). The subset of this dimension of causal factors is communication with audiences and participation and preservation of consumer culture. Currently, influencers are employed to create emotional relationships with customers through digital marketing (Khandual & Pradhan, 2019).
- self-sustaining forces,
Self-sustainability is the degree to which people can maintain resources without support. In essence, it refers to the ability and capacity to comply with the three principles of sustainability (economic, social, environmental) independently of the help of others (Rivera-Toapanta et al, 2022).
Green values, which include (green products, green usage culture, and green marketing, etc.), are a product of sustainable development, which mainly refers to individual attitudes and behaviors of sustainable development (Dumont et al, 2017). Mohammadian et al. (2013) believe that manufacturing companies, consumer society and governments are the three vertices of the triangle involved in buying and using green products. In fact, it is consumers who can contribute to sustainability by buying and using green products (environmentally friendly products) (Rahbar & Wahid, 2011). In fact, consumers can contribute significantly by buying products that are less harmful to the environment. to protect the environment (Ranaei Kordesholi et al, 2012) Green marketing includes a wide range of activities that are related to changes in design, production process, packaging as well as product advertising (Polonsky, 1994).
Stable identity
A stable identity is an identity that the people of a group have recognition and commitment to values. If these components are more in people, identity can be stable; Therefore, the stability of identity can be considered as the degree of penetration of stability factors (Hosni et al., 2019). In this article, values such as altruism, moderation, and ethics were introduced in the consumption of sustainable identity indicators
Self-branding.
Self-branding is a process by which people and their professions are known as brands. This process is different from seeking fame and influencing people (Karaduman, 2013). This term refers to a process in which ordinary people gain fans by sharing their interests and lifestyles on social networks. These people gain fame only because of their activity in social networks, and it causes the lack of control over the production content. Perhaps this word can be translated as informal fame in Persian language. Self-branding is a set of marketing strategies to be used on the individual. This concept also includes a kind of attitude about the products, services, values and thoughts of the individual as a salable commodity (Marwick, 2010).
- Consumer culture
Slater Dunn (1997) acknowledges that consumer culture refers to a society in which the relationship between existing culture and social resources and the relationship between lifestyles and material and symbolic resources related to it through the behavior of marketers and most effectively mass media advertising. is set And social media influencers overshadow the sustainability elements of consumer culture by promoting and promoting them. They influence consumer consumption patterns in different product categories, including services (Berne-Manero & Marzo-Navarro, 2020).
Inclusive value creation is somehow finding a common ground between sustainability goals and values and green products. Green values, which include (green products, green usage culture, and green marketing, etc.) and the product of sustainable development, which mainly refers to individual attitudes and behaviors of sustainable development (Dumont et al, 2017). Mohammadian et al. (2013) believe that manufacturing companies, consumer society and governments are the three vertices of the triangle involved in the purchase and use of green products and
Green product is a foot product It is designed with the aim of reducing the negative effects on the environment during its life cycle. The culture of green use states that there are consumers who can contribute to sustainability by buying and using green products (environmentally friendly products). Rahbar & Wahid, 2011. In fact, consumers can contribute significantly to protecting the environment by purchasing products that are less harmful to the environment (Ranaei Kordesholi et al, 2012).
Green marketing includes a wide range of activities that are related to changes in design, production process, packaging as well as product advertising (Polonsky, 1994).
کلیدواژه‌ها [English]
- sustainable marketing
- influencer
- social media
- Grounded theory
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