Application Model of User-Generated Content of in Content Marketing Processes; A Grounded Study on Digikala

Roshandel Arbatani, Taher; Ameli, Saeid Reza; Hajijafari, Mojtaba

doi:10.22054/cs.2017.13086.78

Document Type : Research Paper

Authors

https://doi.org/10.22054/cs.2017.13086.78

Abstract

This paper aims to investigate the feasibility of applying user-generated content and is growing as the dominant species in the online content marketing processes and enumerating of the application's content. Content marketing is focused on the production of content by marketers and businesses. Content marketing processes and marketing strategies based on a set of valuable content and applications that often by companies, organizations and marketers production and audiences targeted. The basic research question is how and on what pattern user-generated content can be used for content marketing? The study certain types of user-generated content, the comments in social network environments considers cyberspace. Since there is no literature written about content marketing as well as detailed research on the correlation between user-generated content with content marketing is not carried out, the methods of this research based on grounded theory is Glaserian-approach. Comments on this website using grounded theory method examples suffice to provide the necessary theoretical, were recognized and coded four-step process based on data obtained were analyzed through grounded theory to achieve optimal theoretical propositions. Materials for the study of the user-generated-content of a website and user-generated comments Digikala were recognized as the most popular Iranian online store. In the end, based on the five-step process was developed, which include: planning for content marketing, content marketing, production and office related content planning, production and under auspices of the goalkeeper, distribute, communicate and engage with the audience/customer content marketing and content marketing strategy assessment, an analysis of the user-generated comment findings.

Keywords

References

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New Media Studies

Application Model of User-Generated Content of in Content Marketing Processes; A Grounded Study on Digikala

References

References

Volume 2, Issue 7
November 2016
Pages 157-190

Application Model of User-Generated Content of in Content Marketing Processes; A Grounded Study on Digikala

References

References

Volume 2, Issue 7November 2016Pages 157-190

Volume 2, Issue 7
November 2016
Pages 157-190