اخبار و اعلانات

 آمار

تعداد نشریات418
تعداد شماره‌ها9,997
تعداد مقالات83,560
تعداد مشاهده مقاله77,801,378
تعداد دریافت فایل اصل مقاله54,843,985
Zadegan, Hiva, Aghaei, Mohammad, Esfidani, Mohammad Rahim, Hasangholipour, Tahmoures, Ansari, Manouchehr. (1402). Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM). نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 9(3), 61-76. doi: 10.30495/jsm.2023.1973844.1721
Hiva Zadegan; Mohammad Aghaei; Mohammad Rahim Esfidani; Tahmoures Hasangholipour; Manouchehr Ansari. "Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM)". نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 9, 3, 1402, 61-76. doi: 10.30495/jsm.2023.1973844.1721
Zadegan, Hiva, Aghaei, Mohammad, Esfidani, Mohammad Rahim, Hasangholipour, Tahmoures, Ansari, Manouchehr. (1402). 'Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM)', نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 9(3), pp. 61-76. doi: 10.30495/jsm.2023.1973844.1721
Zadegan, Hiva, Aghaei, Mohammad, Esfidani, Mohammad Rahim, Hasangholipour, Tahmoures, Ansari, Manouchehr. Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM). نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 1402; 9(3): 61-76. doi: 10.30495/jsm.2023.1973844.1721

Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM)

Journal of System Management
مقاله 4، دوره 9، شماره 3 - شماره پیاپی 35، مهر 2023، صفحه 61-76    اصل مقاله (1.07 M)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.30495/jsm.2023.1973844.1721
نویسندگان
Hiva Zadegan* 1؛ Mohammad Aghaei2؛ Mohammad Rahim Esfidani3؛ Tahmoures Hasangholipour4؛ Manouchehr Ansari5
1Hiva Zadegan Bavi Ph.D student in Business Administration, Department of Business Administration, University of Tehran, Tehran, Iran
2Assistant Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran
3Assistant Professor, Department of Business Administration, University of Tehran, Tehran, Iran
4Professor, Department of Business Administration, University of Tehran, Tehran, Iran
5Associate Professor, Department of Business Administration, University of Tehran, Tehran, Iran
چکیده
This article deals with developing a model of digital marketing with a focus on customer experience and with the aim of optimizing the customer management process, increasing the quality and length of the customer journey (increasing loyalty), and improving the consequences of the marketing process in companies, and seeks to answer this question. What is the digital marketing model with the customer experience management approach and what components does it include? The research method is mixed (qualitative-quantitative) and since a model for this issue is not available in past research, the first part of the research explores model extraction through qualitative methods (here, foundation data analysis) and to determine Relationships within the model quantitatively explain the model using quantitative methods (here structural equations). The method of collecting information in the qualitative part, in addition to conducting library studies, in the form of in-depth interviews with experts in the fields of information technology, marketing, and commerce, information technology policy, and actually business managers and stores that provide services and products through channels and digital tools in this section, the statistical sample limit was carried out by the snowball method (saturation to the end of the problem) and the quantitative part of the research and explanation of the model was through data collection with questionnaire tools and closed interviews from the customers of several digital businesses, which was done with the method 385 people were randomly selected and available using Cochran's formula. In the end, the main conditions, background conditions, intervening conditions, phenomena, strategies, and consequences affecting the digital marketing model with the customer experience management approach were extracted and the relationships between them were determined.
کلیدواژه‌ها
Model؛ Digital marketing؛ Customer experience؛ Customer journey
مراجع
  • Ahmadkhan, S., AlShamsi, I., & Anjam, M. (2022). When luxury goes digital: does digital marketing moderate multi-level luxury values and consumer luxury brand-related behavior?. Cogent Business & Management, 9(1), 105-119.
  • Akrami, F., & Hajialiakbari, F. (2021). Growing Bank Shahr's Participation, Trust and Consumer Value in the Context of Digital Content Marketing. Commercial Surveys, 19(110), 107-120. doi: 10.22034/bs.2021.247055
  • Al-Hattami, M., & Gomez Corona, C. (2021). Determinants of intention to continue usage of online shopping under a pandemic: COVID-19. Cogent Business & Management, 8(1), 223-240.
  • Asannejad, B., Jalali, M., & Tabrizian, B. (2022). A Model for Digital Marketing Based on Value Creation in Iranian Insurance Industry. BI Management Studies, 10(40), 17-32. doi: 10.22054/ims.2022.63701.2062
  • AshouriRoudposhti, A., Mehrani, H., & Hamdi, K. (2020). Provide a Strategic Model based on Machine Learning Approach to Automatically Opinion Assessment and Explore Product Information in Digital Marketing. Strategic Management Researches, 26(77), 73-98.
  • Bayer, E., Srinivasan, S., Riedl, J., & Skiera, B. (2020). The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. International Journal of Research in Marketing, 37(4), 789-804.
  • Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, (97), 35-58.
  • Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, (53), 166-189.
  • Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, (122), 608-620.
  • Faschan, M., Chailan, C., & Huaman-Ramirez, R. (2020). Emerging adultsa luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China. Journal of Global Fashion Marketing, 11(3), 207-231
  • Hein, N., Nhu, T., & Corona, C. (2022). The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business & Management, 9(1), 308-329. org/10.1080/23311975.2022.2105285
  • Homburg, C., & Wielgos, D. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, (50), 666-688.
  • Jhamb, D., Aggarwal, A., Mittal, A., & Paul, J. (2020). Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5), 909-936.
  • Kavosi, N. (2022). Understand the digital marketing environment with KPIs and web analytics in the healthcare environment. Journal of Interdisciplinary Studies of Marketing Management, 1(1), 93-109.
  • Khosravilaghab, Z., Siavashi, R., & Basir, L. (2022). The Effects of Digital Marketing on Consumers’ Buying Behavior (Case Study: Customers of the Digikala Online Store). New Marketing Research Journal, 12(2), 21-42. doi: 10.22108/nmrj.2022.132236.2635
  • Kokabi, R., heidarzadeh, K., & kheiri, B. (2020). Introverted and extroverted marketing model in digital marketing based on Grounded theory. Journal of Business Management, 12(48), 137-164.
  • Kundu, S. (2021). Digital marketing trends and prospects: Develop an effective digital marketing strategy with SEO, SEM, PPC, digital display Ads & email marketing techniques, London: BPB Publications.
  • Marisamy, P. (2021). An over view of digital marketing trends. Journal on Recent Advances in Pain, 06(02), 4659-4661.
  • Martin, L., Javalgi, G., & Ciravegna, L. (2020). Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence. Journal of Business Research, (107), 25-37.
  • Molina, A., Gomez, M., Lyon, A., Aranda, E., & Loibl, W. (2020). What content to post? Evaluating the effectiveness of Facebook communications in destinations. Journal of Destination Marketing & Management, 18(4), 25-43.
  • Oscar, O., & Louis, V. (2021). The effect of trust and atitude on purchase intentions mediated by Electronic Word-Of-Mouth (EWOM) in the culinary industry on Instagram. International Research and Critics Institute, 4(4), 9567-9578.
  • Park, Y., & Mithas, S. (2020). Organized complexity of digital business strategy: A configurational perspective. MIS Quarterly, 44(1), 85-127.
  • Paul, J. (2019). Masstige model and measure for brand management. European Management Journal, 37(3), 299-312.
  • Pole, N. (2021). Digital Marketing in India – Its Evolution and Growth. Journal of Volatiles & Essent, 8(4), 308-320.
  • Preniqi, N., Sylaj, K., & Krasniqi, E. (2020). Digital Marketing Trends. Digital Marketing Trends, 6(4), 43-60
  • Qureshi, J. (2022). Consumer empowerment in the digital media Marketing age: A comparative literature review and trends across selected count. Journal of Management, 14(2), 1-15.
  • Rezaei soufi, M., Khodsparast, S., & mohamadi, S. (2021). The Impact of Corporate Social Responsibility Measures on Brand Love for Sport Teams. Sports Marketing Studies, 2(3), 123-152. doi: https://www.doi.org/10.34785/J021.2021.554
  • Shafeian, N., Aghaei, M., & Gharib navaz, N. (2022). Investigating Digital Marketing Pattern Using Foundation Data Approach in the Banking System (Case Study ‎Tose’e Ta’avon Bank). Journal of Governmental Accounting, 8(2), 59-72. doi: 10.30473/gaa.2021.58119.1461
  • Shah, D., Murthi, P. (2020). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, 18(2), 443- 468. doi.org/10.1016/j.jbusres.2020.06.062
  • Silbert Jose, S. (2021). Impact of COVID-19 pandemic on content marketing strategies: Transforming higher education, work and life. Turkish Journal of Computer and Mathematics Education, 12(13), 2417-2427.
  • Talwar, S., Dhir, A., Kaur, P., & Mantymäki, M. (2020). Barriers toward purchasing from online travel agencies. International Journal of Hospitality Management, (89), 61-80.
  • Verhoef, C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, Q., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, (122), 889-901.
  • Wang, F. (2020). Digital marketing capabilities in international firms: A relational perspective. International Marketing Review, 37(3), 559–577.
  • Yogesh, K. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, (59), 102-168.
  • Zambrano, V., Monserrate, L., Quintero, L., Angel, F., & Alejandra, K. (2022). Evolution from traditional marketing to digital marketing as a training process. Journal of business and entrepreneurial studies, 6(2), 1-23.
  • Zamani, H., Naami, A., & Hamdi, K. (2022). Designing a Content Marketing Template to Increase Purchase Intention in Digital Marketing. Journal of Business Management, 14(2), 354-376. doi: 10.22059/jibm.2021.332652.4222
آمار
تعداد مشاهده مقاله: 151
تعداد دریافت فایل اصل مقاله: 337


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب