بررسی تاثیر استفاده از انواع استراتژی¬های بازاریابی در شبکههای اجتماعی بر جلب اعتماد مشتریان شورایی
محورهای موضوعی : عمومىفرزانه میلانی 1 , سیدجعفر زنوزی 2
1 - مدیریت بازرگانی- بازاریابی دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ایران
2 - گروه مدیریت بازرگانی دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ایران
کلید واژه: استراتژی‌های بازاریابی, شبکههای اجتماعی, اعتماد مشتریان,
چکیده مقاله :
هدف از پژوهش حاضر، بررسي تاثير استفاده از انواع استراتژی‌های بازاریابی در شبکههای اجتماعی بر جلب اعتماد مشتریان می‌باشد. جامعه آماری این پژوهش شامل تمامی کاربران ایرانی عضو سایتهای شبکههای اجتماعی است که تحت تاثیر تبلیغات شرکتها قرار میگیرند. حجم نمونه آماری نیز با روش نمونهگیری گلوله برفی 446 نفر است. روش پژوهش، توصیفی پیمایشی بوده و ابزار گردآوری داده‌ها پرسشنامه می‌باشد. برای آزمون فرضیههای پژوهش از روش حداقل مربعات جزئی (PLS) و نرم افزار SmartPLS 3 استفاده شده است. نتایج بدست آمده نشان می‌دهد که هر چهار متغیر، استراتژی‌های بازاریابی مبادله‌ای، رابطه‌ای، پایگاه داده و مبتنی بر دانش در شبکههای اجتماعی تاثیر معنی‌داری بر جلب اعتماد مشتریان دارند.
The aim of this study is to investigate the effect of using variety of marketing strategies in social networks to build customers’ trust. Marketing through social networks has made appropriate opportunities for companies to attract more customers. Building customers' trust and attracting the customers can be mentioned as marketing challenges on these networks. So, in order to create competitive advantages, companies need to use appropriate strategies of building trust. The population of this study consists of all Iranian users of social networking sites that affected by companies advertisements. Also the sample size by using snowball sampling method is 446. The research method is descriptive survey research and data collection tool is questionnaire. To test hypotheses the partial least squares (PLS) technique and SmartPLS 3 software has been used. The results show that all four variables include: transactional, relationship, database and knowledge-based marketing strategies in social networks have a significant impact to build customers’ trust. Indeed, transactional strategy has negative impact on trust so the relation between this variable and dependent variable is reverse. knowledge-based marketing strategy has the most positive impact on customers’ trust.
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