تأثیر تفکر استراتژیک بر تعالی بازاریابی دیجیتال بانکداری با رسانه اجتماعی و جوّ نوآوری | ||
| کاوشهای مدیریت بازرگانی | ||
| دوره 16، شماره 37، آذر 1403، صفحه 148-164 اصل مقاله (624.49 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2024.22381.4490 | ||
| نویسندگان | ||
| مریم یعقوب پور1؛ حسین جنتی فر2؛ سیدحمید خدادادحسینی* 3؛ رسول ثانوی فرد4 | ||
| 1دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران | ||
| 2استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران. | ||
| 3استاد، گروه مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران | ||
| 4دانشیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران. | ||
| چکیده | ||
| با ظهور شرکتهای فناوری مالی و سازمانهای بومی دیجیتال، بانکهای سنتی در ایران با رقابت شدیدی روبرو هستند. بازاریابی دیجیتال به بانکها این امکان را میدهد که با ترویج خدمات منحصربهفرد و تعامل با مشتریان از طریق کانالهای نوآورانه، خود را متمایز کنند. همچنین، تفکر استراتژیک نقشی اساسی در ارتقای تعالی بازاریابی دیجیتال بانکها دارد. لذا، تفکر استراتژیک در بانکداری تجاری، رویکرد کلیدی در مدیریت استراتژیک شناخته میشود که به بانکها کمک میکند تا با تحلیل و ارزیابی متغیرهای حیاتی، تصمیمات بهتری اتخاذ کنند و در محیط رقابتی به موفقیت دست یابند. بنابراین، هدف این پژوهش بررسی تأثیر تفکر استراتژیک بر تعالی بازاریابی دیجیتال با میانجیگری رسانه اجتماعی و جوّ نوآوری در صنعت بانکداری تجاری میباشد. نمونه جامعه محدود آماری این بخش، براساس فرمول کوکران 240 نفر شامل مدیران و خبرگان دانشگاهی و اجرایی است که در زمینه بانکداری دیجیتال، بانکداری تجاری و تعالی بازاریابی دیجیتالی دارای تجربه و تخصص بوده و درگیر حداقل یک الی دو پروژه هستند و تجربههای علمی و عملی داشتند. لذا، پرسشنامه 38 گزارهای مقیاسبندی و توزیع و با استفاده از نرمافزار PLS3 تحلیل گردید. نتایج نشان داد بازاریابی دیجیتال ارتباط مستقیم با مشتریان را از طریق کانالهای رسانههای اجتماعی تسهیل میکند. این تعامل باعث تقویت اعتماد و وفاداری میشود که در بخش مالی حیاتی هستند. تفکر استراتژیک با تقویت درک عمیقتر از رفتار مصرفکننده، ارتقای تصمیمگیری مبتنی برداده، افزایش شخصیسازی و تسهیل تعامل چند کاناله، بهطور قابلتوجهی بر تعالی بازاریابی دیجیتال بانکها تأثیر میگذارد. بنابراین، با ایجاد محتوای تعاملی و تجربیات شخصی، بانکها میتوانند روابط خود را با مشتریان تقویت کرده و وفاداری طولانیمدت را تشویق کنند. | ||
| کلیدواژهها | ||
| تفکر استراتژیک؛ تعالی بازاریابی دیجیتال؛ جو نوآوری؛ رسانه اجتماعی | ||
| عنوان مقاله [English] | ||
| The impact of strategic thinking on excellence in digital marketing, mediated by social media and an innovation-oriented climate in commercial banking | ||
| نویسندگان [English] | ||
| Maryam Yaghoubpour1؛ Hossein Janati Far2؛ Seyyed Hamid Khodadad Hosseini3؛ Rasoul Sanavi Fard4 | ||
| 1Phd candidate, Department of Business Management, Qom branch, Islamic Azad University. Qom, Iran | ||
| 2Assistant Professor, Department of Business Administration, Faculty of Humanities, Qom Branch, Islamic Azad University, Qom, Iran. | ||
| 3Proffessor, Department of Business Management, Tarbiat ModaresUniversity, Tehran, Iran | ||
| 4Associate Professor, Department of Business Administration, Faculty of Humanities, Qom Branch, Islamic Azad University, Qom, Iran. | ||
| چکیده [English] | ||
| EXTENDED ABSTRACT Introduction Digital marketing as a key tool in today's world, especially in the era of information and communication technology, is rapidly growing and developing. This type of marketing allows companies to communicate more effectively with their audiences, consequently increasing conversion rates. Additionally, digital marketing enables businesses to access new markets at a lower cost compared to traditional methods. Various tools such as SEO, content marketing and digital advertising help brands stand out in a competitive space. Furthermore, the use of analytics data in digital marketing assists companies in better understanding customer behavior and optimizing their strategies. Considering the ongoing trends globally, digital marketing is continually evolving and companies must stay updated to leverage these changes. For this reason, investing in digital marketing has become a strategic necessity for business success. Ultimately, the ability to measure and analyze results accurately is one of the distinguishing features of digital marketing allowing brands to make more informed decisions. Additionally, digital marketing serves as an innovative framework, playing a significant role in the transformation and development of businesses. In today's fast-changing technological landscape, brands must adhere to digital marketing strategies to maintain competitiveness and meet customer needs. In this regard, distinguishing digital marketing from traditional methods and creating innovative approaches enables businesses to get closer to their target audiences. Digital platforms, such as social networks allow brands to interact directly and instantly with their customers. These interactions help increase customer loyalty and brand awareness making customers feel more valued. Digital marketing enables businesses to quickly adapt to market trends and changes; for example, the emergence of new technologies such as artificial intelligence and machine learning can enhance customer experiences and personalize services. Methodology The present research is applied in terms of purpose, quantitative in research method, and classified as descriptive-correlational based on the method of data collection. The statistical population of this study includes managers and academic experts with experience and expertise in the fields of digital banking, commercial banking, and digital marketing excellence. Data were collected through a 16-item questionnaire using a 5-point Likert scale, resulting in the receipt and analysis of 167 completed questionnaires. This research examined the relationships between variables using the Smart PLS 3 software and the structural equation modeling method. Results and Discussion One of the fundamental factors for success in digital marketing is paying attention to the needs and preferences of customers. Banks need to analyze data and customer behavior to communicate effectively with them and provide relevant content. Utilizing modern technologies such as artificial intelligence, machine learning and data analytics can help banks gain a better understanding of customer needs and optimize their marketing strategies. A key feature of digital marketing is the ability to engage in direct and immediate interactions with customers. Banks should take advantage of this opportunity and engage in conversation with customers through social media and interactive websites. One of the advantages of digital platforms is the ability to evaluate and analyze results accurately. Additionally, banks should continuously monitor the performance of their campaigns and adjust their strategies based on the data obtained and market changes. Ultimately, excellence in digital marketing requires a multifaceted approach that includes paying attention to customer needs leveraging modern technologies, creating valuable content and establishing effective interactions with customers. Banks must continuously strive to adapt to changes in the market and consumer behavior and capitalize on digital opportunities to create a positive experience for customers. These efforts not only help improve brand recognition but can also lead to increased sales and customer loyalty. Conclusion Excellence in digital marketing presents a golden opportunity for banks to achieve success in a competitive and ever-changing environment. By thoroughly understanding its various elements and implementing effective strategies businesses can enhance their competitive advantage. Furthermore, achieving excellence in digital marketing indicates that financial institutions must seriously focus on implementing innovative digital strategies. Given the increasing competition and high customer expectations utilizing digital tools can significantly improve customer experience and increase their loyalty. Offering suitable online services personalizing customer experiences and leveraging data analytics to better understand customer needs are among the key elements in this regard. Additionally, banks should focus on expanding their interactions with customers through social media and educational content. By establishing effective communication and building trust banks can strengthen their position in the market. Ultimately, success in digital marketing depends on adapting to rapid market changes and emerging technologies which can lead to reduced costs and increased customer satisfaction. Engaging customers through informative content and responsive communication channels not only enhances customer relationships but also fosters loyalty and improves overall service quality. | ||
| کلیدواژهها [English] | ||
| Digital Marketing Excellence, Climate Innovation, Social Media, Competitive Advantage | ||
| مراجع | ||
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