فصلنامه علمی پژوهشی حکمرانی فرهنگ

فصلنامه علمی پژوهشی حکمرانی فرهنگ

ارائه مدل پارادایمی بازاریابی محتوا برای محصولات فرهنگی در فضای بازاریابی دیجیتال.

نوع مقاله : مقاله پژوهشی

نویسندگان
حمید رضا عبادی 1
حکیمه نیکی اسفهلان 2
حسین عماری 3
وحید رضا میرابی 4
1 گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 گروه مدیریت بازرگانی، واحد ارس، دانشگاه آزاد اسلامی، هادیشهر، ایران
3 گروه مدیریت بازرگانی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران.
4 گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران.
10.22034/jsfc.2025.537270.2825
چکیده
این پژوهش با هدف ارائه مدل پارادایمی بازاریابی محتوا برای محصولات فرهنگی در بستر بازاریابی دیجیتال انجام شد. این مطالعه از لحاظ هدف، در زمره تحقیقات کاربردی-توسعه‌ای قرار دارد؛ از منظر روش گردآوری داده‌ها، توصیفی-پیمایشی و از حیث شیوه تحلیل، پژوهشی کیفی محسوب می‌شود. جامعه هدف شامل مدیران و کارشناسان باسابقه در حوزه بازاریابی محصولات فرهنگی بوده و با بهره‌گیری از روش نمونه‌گیری نظری و هدفمند، مصاحبه‌های نیمه‌ساختاریافته با 15 نفر انجام شد که در نهایت اشباع نظری حاصل گردید. داده‌های گردآوری‌شده با استفاده از روش نظریه‌پردازی داده‌بنیاد‌ و نرم‌افزار Maxqda20 تحلیل شدند. یافته‌های پژوهش منجر به شناسایی مقوله‌های اصلی مدل پارادایمی گردید. بر اساس این مدل، شرایط علّی شامل تسهیل تعامل و سفر مشتری، بهینه‌سازی رتبه در موتورهای جستجو، نیازسنجی و شناخت دقیق مخاطبان، و شناخت و بخش‌بندی بازار، بر پدیده محوری یعنی چرایی بازاریابی محتوایی برای محصولات فرهنگی تأثیرگذارند. پدیده محوری نیز تحت تأثیر شرایط زمینه‌ای نظیر فرایندها، ساختار سازمانی، مکانیزم‌های ارزیابی عملکرد، قالب‌های ارائه محتوا، منابع و تسهیلات مورد نیاز، زیرساخت‌های فناوری اطلاعات، قوانین و مجوزهای مرتبط و شرایط فرهنگی و اجتماعی کشور و همچنین شرایط مداخله‌گر مانند محدودیت‌ها، ریسک‌های شناسایی‌شده و شدت رقابت قرار می‌گیرد. در نهایت، راهبردها و اقدامات شامل ساختار و تناسب محتوا، تنوع در استراتژی‌های بازاریابی، و همکاری با ذی‌نفعان و افراد تأثیرگذار، منجر به بهبود شاخص‌هایی نظیر عملکرد، کیفیت ارائه خدمات، برندینگ، تعامل با مخاطب، نرخ تبدیل، گسترش کانال‌های توزیع و توسعه بازار می‌شوند.
کلیدواژه‌ها
محصولات فرهنگی
بازاریابی محتوا
بازاریابی دیجیتال
موضوعات

عنوان مقاله English

Presenting a paradigmatic model of content marketing for cultural products in the digital marketing space.

نویسندگان English

Hamid Reza Ebadi 1
Hakimeh Niky Esfahlan, 2
Hossein Emari 3
Vahid Reza Mirabi 4
1 Department of Business Management, Ta.C., Islamic Azad University, Tabriz , Iran
2 Assistant Professor, Department of Management, Ara.C., Islamic Azad University, Hadishahr, Iran
3 Department of Management, Bon.C., Islamic Azad University, Bonab, Iran
4 , Department of Management, CT.C., Islamic Azad University, Tehran, Iran
چکیده English

This research was conducted with the aim of presenting a paradigmatic model of content marketing for cultural products in the context of digital marketing. This study is classified as applied-developmental research in terms of its purpose; it is descriptive-survey in terms of its data collection method and qualitative research in terms of its analysis method. The statistical population of the qualitative section included experienced managers and experts in the field of cultural product marketing, and using the theoretical and purposeful sampling method, semi-structured interviews were conducted with 15 people, which ultimately achieved theoretical saturation. The research findings led to the identification of the main categories of the paradigmatic model. According to this model, causal conditions including facilitating customer interaction and journey, optimizing search engine rankings, needs assessment and accurate audience identification, and market identification and segmentation influence the central phenomenon, i.e. why content marketing is for cultural products. The central phenomenon is also influenced by contextual conditions such as processes, organizational structure, performance evaluation mechanisms, content delivery formats, required resources and facilities, IT infrastructure, relevant laws and licenses, and the country's cultural and social conditions, as well as intervening conditions such as limitations, identified risks, and intensity of competition. Finally, strategies and actions including content structure and relevance, diversity in marketing strategies, and collaboration with stakeholders and influencers lead to improvements in indicators such as performance, quality of service delivery, branding, audience engagement, conversion rates, expansion of distribution channels, and market development.

کلیدواژه‌ها English

Cultural Products
Content Marketing
Digital Marketing
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