تحلیل تأثیر بازاریابی ویدئوئی و استراتژی‌های مختلف آن بر رفتار مصرف‌کننده (مورد مطالعه: شرکت لبنی رامک)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، تهران، ایران،

2 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد مرودشت، مرودشت، ایران

چکیده

هدف از توجه به تبلیغات زمینه را برای گرایش و رفتار مصرف کنندگان و چگونگی انتخاب آن‌ها فرآهم می سازد. از این رو درک و آگاهی مناسب از تبلیغات، به‌عنوان یکی از استراتژی‌های بازاریابی تاثیری شگرف بر نگرش و رفتار مصرف کنندگان و چگونگی انتخاب آن‌ها دارد و بدین ترتیب نقش مهم و جایگاه برجسته‌ای در ارتقایفروش موفق محصولات یک شرکت کسب نموده است. براین اساس، این پژوهش با هدف ارزیابی تأثیر بازاریابی ویدئوئی و استراتژی‌هایمختلف آن بر رفتار مصرف کنندگان صورت گرفته است. روش پژوهش حاضر توصیفی و از نوع پیمایشی است. با استفاده از نمونه گیری در دسترس تعداد 384 پرسش نامه با پایایی 88/0جمع آوری شد. تحلیل داده ها با استفاده از روش مدلسازی معادلات ساختاری از طریق نرم افزار AMOS انجام شده است. نتایج نشان داد که تجربه از استراتژی‌های بازاریابی ویدئوئی بر رفتار مصرف کنندگان محصولات لبنی رامک تأثیر معناداری ندارد. همچنین، هویت برند، تبلیغات، سودمندی اطلاعات و کیفیت خدمات از استراتژی‌های بازاریابی ویدئوئی بر رفتار مصرف کنندگان محصولات لبنی شرکت مورد مطالعه تأثیر معناداری دارد. پس از ارائه نتایج، پیشنهادات و راهبردهایی در زمینه یافته­های مرتبط با پژوهش ارائه می شوند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Analyzing the effect of video marketing and its various strategies on consumer behavior (Case study: Ramak Dairy Company)

نویسندگان [English]

  • mohammad sasanpour 1
  • mansour amini lari 2
1 Graduate of the Department of Business Management, Faculty of Humanities, Islamic Azad University, tehran Iran,
2 Assistant Professor, Department of Business Management, Faculty of Humanities, Islamic Azad University, Marvdasht Branch, Marvdasht, Iran
چکیده [English]

The purpose of paying attention to advertisements is to provide the context for consumers' attitudes and behaviors and how they are selected. Therefore, proper understanding and awareness of advertising, as one of the marketing strategies has a tremendous impact on the attitude and behavior of consumers and how to choose them, and thus has gained an important role and a prominent place in promoting successful sales of a company's products. Accordingly, this study aims to evaluate the impact of video marketing and its various strategies on consumer behavior. The method of the present study is descriptive and survey type. Using available sampling, 384 questionnaires were collected with a reliability of 0.88. Data analysis was performed using structural equation modeling method through AMOS software. The results showed that the experience of video marketing strategies did not have a significant effect on the behavior of consumers of Ramek dairy products. Also, brand identity, advertising, usefulness of information and quality of services of video marketing strategies have a significant effect on consumer behavior of dairy products of the company under study. After presenting the results, suggestions and strategies for research-related findings are presented.

کلیدواژه‌ها [English]

  • Video Marketing Strategies
  • Marketing
  • Consumer Behavior
  • Ramek Dairy Company
Balali, Masoumeh and Masoud Ghorban Hosseini, 2017, Investigating the Impact of Customer Intention and Brand Value on Customer Purchasing, 3rd International Conference on Management and Accounting Techniques, Tehran, Mehr Ishraq Conference. .[in Persian]
Chan, K., Leung Ng, Y., & K. Luk, E. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, Vol. 14, No. 2, 167-179.
Faiz, Davood, Shabani, Atefeh. (2018). Investigating the impact of marketing measures on social media; A kind of growth hacking strategy based on behavioral tendencies and verbal advertising of customers. Modern Marketing Research, 8 (4), 45-68. doi: 10.22108 / nmrj.2018.105418.1335. [in Persian]
Hosseini, Seyedeh Fahimeh and Khalili, Farzaneh and Lotfi, Rasoul (2018). The effect of word of mouth electronic marketing on repurchase intention with the mediating role of electronic commitment and trust (Case study of Samsung mobile phone in Tehran). Journal of Management and Accounting Studies, Volume 4, Number 1. pp. 236-250. .[in Persian]
Kazemi, Mehdi and Khojasteh, Gholamreza. (1389). Investigating the Impact of Relationship Marketing on Customer Trust and Loyalty (Case Study: Bank Saderat, Fars Province). International Conference on Financial Services Marketing, Sistan and Baluchestan University, Iran. .[in Persian]
Liang T. P., Ho Y. T., Li Y. W., Turban E. (2011). What drives social commerce: the role of social support and relationship quality. International Journal of Electronic Commerce Article, 16 (2), 69 - 90.
Momen, Majid and Qaracheh, Manijeh and Ghanbarzadeh, Reza (2014). The role of emotional commitment and ongoing commitment in influencing customer perception on repurchase intent. ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌Vision ‌ Business Management, 23: 101-87. [in Persian]
Najafi, Zahra and Tahereh Mousavi, (2019), A Study of the Relationship between Sports Brand Advertising and Service Quality with Customers' Purchasing Behavior of Sports Products, International Conference on New Research Achievements in Sports Science and Physical Education in Iran and the Islamic World, Karaj, Cooperative Organization University of Applied Sciences Municipalities, .[in Persian]
Najafizadeh, Nadereh; Mahdavi, Morteza; Ayoubi, Nasser (2019), Video marketing in small and large companies in the context of digital marketing, Parsomodir Marketing Quarterly, Volume 5, Number 15, pp. 83-91. .[in Persian]
Qaei Jalayer, Ahmad; Ghasem Zarei and Mohammad Bashkooh Ajirloo, 2009, The effect of interaction, information and habit on the behavioral intention of using electronic banking services, Fourth National Conference on Management, Accounting and Economics with emphasis on regional and global marketing, Tehran - Shahid Beheshti University, Secretariat Permanent Conference. .[in Persian]
Rainy, wish; Seyed Aligholi Roshan and Milad Vafadar, 2018, Investigating the effect of various advertising methods as one of the mixed promotion strategies on the attitude of consumers of conversion industries in South Khorasan Province, Second International Conference on Management and Business, Tabriz, Tabriz University Management Department, .[in Persian]
Sánchez(2018) Online video marketing strategies. Typology by Business Sector, researchgate. Vol. 4, No. 5, pp: 108-118.
Sara Mohammadi; Idris Mahmoudi; Alireza Ashraf Modarres, (2020), Organizational Culture and Entrepreneurial Enthusiasm: The Mediating Role of Market Orientation and Organizational Learning, Quarterly Journal of New Approach in Educational Management. Volume 11, Issue 45, November and December 2020, Page 81-102. .[in Persian]
Vandenberghe, C., Bentein, K., Michon, R., Chebat, J.-C., Tremblay, M., & Fils, J.-F. (2007). An examination of the role of perceived support and employee commitment in employee-customer encounters. Journal of Applied Psychology, 92(4), 1177–1187. https://doi.org/10.1037/0021-9010.92.4.1177.