نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1
PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2
Assistant Professor, Department of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3
Assistant Professor, Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده
The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.
کلیدواژهها
موضوعات
عنوان مقاله [English]
Modeling the Process of Value Creation by Using Viral Marketing In Line With Branding In the Banking Industry (Case study: TejaratBank)
نویسندگان [English]
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Gholamreza Amiri
1
-
Mehdi Zakipour
2
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Abdolreza Miri
2
-
Mohsen Khoon Siavash
3
1
PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2
Assistant Professor, Department of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3
Assistant Professor, Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده [English]
The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.
کلیدواژهها [English]
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value creation
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viral marketing
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branding
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banking industry
)