نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1
PhD Student, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2
Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran/ Associate professor, Department of Business Administration, Payame Noor University, Tehran, Iran
3
Associate professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
چکیده
Brand image is one of the main factors of differentiation, competitiveness and survival of internet businesses in the competitive space of cosmetics industry and internet advertising is a powerful tool in this field. This study was conducted with the aim of designing an internet advertising model to portray the brand of online businesses active in the cosmetics industry. The current research is an exploratory-applied research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative sector includes professors, researchers, marketing consultants and managers of cosmetics and health internet businesses. Sampling was done with a purposeful method and theoretical saturation was achieved with 20 interviews. In the quantitative section, the views of 384 customers of these businesses were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. Grounded theory and partial least squares were used to analyze the collected data. The research findings showed that the production of advertising content, the use of advertising technology, the emotions and desire of customers, the management of communication with customers are effective on internet advertising. Internet advertising, along with identifying competitors and target customers, and the reliability and credibility of the brand, affect the marketing strategies of the businesses under review. Finally, by using the identified marketing strategy, it is possible to achieve the image of the internet business brand, the increase of customers and the profitability of the internet business, and gain a competitive advant
کلیدواژهها
موضوعات
عنوان مقاله [English]
Designing The Internet Advertising Model For The Brand Image Of Online Cosmetics And Health Businesses
نویسندگان [English]
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Hamed Khorsandi Noshahri
1
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Mohammad Mahmoudi Maymand
2
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Kambiz Shahroodi
3
1
PhD Student, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2
Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran/ Associate professor, Department of Business Administration, Payame Noor University, Tehran, Iran
3
Associate professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
چکیده [English]
Brand image is one of the main factors of differentiation, competitiveness and survival of internet businesses in the competitive space of cosmetics industry and internet advertising is a powerful tool in this field. This study was conducted with the aim of designing an internet advertising model to portray the brand of online businesses active in the cosmetics industry. The current research is an exploratory-applied research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative sector includes professors, researchers, marketing consultants and managers of cosmetics and health internet businesses. Sampling was done with a purposeful method and theoretical saturation was achieved with 20 interviews. In the quantitative section, the views of 384 customers of these businesses were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. Grounded theory and partial least squares were used to analyze the collected data. The research findings showed that the production of advertising content, the use of advertising technology, the emotions and desire of customers, the management of communication with customers are effective on internet advertising. Internet advertising, along with identifying competitors and target customers, and the reliability and credibility of the brand, affect the marketing strategies of the businesses under review. Finally, by using the identified marketing strategy, it is possible to achieve the image of the internet business brand, the increase of customers and the profitability of the internet business, and gain a competitive advant
کلیدواژهها [English]
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Marketing management
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internet advertising model design
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brand imaging
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internet businesses
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cosmetics industry
)