مقاله انگلیسی رایگان در مورد رفتار مشتری به عنوان یک نتیجه از بازاریابی رسانه های اجتماعی – MDPI 2021

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مشخصات مقاله
ترجمه عنوان مقاله رفتار مشتری به عنوان یک نتیجه از بازاریابی رسانه های اجتماعی: نقش فعالیت بازاریابی رسانه های اجتماعی و تجربه مشتری
عنوان انگلیسی مقاله Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience
انتشار مقاله سال ۲۰۲۱
تعداد صفحات مقاله انگلیسی ۱۸صفحه
هزینه  دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده  نشریه MDPI
مقاله بیس این مقاله بیس میباشد
نمایه (index) JCR – Master Journal List – Scopus – DOAJ
نوع مقاله
ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۳٫۲۵۱ در سال ۲۰۲۰
شاخص H_index ۸۵ در سال ۲۰۲۰
شاخص SJR ۰٫۶۱۲ در سال ۲۰۲۰
شناسه ISSN ۲۰۷۱-۱۰۵۰
شاخص Quartile (چارک) Q2 در سال ۲۰۲۰
فرضیه دارد
مدل مفهومی دارد
پرسشنامه ندارد
متغیر دارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط تجارت الکترونیک، مدیریت کسب و کار، بازاریابی، مدیریت بازرگانی، مدیریت فناوری اطلاعات
نوع ارائه مقاله
ژورنال
مجله / کنفرانس پایداری – Sustainability
دانشگاه Center for Retailing, Stockholm School of Economics, Stockholm, Sweden
شناسه دیجیتال – doi https://doi.org/10.3390/su13010189
کد محصول E15875
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract
Introduction
Literature Review
Hypotheses Development
Research Method
Data Analysis
Discussion
Conclusions and Future Work
References

بخشی از متن مقاله:
Abstract
Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises
Introduction
Social media has been widely used by enterprises as a marketing strategy tool. As a part of social media, social networking sites (SNS) allow users to connect with each other. SNS possibly become a reciprocal communication medium between the enterprise and customers. SNS’s ability to reach a wide range of users, its low cost [1], and the fact it has become a part of the lives of common citizens is useful for enterprises to ensure the appeal of marketing activities, create customer awareness, and build virtual brand communities [2]. However, a survey conducted by the Ministry of Communication and Informatics Republic of Indonesia in 2019 [3] found that most people use social media platforms to sell a product or service, but when they want to buy, they prefer to use a marketplace platform. This indicates that despite the marketplace platform having advanced features, social media may still be able to encourage people to buy through social media by providing the right marketing activity content. Therefore, to get the most out of a marketing activity on social media, enterprise have to understand the importance of the content or the message’s form that they want to deliver and its impact on consumers’ experience, which can lead to achievement of the company’s marketing goals.

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