علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

شناسایی مولفه‌های تولید محتوای دیجیتال در بازاریابی در صنعت مد و پوشاک

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی،دانشکده مدیریت و اقتصاد، واحد دهاقان، دانشگاه آزاد اسلامی، دهاقان،ایران،8158855171
2 دانشیار، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، واحد دهاقان، دانشگاه آزاد اسلامی،دهاقان،ایران،8641687511
3 استادیار، گروه مدیریت و عضو هیات علمی مرکز تحقیقات آسیبهای اجتماعی و فرهنگی، واحد دهاقان، ،دانشگاه آزاد اسلامی ،دهاقان، ایران،8641687511
4 دانشیار،گروه مدیریت دولتی، دانشکده مدیریت و اقتصاد، واحد دهاقان، دانشگاه آزاد اسلامی ،دهاقان،ایران،8641687511
چکیده
تولید محتوای دیجیتال رمز موفقیت کسب ‌وکارها در بازار رقابتی و البته با گردش مالی بالا در صنعت مد و پوشاک است. نظر به اهمیت موضوع در این مطالعه به شناسایی مولفه‌های تولید محتوای دیجیتال در بازاریابی در صنعت مد و پوشاک پرداخته شد. مطالعه حاضر از نظر هدف یک مطالعه کاربردی-توسعه‌ای است و از منظر روش و بازه زمانی گردآوری داده‌ها، یک پژوهش پیمایشی مقطعی است. برای گردآوری داده‌ها از مصاحبه نیم‌ساختاریافته با مدیران صنعت مد و اساتید بازاریابی استفاده گردید. برای اعتبارسنجی تحلیل کیفی از روش هولستی استفاده گردید و ضریب توافق مشاهده‌شده 712/0 برآورد گردید. جامعه مشارکت‌کنندگان پژوهش مدیران باسابقه صنعت مد و اساتید دانشگاه حوزه مدیریت بازاریابی بود. نمونه‌گیری با روش هدفمند انجام شد و در نهایت با 21 مصاحبه، اشباع نظری حاصل گردید. برای تجزیه‌وتحلیل داده‌های پژوهش از تحلیل کیفی مضمون و نرم‌افزار MaxQDA استفاده شد. یافته‌های پژوهشی نشان داد عوامل فنی و غیرفنی (مدیریتی) عوامل زیربنایی مدل هستند که بر تولید محتوای دیجیتال تاثیر می‌گذارند. کیفیت، کاربرپسندی، محبوبیت، امنیت و تعامل‌پذیری رسانه نیز بستر لازم برای تولید محتوای دیجیتال را فراهم می‌آورند. از آنجا که محتوا برای مشتری تولید می‌شود نباید از نقش مشتری غافل شد و رضایت، وفاداری، اعتماد و مشارکت مشتری پیامدهای این مدل هستند. در نهایت تولید محتوا باید از کیفیت، زیبایی‌شناسی. برنامه‌ریزی و ارزشمندی برخوردار باشد تا اهداف مشتری‌گرای کسب‌وکارهای صنعت مد در تولید محتوای دیجیتال فراهم شود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Identifying the components of digital content production in marketing in the fashion and clothing industry

نویسندگان English

Maryam Roustazadeh Sheikh Yousefi 1
Sayyed mohammad reza Davoodi 2
Saeed Aghasi 3
Alireza Shirvani 4
1 1. Ph.D. student, Department of Business Management, Dehaghan branch, Islamic Azad University, Dehaghan, Iran, 8158855171
2 Associate Professor, Department of Industrial Management, Faculty of Management and Economics, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran, 8641687511
3 Assistant Professor, Management Department and Academic Staff Member of Social and Cultural Damages Research Center, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran, 8641687511
4 Associate Professor, Department of Public Management, Faculty of Management and Economics, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran, 8641687511
چکیده English

The production of digital content is the key to the success of businesses in the competitive market particularly evident in the fashion and clothing industry where turnover rates are notably high. Considering the importance of the subject in this study, the components of digital content production in marketing in the fashion and clothing industry were identified. The current study is an applied-developmental study in terms of its purpose, and it is a cross-sectional survey research in terms of the method and time frame of data collection. Semi-structured interviews with fashion industry managers and marketing professors were used to collect data. The Holstein method was used to validate the qualitative analysis and the observed agreement coefficient was estimated at 0.712. The community of research participants was experienced fashion industry managers and university professors in the field of marketing management. Sampling was done with a purposeful method and finally theoretical saturation was achieved with 21 interviews. To analyze the research data, the qualitative analysis of the theme and MaxQDA software were used. Research findings showed that technical and non-technical factors ,management, are the underlying factors of the model that affect the production of digital content. The quality, user-friendliness, popularity, security and interactivity of the media also provide the necessary platform for the production of digital content. Since the content is produced for the customer, the role of the customer should not be neglected, and customer satisfaction, loyalty, trust and participation are the consequences of this model. Finally, content production should be based on quality, aesthetics, Planning and having value to provide customer-oriented goals for fashion industry businesses in digital content production

کلیدواژه‌ها English

content marketing
digital content production
fashion industry
qualitative content analysis
clothing
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  • تاریخ دریافت 29 بهمن 1402
  • تاریخ بازنگری 30 اردیبهشت 1403
  • تاریخ پذیرش 31 اردیبهشت 1403