شناسایی تاثیر بازاریابی کلامی الکترونیک در شبکه‌های اجتماعی بر خلق ارزش مشترک(مورد مطالعه: صنعت استارتاپ‌های گردشگری)

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 دانشیار گروه کارآفرینی سازمانی دانشکده کارآفرینی دانشگاه تهران، تهران، ایران

2 استادیار گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

3 کارشناسی ارشد کارآفرینی، دانشکده کارآفرینی، دانشگاه تهران

چکیده

امروزه وجود رسانه‌ها و شبکه‌های اجتماعی زمینه‌ساز بروز تعاملات اجتماعی و تبادلات اطلاعات بین مشتریان با یکدیگر و همچنین با کسب‌و‌کارها شده است. ازطرفی در استارتاپ‌های گردشگری استفاده از تبلیغات کلامی در شبکه های اجتماعی می تواند منجر به ایجاد ارزش مشترک شود. سوال اصلی تحقیق این هست که چگونه بازاریابی کلامی الکترونیک در شبکه‌های اجتماعی بر خلق ارزش مشترک در بین مشتریان استارتاپ‌های گردشگری تاثیرگذار است؟ بر این اساس 390 نفر مشتریان این صنعت در شهر تهران از طریق نمونه‌گیری تصادفی ساده انتخاب شدند. این تحقیق با رویکرد کمی صورت گرفته و از نظر هدف کاربردی و از نظر نحوه گردآوری داده‌های تحقیق، توصیفی_پیمایشی بوده است. برای تجزیه‌و‌تحلیل داده‌های تحقیق در بخش آمار استنباطی از تکنیک مدل‌سازی معادلات ساختاری استفاده شده است. نتایج تحقیق نشان داد بازاریابی کلامی الکترونیک تاثیر مثبت و معناداری بر خلق ارزش مشترک، نوآوری مفهوم خدمات جدید، نوآوری فرایند خدمات جدید و نوآوری  سیستم‌های فناورانه داشته است. همچنین نوآوری فرایند خدمات جدید و نوآوری سیستم‌های فناورانه تاثیر مثبت و معناداری بر خلق ارزش مشترک در استارتاپ‌های گردشگری داشته است.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the Effect of EWOM Marketing on Social Networks on Value Co-creation A Study on the Startup Tourism Industry

نویسندگان [English]

  • Mehran Rezvani 1
  • Nader Seyyedamiri 2
  • Behnam Mirzaee 3
1 Associate professor, Department of corporate entrepreneurship department, faculty of entrepreneurship, University of Tehran, Tehran, Iran
2 Assistant professor, Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
3 MS in entrepreneurship, faculty of entrepreneurship, University of Tehran, Tehran, Iran,
چکیده [English]

Today, the existence of media and social networks is the basis for the emergence of social interactions and the exchange of information between customers, as well as with businesses. These interactions, which include EWOM communication, can provide the basis for knowing the needs and demands of the customer, thus creating a common value between the customer and the service provider. The tourism industry, especially the tourism start-ups, is one of the most important issues that need to take advantage of this capacity. Therefore, the main question of this research is What does the effect of EWOM marketing on social networks on value co-creation among the startups of tourism customers? Accordingly, 390 customers of this industry in Tehran were selected through simple random sampling. This research has been carried out with a quantitative approach and in terms of purpose, an applied research and a descriptive-survey method in terms of collecting research data. To analyze the data, in analytical statistics, structural equations modeling technique with Partial Least Squares Approach were used. The results of the research showed that the EWOM marketing has a positive and significant effect on the value co-creation, new service concept innovation, new service process innovation and technological system innovation. Also, the new service process innovation and the technological system innovation have had a positive and significant impact on the value co-creation in the start-ups of tourism.

کلیدواژه‌ها [English]

  • EWOM marketing
  • Value co-creation
  • Tourism start-ups
  • Service process innovation
  • Technological system innovation

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پژوهشنامه مدیریت اجرایی
دوره 12، شماره 23
خرداد 1399
صفحه 211-238

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سابقه مقاله

  • تاریخ دریافت: 05 بهمن 1398
  • تاریخ بازنگری: 05 خرداد 1399
  • تاریخ پذیرش: 10 خرداد 1399

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