رسانه اجتماعی و بازاریابی موبایل در خرید صنعتی
ترجمه نشده

رسانه اجتماعی و بازاریابی موبایل در خرید صنعتی

عنوان فارسی مقاله: دیجیتال، رسانه اجتماعی و بازاریابی موبایل در خرید صنعتی: هنوز نیاز به تقسیم بندی مشتری دارد؟ شواهد تجربی از لهستان و آلمان
عنوان انگلیسی مقاله: Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany
مجله/کنفرانس: مدیریت بازاریابی صنعتی – Industrial Marketing Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت صنعتی
کلمات کلیدی فارسی: دیجیتال، رسانه های اجتماعی و بازاریابی موبایل (DSMM)، خرید صنعتی بازاریابی B2B، بررسی ادبیات سیستماتیک، مطالعه کمی
کلمات کلیدی انگلیسی: Digital, Social Media, and Mobile Marketing (DSMM), Industrial buying, B2B marketing, Systematic literature review, Quantitative study
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journal List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.indmarman.2018.01.033
دانشگاه: University of Erlangen-Nuremberg – Germany
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2018
ایمپکت فاکتور: 3.640 در سال 2017
شاخص H_index: 106 در سال 2019
شاخص SJR: 1.663 در سال 2017
شناسه ISSN: 0019-8501
شاخص Quartile (چارک): Q1 در سال 2017
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 14
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E6390
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Model development


4- Hypotheses


5- Method


6- Results


7- Conclusion


Appendix A


References

نمونه متن انگلیسی مقاله

Abstract


This study investigates the necessity of customer segmentation in industrial buying regarding Digital, Social Media, and Mobile Marketing (DSMM) from the perspective of a German sensor supplier. First, we conduct a systematic literature review, extracting 37 articles in which our team of researchers jointly with a team of sales representatives of the supplier identify five changes in information behavior associated to customer segmentation: Increasing requirements for information, increasing number of sources, increasing information demands regarding data security and use of mobile devices as well as social media in industrial buying. Thereupon, we address the research question with an empirical study. Our sample includes 139 industrial enterprises from Poland and Germany, which purchase sensor technology from a common German supplier. We test the impact of the buying frequency, the function of the person buying, the industry sector and the country of origin on the perception of the five developments identified in our literature review related to DSMM. Based on these findings, we derive strategies for customer segmentation associated to DSMM in industrial buying.


Introduction


Digital, Social Media, and Mobile Marketing (DSMM) describes an ongoing major transformation in marketing. It condenses several technological developments affecting marketing research and practice (Lamberton & Stephen, 2016). In B2B contexts, DSMM usage remains scarce, mainly aiming for aspects such as brand image rather than being implemented in industrial information search and purchasing, yet presenting considerable potentials (Järvinen, Tollinen, Karjaluoto, & Jayawardhena, 2012; Michaelidou, Siamagka, & Christodoulides, 2011; Strong & Bolat, 2016). Information search and purchasing, often summarized as buying behavior, are essential activities of industrial firms (Van Weele, 2004). In industrial buying, information search describes the action conducted by the buyer in order to obtain all relevant information sources for the buying decision, often involving the consideration of data from different origins (Bunn & Clopton, 1993). Industrial buying behavior is characterized as a complex process with multiple dimensions (Johnston & Lewin, 1996) and phases (Brossard, 1998). In B2B contexts, information search and purchasing normally are more formalized than in B2C contexts, for example resulting in buying centers with multiple buyers (Webster & Wind, 1972). In context of DSMM, distinct differences delineate B2B and B2C usage (Moore, Hopkins, & Raymond, 2013; Swani, Milne, Prown, Assaf, & Donthu, 2016; Swani, Prown, & Milne, 2014). The factors influencing industrial buying are evolving constantly, as reflected by emerging information technologies or cultural developments (Hertweck, Rakes, & Rees, 2009; Wiersema, 2013). Since such alterations are expected especially through DSMM (Lamberton & Stephen, 2016), the present paper addresses the following research questions.

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