qualitative model of content marketing promotion; Identification and screening of the most important indicators with the Delphi technique (case study: Iranian sports goods)

asma fekrat, Esmaeil Shrifiyan
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Abstract

Today, the production of excellent and engaging content is one of the most important challenges and priorities of marketers. The purpose of this article was to formulate a qualitative model for promotion of content marketing of Iranian sports goods, identify and sieve the most important features of the Delphi technique, and rank them. The research method was mixed based on data search. The qualitative section was conducted using the data theory of the Strauss and Corbin Foundation with deep interviews from 12 experts. The middle section was carried out using the Delphi technique to ensure the attributes extracted through the Likert scale questionnaire by the Expert Panel consisting of 10 experts, and the quantitative part of the index rating was performed by the Faridman descriptive-tailor test. The interviews were coded in the Quality section with the Foundation's data theory, including open coding (104 code), central (68 code) and selective (27 code) out of 5 categories (causal conditions such as marketing strategies, contextual factors such as communication development, Interventional factors such as SEO development, effective strategies for development of research and research and consequences such as the development of athletic economy) and the qualitative model were designed based on these codes. The middle section was used by the Delphi technique and was used to coordinate the identified indicators, the Kandal coefficient test was used in SPSS22 software, after identifying and wearing the indexes with the 6 -characteristic Delphi technique, in the quantitative section of the research with the Friedman Index tests. Was ranked. The results were obtained: SEO development, media and social network development, prohibition of hoarding, cooperation between marketing and sales, research and research development, tensions between marketing and sales resulting from cultural conflicts. Accordingly, the SEO development factor was the highest. Based on the results of the research, it can be concluded that companies and marketers focus more on the SEO development agent and use the methods (white Seklala) to increase profitability.. Delphi Technique, SEO Development, SEO White Hat
内容营销推广的定性模型用德尔菲技术确定和筛选最重要的指标(案例研究:伊朗体育用品)
今天,制作优秀和吸引人的内容是营销人员最重要的挑战和优先事项之一。本文旨在建立伊朗体育用品内容营销推广的定性模型,识别并筛选德尔菲技术的最重要特征,并对其进行排序。研究方法是基于数据搜索的混合方法。定性部分采用Strauss和Corbin基金会的数据理论,对12位专家进行了深度访谈。中间部分采用德尔菲法,由10名专家组成的专家小组通过李克特量表问卷提取属性,定量部分采用法里德曼描述-定制检验进行指标评定。访谈是根据基金会的数据理论在质量部分进行编码的,包括开放编码(104个代码)、中心编码(68个代码)和选择性编码(27个代码),共分为5个类别(因果条件,如营销策略、环境因素,如沟通发展、干预因素,如SEO发展、在此基础上设计了有效的研究发展策略(如体育经济的发展)和定性模型。中间部分采用德尔菲法对识别出的指标进行协调,在SPSS22软件中采用Kandal系数检验,用六特征德尔菲法对指标进行识别和检验后,在定量部分采用Friedman指数检验。排名。结果是:SEO的发展,媒体和社交网络的发展,禁止囤积,营销和销售的合作,研究和研发,文化冲突导致的营销和销售之间的紧张关系。因此,SEO开发因子是最高的。根据研究结果,可以得出结论,企业和营销人员更关注SEO开发代理,并使用方法(白色Seklala)来增加盈利能力。Delphi技术,SEO开发,SEO白帽
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