تحلیل اثربخشی بازاریابی خیرخواهانه بر تبلیغات شفاهی، قصد خرید و تصویر برند از نگاه مشتریان
آرشیو
چکیده
امروزه شرکت های بزرگ برای افزایش محبوبیت خود، تمایل به استفاده از استراتژی بازاریابی خیرخواهانه دارند؛ اما قبل از استفاده از استراتژی بازاریابی خیرخواهانه ضروری است که واکنش مصرف کنندگان نسبت به آنها سنجیده شود. بدین منظور، پژوهش حاضر به دنبال پاسخ گویی به این پرسش است که آیا فعالیت های بازاریابی خیرخواهانه در ارتقای برند شرکت های تجاری مؤثر هستند یا خیر. در پژوهش حاضر تأثیر فعالیت های بازاریابی خیرخواهانه بر تبلیغات شفاهی، قصد خرید و تصویر نام تجاری از منظر مصرف کنندگان مواد شوینده بررسی شده است. پژوهش حاضر یک پژوهش کمی و برحسب هدف، کاربردی است. پرسشنامه پژوهش، مفهومی (خودساخته) و از ترکیب سه پرسشنامه ایجاد شده است. به منظور تجزیه و تحلیل داده ها در بخش آمار توصیفی، از نرم افزار spss23 و در بخش استنباطی از تحلیل عاملی و مدل سازی معادلات ساختاری از نرم افزار Smart PLS 3 استفاده شد. یافته های پژوهش نشان می دهند بازاریابی خیرخواهانه بر تبلیغات شفاهی، قصد خرید و تصویر برند از منظر مشتریان شرکت های مواد شوینده تأثیر مثبت و معناداری دارد. شرکت های مواد شوینده می توانند ازطریق فعالیت های بازاریابی خیرخواهانه، استراتژی هایی را پیش بگیرند که به یک جایگاه رقابتی مناسب در بهبود ارزش ویژه برند خود، تبلیغات شفاهی افراد و افزایش خرید مصرف کنندگان از این برند دست یابند.Analysis of the Effectiveness of Charitable Marketing on Word of Mouth, Purchase Intention, and Brand Image from the Perspective of Customers
Introduction Today, most large companies in developed countries use charitable marketing to increase their popularity and show their responsibility towards society (Hamidizadeh et al., 2017; Bakhsham et al., 2022). Charitable marketing exposes the organization's attention to social issues in the eyes of customers and beneficiaries. Also, charitable marketing can increase brand awareness, improve the company's image, and strengthen the company's brand name (Patel et al., 2017). Charitable marketing allows the general public to learn about a company's social responsibility and its interest in charitable goals and ideals; at the same time, through charitable marketing, cooperation between an economic enterprise and charity will be in line with the interests of both parties (Bakhsham et al., 2022). Logically, before using charitable marketing strategies, it is necessary to measure the reaction of consumers towards them. For this purpose, the present study seeks to answer the question of whether charitable marketing activities are effective in promoting the brand of commercial companies or not. In this study, the effect of charitable marketing activities on word of mouth, purchase intention, and brand image from the perspective of detergent consumers has been investigated. The hypotheses of this research are:Charitable marketing has a positive and significant effect on word-of-mouth advertising from the point of view of customers of detergent companies.Charitable marketing has a positive and significant effect on the purchase intention of consumers from the point of view of customers of detergent companies.Charitable marketing has a positive and significant effect on the brand image from the point of view of customers of detergent companies.Research MethodologyThe current research is quantitative and it is practical in terms of its purpose. The statistical population of this research is the users of detergents in the city of Kermanshah; considering that everyone uses detergents, the size of the statistical population is considered unlimited. The sample size was 384 people, which was calculated by Cochran's formula. In this research, the questionnaire is the main tool for collecting the required information, which was scored based on the Likert scale, and 384 questionnaires were distributed in person. In this research, content and construct validity have been used among the various methods of determining the validity of measuring the validity of the questionnaire. First, the articles related to the topic were carefully studied and the variables and questions of the questionnaire were identified from the combination of three questionnaires in the articles (Mirabi et al., 2015; Bilgin & Kethüda, 2022; Ahmad et al., 2014). To test and evaluate the hypotheses, partial least squares analysis was used. The data were analyzed using SPSS software at the descriptive level and Smart PLS 3 at the inferential level. FindingsTo check the variables of the model and research hypotheses, the goodness of fit indices of the model are used. The degree of conformity of the research conceptual model with reality is measured by model fit indices. At the 95% confidence level, considering that the value of the t statistic is greater than 1.96, it can be said that the dimensions of charitable marketing have a positive relationship with word-of-mouth advertising, purchase intention, and brand image. Based on this, all the variables with a positive path coefficient indicate a positive relationship between the variables, and the effect of the dimensions of charitable marketing on the three variables of word of mouth, purchase intention, and brand image is confirmed and significant. Discussion and conclusionIn this research, the impact of charitable marketing on word of mouth, purchase intention, and brand image was investigated from the perspective of customers of detergent companies in Kermanshah, and as the research results show, charitable marketing has a positive and significant effect on word of mouth, purchase intention and brand image in detergent companies. According to the results, hypothesis 1 based on the existence of a meaningful relationship between charitable marketing and word-of-mouth advertising is confirmed. This hypothesis is consistent with the research results of Bakhshizadeh Bori (2017) and Patel et al. (2017). Also, according to the results of the research hypothesis test, the second hypothesis based on the existence of a positive and meaningful relationship between charitable marketing and purchase intention is confirmed. This hypothesis is consistent with the research results of Khenifer et al. (2021), Bakhshizadeh Borj (2017), and Sinčić Ćorić et al. (2011). Finally, according to the obtained results, the third hypothesis based on the existence of a positive relationship between charitable marketing and brand image has been confirmed. This hypothesis is consistent with the research results of Bakhshizadeh Borj (2017), Hamidizadeh et al. (2017), and Ebrahimi et al. (2016).
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