نظریهپردازی دادهبنیاد در زمینه پیشرانهای برندسازی دیجیتال در حوزه کسبوکارهای نوپا | ||
| چشم انداز مدیریت بازرگانی | ||
| مقاله 3، دوره 24، شماره 61، فروردین 1404، صفحه 46-72 اصل مقاله (1.02 M) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2025.240555.1689 | ||
| نویسندگان | ||
| محمدرضا فلاح* 1؛ حسین معینی2؛ زهرا ره آموز3 | ||
| 1دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه حضرت معصومه س، قم، ایران | ||
| 2دانشیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری، دانشگاه حضرت معصومه س، قم، ایران | ||
| 3کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه حضرت معصومه س،قم، ایران | ||
| چکیده | ||
| هدف: امروزه توسعه فناوریهای جدید موجب شده تا کسبوکارهای نوپا برای حفظ مزیت رقابتی خود به دنبال کشف و شناسایی ابزارهای نوینی باشند. دراین بین، یکی از این ابزارها و راهبردها ورود به حوزه برندسازی دیجیتال است. روش: رویکرد پژوهش حاضر آمیخته (کیفی و کمی)، ازنظر هدف کاربردی و ازلحاظ روش توصیفی-تحلیلی است. در مرحله کیفی، جامعه مشارکتکنندگان شامل اساتید دانشگاه و خبرگان برندسازی دیجیتال بود که با نمونهگیری نظری و 20 مصاحبه تا رسیدن به اشباع نظری، دادهها جمعآوری و با روش دادهبنیاد گلیزری تحلیل شدند. در مرحله کمی، فعالان و کارشناسان کسبوکارهای نوپا با حداقل سه سال سابقه، موردمطالعه قرار گرفتند و دادهها با پرسشنامه محققساخته و نمونهای 142 نفری جمعآوری و با معادلات ساختاری و نرمافزار آموس تحلیل شدند. درنهایت، چارچوب مفهومی پژوهش بهصورت کیفی تبیین و به روش کمی اعتبارسنجی گردید. یافتهها: در این مطالعه بعد از سه مرحله کدگذاری 296 مفهوم، 50 مقوله پایه، 15 مقوله فرعی و درنهایت 5 مقوله اصلی با عناوین هدفمندسازی محتوای برند (تولید محتوا برای جذب و نگهداشت مخاطب)، مدیریت جریان دانشی (تحلیل و بهکارگیری مستمر دادهها)، ارزشآفرینی چندگانه (خلق و ارائه ارزشهای متنوع و پایدار)، تجاریسازی فراگیر برند (رویکردهای استراتژیک برای موفقیت مالی و نفوذ در بازار) و بسترسازی تحولی دیجیتال (ایجاد زیرساختهای لازم دیجیتال) شناسایی و برچسبگذاری گردید. نتیجهگیری: نتایج نشان میدهد که برندسازی دیجیتال در کسبوکارهای نوپا نیازمند تمرکز بر پیشرانهایی مانند پیشایندهای زمینهساز و پیشرانهای تحولآفرین است. این پیشرانها که ماهیتی درونزا و برونزا دارند باعث زایش جریانهای دانشی و درنهایت تقویت برندسازی دیجیتال میشوند. | ||
| کلیدواژهها | ||
| برندسازی دیجیتال؛ کسبوکارهای نوپا؛ پیشایندهای زمینهساز؛ پیشرانهای تحولآفرین؛ هدفمندسازی محتوای برند | ||
| عنوان مقاله [English] | ||
| Grounded Theory on the Drivers of Digital Branding in Startups | ||
| نویسندگان [English] | ||
| mohammadreza fallah1؛ Hossein Moeini2؛ Zahra Rahamuz3 | ||
| 1Associate Professor, Department of Business Management, Faculty of Management and Accounting,, Hazrat-e Masoumeh University, Qom, Iran. | ||
| 2Associate Prof., Department of Business Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Ghom. Iran | ||
| 3MSc. Business Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Ghom, Iran. | ||
| چکیده [English] | ||
| Objectives: The advancement of new technologies has compelled startups to explore innovative tools to acquire and sustain competitive advantages. among these tools and strategies, digital branding has emerged as a critical approach. Method: This study adopts a mixed-methods approach, applied in purpose and descriptive-analytical in nature. In the qualitative phase, the participant group included university professors and digital branding experts. Data were collected through theoretical sampling and 20 semi-structured interviews until theoretical saturation was achieved and then analyzed using the Glaserian grounded theory method. In the quantitative phase, active professionals and experts in startup businesses with at least three years of experience were surveyed. Data were gathered using a researcher-developed questionnaire from a sample of 142 participants and analyzed using structural equation modeling (SEM) with AMOS software. Ultimately, the conceptual framework of the study was qualitatively developed and quantitatively validated. Findings: Through a three-stage coding process, the study identified 296 concepts, 50 basic categories, and 15 subcategories, which were distilled into five core themes: content purposefulness (creating audience-centric content for attraction and retention), knowledge flow management (systematic data analysis and application), multi-value creation (delivering diverse and sustainable value), comprehensive brand commercialization (strategic approaches for financial success and market penetration), and transformational digital infrastructure (building foundational digital frameworks). These structured findings comprehensively capture the key dimensions of effective digital branding. Conclusion: The results indicate that successful digital branding in startups depends on focusing on key drivers, including contextual antecedents and transformational enablers. These drivers—both endogenous and exogenous—facilitate knowledge flows and ultimately strengthen digital branding capabilities and competitive positioning. | ||
| کلیدواژهها [English] | ||
| Digital branding, startups, contextual antecedents, transformational enablers, brand content targeting | ||
| مراجع | ||
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