|
Effectiveness of Ethical Dimensions of Social Media Marketing on Customer Participation and Value Creation
|
Nastaran Ghahramanzadeh1   , Seyed abdollah Heidariyeh2 , Younes Vakiloroaya3 |
1- Ph.D. Student, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2- Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran , hedariyeh@semnaniau.ac.ir
3- Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran |
|
|
Abstract: (42 Views) |
Background: Considering the growth of social media, one of the challenges of marketing managers is how to create value for customers through their participation in social media with an emphasis on the ethical aspects of marketing. Social media marketing was done on customer participation and value creation.
Method: This study is applied in terms of purpose and exploratory in terms of the nature of data collection. Content analysis method was used in the qualitative part and descriptive correlation method was used in the quantitative part. The participants of the qualitative section of the senior managers of the automotive industry were selected by purposive sampling in the number of 15 people. The statistical population in the quantitative section includes customers of the automotive industry, who were selected by simple random sampling of 412 people. The data collection tool was a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part, the validity and reliability of the tool were confirmed, the data analysis in the qualitative part was through open and axial coding and in the quantitative part through structural modeling was done in SPSS22 and PLS software.
Results: The findings of the qualitative section showed that the theoretical model includes the variable of ethical dimensions of social media marketing (ethical strategies, ethical communication, trust and information), customer participation (information participation, growth participation and innovation participation) and customer value creation (functional value, social value and emotional value). Quantitative findings showed that the relationship between ethical aspects of social media marketing with customer participation and customer value creation is positive and significant.
Conclusion: Applying ethical dimensions of social media marketing can improve customer value creation through customer participation. |
|
| Keywords: Ethical Marketing, Social Media, Customer Engagement, Value Creation, Automotive Industry |
|
|
Full-Text [PDF 1084 kb]
(48 Downloads)
|
Type of Study: Research |
Subject:
Special
Received: 2024/04/2 | Accepted: 2024/07/6 | Published: 2025/08/23
|
|
|
|
|
|
|
| Send email to the article author |
|
|
|
| Add your comments about this article |
|
|
|
