شناسایی و تبیین عوامل تأثیرگذار بر توسعه بازاریابی اجتماعی در سازمان صدا و سیمای ایران (رویکرد کیفی)
الموضوعات :مهدی علی شریفی 1 , نوروز هاشم زهی 2 , سید علی رحمان زاده 3 , سید وحید عقیلی 4
1 - دانشجوی دکتری علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه علوم اجتماعی و ارتباطات، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
3 - استادیار، گروه علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 - دانشیار، گروه علوم ارتباطات، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
الکلمات المفتاحية: توسعه بازاریابی اجتماعی, فضای مجازی, سازمان صدا و سیمای ایران, رسانه‌های اجتماعی,
ملخص المقالة :
یکی از مهم‌ترین عوامل تأثیرگذار بر سود آوری و موفقیت سازمان‌ها توجه به بازاریابی اجتماعی و عوامل آن است. براساس این دغدغه، انگیزه پژوهش حاضر شکل گرفت و به شناسایی و مطالعه شیوه‌های مطرح بازاریابی اجتماعی دنیای امروز و عوامل مؤثر آن پرداخت. پژوهش حاضر دارای رویکرد کیفی و روش تحلیل مضمون می‌باشد. با شناسایی و تعیین شاخص‌ها، بررسی و کدگذاری انواع داده‌های مشاهده، مصاحبه و اسنادی، به داده آمایی و طبقه‌بندی‌های متنوع می‌پردازد. جامعه آماری پژوهش با توجه به قلمرو موضوعی آن شامل استادان و متخصصان حوزه رسانه و مدیران سازمان صدا و سیمای ایران است که با بررسی‌های آماری صورت گرفته تعداد حجم نمونه آن‌ها 12 نفر تخمین زده و به روش در دسترس انتخاب شدند. در این پژوهش برای تجزیه و تحلیل داده‌ها از روش تماتیک و برای اعتباریابی داده‌ها از تکنیک دلفی استفاده شد. نتایج نشان می‌دهد که در سه مرحله کدگذاری، مقوله‌های اصلی و فرعی بازاریابی اجتماعی در سازمان صدا و سیما شناسایی و به یکدیگر مرتبط شد که عبارتند از: 54 مضمون در 6 مقوله‌ی عوامل مرتبط با مشتری، مدیریت، زیرساخت، محتوا، رسانه و بازاریابی، تقسیم‌بندی شده‌اند. نتایج حکایت از آن دارد که در سازمان صدا و سیمای ایران لازم است، نیازهای مشتری مد نظر قرارگیرد. از سویی دیگر نگاه به عوامل مدیریتی بعد از مشتری‌مداری، نشان از اهمیت بالای بازاریابی اجتماعی در حوزه تصمیم‌گیری مدیران رسانه است
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