پژوهش های نوین در مطالعات علوم انسانی اسلامی

پژوهش های نوین در مطالعات علوم انسانی اسلامی

طراحی مدل بهینه تبلیغات رسانه های اجتماعی در بستر بازاریابی B2B در عراق

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 استادیار مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
4 استاد گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
10.22034/api.2026.2088857.1742
چکیده
هدف: این پژوهش با هدف طراحی مدل بهینه تبلیغات رسانه‌های اجتماعی در بازاریابی بنگاه‌به‌بنگاه (B2B) در بازار عراق انجام شد. در این مدل، تأثیر تبلیغات رسانه‌های اجتماعی بر اعتماد، تصویر برند، ارزش ویژه برند و تمایل به همکاری میان مشتریان سازمانی بررسی شد. این مدل تلاش دارد چارچوبی عملی برای تصمیم‌سازی مدیران بازاریابی شرکت‌ها در شرایط رقابتی بازار عراق ارائه دهد.
روش پژوهش: پژوهش حاضر از نظر هدف کاربردی و از نظر روش توصیفی پیمایشی و همبستگی است. جامعه آماری شامل مدیران و تصمیم‌گیرندگان خرید شرکت‌های فعال در بازار عراق بود. داده‌ها از طریق پرسشنامه با مقیاس لیکرت جمع‌آوری و با استفاده از آمار توصیفی، همبستگی پیرسون و مدل‌یابی معادلات ساختاری تحلیل شد. روایی و پایایی ابزار پژوهش نیز از طریق تحلیل‌های آماری استاندارد مورد تأیید قرار گرفت.
یافته‌ها: نتایج نشان داد تبلیغات رسانه‌های اجتماعی تأثیر مثبت و معناداری بر اعتماد، تصویر برند و ارزش ویژه برند دارد. همچنین این متغیرها به طور مستقیم تمایل به همکاری را افزایش داده و اعتماد و ارزش ویژه برند نقش میانجی در رابطه بین تبلیغات رسانه‌های اجتماعی و تمایل به همکاری ایفا می‌کنند. مدل نهایی پژوهش توانست بخش قابل توجهی از واریانس تمایل به همکاری را تبیین کرده و اثربخشی تبلیغات دیجیتال را در حوزه B2B نشان دهد.
نتیجه‌گیری: تبلیغات حرفه‌ای و هدفمند در رسانه‌های اجتماعی می‌تواند با تقویت اعتماد، تصویر برند و ارزش ویژه برند، تمایل شرکت‌های خریدار به همکاری بلندمدت را افزایش دهد و به توسعه روابط B2B در بازار عراق کمک کند. بنابراین پیشنهاد می‌شود شرکت‌ها در تدوین استراتژی‌های تبلیغاتی خود به نقش کلیدی شبکه‌های اجتماعی در شکل‌دهی روابط تجاری پایدار توجه ویژه‌ای داشته باشند.

چکیده تصویری

طراحی مدل بهینه تبلیغات رسانه های اجتماعی در بستر بازاریابی B2B در عراق
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Designing an Optimal Social Media Advertising Model for B2B Marketing in Iraq

نویسندگان English

Amir Abass Faris Hasnawi 1
Hossein Rahimi kolour 2
Bahman KHodapanah 3
Mohammad Bashokouh Ajirlou 4
1 PhD Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Associate Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran bili, Ardabil, Iran
3 Assistant Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran
4 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
چکیده English

Objective: This study aimed to design an optimal social media advertising model for Business-to-Business (B2B) marketing within the Iraqi market. The model examines the impact of social media advertising on trust, brand image, brand equity, and the intention to collaborate among organizational customers. Furthermore, this research seeks to provide a practical framework for marketing managers' decision making processes within the competitive landscape of Iraq.
Method: This study is applied in terms of objective and follows a descriptive survey and correlational design. The statistical population comprised managers and purchasing decision-makers of companies operating in the Iraqi market. Data were collected via a Likert-scale questionnaire and analyzed using descriptive statistics, Pearson correlation, and Structural Equation Modeling (SEM). The validity and reliability of the research instrument were verified through standard statistical analyses.
Results: The results indicated that social media advertising has a positive and significant impact on trust, brand image, and brand equity. Additionally, these variables directly enhance the intention to collaborate. It was further revealed that trust and brand equity play mediating roles in the relationship between social media advertising and the intention to collaborate. The final model successfully explained a significant portion of the variance in collaboration intention, demonstrating the effectiveness of digital advertising in the B2B sector.
Conclusion: Professional and targeted social media advertising can foster long-term collaboration intentions among purchasing firms and facilitate the development of B2B relationships in the Iraqi market by strengthening trust, brand image, and brand equity. Consequently, it is recommended that companies pay particular attention to the pivotal role of social networks in shaping sustainable business relationships when formulating their advertising strategies..

کلیدواژه‌ها English

Social Media Advertising
B2B Marketing
Trust
Brand Image
Brand Equity
Willingness to Collaborate
Iraq
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