دور الاتصالات التسويقية المتكاملة في زيادة فاعلية التسويق المتعدد القنوات

نوع المستند : المقالة الأصلية

المؤلف

october6 university-mass media faculty-public relations and advertising department

المستخلص

يعد تكامل الاتصالات أساس التسويق المتعدد القنوات، مما يجعل العلامات التجارية بحاجة إلى العمل على تنظيم الاتصالات وتكاملها، لذا تهدف هذه الدراسة إلى قياس دور الاتصالات التسويقية المتكاملة بالتسويق متعدد القنوات في تحفيز استجابات العملاء الداخلية والخارجية، وتعتمد الدراسة على نموذج (المُحفِّز- الاستجابة)، ووظَّفت الدراسة منهج المسح الكمي عبر الإنترنت، على عينة تتكون من 240 عميلًا مصريًا لصناعة الملابس. وتوصلت الدراسة إلى اختلاف دور الاتصالات التسويقية المتكاملة باختلاف المُكوِّن الاتصالي؛ إذ أثبتت الدراسة أن ربط قنوات التسوق المتعددة باستخدام التكنولوجيا الحديثة، مثل أكواد الاستجابة الذكية كانت الأكثر فاعلية في إدراك المستهلك لمستوى تمكنه من التسوق وحرية الاختيار، كذلك أثبتت الدراسة فاعلية توظيف الاتصالات الإلكترونية الشفهية في تدعيم انغماس المستهلك في الاتصالات الإلكترونية للعلامة التجارية، كما توصلت الدراسة إلى أهمية توظيف متغير سهولة الانتقال بين الروابط المتعددة متغيرًا وسيطًا لزيادة فاعلية الاتصالات التسويقية المتكاملة في تحفيز استجابة المستهلكين نحو التسويق متعدد القنوات.

الكلمات الرئيسية

الموضوعات الرئيسية


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