The Role of Social Media Marketing in Improving Marketing Performance: A Systematic Review of Empirical Evidence
DOI:
https://doi.org/10.65405/h44qdf78الملخص
تهدف هذه الدراسة إلى إجراء مراجعة منهجية للأدبيات العلمية بهدف التعرف على الكيفية التي يمكن من خلالها أن تسهم أنشطة التسويق عبر وسائل التواصل الاجتماعي في تعزيز الأداء التسويقي للمنظمات. وبدلاً من النظر إلى الوجود الرقمي بوصفه نتيجة بحد ذاته، تركز الدراسة على المسارات والآليات التي ترتبط من خلالها أبعاد التسويق عبر وسائل التواصل الاجتماعي، والمتمثلة في المحتوى، والتفاعل، والتخصيص، والاستجابة للاتجاهات الحديثة، والكلمة المنطوقة إلكترونياً، بالنتائج المتعلقة بالعملاء والعلامة التجارية والأداء التنظيمي. كما تتناول الدراسة دور القدرات التسويقية، والتوجه نحو السوق، ومشاركة العملاء في تحويل الأنشطة الرقمية إلى قيمة تسويقية قابلة للقياس، بما يسهم في فهم العلاقة بين ممارسات التسويق الرقمي وتحسين الأداء التسويقي للمنظمات.
التنزيلات
المراجع
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