نوع مقاله : پژوهشی
نویسنده
گروه روابط عمومی، دانشکده علوم ارتباطات دانشکاه علامه طباطبائی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
The present study seeks to analyze why and how small and medium-sized Iranian businesses use the Telegram social network. For this purpose, 15 samples were selected from the small business community in the field of technology and information, which are more advanced than other businesses in terms of their type of activity. Semi-structured interview was used to collect data and content analysis method was applied to analyze the collected information. The results of this study show that the small and medium-sized businesses have turned to the Telegram social network due to its breadth of use, economic efficiency and competitiveness. Although the ease of use of the Telegram and its perceived effectiveness are satisfactory for businesses in the field of technology but they do not use a codified strategy for their telegram marketing. The research findings also indicate that the process of marketing communication of these businesses begins with attracting the attention and guidance of the audience and continues with information nourishment and then through continuous and quiet encouragement and finally ends with the formation of a stable relationship and telegram relationship. The results of this study provide insights for corporate marketing managers who can take action through the Telegram social network to improve their marketing communication activities in the form of three approaches: customer-centric, profitability and competitiveness. In general, it is perceived that the need to implement methods, techniques and methodological teachings, especially in order to communicate effectively and evaluate the effectiveness of telegram marketing communications of small and medium businesses in Iran is colorful.
کلیدواژهها [English]
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