Prioritizing Multi-Channel Technologies in Creating Shared Value

Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:

The aim of this study is to identify and prioritize multi-channel technologies that play a role in creating shared value. In this study, MICMAC software, which is a qualitative software, was used. Therefore, the statistical population of this study was 15 experts and executive managers in the field of sales and marketing with more than 10 years of executive activity and with a master's degree or higher, who rated the identified technologies from 0 to 3 in the MICMAC matrix. The research findings indicate that website technologies, Google advertising, mobile marketing, and social media were ranked 1 to 4 respectively with a direct impact on creating shared value, and customer relationship management systems, and blockchains were ranked last; also, in the section of influence or dependence, it was determined that mobile technologies, call centers, and websites were ranked 1 to 3, and the automation system was ranked last. Therefore, the role of omnichannel marketing technologies in creating shared value is essential for companies that aim to enhance customer experiences, drive transactions, and ultimately achieve business success by prioritizing technologies across websites, Google Ads, mobile marketing, and social media.

Language:
Persian
Published:
Journal of Value Creating in Business Management, Volume:5 Issue: 1, Spring 2025
Pages:
200 to 221
https://www.magiran.com/p2870929  
سامانه نویسندگان
  • Corresponding Author (1)
    Morteza Maleki Minbashrazgah
    Associate Professor Faculty of Industrial Management, Department of Studies in Economics and Administrative Silences, University of Mazandaran, Babolsar, Iran
    Maleki Minbashrazgah، Morteza
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