فصلنامه علمی پژوهشی راهبرد اقتصادی

فصلنامه علمی پژوهشی راهبرد اقتصادی

راهبردهای کارآمدسازی اشتغال پایدار مبتنی بر بازاریابی هوش‌محور

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکترا، گروه ارتباطات، روزنامه‌نگاری و رسانه، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار، گروه ارتباطات، روزنامه‌نگاری و رسانه، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 استادیار، گروه مدیریت رسانه و فرهنگی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 دانشیار گروه مطالعات فرهنگی و رسانه، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
10.22034/es.2026.560140.1907
چکیده
این پژوهش با هدف شناسایی و تحلیل مؤلفه‌های کلیدی بازاریابی محتوایی مبتنی بر هوش مصنوعی در استارتاپ‌ها و به‌منظور ارائه الگویی تلفیقی دلالت‌های این رویکرد برای ایجاد فرصت‌های شغلی پایدار با تأکید بر استفاده از توسعه فناوری و استفاده از سازوکار شفاف‌سازی و اطلاع‌رسانی انجام شد. پژوهش حاضر از نوع آمیخته (اکتشافی ـ توصیفی) است که در دو مرحله کیفی‌وکمّی صورت گرفت. در بخش کیفی، داده‌ها با روش نتنوگرافی و با بهره‌گیری از بیش از دو هزار نظر کاربران استارتاپ‌ها در فضای مجازی، به‌صورت نمونه‌گیری تصادفی خوشه‌ای گردآوری و تحلیل تماتیک در سه سطح استخراج مؤلفه‌ها، ابعاد و مفاهیم اصلی، بررسی شد. روایی محتوایی با شاخص لاوشه و پایایی با بازآزمون و توافق دو کدگذار تأیید شد. بر اساس یافته‌های کیفی، مدل مفهومی اولیه با پنج حوزه و یازده بُعد شامل تولید محتوا، ابزارهای اتوماسیون، افزایش کارایی، تعامل و توزیع محتوا و تصمیم‌گیری هوشمند طراحی شد. در مرحله کمّی، برای آزمون مدل، پرسش‌نامه تدوین و پس از تأیید روایی محتوایی، در جامعه کاربران استارتاپ‌های ایرانی توزیع شد. داده‌های ۴۸۹ پرسش‌نامه با روش تحلیل عاملی تأییدی تجزیه‌وتحلیل گردید. نتایج برازش مدل نشان داد که ساختار چندبُعدی بازاریابی هوش‌محور به‌همراه چهار سازه میانجی از برازش مناسب برخوردار بوده و تمامی مسیرهای ساختاری معنادار بودند. درمجموع، بهره‌گیری هدفمند از هوش مصنوعی در تولید، تحلیل، توزیع و تصمیم‌سازی محتوا می‌تواند کارآمدی بازاریابی استارتاپ‌ها را افزایش داده و از مسیر تقویت قابلیت‌های انسانی، نوآوری سازمانی، بازارمحوری و انعطاف‌پذیری، زمینه تحقق اشتغال پایدار را فراهم سازد.
کلیدواژه‌ها
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