چگونه استراتژی های بازاریابی دیجیتال به توسعه اهداف کارآفرینی پایدار منجر می شود؟ مرور متون سیستماتیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه کارآفرینی، پردیس بین المللی کیش، دانشگاه تهران، کیش، ایران.

2 گروه مدیریت رسانه و ارتباطات کسب‌و‌کار، دانشکده مدیریت کسب‌و‌کار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

افزایش تهدیدات اقتصادی، اجتماعی و محیط‌زیستی، بقا و پایداری جوامع بشری را در سراسر جهان تهدید می‌کند، بنابراین در دنیای امروز، توجه به توسعه پایدار یک ضرورت انکارناپذیر است. کارآفرینی پایدار منبعی حیاتی برای دستیابی به اهداف توسعه پایدار محسوب می‌شود. کارآفرینی پایدار نوعی از کارآفرینی است که اهداف اقتصادی را با اهداف محیط‌زیستی و اجتماعی ادغام می‌کند، اما از آنجا که در بسیاری از موارد منافع اقتصادی با منافع محیط‌زیستی و اجتماعی در تضاد است، کارآفرینان پایدار با چالش‌های جدی روبرو هستند. بازاریابی دیجیتال ابزاری است که پتانسیل زیادی در دستیابی به نتایج تجاری موفق ضمن دستیابی به پایداری دارد.بازاریابی محصولات و خدمات با استفاده از فناوری‌های دیجیتال برای جذب مشتری و ایجاد ترجیحات مشتری، ارتقای برندها، حفظ مشتریان و افزایش فروش، بازاریابی دیجیتال نامیده می‌شود .تحقیقات نشان می‌دهد که کارآفرینان می‌توانند با استفاده از استراتژی‌های بازاریابی دیجیتال، عملکرد پایدار کسب‌وکار را بهبود بخشند. با توجه به اهمیت موضوع، این تحقیق با هدف شناسایی نقش استراتژی‌‌های بازاریابی دیجیتال در دستیابی به اهداف توسعه پایدار و دسته‌بندی نتایج تحقیقات مورد بررسی انجام شده است. یک بررسی سیستماتیک بر روی ۴۳ مقاله منتخب نمایه شده در گوگل اسکالر بین سال‌های ۲۰۲۰ تا ۲۰۲۴ انجام شد. یافته‌ها نشان می‌دهد که استراتژی‌‌‎ ‌های بازاریابی دیجیتال در دستیابی به اهداف کارآفرینی پایدار در هفت حوزه اصلی کانونی نقش دارد: توسعه کارآفرینی پایدار، عملکرد اقتصادی پایدار، عملکرد مالی پایدار کسب‌وکارها، عملکرد پایدار در شرایط بحرانی، ارتقای پایداری در جامعه، کمک به نوآوری و عملکرد پایدار کسب‌وکارهای خرد، کوچک و متوسط. بر اساس این تلفیق، شکاف‌های تحقیقاتی و مسیرهای مفید برای تحقیقات بیشتر شناسایی شدند.

کلیدواژه‌ها

عنوان مقاله [English]

How Do Digital Marketing Strategies Lead to the Development of Sustainable Entrepreneurial Goals? A Systematic Literature Review

نویسندگان [English]

  • Fereshteh Shakibaeian 1
  • Nader Seyyedmiri 2
1 Department of Entrepreneurship, University of Tehran Kish International Campus, Kish, Iran.
2 Department of Media Management and Business Communication, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Increasing economic, social, and environmental threats endanger the survival and stability of human societies around the world; therefore, in today's world, attention to sustainable development is an undeniable necessity. Sustainable entrepreneurship is considered a vital resource for achieving sustainable development goals. Sustainable entrepreneurship is a type of entrepreneurship that integrates economic goals with environmental and social goals, but because in many cases economic interests conflict with environmental and social interests, sustainable entrepreneurs face serious challenges. Digital marketing is a tool that has great potential in achieving successful business results while attaining sustainability. Marketing products and services using digital technologies to attract customers, create customer preferences, promote brands, retain customers, and increase sales is called digital marketing. Research indicates that entrepreneurs can improve sustainable business performance by using digital marketing strategies. Given the importance of the subject, this research aims to identify the role of digital marketing strategies in achieving sustainable development goals and to categorize the results of the reviewed research. A systematic literature review was conducted on 43 selected articles indexed in Google Scholar between 2020 and 2024. The findings show that digital marketing strategies contribute to the achievement of sustainable entrepreneurship goals in seven main focal areas: sustainable entrepreneurship development, sustainable economic performance, sustainable financial performance of businesses, sustainable performance in crisis situations, promoting sustainability in society, contributing to innovation, and sustainable performance of micro, small, and medium-sized enterprises. Based on this synthesis, research gaps and fruitful directions for further research were identified.

کلیدواژه‌ها [English]

  • Digital Marketing
  • Sustainable Entrepreneurship
  • Sustainable Entrepreneurship Goals
  • Sustainable Performance
  • Systematic Literature Review

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کسب وکار اجتماعی
دوره 3، شماره 2
تیر 1405
صفحه 42-66

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