شناسایی و رتبه بندی پیشایندهای توسعه بازاریابی دیجیتال ‏مبتنی بر فناوری بلاکچین(مورد مطالعه : صنعت هوانوردی)

فناوری بلاک چین یکی از امیدوارکننده‌ترین فناوری‌های قرن حاضر است که پتانسیل ایجاد تغییرات ‏اساسی در مدل‌های کسب‌وکار در طیف گسترده‌ای از صنایع را دارد. پژوهش حاضر به دنبال شناسایی ‏پیشایندهای توسعه بازاریابی دیجیتال مبتنی بر فناوری بلاک چین از دیدگاه متخصصین بازاریابی در ‏صنعت هوانوردی است.این پژوهش از نظر جهت گیری کاربردی و از منظرفلسفی اثبات گرایانه است که ‏با استفاده از روش آمیخته کیو انجام شده است. در این مطالعه نخست با مرور ادبیات و مصاحبه نیمه ‏ساختاریافته پیشایندهای توسعه بازاریابی دیجیتال مبتنی برفناوری بلاک چین استخراج و با کمک خبرگان، ‏عوامل نهایی مشخص گردید؛ سپس این عوامل در قالب کارت‌های کیو در اختیار 22 نفر از متخصصین و ‏خبرگان بازاریابی در صنعت هوانوردی که به‌صورت هدفمند انتخاب شدند قرار گرفته و در نهایت ‏دیدگاه آنان با استفاده از تحلیل عاملی اکتشافی تحلیل گردید.مشارکت کنندگان در این پژوهش دارای 6 ‏دیدگاه مختلف بوده و الگوهای ذهنی آنان براساس متغیرهای بازار، عوامل داخلی، محتوایی، فناورانه، ‏عوامل انسانی و محیطی دسته بندی شده است.نتایج این پژوهش بینش مفیدی را به مدیران و تصمیم گیران ‏در صنعت هوانوردی داده تا با شناخت این عوامل بتوانند بازاریابی دیجیتال را در شرکت‌های هواپیمایی ‏تقویت نموده و آن را توسعه دهند. ‏

identifying and ranking the antecedents of digital ‎marketing development based on blockchain ‎technology ‎(case: aviation industry) ‎‎

abstractblockchain technology is one of the most promising technologies of this ‎century that has the potential to bring about fundamental changes in business ‎models in a wide range of industries. the current research seeks to identify ‎the antecedents of the development of digital marketing based on blockchain ‎technology from the point of view of marketing experts in the aviation ‎industry.this research is practical in terms of orientation and positivist from a ‎philosophical point of view, which was carried out using a mixed method.,in ‎this study, the antecedents of the development of digital marketing based on ‎blockchain technology were first extracted by literature review and semi-‎structured interviews, and with the help of experts, the final factors were ‎identified;then, these factors in the form of q cards were provided to ‎‏22‏‎ ‎marketing experts in the aviation industry who were selected purposefully ‎and finally their views were analyzed using exploratory factor analysis.the ‎participants in this research have ‎‏6‏‎ different views and their mental patterns ‎are categorized based on market variables, internal, content, technological, ‎human and environmental factors.the results of this research have given ‎useful insight to managers and decision makers in the aviation industry, so ‎that by knowing these factors, they can strengthen and develop digital ‎marketing in airline companies.‎introductionthe transformation arising from the fourth industrial revolution is based on the integration of digital technologies. this transformation is effective in all dimensions of business activities and causes fundamental changes in the way organizations function and provide value to consumers. blockchain technology is one of the most promising technologies of this century that has the potential to bring about fundamental changes in business models in a wide range of industries. in the current competitive environment, marketing managers know that forming and maintaining relationships in the digital space is essential(hussain zahid,2021). the benefits of digital marketing in the aviation industry include making the user more active, providing rich content to the customer, providing airport services to the customer digitally, increasing the speed and convenience of transactions, increasing customer satisfaction, reducing workload and increasing the utilization of airlines(keke, 2022).today, blockchain has strongly influenced business models(jain et al,2022)blockchain has also changed the way digital marketing works(nilsson ali,2018). the most important requirements in the aviation industry are high data security, protection against unauthorized access and privacy. blockchain technology can help digitize the aviation industry and create new business models(kehoe hallahan,2017). one of the capabilities of blockchain technology is providing a customer loyalty program. blockchain technology can help passengers to buy tickets using digital currency and eliminate the chance of selling and buying duplicate tickets) ahmad et al, 2021 (. blockchain creates complete transparency and brand traceability in digital marketing (stone woodcock,2014‍). the purpose of this study is to identify and classify the antecedents of the development of digital marketing based on blockchain technology from the point of view of airline marketing experts. literature reviewmarketing is a social and managerial process through which people and organizations get what they need by creating and exchanging value with others) kotler et al,2017(many companies invest in digital marketing as a factor in the development and sustainability of future business(al-bawaia,2022)‍. blockchain is a peer-to-peer digital ledger of transactions that may exist publicly or privately between users(rennock et al,2018). blockchain features are decentralization, immutability, transparency and auditability of transactions(monrat et al,2019). due to the need to develop air transportation in the country, 18 airlines are engaged in air transportation activities. the airline industry is part of a highly interconnected ecosystem of various players including aircraft and aircraft component manufacturers, lessors, airports, freight forwarders, global distribution system providers and online travel agencies. airlines are at the heart of this ecosystem. today, the airline industry must include the use of modern technologies in its plan to provide better services to passengers(riechmann,2020) methodologythe current research seeks to identify the antecedents of the development of digital marketing based on blockchain technology from the perspective of marketing experts in the aviation industry, which was conducted in a combined method, in this research, first by reviewing the literature and semi-structured interviews, the factors affecting the development of digital marketing based on blockchain technology china was extracted and finalized with the help of experts. then these factors were given to 22 aviation industry marketing experts in the form of q cards. these people were selected purposefully and finally their opinions were analyzed using exploratory factor analysis. resultsthe ‎participants in this research have ‎‏6‏‎ different views and their mental patterns are categorized based on ‎market variables, internal, content, technological, human and environmental factors. according to the views of the participants, 6 identified mental patterns explain 75.194% of the total variance. the first mental pattern is 19.283%, the second mental pattern is 13.459%, the third mental pattern is 11.585%, the fourth mental pattern is 11.375%, the fifth pattern is 10.080% and the sixth pattern is 9.142%.discussion and conclusioninvestigations show that no such research has been done in this organization and similar organizations. the results were also compared with previous researches. although the method used in this research has not been used in previous researches; but some of the results obtained are similar to the researches (lopes et al, 2021), (antoniadis et al, 2019) and(hosseinpouli mamaghani et al, 2021) and the effect of variables the development of digital marketing based on blockchain technology is confirmed in this research. market variable, existing competition, competitors’ strategy and increasing demand in digital marketing in the aviation industry have been the most important from the point of view of marketing experts in the aviation industry. it seems that the focus on market factors is due to the fierce competition between airlines, which shows that managers in this industry should pay more attention to these categories. the results of this research can help decision makers and policy makers in adopting a suitable strategy for the development of digital marketing and strengthen digital marketing in airlines.