Investigating the Application of Buzz Marketing in Entrepreneurial Marketing

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KORDNAEIJ ASADOLLAH; MOSHABAKI ASGHAR; Asghari Goudarzi Fatemeh

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Journal Paper

Paper Information

Journal: business managment perspective Year:2022 | Volume:21 | Issue:49 (83) Page(s): 37-70

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Information Journal Paper

Title

Investigating the Application of Buzz Marketing in Entrepreneurial Marketing

Author(s)

KORDNAEIJ ASADOLLAH | MOSHABAKI ASGHAR | Asghari Goudarzi Fatemeh | Issue Writer Certificate

Keywords

Co-Creation

Value Co-Creation

Startups

Shared Economy

Thematic Analysis

Abstract

Objective: Companies operating in the context of corporate economics are Startups and the main players in the corporate economy are consumers who constantly create value with companies and other consumers. Value Co-Creation is the process of cooperation between the customer and the supplier in co-ideation activities, co-design, and co-development of new products. Therefore, the present study seeks to identify the antecedents of value Co-Creation in Startups in the context of the Shared Economy. Method: In this study, semi-structured interviews were conducted with 10 experts in the field of start-up economics in Iran. These individuals were selected by purposive sampling method. The collected data were analyzed by Thematic Analysis approach. By analyzing the data, 131 basic themes were extracted and from these themes, 32 organizing themes and 8 global themes were obtained. Findings: The antecedents of value creation in Startups in a Shared Economy environment include "Consumer Ethical Perceptions", "brand strength", "relationship marketing", "expected values", "customer experience", "sustainability", "Helping business growth and development", and "infrastructures". The reliability of the qualitative data analysis was calculated through the Cohen’, s Kappa coefficient, which was in good condition. Results: Based on the results of the research, it was found that Startups in the field of Shared Economy must first know what is important for customers and what is needed to form value creation.

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APA: Copy

KORDNAEIJ, ASADOLLAH, MOSHABAKI, ASGHAR, & Asghari Goudarzi, Fatemeh. (2022). Investigating the Application of Buzz Marketing in Entrepreneurial Marketing. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 21(49 (83) ), 37-70. SID. https://sid.ir/paper/1039419/en

Vancouver: Copy

KORDNAEIJ ASADOLLAH, MOSHABAKI ASGHAR, Asghari Goudarzi Fatemeh. Investigating the Application of Buzz Marketing in Entrepreneurial Marketing. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2022;21(49 (83) ):37-70. Available from: https://sid.ir/paper/1039419/en

IEEE: Copy

ASADOLLAH KORDNAEIJ, ASGHAR MOSHABAKI, and Fatemeh Asghari Goudarzi, “Investigating the Application of Buzz Marketing in Entrepreneurial Marketing,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 21, no. 49 (83) , pp. 37–70, 2022, [Online]. Available: https://sid.ir/paper/1039419/en

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