شناسایی و تحلیل دیدگاه های بازاریابی دیجیتال صاحبان شرکت ها

With the emergence of the third wave of human civilization, small and medium-sized companies, especially small and medium-sized companies active in the information technology industry, in the synergy of knowledge and wealth, the prosperity of the knowledge-based economy, the achievement of economic development, the commercialization of innovations in the field of technology They play a more prominent role [29]. These companies are the dominant force in the world economy and form the backbone of the global economy. From the perspective of the European Commission, small and medium-sized companies are companies whose number of employees is less than two hundred and fifty [25]. In recent years, small and medium-sized companies have been recognized as the main source of job creation in developing and developed countries. These companies play an important role in creating innovation and are more exposed to exit risks, especially in the early years [15].Despite the important role of small and medium-sized companies in the global economy, and despite the support of these types of companies in this field, Iran is still a nascent country, and it has a long way to go to create suitable infrastructure. . On the other hand, lack of attention to appropriate marketing has caused the failure of most of these companies, the attraction of their products and services faces the problem of customer satisfaction, and finally it causes the waste of resources in these companies. On the other side of this list, providing the context and using the components of entrepreneurial orientation in small and medium-sized technology-oriented businesses improves performance, improves capital efficiency and grows the networks of these companies [30].The current research was conducted with the aim of identifying the views of company owners in the use of digital marketing using the Q application technique in manufacturing companies in Kermanshah. This research is exploratory in terms of its purpose and practical in terms of its use. The implementation method of this research is the application of Q. The statistical population of this research includes all experts in production companies in Kermanshah. The number of manufacturing companies in Kermanshah is 650 active companies that are also active in the field of digital technology and marketing. The sampling method is non-probability purposeful snowball sampling. From among these people, 15 were selected until reaching theoretical saturation and they answered the questions of the questionnaire using semi-structured in-depth interview method. For data analysis, Max Kyuda version 22 software was used for open coding and SPSS 28 was used for factor analysis. According to the conducted interviews, in this research it can be said that 31 concepts were extracted from the interviews, and these 31 concepts; Functional and up-to-date design, appropriate hardware, internet speed, less manpower, manpower skill, manpower creativity, side costs, hardware price, internet price, filtering, related laws, government policies, time, advertising content, Using the right tools, professional advertising, technology-based communication, customer focus, easy access and convenience, activity-related content, low-volume content, service and support, capital preservation, contract management, existing data analysis, decision-making The basis of available data is appropriate service, customer feedback, customer satisfaction, service improvement, and optimal tools. Based on the results of the exploratory factor analysis, there are two mental models for understanding the mentality of people in relation to the use of digital marketing, which includes the application-oriented model, the management model, and the customer-oriented model. It is suggested that the managers of the companies do not evaluate the digital marketing opportunities with the specialists of this matter in their company and measure their success rate by trial testing these opportunities and if they are successful, they will be useful in the profitability of their company.