طراحی الگوی برندسازی دیجیتال موسسات خیریه (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
جهان در حال دیجیتال شدن است. برندسازی دیجیتال یک تکنیک مدیریت برند است که در آن از شبکه جهانی وب به عنوان رسانه ای برای حضور و ارتقای هویت برند استفاده می شود. در حقیقت، برندسازی دیجیتال به تجربه منسجم برند در پلتفرم های آنلاین مختلف اشاره دارد. بیشتر پژوهش ها در حوزه برندسازی دیجیتال به کسب و کارها مربوط می شوند و در آنها به حوزه برندسازی دیجیتال در مؤسسه های غیرانتفاعی و خیریه ها کمتر توجه شده است؛ از این رو، هدف این پژوهش طراحی الگوی برندسازی دیجیتال برای مؤسسه های خیریه است. برای دست یابی به هدف پژوهش، از روش مطالعه چندموردی استفاده شده است. پنج مؤسسه خیریه داخل ایران بر اساس فعالیت های آنلاین از جمله سایت به روز، صفحات فعال در شبکه های اجتماعی، تعداد پست ها، استوری و تعداد دنبال کنندگان اکانت اینستاگرام و همچنین، کمپین های آنلاین برگزارشده، انتخاب شدند. گردآوری داده ها از طریق مصاحبه با ۱۱ نفر از مسئولان و متخصصان بخش بازاریابی دیجیتال و تولید محتوای صفحات مجازی مؤسسه های انتخاب شده و بررسی اسناد و مدارک انجام شد. از تکنیک تحلیل مضمون برای تجزیه وتحلیل داده ها استفاده شد. نتایج پژوهش نشان داد پیش آیندهای برندسازی دیجیتال مؤسسه های خیریه شامل پنج دسته عوامل سازمانی، عوامل اجتماعی، عوامل اقتصادی، عوامل فناورانه و عوامل رقابتی می شوند. فرایند برندسازی دیجیتال برای مؤسسه های خیریه شامل پنج مرحله آغاز، توسعه، رسمیت، یکپارچه سازی و بلوغ است. موانع برندسازی دیجیتال مؤسسه های خیریه در سه سطح سازمانی، محیطی و نهادی جای گرفتند. همچنین، پیامدهای برندسازی دیجیتال مؤسسه های خیریه بر اساس ذی نفعان در قالب چهار دسته پیامد برای اهداکنندگان، مددجویان، سازمان و جامعه دسته بندی شدند.Designing a Digital Branding Model for Charitable Organizations
Introduction Nowadays, the world is moving towards digitalization at a remarkable speed, and emerging information and communication technologies play an important role in redefining the relationship between organizations and their audiences. Meanwhile, digital branding as one of the key strategies of brand management has a significant part in creating, preserving, and promoting brand identity. In essence, digital branding involves leveraging the capabilities of the web and social media to create a coherent and impactful brand experience in the minds of the audience. The goal of digital branding is to convey the brand’s values, cultivate enduring relationships with customers, and differentiate the brand from its competitors. Most of the preceding research on digital branding is related to business, the tools, and the models. Many metrics have been introduced for business digital branding, but digital branding in charitable organizations has been overlooked, and this issue has led to the inability of the charities to have a comprehensive model to build brands through digital channels, and some of the organizations still conduct their marketing activities in a traditional way. Most published articles on digital branding for nonprofits have focused on the effects of one digital tool, such as social media or influencer marketing, on fundraising for charitable organizations, and no comprehensive model has yet been proposed in this area. Considering the limitations of the research in this field and the lack of a comprehensive model for digital branding of charities, the goal of this research is to design a Digital Branding Model for Charitable Organizations. Methodology The primary aim of this research is to provide a digital branding model for charitable organizations. Therefore, based on its objective, the present study is considered exploratory, and a multiple-case study approach has been employed to achieve the research goal. Among the qualitative methods, case studies play a significant part, as they are one of the most commonly used qualitative approaches in organizational research. They are approved as a valid method for generating and testing theory and have provided innovative insights into key areas of management. This research was conducted using the seven-step case study process presented by De Massis and Kotlar (2014), including choosing the case study design, defining the unit of analysis, selecting cases (sampling), collecting information, analyzing information, presenting results and ensuring validity and reliability in research findings. Thus, five charities in Iran are chosen based on online activities such as updated websites, active social media pages, the number of posts, stories, and followers of the Instagram account, and online campaigns conducted. Data were collected through interviews with 11 managers and specialists of the digital marketing section and content creation of virtual pages of the selected institutions, as well as by reviewing documents and records. Thematic analysis techniques were employed to analyze the data. Findings The results of the study showed that the antecedents of digital branding for the charity institutions contain five categories: organizational factors, social factors, economic factors, technological factors, and competitive factors. The digital branding process for charitable organizations, adapted from the five-stage digital marketing model by Bofim and Berka (2016), consists of five stages: initiation, expansion, formalization, integration, and maturity. Detected barriers to the digital branding of the charitable organizations can be categorized into three main levels based on institutional perspectives: organizational-level barriers, environmental-level barriers, and institutional-level barriers. This classification is rooted in institutional theory that analyzes organizations in terms of organizational, environmental, and institutional structures. The First category includes limitations and inner challenges of the charity organizations; causes related to the resources, structural, cultural, and internal abilities of the organizations. The second category consists of environmental barriers, which refer to the external conditions of the organization—factors arising from the competitive structure, infrastructure, or market conditions that influence digital activities. These barriers are beyond the organization’s direct control, and addressing them typically requires forming coalitions, engaging in cross-sector collaborations, or utilizing supportive policies. The third category is at the institutional level. This category includes legal, cultural, normative, and structural causes at a considerable level of society that form the general atmosphere of the charity organizations. To resolve these obstacles, usually, political interference, normative changes, and institutional reformation are needed. Also, consequences of digital branding of the charity institutions are categorized based on stakeholders into four categories: consequences for donors, beneficiaries, the Charitable organization, and society. Discussion and Conclusion The findings of this study suggest several key implications for managers of charitable organizations. First, having a clear understanding of the nonprofit’s identity and what it represents has become increasingly important in the digital environment. The brand should be viewed as the foundation of all charitable activities in the digital era. Considering the consequences of digital branding for charities, these organizations should make full use of digital marketing tools such as SEO, content marketing, social media, email marketing, marketing automation, influencer marketing, online advertising, video marketing, and audio marketing to introduce their brand to audiences, raise public awareness, and increase donations. Charitable organizations need to develop websites and applications that enable online donations, volunteer registration, and beneficiary registration. Charities should also take steps to design online campaigns aimed at attracting financial contributions or volunteer participation by using hashtags and online advertisements. Additionally, the creation of digital content should be based on authentic and impactful storytelling that emotionally engages supporters. The design of logos, color schemes, fonts, and other visual elements that reflect the charity’s values and mission must be carried out carefully and used consistently across all digital platforms. Moreover, charities can utilize influencers to amplify the organization’s message and expand its reach to new audiences. In addition, providing online financial reports and project performance updates is essential for building trust and strengthening the charity’s brand
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