Islamic Art Studies

Islamic Art Studies

Modeling and Prioritizing Customer Review Motivations with an Approach to Handicraft Marketing Development

Document Type : Original Article

Authors
Sedigheh Derakhshanian 1
Ali Shahinpour 2
Hosein Gharehbiglo 2
Reza Ranjpour 3
1 PhD student, Department of Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran.
2 Assistant Professor, Department of Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran.
3 Associate Professor, Department of Economics, Tabriz University, Tabriz, Iran.
10.22034/ias.2023.383575.2158
Abstract
Sales are considered the most important revenue-generating approach for e-commerce firms and businesses active in the virtual domain, and they significantly influence the marketing approaches of these firms. Attention to the marketing dimensions of handicrafts is also one of the necessities for empowering active digital businesses in this field. The main objective of the study is modeling and prioritizing customer review motivations with the approach of developing handicraft marketing. The present research is explanatory and exploratory based on its objective and seeks to present a model for identifying customer review motivations with the approach of developing handicraft marketing by using the Delphi method and by utilizing structural equation modeling and PLS software. The research is developmental in type and also, in terms of data collection, this study is mixed-methods. In this research, a type of multiple methodology has been used considering the research objective and the advantages of multiple methodology. In the qualitative section, the statistical population of this research consisted of experts and sales managers on two websites: Digikala and Torob. The sampling method used in the qualitative part of the research was purposive sampling. Based on the findings, customer personal motivations (0.226, first rank), interest in participating in the product and service (0.202, second rank), optimism about creating change (0.191, third rank), helping the organization to be pioneering (0.171, fourth rank), updating the product and brand name/trademark (0.119, fifth rank), and improving the organization's marketing dimensions (0.084, sixth rank) are the motivations for customers to post their reviews on product sales websites.
Research Objectives:


Identifying and weighting the components of customer review motivations with the approach of developing handicraft marketing.


Prioritizing the components of customer review motivations with the approach of developing handicraft marketing.


Research Questions:


How are the components of customer review motivations weighted with the approach of developing handicraft marketing?


How are the components of customer review motivations prioritized with the approach of developing handicraft marketing?
Keywords
Review submission
customers
handicraft marketing
Digikala
Torob

Subjects

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