محمود ملکی ویر

Purpose : This research aims to develop a digital marketing model for the business-to-business (B2B) commerce sector. Method : This applied research, which used a mixed-methods approach, started with a qualitative phase to create initial model. This was followed by thematic Subsequently, an interpretive structural modeling at the thematic interpretive structural modeling. A quantitative validation of the model was then conducted. The qualitative sample included 15 experts, selected based on theoretical saturation. In the quantitative phase, a random sample of 384 managers from industrial companies was drawn from an effectively infinite population. Thematic analysis was used for qualitative phase, while partial least squares technique was employed in the quantitative analysis. Findings : The qualitative phase identified key themes: infrastructure, training and learning, organizational culture, regulations, relation channels, social network, customer orientation, cost and income, investment and competitive advantages. Based on these, thirteen hypotheses were developed and tested. The results indicated that infrastructure has a significant impact on regulations, organizational culture, and training and learning; regulations have a significant impact on social networks; organizational culture has a significant impact on social networks and communication channels; training and learning have a significant impact on communication channels; social networks have a significant impact on customer orientation; communication channels have a significant impact on customer orientation; customer orientation has a significant impact on capital attraction, cost performance, and revenue; capital attraction has a significant impact on competitive advantage; cost performance has a significant impact on competitive advantage. Conclusion : The study concluded that B2B digital marketing is a complex topic and B2B businesses should carefully consider the subtleties of this form of marketing.