Digital Marketing

Purpose: The present research was performed to design interactive model of digital marketing in the area of online service startups based on mobile commerce in modern sociology. Methodology: This study was of fundamental type regarding the objective, and combined type regarding the method of implementation (qualitative and quantitative). The research population consisted of experts familiar with the issue in Hormozgan province in 2020, out of whom 20 were chosen as the sample through purposeful sampling method as the sample. The research instrument of the qualitative part was based on domestic and international research, wide the research instrument for the quantitative section was a 20- item questionnaire based on the qualitative part. In the qualitative section, using fuzzy Delphi method, the factors were identified and confirmed or screened, while they were ranked in the quantitative section using fuzzy DANP method. Findings: The results indicated that after three rounds of fuzzy Delphi, 15 indices were identified across six elements including technical/technological, personal user, social, customer orientation, perceived value, and reliability. Other results based on the fuzzy DANP method indicated that the user personal elements, plus social elements, reliability, perceived value, technological/technical, and customer orientation had the largest weights respectively. In addition, validity, personal innovation, and online experience claimed the first to third ranks in terms of weight. Conclusion: The results indicated the effective role of three elements of personal user, social, and reliability in comparison to other elements, which could be exploited by managers and planners to improve digital marketing based on mobile commerce.

This research aims to design an integrated model for digital marketing based on marketing intelligence and validate the model in the ISACO Company. The research uses a mixed-methods descriptive survey design. In the qualitative phase, the model and nine theoretical hypotheses were proposed using grounded theory and a semi-structured questionnaire. Fourteen academic experts and managers in the area of marketing and sales were interviewed until theoretical saturation was achieved. Then, the model and proposed hypotheses were validated using the quantitative method of structural equation modeling. A questionnaire rated by the Likert scale was distributed among 340 active employees in the relevant areas to the research topic with at least a Bachelor’s degree chosen by the convenience sampling method in the ISACO Company and affiliated companies. The structural model and hypotheses related to causal factors, core category, contextual factors, strategies, and consequences (except the moderating role of environmental factors) were validated by the research findings.

The condition of the hotel's competitiveness is a strong brand. The introduction of digital marketing in the strategy of hotel branding creates new opportunities for hotels when interacting with guests through digital channels. The purpose of this study is to develop theoretical and practical measures to improve the effectiveness of marketing strategies in hotel branding using digital tools. To achieve the goal of the study was conducted research on targeted branding some of the largest hotel chains. The results of the analysis showed that in the process of branding at each stage the corresponding goals have achieved by means of advertising, marketing, public relations management, personnel selection, corporate culture.This study substantiates the main tools of the strategy of the Digital Marketing and Sales. The brands need to constantly monitor changes in market positions and audience sentiment using all the features and channels. The priorities should be implemented by performing key tasks, in particular such astimely measurements as far as brand experience has a positive effect on customer satisfaction and loyalty.

This study aims to design a local model of social responsibility in digital marketing in small online retail businesses in Iran. The present research is  applied  in terms of purpose and a qualitative research  in terms of data collection method. The statistical population in the qualitative section included 11 experts. The main tools for data collection in the field included semi-structured interviews. The grounded theory approach using MAXQDA software was adopted to analyze qualitative data and present a paradigm model. Based on the results of qualitative analysis, six categories of factors were identified  including causal conditions, underlying factors, strategies, pivotal phenomena, intervening factors and consequences . Targeted marketing was identified as the main category in relation to the context. In relation to causal conditions, two main categories were identified, including moral responsibility and environmental responsibility. In relation to digital marketing as a central phenomenon of research, the indicators of giving customers the right to choose, retaining customers, providing services in accordance with customer demands, establishing appropriate relationships and relationships with customers, and creating value for customers were identified. Commercialization strategies were identified as the main category of strategies and actions. Competitiveness of companies has been identified as the most important intervening factors; and economic development and service quality improvement were identified as the main categories of outcomes.

This article deals with developing a model of digital marketing with a focus on customer experience and with the aim of optimizing the customer management process, increasing the quality and length of the customer journey (increasing loyalty), and improving the consequences of the marketing process in companies, and seeks to answer this question. What is the digital marketing model with the customer experience management approach and what components does it include? The research method is mixed (qualitative-quantitative) and since a model for this issue is not available in past research, the first part of the research explores model extraction through qualitative methods (here, foundation data analysis) and to determine Relationships within the model quantitatively explain the model using quantitative methods (here structural equations). The method of collecting information in the qualitative part, in addition to conducting library studies, in the form of in-depth interviews with experts in the fields of information technology, marketing, and commerce, information technology policy, and actually business managers and stores that provide services and products through channels and digital tools in this section, the statistical sample limit was carried out by the snowball method (saturation to the end of the problem) and the quantitative part of the research and explanation of the model was through data collection with questionnaire tools and closed interviews from the customers of several digital businesses, which was done with the method 385 people were randomly selected and available using Cochran's formula. In the end, the main conditions, background conditions, intervening conditions, phenomena, strategies, and consequences affecting the digital marketing model with the customer experience management approach were extracted and the relationships between them were determined.

The developments of digital marketing in the banking industry have affected the speed of changing customer demands. Therefore, the ability to quickly and agilely adapt to changes plays a key role in creating competitive advantages. Despite the significant role of agility in responding to changes, so far there is no research that identifies the agility components of the banking industry in digital marketing. Thus, based on the designing methods of qualitative research, and investigating digital marketing experimentally and theoretically, this study presents a new model for digital marketing agility in the banking industry. In this research, the key theoretical dimensions of digital marketing agility are identified and some suggestions for facilitating the model implementation are provided. The findings of this study include important results for marketing managers in the banking industry and indicate what strategic measures are needed to establish agile practices in the structure, processes and communications of their digital marketing from a practical perspective in the context of agile digital marketing.

Purpose : Relationship marketing seeks to build relationships with your customers that will make them repurchase from the company in the future and encourage others to do so, which is the best approach to retaining customers. Therefore, Internet service providers should be aware of how to establish lasting relationships with their customers and look for relationships to attract customers. The purpose of this study is to design a relational marketing model in the film sales and screening network in Iran. Method : In the present research method, after analyzing the theoretical and experimental records, the qualitative method and in-depth interviews with 10 managers of film sales companies were carried out using targeted sampling method and theoretical sampling, which has reached theoretical saturation. The obtained information was then analyzed using the content analysis method and a paradigm model of relational marketing was constructed. Findings: The results showed that relational marketing in the sales and film network in Iran is one of the factors of relational marketing (including the themes of causal conditions: communication, relationship quality, innovation; background conditions: marketing, advertising; mediating conditions: Customer gender, customer expectations, customer knowledge, customer focus and ultimately the outcome: customer loyalty, customer satisfaction, customer trust, competitive advantage, business performance, and customer commitment) can have an impact. Conclusion : By focusing on the factors obtained in this research, relationship marketing can create customer loyalty, customer satisfaction, competitive advantage, business performance, and customer commitment in film sales companies.

Purpose : Considering the competitive space of online businesses, branding would be the key element for achieving a competitive advantage. This study aimed at providing a digital marketing model for online business branding. Method : This was a fundamental study in terms of objective, which was conducted by using the mixed method based on deductive-inductive reasoning. Moreover, the identified indicators were validated by using the Fuzzy Delphi Method (FDM). Data analysis was done through MaxQDA and Matlab software within qualitative and quantitative phases, respectively. Findings : The main categories of the study included marketing strategy, personalization, website design, consumer interaction, product features. Digital branding is at the center of the analytical model with dynamic interaction with four categories mentioned above. The website should be designed flexibly to provide customers with a personalization option. Furthermore, the product/service mix must be based on innovation. Conclusion : The needs and expectations of customers should also be found through interaction with customers. Finally, business management was obtained through marketing strategies.

Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research & development(R & D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the 3 variables: empowerment of supply network, of product innovation, and of digital marketing is quite undisputed. The present research has been done with a view to identifying and evaluating the cause-and-effect interdependent relations governing the variables of R & D of digital marketing and innovation in commercial automotive industry. The research is typically applied, and has been done using the descriptive-survey method. The research community consisted of 50 experts; all with acceptable academic backgrounds and years of experience as executive managers and marketeers in the R & D of automotive industry. To analyze the data, the views of some elected experts on automotive industry, along with Delphi fuzzy and Dematel method were applied. Our findings showed that the variable “Intensity of R & D of digital marketing and innovation” has the most effect on the other variables. The variable “Empowerment of supply network” with the score of 3,25 has the largest amount of interaction with the other variables. Also, the variable “ Empowerment of R & D in digital marketing and innovation” with the score of 1,08 has the smallest amount of interaction with the other variables.

Purpose: Dynamic features of the market, increased competition, and globalization are primary requirements of active participation in new markets. These days, only companies which benefit from digital agility and function fast, as well as flexibly, can grow and expand their market. The present study aimed to design and illustrate a model of agile digital marketing capabilities in the insurance industry in Iran.Methodology: The present study is aimed at presenting a model of agile digital marketing capabilities in insurance industry by using semi-structured interviews. By nature the study is exploratory and qualitative; concerning research objective it is an applied study; it is, also, a descriptive survey study in terms of data collection. The population includes all senior managers of insurance firms and decision-makers in digital marketing of insurance industry. Accordingly, the sample includes 42 participants with required subject-matter experience and skill and expertise. By means of qualitative research methods in marketing, and the real-world data-based grounded theory (GT) systematic paradigm, the study tried to present a theoretical model.Findings: Based on the interview data and following the grounded theory approach, 246 open codes and 41 themes were identified regarding the agile digital marketing capabilities in the insurance industry. In this research, the main categories are Flexibility, Prediction and accountability-prevention, Quality, Reconfiguration, Functional mutual cooperation, Convenience and reaction speed, Perception, Trust and safety, Integrity of skills and performance, the ability of technical integration, the ability of organizational integration. In  addition to the central dimension, five other components (Casual factors, Contextual factors, Intervening factors, Strategies, and Consequences) were identified.Discussion and Conclusion: The final result of the study is a relatively comprehensive and complete paradigm based on the requirements and characteristics of the insurance industry. The present study aims to expand theoretical foundations and the existing literature on digital agile marketing through an applied and appropriate model, whereas previous researches are focused on speed and accuracy, or on organizational structure, culture, manpower, information equipment, technology, and process, or on reaction speed, flexibility, and responsiveness.  Also, the importance of channels, social media, digital communication, digital technology in digital marketing, and social networks, as well as the special value of the brand , are common knowledge. Studies, also, allude to team-making and management support, and culture . Also, in some cases, adaptability to changeable conditions, cooperative approach, integrative workplace, innovation speed, concentration on prediction, and monitoring market needs were attested in previous literature

Purpose: Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with a survey method.Method: The type of research is quantitative. The data collection tool was a questionnaire with 50 questions. Confirmatory factor analysis was used for the validation of the questionnaire as well as Cronbach's alpha coefficient.Findings: Findings showed that the value of confirmatory factor analysis (t-value) for all 5 paths of the model is greater than 1.96 and the significance of the test is less than 0.05, so with a 95% confidence level causal factors affect the main category (marketing capabilities for new product development) by 0.705; The main category (marketing capabilities for new product development) has an impact on strategies of 0.379; Intervening factors affect strategies by 0.129; Underlying factors affect strategies by 0.457; Finally, strategies have an impact on outcomes of 0.849Conclusion: The results show that the innovation, customer orientation, marketing technologies improvement, research and development capabilities and communication capabilities are confirmed. Also they emphasized as causal dimensions and the basis of digital marketing. Finally, the board diversity is confirmed as the underlying dimensions and platform of digital marketing.

Digital marketing provides new opportunities for sports organizations to engage their audience. The current research aims to compile the Model of Digital Marketing in Iraqi Handball based on the qualitative paradigm model which is an approch of the grounded theory (GT) methodology. Semi-structured interviews were conducted with 20 participants who were sport management schoolars, experts in Iraqi handball, and online marketers. The data was analyzed using three coding phases. The findings revealed 79 concepts, 23 sub-categories, and 5 categories. The results showed a comprehensive framework for digital marketing in Iraqi handball that can significantly improve the current practices. The framework highlights strategies for content creation, social media engagement, data analytics, and audience targeting that resonate with fans. Adopting this digital marketing paradigm can strengthen relationships between Iraqi handball organizations and their audience by increasing awareness of their brand, enhancing interaction with audiences, increasing income opportunities, improving fan experience, and enhancing data insights.