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Providing Digital Marketing Model for Online Business Branding | ||
| Journal of Digital Content Management | ||
| دوره 3، شماره 4، 2022، صفحه 274-296 اصل مقاله (799 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.14069 | ||
| نویسندگان | ||
| Benyamin Mosayebi Amidabadi1؛ Ozhan Karimi* 2؛ Shahram Hashemnia3 | ||
| 1Ph.d Candidate, Department of Humanities and Management, Abhar Branch, Islamic Azad University, Abhar, Iran | ||
| 2Assistant Professor, Department of Management. Payame Noor University (PNU), Tehran, Iran, | ||
| 3Assistant Professor, Department of Management. Payame Noor University, Iran, Tehran | ||
| چکیده | ||
| 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. | ||
| کلیدواژهها | ||
| Digital Marketing؛ Branding؛ Online Business؛ Mixed Method | ||
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