پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 61 |
| تعداد شمارهها | 2,224 |
| تعداد مقالات | 18,124 |
| تعداد مشاهده مقاله | 55,906,625 |
| تعداد دریافت فایل اصل مقاله | 29,005,302 |
Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study | ||
| International Journal of Digital Content Management | ||
| مقاله 14، دوره 4، شماره 6، فروردین 2023، صفحه 287-309 اصل مقاله (1.25 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.68361.1107 | ||
| نویسندگان | ||
| Nasim Rahmani1؛ Shadan Vahabzadeh Munshi* 2؛ Hormoz Mehrani3 | ||
| 1Ph.D. Candidate in Business Management, Islamic Azad University, North Tehran Branch, Iran | ||
| 2Assistant Professor, Department of Business Management, Islamic Azad University, North Tehran Branch, Iran | ||
| 3Assistant Professor, Department of Business Management, Ghazali Institute of Higher Education, Qazvin, Iran | ||
| چکیده | ||
| 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. | ||
| کلیدواژهها | ||
| Digital Marketing؛ Grounded Theory؛ Sustainability؛ Small Business | ||
| مراجع | ||
|
Abirou, M., & Abghour, N. (2022). A Review of Blockchain and the Benefits for Digital Marketing-Related Applications of Blockchain Integration. Advances on Smart and Soft Computing, 355-365.
Bouri, E., Saeed, T., Vo, X. V., & Roubaud, D. (2021). Quantile connectedness in the cryptocurrency market. Journal of International Financial Markets, Institutions and Money, 71, 101302.
Chan, H. W. (2020). When do values promote pro-environmental behaviors? Multilevel evidence on the self-expression hypothesis. Journal of Environmental Psychology, 71, 101361.
Chauhan, U., Garg, R., & Chhikara, R. (2019). Corporate Social Responsibility and Digital Marketing. In Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics (pp. 293-309). IGI Global.
Dias, G. P., & Silva, M. (2022). Revealing performance factors for supply chain sustainability: a systematic literature review from a social capital perspective. Brazilian Journal of Operations & Production Management, 19(1), 1-18.
Dilami, Z., Hosseini, S., Ahmadi, H. (2021). Evaluation of the digital marketing Strategy of the Bushehr Province Mining export Companies using RACE model. Journal of International Business Administration, 4(2), 21-41.
Gilboa, S., Seger-Guttmann, T. & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51: 152–164.
Hagen, D., Risselada, A., Spierings, B., Weltevreden, J. W. J., & Atzema, O. (2022). Digital marketing activities by Dutch place management partnerships: A resource-based view. Cities, 123, 103548.
Jansen, M., Van tulder, R. and Afrianto, R. (2018), “Exploring the conditions for inclusive port development: the case of Indonesia”, Maritime Policy and Management, Vol. 45 No. 7, pp. 924-943.
Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, 236-249.
Klimek, H., Michalska-Szajer, A., & Dąbrowski, J. (2020). Corporate social responsibility of the Ports of Szczecin and Świnoujście. Zeszyty Naukowe Akademii Morskiej w Szczecinie.
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PloS one, 16(4), e0249457.
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195.
Mohammadian Mahmoudi Tabar, M., sotoodeh, S., Boudlaie, H. (2021). Identifying the effective factors of innovative marketing in SMEs in the IT industry. Journal of Entrepreneurship Development, 14(1), 81-98.
Naoumova, I., & Katrichis, J. (2021). A Corporate Social Responsibility View on Digital Disruption in Marketing. In The Palgrave Handbook of Corporate Sustainability in the Digital Era (pp. 543-560). Palgrave Macmillan, Cham.
Omidi, N., mohammadi, E., pourashraf, Y., khalili, K. (2020). Developing a Small and Medium Enterprise Development in Rurals Ilam Province. Journal of Studies of Human Settlements Planning, 15(2), 595-612.
Rezaei soufi, M., Khodsparast, S., mohamadi, S. (2021). The Impact of Corporate Social Responsibility Measures on Brand Love for Sport Teams. Sports Marketing Studies, 2(3), 123-152.
Sarvari, H; Qora Biglo, Hossein (2021), presentation of the development model of customer relationship management system with emphasis on digital marketing strategies (case study of Tabriz travel companies), modern researches in entrepreneurship management and business development, 4(3), 329 – 348
Susila, E., Yulianti, L., & Pratminingsih, S. A. (2022). Analysis of Digital Marketing Utilization for MSMEs in Dayeuhluhur District. Central Asia And The Caucasus, 23(1).
Thompson, J. D., & Weldon, J. (2022). Digital Marketing. In Content Production for Digital Media (pp. 35-46). Springer, Singapore.
Vidal-Tomás, D. (2021). The entry and exit dynamics of the cryptocurrency market. Research in International Business and Finance, 58, 101504.
Ziyadin, S., Suieubayeva, S., & Utegenova, A. (2019, April). Digital transformation in business. In International Scientific Conference “Digital Transformation of the Economy: Challenges, Trends, New Opportunities” (pp. 408-415). Springer, Cham
Ziyae, B., Rezvani, M., Dara, M. (2022). Identifying the Digital Internationalization Pattern of Small and Medium Businesses (Case Study: Pharmaceutical Industry Companies). Journal of Entrepreneurship Development, 14(4), 676-695. | ||
|
آمار تعداد مشاهده مقاله: 798 تعداد دریافت فایل اصل مقاله: 1,177 |
||
Scholarly Journals Management System © 1991.05.01 by Allameh Tabatabaei University is
licensed under Attribution-NonCommercial 4.0 International.