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Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study | ||
| Journal of Digital Content Management | ||
| مقاله 14، دوره 4، شماره 6، 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 | ||
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