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Rahmani, Nasim, Vahabzadeh Munshi, Shadan, Mehrani, Hormoz. (1401). Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study. سامانه مدیریت نشریات علمی, 4(6), 287-309. doi: 10.22054/dcm.2022.68361.1107
Nasim Rahmani; Shadan Vahabzadeh Munshi; Hormoz Mehrani. "Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study". سامانه مدیریت نشریات علمی, 4, 6, 1401, 287-309. doi: 10.22054/dcm.2022.68361.1107
Rahmani, Nasim, Vahabzadeh Munshi, Shadan, Mehrani, Hormoz. (1401). 'Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study', سامانه مدیریت نشریات علمی, 4(6), pp. 287-309. doi: 10.22054/dcm.2022.68361.1107
Rahmani, Nasim, Vahabzadeh Munshi, Shadan, Mehrani, Hormoz. Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study. سامانه مدیریت نشریات علمی, 1401; 4(6): 287-309. doi: 10.22054/dcm.2022.68361.1107

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
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