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Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry | ||
| International Journal of Digital Content Management | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 11 دی 1401 | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.69753.1151 | ||
| نویسندگان | ||
Seyed Rasoul Hoseini   1؛ Ammar Moghaddas Shargh 2؛ Tooktam Salari 3؛ Mohammad Mahdi Banimahd Rankouei 2
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| 1Ph.D, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarieh, Iran | ||
| 2Msc in Department of Management, Faculty of Humanities, Khorasan Razavi branch, Islamic Azad University, Neishabour, Iran | ||
| 3Assistant Professor, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran | ||
| چکیده | ||
| 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. This study is qualitative and exploratory in design. Its participants include senior managers of insurance companies, as well as decision-makers, in the Iranian insurance industry. Data were collected through interviewing experts, which continued until theoretical saturation was reached. Finally, after conducting 42 expert interviews, theoretical saturation was achieved. 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. The findings of the present study provided a relatively comprehensive model based on the requirements and characteristics of the insurance industry. The proposed model appears to be more comprehensible, in comparison with previously proposed models in terms of the identified themes, dimensions, and indicators. | ||
| کلیدواژه‌ها | ||
| Agile Marketing؛ Digital Marketing؛ Grounded Theory؛ Insurance Industry؛ Marketing | ||
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آمار تعداد مشاهده مقاله: 35 |
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