Journal of value creating in Business Management

Developing a Neuro-Digital Marketing Model for Home-Based Businesses

Document Type : Original Article (Qualitative)

Authors

behzad haj rahimi 1
mehdi parhizgar 2
mirza hassan hoseini 2
saeed farjam 3
vali mohammad darini 3

1 Ph.D Candidate, Department of Business Management, Payame Noor University, Tehran, Iran.

2 Professor, Management Department, Payam Noor University, Tehran, Iran

3 Assistant Professor, Management Department, Payam Noor University, Tehran, Iran

https://doi.org/10.22034/jvcbm.2025.515494.1535
Abstract
The purpose of this study is to design and explain a neuro-digital marketing model for home-based businesses using the grounded theory method. Given the growing expansion of home-based businesses in Iran and their role in reducing unemployment and increasing GDP, the need for effective and low-cost marketing models for these businesses is increasingly felt. This research was conducted within a qualitative approach. Data were collected through in-depth interviews with 25 experts and specialists in the fields of neuromarketing, digital marketing, and home-based businesses, selected using purposeful snowball sampling. Data analysis was performed in three stages of open, axial, and selective coding using MAXQDA 10 software. To assess reliability and validity, independent coding by two researchers and calculation of Cohen's Kappa coefficient (0.92) were employed. Additionally, the test-retest reliability, obtained by recoding four interviews at two different time intervals, was 87%, indicating high credibility and stability of the results. The research findings led to the identification of 88 subcategories and 13 main categories. The proposed model in this study suggests a combination of neuromarketing and digital marketing techniques with minimal cost for home-based businesses. This model assists home-based business owners in achieving sustainable growth and development by effectively influencing customers' subconscious minds. It can serve as a framework for implementing neuro-digital marketing in home-based businesses.

Keywords

Neuromarketing
Digital Marketing
Home-Based Businesses
Sustainable Competitiveness
Advertising Personalization
Digital Purchasing
Subjects

  • Receive Date 07 April 2025
  • Revise Date 01 June 2025
  • Accept Date 13 August 2025

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