نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
2 استاد،گروه مدیریت ،دانشگاه پیام نور، تهران، ایران
3 استاد،گروه مدیریت ،دانشگاه پیام نور، تهران،ایران
4 استادیار،گروه مدیریت ،دانشگاه پیام نور، تهران،ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
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.
کلیدواژهها English
