نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
The aim of the current research was to design an interactive content marketing model emphasizing its role in shaping the purchase decisions of digital consumers in Iraq. The research community included 21 faculty members and experts in the field of digital and interactive marketing in Iraq, who were selected based on purposeful sampling and using the data saturation technique. Data collection was done by semi-structured in-depth interview method and data analysis was done using theme analysis method. The findings of theme network analysis showed 6 (organizing) themes and 14 basic themes and 58 primary codes of interactive content marketing components and categories with emphasis onIts role in shaping the purchasing decisions of digital consumers. Themes (organizers) were presented in the format of 6 dimensions, which are: strategic factors, consumer factors, brand factors, consumer value creation attitude, content personalization strategy, responsiveness and feedback were obtained. Conclusion: Interactive content marketing as an emerging and effective strategy has an important application and influence in shaping and strengthening the purchasing decisions of digital consumers.
کلیدواژهها English
