Journal of value creating in Business Management

Modeling Interactive Content Marketing: The Role of Digital Content in Influencing Consumer Buying Decisions in Iraq

Articles in Press

Document Type : Original Article (Qualitative)

Authors

Ahmed Salam Ali nukhailawi 1
Hosein Rahimi Koluor 2
Bahman KHodapanah 3
Mohamad Bashokouh Ajirlou 4

1 Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran bili, Ardabil, Iran

3 Department of Business Management, Faculty of Social Sciences,University of

4 Department of business Management, Faculty of social sciences, university of mohaghegh Ardabili, Ardabil, iran

10.22034/jvcbm.2026.580937.1743
Abstract
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.

Keywords

Marketing
Interactive Content Marketing
Digital Consumers
Strategic Factors
Brand Factors
Subjects
Journal of value creating in Business Management

Articles in Press, Accepted Manuscript
Available Online from 21 December 2026

  • Receive Date 08 April 2026
  • Revise Date 20 May 2026
  • Accept Date 30 May 2026

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