نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران.
2 گروه مدیریت، واحدلامرد، دانشگاه آزاداسلامی، لامرد، ایران
3 گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
4 گروه مدیریت مالی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
The purpose of this study is to present a thematic model of integrated financing marketing based on investor attraction and value creation in the Iranian capital market. The research method is qualitative. The statistical population consists of 13 university professors, managers, and experts in the fields of marketing and financing within the capital market, who were selected using purposive sampling. Data collection was conducted through semi-structured interviews. The validity of the codes in the qualitative section was confirmed by two independent researchers, and their reliability was verified using Cohen’s kappa coefficient. The qualitative data were analyzed using thematic analysis and MAXQDA software. The results revealed that the integrated financing marketing model based on investor attraction in the Iranian capital market comprises six main dimensions: trust-building, marketing channel management, optimization of marketing actions, integrated experience, persuasive marketing content, and investor attraction performance. Through thematic analysis, 245 initial codes, 20 basic themes, and 6 organizing themes were extracted. Overall, this study provides an integrated and practical framework for organizations and companies operating in the Iranian capital market, enabling them to transform investor attraction from a fragmented process into a systematic, measurable, and integrated marketing-based process.
کلیدواژه‌ها English
