Designing and Validating a New Integrated Digital Marketing Model

Subject Areas : Business Strategy

Farzad Malek shirabadi ¹ , Mehdi Karimi zand ² , Mohammad Reza Kabaran Zad Ghadim ³

1 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-11-04 Accepted : 2022-01-31 Published : 2022-03-01

Keywords: Promotional activities, Grounded Theory, Marketing Intelligence, Digital Marketing, ISACO Company,

Abstract :

This research aims to design an integrated model for digital marketing based on marketing intelligence and validate the model in the ISACO Company. The research uses a mixed-methods descriptive survey design. In the qualitative phase, the model and nine theoretical hypotheses were proposed using grounded theory and a semi-structured questionnaire. Fourteen academic experts and managers in the area of marketing and sales were interviewed until theoretical saturation was achieved. Then, the model and proposed hypotheses were validated using the quantitative method of structural equation modeling. A questionnaire rated by the Likert scale was distributed among 340 active employees in the relevant areas to the research topic with at least a Bachelor’s degree chosen by the convenience sampling method in the ISACO Company and affiliated companies. The structural model and hypotheses related to causal factors, core category, contextual factors, strategies, and consequences (except the moderating role of environmental factors) were validated by the research findings.

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