Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach
الموضوعات :
Kamran Feizi
1
,
Hormoz Mehrani
2
,
Hossein Vazifehdust
3
,
Ehsan Sadeh
4
1 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran. Kamran.feizi@gmail.com
2 - Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran.
3 - Department of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
4 - Industrial Management Department, North Tehran branch,Islamic Azad University, Tehran, Iran
الکلمات المفتاحية: Digital Content Marketing, Online Marketing, Brand Awareness, Grounded Theory,
ملخص المقالة :
Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach Abstract Content marketing refers to the importance of valuable and relevant content in the marketing process. On the other hand, the growth and development of media and digital tools and the growing trend of their use have doubled the importance of paying attention to digital marketing tools and caused the emergence of a new topic called digital content marketing. The research presented the fit of the digital content marketing model to the economic, social, political, and cultural conditions of Iran. This research is practical in terms of purpose, and the researcher has used a quantitative method. The sampling method was a simple random method, according to Cochran's formula. The sample included 384 users of Digikala's Instagram page, which initially defined hypotheses and collected the necessary information through a 5-point Likert questionnaire. To measure the results of the research, the method of measuring structural validity and the method of modeling structural equations were used to test the hypotheses of the research, and with the help of SmartPLS.3 software, factor analysis of the dimensions of the research was also performed. After conducting the necessary analysis, it was found that there is a significant relationship between the variables discovered in the digital content marketing model, and the existing assumptions were confirmed. This result shows that the obtained model can be used in digital content marketing.
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