Providing of customer attraction model in digital marketing based on visual stimuli with a classical Grounded Theory (GT) Approach

Subject Areas : marketing

Bahman Narouei ¹ , Hossein Hakimpour ² , Mehdi Mehdi Mahmoodzadeh Vashan ³ , Mohammad Mohammadi ⁴

1 - PhD student in Marketing Management, Islamic Azad University, Birjand branch
2 - Corresponding author, Assistant Professor, Department of Business Administration, Birjand Branch, Islamic Azad University, Birjand, Iran
3 - Assistant Professor, Department of Public Administration, Birjand Branch, Islamic Azad University, Birjand, Iran
4 - Assistant Professor, Department of Public Administration, Birjand Branch, Islamic Azad University, Birjand, Iran

Received: 2023-01-07 Accepted : 2023-03-08 Published : 2023-02-20

Keywords: Consumer behavior, Digital Marketing, neuromarketing, Visual stimuli, Glazer's Grounded theory approach,

Abstract :

Consumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study was conducted to determine which components and factors most effectively attract customers in digital marketing through visual stimuli.methodology: A Glaserian or Emergent approach methodology in grounded theory was employed to achieve the objectives. Data collected from 14 experts, concepts, and components in the interview were extracted until theoretical saturation was reached. A purposeful sampling method was used to select these experts.findings: Using MAXQDA software to analyze the fundamental and theoretical coding process, 465 open codes, 53 sub-components, and 15 principal components were identified in 6 categories. Based on the concepts conclusion: extracted from this study, the final model was developed around the central phenomenon of visual stimuli in digital marketing. According to the classical approach, these six cases are known as Glazer's 6 Cs. This study aimed to identify novel angles on how visual stimuli can be used in digital marketing. Moreover, it introduced a model of customer attraction based on visual stimuli in digital marketing. He has also filled in some gaps regarding the subject.