Designing a digital marketing model in the field of capital market : A qualitative study Case study: Brokerage companies

Subject Areas : Stock Exchange

Mostafa Hoseinzadeh ¹ , shadan vahabzadeh Monshi ² , Hamed Abasi nami ³ , HOrmoz Mehrani ⁴ , Abolfazl Shahrabadi ⁵

1 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Entrepreneurship and Business, Qom Branch, Islamic Azad University, Qom, Iran
4 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran. (Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran)
5 - Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran.

Received: 2022-05-24 Accepted : 2022-07-06 Published : 2023-03-21

Keywords: capital markets, Customer Orientation, Value co-creation, Digital Marketing, Financial Services Innovation,

Abstract :

This study aims to design a digital marketing model in the field of capital markets with a qualitative approach for stockbroking companies. The present research is an applied research in terms of purpose, a type of method in terms of method, and a qualitative research method in terms of data collection method. The statistical population includes 17 experts, including CEOs of brokerage firms and their deputies and senior managers. The main data collection tools in the field section included semi-structured interviews. For data analysis, qualitative content analysis method and Max.Q.D software were used. Based on the results of qualitative analysis, three categories of comprehensive categories including customer orientation, branding and digital marketing were identified as the main components of digital marketing in the capital market. Digital marketing includes digital roadmap, and innovation in digital financial services; In relation to branding, customer-based brand equity and social media were identified; Finally, in relation to customer orientation, components such as customer knowledge management, customer engagement and value creation were identified as organizing themes.