The Strategic Marketing Model Based on the Suggested Values of Mobile Religious Applications

Subject Areas : Strategic Management Researches

Zohreh dehdashti shahrokh ¹ , vahid khashei ² , Soroush Ghazinoori ³ , amir aslani afrashteh ⁴

1 - Professor of Business Management, Faculty of management and Accounting, Allameh Tabataba'i University, Tehran, Iran
2 - Associate Professor of Business Management, Faculty of management and Accounting, Allameh Tabataba'i University, Tehran, Iran
3 - Associate Professor of Entrepreneurship, Faculty of management and Accounting, Allameh Tabataba'i University, Tehran, Iran
4 - PhD Student, Department of Business Management, Allameh Tabataba'i University, Tehran, Iran

Received: 2023-01-17 Accepted : 2023-02-15 Published : 2023-09-21

Keywords: Marketing, Religion, Suggested Values, Religious Mobile Applications,

Abstract :

The aim of the current research is to provide a strategic model for marketing based on proposed values ​​in religious mobile phone applications. Based on Grounded theory research method, the data is collected through in-depth semi-structured interviews and the target community is among founders and executives of religious mobile applications and marketing researchers in the field of religious business marketing. The sampling method is snowball, which reached theoretical saturation after 15 interviews. Data analysis was done in three stages of open, central and selective coding. The results showed that the core category of proposed values ​​(economic, social, functional, religious, informational, cognitive, emotional, communication) is influenced by causal factors (attitudinal factors in religious audiences, competitive factors in the market of religious applications, behavioral factors in users of religious applications and technical factors of religious applications). Also, the marketing model by strategies (content marketing (idea, creation and distribution of religious content), design and production of religious applications, pricing and revenue of religious applications, organizational sales in religious applications and communication strategies with users of religious applications , optimization of performance in the digital space, market research and identifying the behavior of religious consumers), contextual factors (factors related to the product, factors related to user behavior, factors related to institutions, factors related to the market and organizational factors), intervening factors (legal and audit factors, technical, social and cultural, political), and the consequences are realized at four levels of consequences (individual, organizational, national and transnational).

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