Designing the model of the interpretive structure of the charitable marketing model with the approach of ethics and responsibility

Subject Areas : تقویت رفتارهای مثبت عمومی: بازاریابی اجتماعی

Bahar BraKhas ¹ , Mohammad mahdi parhizgar ² , mohammad nasrollahniya ³

1 - PhD student in the field of business management (marketing orientation), Islamic Azad University, Kish International Branch, Iran.
2 - Management,payme-noor university,Iran
3 - Business Management, faculty of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran

Received: 2024-10-11 Accepted : 2024-11-14 Published : 2025-09-21

Keywords: charitable marketing, social responsibility, ethics, automobile industry, interpretative structure,

Abstract :

In today's complex and competitive world, businesses are not just looking to make a profit. They also seek to create added value for society and the environment. In the meantime, charitable marketing as a new approach provides an opportunity for businesses to respond to social and environmental issues while fulfilling business goals. The current research was designed to design a charitable marketing model with an approach of ethics and responsibility based on interpretative structural modeling. This research is exploratory in terms of purpose and qualitative in terms of approach. In this research, 15 experts were interviewed. The snowball method was used to collect information, and then, using thematic analysis method, the information extracted from the texts and interviews were categorized and analyzed. According to the intended objectives, semi-structured interviews and text review based on thematic analysis strategy were used for Data collection is used. Finally, they were classified into 46 primary themes, 12 basic themes, 4 organizing themes and 1 inclusive theme. The themes of the organizer included: collaborations and charitable partnerships, corporate social responsibility, marketing strategy, cultural-ethical factors, which finally obtained the final model based on the interpretative structural modeling method. It can be said that it has a positive effect on the purchase intention of customers. This shows that today's customers are looking for brands that care about society in addition to providing quality products and services.

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