Designing a Digital Marketing Model in the Brand of Online Business Companies

Subject Areas : Jounal of Marketing Management

Benyamin Mosayebi Amidabadi ¹ , ozhan karimi ² , Shahram Hashemnia ³

1 -  Ph.D. student of Business Administration, Abhar Branch, Islamic Azad University, Abhar, Iran
2 - Assistant Professor, Department of Management, Payam Noor University, Tehran, Iran
3 - Assistant Professor, Department of Management, Payam Noor University, Tehran, Iran

Received: 2022-12-06 Accepted : 2023-03-12 Published : 2023-05-22

Keywords: Internet Business, Digital Marketing, branding, Mixed Approach,

Abstract :

Internet businesses are the dominant model of the way of doing business in today's era, and considering the competitive environment of this field, branding is undoubtedly the key to achieving differentiation and gaining a competitive advantage in this field. The main goal of this research is to provide a digital marketing model for branding internet businesses. The upcoming study is a fundamental research based on deductive-inductive reasoning and using a mixed qualitative-quantitative approach. In the qualitative part of the research, a fuzzy Delphi questionnaire with a 7-point scale and a researcher-made questionnaire with a 5-point Likert scale were used. The statistical population in the qualitative sections consisted of 10 qualified experts who were selected using the purposeful and non-probability sampling method and in-depth and semi-structured interviews were conducted with them. In the quantitative part of the research, the fuzzy Delphi technique was used to screen the obtained indicators, then the structural-interpretive modeling method was used to identify the causal relationships between the main categories of the research, and by using structural equation modeling and LISREL software, the model was presented. Has been validated. The statistical population of the quantitative part for validating the final model included 393 managers of online business companies in the country. In total, the obtained model consists of 5 main categories including digital marketing strategy, personalization, content marketing, interaction with consumers and digital marketing mix. Based on the results, it was shown that the digital marketing strategy is the most fundamental element of the model and is an exogenous independent variable. This variable affects content marketing, consumer engagement, and the digital marketing mix. These three variables in turn affect personalization. Finally, the personalization variable also affects digital branding as a dependent variable of the model.

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