A Qualitative approach to Developing a content marketing model

Subject Areas : Jounal of Marketing Management

Maryam Ghaderifar, ¹ , Jamshid Salar ² , Aliakbar Aghajani afrouzi, ³

1 - Doctoral student of Business Administration, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran
2 - استادیار گروه مدیریت بازرگانی، دانشگاه پیام‌نور، تهران، ایران
3 - Assistant Professor, Department of Entrepreneurship Management, Payam Noor University, Tehran, Iran

Received: 2023-07-15 Accepted : 2023-09-29 Published : 2023-12-22

Keywords: Content marketing, marketing, Qualitative approach,

Abstract :

The main goal of this research is designing a content marketing model in online stores of cosmetics and health products, carried out qualitatively based on the grounded theory approach. First, with the help of the foundation theory, a semi-structured interview was utilized to collect data. The data were then analyzed through Strauss and Corbin’s method and the Paradigm Model. Targeted modeling and snowball technique were used to samples for deep interviews, carried out with 21 experts and university professors. The open, central, and selective codes were produced followed by the development of the paradigm model for the content marking in online cosmetics and health stores as well as the output of MAXQDA software. During the qualitative stage, which was based on the grounded theory, 20 factors relating to content marketing model were identified by carrying out deep and semi-structured interviews and were used as the basis for the design of the paradigm model; there were: design, branding, social effect, quality of website services, technology infrastructure, marketing, law, managers’ decision-making, cosmetics and health website competitiveness, creating accurate and valuable content, empowerment of sales managers, strategy, content, human resources, customer relations management, performance, effective communication factors, economic factors, media, privacy factors. These components were classified under 6 main dimensions of the research which were causal conditions, background conditions, interfering conditions, phenomenon orientation, consequences, and strategies. The results of the study indicate that the online cosmetics and health stores are required to create relevant, attractive, and accurate content so that they will be able to attract more customers and retain sustainable competitive advantage.

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