Achieving an Economic City Based on the Presentation of a Conceptual Model of Sensory Marketing on Social Networks (A Qualitative Approach of Theme Analysis)
Subject Areas :
Mandana
Rezaei
1
(Ph.D. Student in Business Management, Hamadan Branch, Islamic Azad University, Hamadan, Iran)
Vahid
Nasehifar
2
(Associate Professor, Department of Business Management, Allameh Tabatabai, State University, Tehran, Iran)
Reza
Taghvaei
3
(Assistant Professor, Department of Business Management, Tosirkan Branch, Islamic Azad University, Tosirkan, Iran)
Tohfeh
Ghobadi
4
(Instructor, Department of Business Management, Hamadan Branch, Islamic Azad University, Hamadan, Iran)
Keywords: Social networks, Sensory Marketing, Economic city, marketing-based social networking,
Abstract :
Simultaneous with the transformation of planning interaction and urban development market, under the influence of globalization processes and urban competition, the economic growth indicators of cities have also found a new form in such a way that some production centers and factories have been able to diversify the economic base of cities through the development of high-value-added trade and commerce; however, some others have not been successful in this way. Since in our country, in practice, little attention has been paid to facilitating business and marketing processes on economic scales as well as electronic and digital platforms to achieve economic cities; therefore, this article tries to use the method of content analysis for sensory marketing, which is recently one of the newest and most important methods of marketing in the world of social networks, which has become one of the most popular tools in cyberspace these days. This research in terms of its purpose is applied and in terms of how to analyze the data is qualitative and in terms of its approach is exploratory. For this reason, a group of marketing experts was selected and were interviewed in details. In this study, the purposive sampling method was used and the process of selecting experts and conducting interviews with them continued until theoretical saturation was achieved. Sixteen interviews were conducted. Finally, the research results led to the presentation of a conceptual model of sensory marketing in social networks based on the dimensions of the five senses, emotions, thinking, action and relationship.
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