Validation of social marketing of cultural products based on risk management (Study case: Isfahan Municipality's Cultural Vice-Chancellor)

Subject Areas : marketing

saeed aghasi ¹ (Member of the Faculty of Islamic Azad University, Dahaghan, Iran)
masoud mokhtarikarchegani ² (Islamic Azad University, Dehaghan, Iran)
Mohammad Reza dalvi isfahan ³ (Associate Professor, Islamic Azad University, Dahaghan Branch, Isfahan.)

Received: 2023-09-09 Accepted : 2023-10-26 Published : 2024-04-24

Keywords: risk management, Validation, Municipality, Social Marketing, cultural products,

Abstract :

The present study is an applied-developmental research that was conducted with the aim of modeling social marketing of cultural products based on risk management. In terms of the method of data collection, it is also a descriptive-survey research. The community of participants of the qualitative part includes marketing professors and managers of Isfahan Municipality, 12 of whom were selected by purposive sampling method. The statistical population of the quantitative part also includes the citizens of Isfahan city, 384 of whom were selected by cluster-random method. The data collection tool is a semi-structured interview and a researcher-made questionnaire. The analysis of expert interviews was done with thematic analysis method and MaxQDA software. In the quantitative part, partial least squares method and Smart PLS software were used. Research findings showed that marketing infrastructure, non-financial risk management and financial risk management affect the social responsibility of the municipality. The social responsibility of the municipality also affects the combination of community-oriented marketing and internal marketing. Similarly, these factors affect customer orientation and service quality. Finally, increasing the social behavior of employees leads to the social marketing of cultural products.