Presenting Content Marketing Model Based on Grounded Theory (Case Study: Fars Province Tourism Industry)

Subject Areas : Industrial Management

mahmood maarefi ¹ , hooshang asadollah ² , esmaeil hasanpour qorughchi ³

1 - Department of management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Department of management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
3 - Department of Management, Qeshm Branch,Islamic Azad University, Qeshm, Iran

Received: 2020-05-07 Accepted : 2020-06-22 Published : 2020-07-05

Keywords: Tourism Industry, Fars province, Marketing, Grounded Theory, Content Marketing,

Abstract :

Content marketing is a strategic approach to marketing that focused on producing and disseminating valuable content. A business can be introduced to them at a low cost by sharing useful information about the products and the business services through this method, but challenges such as lack of knowledge as well as a suitable content marketing model caused this method doesn't have its real place. In this article, an attempt has been made to provide a framework to review content marketing topics. A topic that few official sources have addressed so far. The main purpose of this article is to provide a reasonable and valid framework based on the Foundation's data theory for content marketing with the aim of studying the Fars tourism industry. At first, the necessary information about content marketing is obtained through interviews. After producing open, central and selective coding, the content marketing process pattern is presented. Then, in order to check the accuracy of the model obtained from the Foundation's data theory, the proposed model is examined by using the main criteria for evaluating the Foundation's data model, including: adaptation, comprehensibility, generalizability, control level, theory evaluation and research process evaluation. Based on the obtained results, the proposed model has been able to meet expectations in all criteria. According to the obtained results, the proposed model can also be extended to other manufacturing and service businesses.

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