Presenting a customer knowledge management model with a digital marketing approach using the hybrid method

Subject Areas : Islamic Marketing

Mahmoud Jafari Dehkordi ¹ , Mahmoud Ahmadi Sharif ^{2 *} , Mehran Keshtkar ³

1 - PhD student, Department of Business Administration, Quds City Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Business Management Department, Quds City Branch, Islamic Azad University, Tehran, Iran.
3 - Assistant Professor, Department of Management, Higher National Defense University.

Received: 2024-01-27 Accepted : 2024-04-02 Published : 2025-09-04

Keywords: Customer knowledge management, digital marketing, knowledge creation, knowledge maintenance, knowledge sharing and customer knowledge application,

Abstract :

Many researchers define digital marketing as advertising and promoting products and brands among consumers by using all digital media and contact points. Customer knowledge is considered an important asset and collecting, managing and sharing customer knowledge is considered a valuable competitive activity for organizations. Using metacombination tools, 187 cases of previous research findings were systematically evaluated and analyzed, and after the monitoring process, it was reduced to 50 related articles. At the end, the opinions of 12 experts and professors were collected using the questionnaire method, and using the Shannon entropy method, based on the content analysis approach, the effect coefficient of the identified factors was determined. According to this research, 4 main dimensions of customer knowledge management with digital marketing approach were identified, including creation and acquisition of customer knowledge, accumulation and maintenance and classification of customer knowledge, sharing of customer knowledge and application of marketing knowledge for customers.