A digital marketing model based on electronic advertising
Subject Areas : MarketingEhsan Saliminia 1 , Musa Rezvani Chaman Zamin 2 , Marzyeh Zendehdel 3
1 - PhD student, Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran
2 - Assistant Professor, Business Management Department, Astara Branch, Islamic Azad University, Astara, Iran
3 - Assistant Professor, Business Management Department, Rasht Branch, Islamic Azad University, Rasht, Iran
Keywords: digital marketing, electronic advertising, Foundation data theory,
Abstract :
The current research was done with the aim of presenting a digital marketing model based on electronic advertising. The method used in the research is qualitative and based on the strategy of database theory. In-depth interview tool was used to collect data. The target community of academic experts, managers and senior experts in the fields of tourism participated, and by using purposeful sampling after 15 in-depth interviews, theoretical saturation was achieved. A selection of 31 general categories in a paradigmatic format including causal, contextual, intervening conditions, central categories, strategies and consequences has been selected. The results showed that digital marketing based on electronic advertising by causal conditions (Identification of digital marketing in the tourism industry, creating a digital marketing campaign, promoting the influence of tourism culture, digital environment and developing the required infrastructure), contextual (Focus strategy, digital branding and digital marketing implementation, responding to needs and interests in the digital space and optimizing digital activities), interventionist (Customer insight, environmental factors, digital advertising capabilities, digital revolution, price transparency, organizational challenges), core categories (Branding based on behavior, interactive approach and customer expectations from tourism services), Strategies (Improve positioning, promotion of communication channels and value creation for customers through content production, interaction and customer participation based on E-WOM; Development of digital technologies and digital innovation) and consequences (increasing market share; organizational effectiveness, promoting and positioning the brand (company), enhancing the special value of the electronic brand and developing digital business) are realized.
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