Developing a Content Marketing Model for Online Cosmetic Shops

Subject Areas : Health information management

Maryam  Ghaderifar ¹ (Ph.D. Candidate of Business Administration, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran)
jamshid  salar ² (Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran)
Aliakbar  Aghajani afrouzi ³ (Assistant Professor, Department of Entrepreneurship Management, Payame Noor University, Tehran, Iran)

Received: 2023-03-18 Accepted : 2023-05-06 Published : 2023-04-21

Keywords: Content marketing, Online cosmetic and health shops, Mixed Method,

Abstract :

Introduction: In today's modern world, the biggest change in the beauty industry since a decade ago has been the widespread penetration of social media into people's lives. One of the main reasons that a business succeeds in the field of selling cosmetics and hygiene products is that it produces correct and attractive content; therefore, the aim of the current research was to develop a content marketing model for online stores of cosmetics and health products based on a mixed approach. Methods: First, based on data base theory and based on interviews with 21 experts, open, central and selective production codes were presented, and then the content marketing model of online stores of cosmetics and health products was presented. In the qualitative phase of the research, which is based on the foundation's data approach, in-depth and semi-structured interviews were used. The sampling method in database theory is purposeful and theoretical sampling. In the interviews, the selected people were selected using a targeted method and snowball technique with maximum diversity. The interviewees included managers, experts, experts and professionals in the field of content management who had university education and were familiar with management sciences and were among the best in Mazandaran, Tehran and Gilan provinces. For the quantitative validation of the model and checking the relationships of the components, the approach of structural equation modeling by partial least squares method using SMART-PLS3 software has been used. Results: The results of the quantitative stage showed that the relationships in the model with appropriate effect coefficients were confirmed. The output of the model shows that the significance coefficient between the research hypotheses is out of the range of ±1.96 and this means that all research variables are confirmed at the 95% confidence level in the statistical sample. Conclusion: Proper planning and management by the business owners of the online stores of cosmetics and health products, as well as analyzing the behavior of the audience and optimizing and updating the websites and continuously monitoring the SEO statistics of the websites and online stores and being interactive with the audience are the main pillars of providing quality services.  

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