Provide a template to promote the sale of digital products with a social marketing approach

Subject Areas : Journal of Iranian Social Development Studies

mehdi rouholamini ¹ , yosof adib ² , shahrbano Golipour Fereydoni ³

1 - Business Management, Faculty of Humanities, Islamic Azad University, Babol, Iran
2 - Management, Humanities, Islamic Azad University, Babol, Iran
3 - Management, Humanities, Islamic Azad University, Babol, Iran

Received: 2021-09-04 Accepted : 2021-11-20 Published : 2007-12-22

Keywords: template, Social marketing, Sales promotion,

Abstract :

The purpose this study was to provide a model to promote the sale of digital products with a social marketing approach. The statistical population of the research in the qualitative section included (elites and faculty members in the field of management and marketing) to agree on the Delphi method. . A small part of the statistical population included managers, employees, marketers in digital product stores in Sari. The sampling method was quantitatively random. The method of data collection was library method, and the measurement tool was semi-structured in the qualitative part of the interview and included a researcher-made questionnaire in the quantitative part, whose questions were taken from the data obtained from the interview. In order to analyze the data in the qualitative part of the Delphi technique and in the quantitative part of the structural equation modeling method, SPSS and AMOS software have been used. Findings showed that 75% promotion of digital product sales to the dimensions and components of social marketing that has seven dimensions as follows: 1. effectiveness, 2. trust, 3. accessibility, 4. price, 5. product, 6. diversity 7. Promotion is dependent. These dimensions can enhance the sales of digital products that have four dimensions: 1. Digital marketing planning 2. Presence in social networks, 3. Customer focus 4. Digital marketing performance. Explain and predict. In other words, the elements, components and sub-components of social marketing are 75% effective in promoting the sales of digital products.