Presenting a Model for Sustainable Marketing Development Using Digital Marketing

Subject Areas : Jounal of Marketing Management

Mohammad Bashokouh ¹ , Mohmmad Bahadorinejad ² , navid shafiei ³

1 - Associate Professor, Department of Business Administration, Mohaghegh Ardabili University, Ardabil, Iran
2 - Ph.D student of Business Administration, Mohaghegh Ardabili University, Ardabil, Iran
3 - Ph.D student of Business Administration, Mohaghegh Ardabili University, Ardabil, Iran

Received: 2023-02-12 Accepted : 2023-04-26 Published : 2023-03-21

Keywords: customer orientation, Social marketing, Digital Marketing, sustainability marketing,

Abstract :

Sustainability in the field of marketing is examined from different perspectives. Some writers focused on environmental or green issues and others on social issues. Therefore, analysis and evaluation of marketing strategy in terms of sustainability is also a unique goal and requires special attention. Therefore, this paper presents a model for sustainable marketing development using digital marketing in the fast fashion industry. The current research is a qualitative study and in terms of its purpose, it is an applied research. The participants in this research are experts in the field of marketing, and the theoretical saturation method was used to determine the sample size. This means that the interviews continued until theoretical saturation was reached. In this research, interviews were conducted with 8 experts, and after interviewing the 8th person, we reached theoretical saturation. For data analysis, MaxQuda software version 12 was used using open, axial and selective coding method. The results show that the research model includes two main variables that each sustainability marketing variable has 8 dimensions and 24 indicators, and the digital marketing variable has 4 dimensions and 15 indicators.

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