Document Type : Original Research Manuscripts
Authors
- Yalda Saremi 1
- Mohammad Aghaei 2
- Mohammad Rahim Esfid 3
- Tahmoures Hasangholipour 4
- Manouchehr Ansari 5
1 Ph.D. student in Business Administration, Department of Business Administration, University of Tehran, Tehran, Iran
2 Assistant Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran
3 Assistant Professor, Department of Business Administration, University of Tehran, Tehran, Iran
4 Professor, Department of Business Administration, University of Tehran, Tehran, Iran
5 Associate Professor, Department of Business Administration, University of Tehran, Tehran, Iran
Abstract
Due to the spread of activities in the virtual world and on the Internet, the marketing and advertising method has completely changed and is moving from traditional marketing to digital marketing. In this regard, one of the most important benefits that businesses can create in the digital space is to increase engagement with customers. This research was conducted with the aim of presenting a digital marketing model with a customer participation approach with intervening role of knowledge management
. This research is of mixed type (qualitative-quantitative) and in terms of fundamental-applied purpose, and in terms of the nature and form of implementation, it was done in an exploratory-descriptive manner. In the qualitative part, the statistical population includes all CEOs as well as managers of related units (marketing, research and development, business development) who are active in different industries, and sampling was done using the snowball method, and finally with 16 saturated interviews. There was a comment. The data collection tool included a semi-structured interview, and the Foundation's data theory method and MAXQDA software was used to analyze the specialized interviews. In a small part, they form also, for the survey in the quantitative part, experts, employees and customers are also included in the statistical population, and sampling was done using the accessible and random method, and 384 people were selected using the Cochran formula.
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