maryam rostami; Seyed Abdollah Heydariyeh; ali akbar beidokhti
Volume 26, Issue 1 , April 2022, , Pages 112-137
Abstract
Content marketing is a growing approach to boosting customer awareness, building trust and creating more value. The aim of this study was to "provide a model of digital content marketing in creating consumer value with a qualitative approach and utilizing the data theory of the foundation." The statistical ...
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Content marketing is a growing approach to boosting customer awareness, building trust and creating more value. The aim of this study was to "provide a model of digital content marketing in creating consumer value with a qualitative approach and utilizing the data theory of the foundation." The statistical population of the study included 13 academic experts and digital content marketing activists who were purposefully selected for interview through snowball method. The interview process was semi-structured until theoretical saturation was achieved. By analyzing the data during three stages of open, axial and selective coding, 190 initial codes in the form of 17 axial codes and 6 selected codes were classified and the final conceptual model was developed in the study population. Findings showed that the process of achieving a digital content marketing model is a multifaceted issue that requires simultaneous attention to causal factors (content marketing mix design, focus on content production and online platform building), contextual (digital market creativity; customer attention in Content production, low cost content production and digital branding), interventionist (web readiness and accessibility; Content is the distribution of relevant content, creating interactive content. Creating value for the customer by increasing information and decision-making power, creating value for the customer by improving customer relationships, increasing the power of content marketers, improving the content provided as implementation consequences The digital content marketing model was identified.
