Industrial and Organizational Psychology Studies

Designing a Digital Marketing Model in New Businesses Based on the Needs of the Retail Market and Guilds of Isfahan

Document Type : Research Article

Authors

Mohammad Mahdi Sadr Hashemi 1
Ebrahim Albonaiemi 2
Mohammad Khodamoradi 3

1 PhD Student of Business Management, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

2 Assistant Professor, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

3 Assistant Professor, Department of Statistics and Mathematic, Izeh Branch, Islamic Azad University, Izeh, Iran

https://doi.org/10.22055/jiops.2023.42760.1326
Abstract
Introduction
Small businesses form an integral part of dynamic economies, with the difference that most economic theories have traditionally focused on firm, industry, and market dynamics, and have paid less attention to the economic importance of small businesses. In the existing literature about digital marketing, there is no comprehensive theoretical framework that is agreed upon by everyone. The aim of the current research is to provide a digital marketing model in modern businesses based on the needs of the retail market and guilds of Isfahan city in order to improve business results.
 
Method
The method of this research was qualitative. The statistical population of the qualitative
section was the experts and business managers and marketing professors of Isfahan province, among them a sample of 14 people was selected with a purposeful snowball sampling method and an in-depth and semi-structured interview was conducted with them. These data have been analyzed by grounded theory method. To achieve this goal, the data collected from the interviews were first coded, which eventually formed the main body of the theory and the model for digitizing marketing.
 
Results
Based on the qualitative analysis and data method of the foundation, 145 concepts have been identified in the form of 6 main themes, including: 1) Factors affecting the digitization of marketing or causal conditions (including 3 organizer themes, 6 basic themes and 16 concepts), 2) The structure of digitalization of marketing or central phenomenon (including 1 organizing theme, 5 basic themes and 15 concepts), 3) areas affecting the digitization of marketing or contextual conditions (including 3 organizing themes) 7 basic themes and 22 concepts), 4) intervention factors affecting the digitization of marketing or intervening conditions (including 3 organizing themes, 8 basic themes and 25 concepts), 5) marketing digitization strategies or Strategies and strategies (including 5 organizing themes, 14 basic themes and 39 concepts) and 6) Consequences of marketing digitization or consequences (including 4 organizing themes, 10 basic themes and 28 concepts) are categorized. These concepts in relation to each other have created the conceptual model of research.
 
Discussion
Considering the many advantages of digital marketing, managers should emphasize digital marketing research in order to understand the needs and demands of customers and to understand the strengths and weaknesses of competitors. So for pioneering development, organizations should plan to improve digital marketing strategies because increasing customer loyalty affects customer preferences and decisions.

Keywords

digital marketing model
new businesses
retail market and guilds
Agogué, M., Berthet, E., Fredberg, T., Le Masson, P., Segrestin, B., … & Yström, A. (2017). Explicating the role of innovation intermediaries in the unknown: A contingency approach. Journal of Strategyand Management, 10(1), 19-39. https://doi.org/10.1108/JSMA-01-2015-0005
Ansari, R., Khojasteh, S., & Abedi Sharbiani, A. A. (2013). Investigating the technological, organizational, process and business factors affecting the successful implementation of the smart business system in internet service companies (case study: Shuttle Company). Modern Marketing Research Quarterly, 4(4), 164-143. (Persian) https://nmrj.ui.ac.ir/article_17751.html
Baden-Fuller, C. & Morgan, M. S. (2010). Business Models as Models. Long Range Planning, 43(2-3), pp. 156-171. https://doi.org/10.1016/j.lrp.2010.02.005
Bennedsen, M., & Foss, N. (2015). Family assets and liabilities in the innovation process. California Management Review, 58(1), 65-81.‏ https://doi.org/10.1525/cmr.2015.58.1.65
Bhattacharya, D., Li, W. H., & Sonaer, G. (2017). Has momentum lost its momentum?. Review of Quantitative Finance and Accounting, 48(1), 191-218. https://doi.org/10.1007/s11156-015-0547-8
Bocken, N. M. P., & Geradts, T. (2019). Barriers and drivers to sustainable business model innovation: Organization design and dynamic capabilities. Long Range Planning, 53(4), 101950. https://doi.org/10.1016/j.lrp.2019.101950
Brillinger, A. S., Els, C., Schäfer, B., & Bender, B. (2019). Business model risk and uncertainty factors: Toward building and maintaining profitable and sustainable business models. Business Horizons, 63(1), 121-130. https://doi.org/10.1016/j.bushor.2019.09.009
Brown, D., Kivimaa, P., & Sorrell, S. (2019). An energy leap? Business model innovation and intermediation in the 'Energiesprong' retrofit initiative. Energy Research & Social Science, 58, 101253.
https://doi.org/10.1016/j.erss.2019.101253
Budlai, H., & Shahidi, A. (2017). Qualitative study of customer experiences in retail industries. Modern Marketing Research, 8(2), 1-22. (Persian) https://doi.org/10.22108/NMRJ.2018.108188.1508
Chen, A., Li, L., Li, X., Zhang, J., & Dong, L. (2013). Study on innovation capability of college students based on extenics and theory of creativity. Journal of Procedia Computer Science, 17, 1194-1201.
https://doi.org/10.1016/j.procs.2013.05.152
Cicellin, M., Scuotto, A., Canonico, P., Consiglio, S., & Mercurio, L. (2019). Understanding the low cost business model in healthcare service provision: A comparative case study in Italy. Social Science & Medicine, 240, 112572. https://doi.org/10.1016/j.socscimed.2019.112572

Corbin, J., & Strauss, A. (2008). Basics of qualitative research: Techniques and procedures for developing grounded theory (3rd ed.). Thousand Oaks, CA: Sage. https://doi.org/10.1177/1094428108324514

Creswell, J. W. (2012). Educational research: Planning, conducting and evaluating quantitative and qualitative research. Boston: Pearson.
Da Silva, R., & Syed Aalwi, S. (2008). Online brand attributes and online corporate brand images, European. Journal of Marketing, 42(9/10), 1039-1058. https://doi.org/10.1108/03090560810891136
Daneshian, F., Owlia, M., & Ranjbarian, B. (2011). Network Analysis of Strategic Marketing Actions and Quality Function Deployment. New Marketing Research Journal, 1(3), 165-192. (Persian) https://nmrj.ui.ac.ir/article_17612.html?lang=en
Ebrahimi, A. H., Safarzadeh, H., & Javidihaq, M. (1390). Investigating the effect of store mental image dimensions on the retail value of customers of chain stores (Rafa, Shahrvand and Hyperstar) in Tehran. Business Management, 3(3), 19-34. (Persian) https://journals.ut.ac.ir/article_28549_0.html
Geissdoerfer, M., Vladimirova, D., & Evans, S. (2018). Sustainable business model innovation: A review. Journal of Cleaner Production, 198, 401-416. https://doi.org/10.1016/j.jclepro.2018.06.240
Ghorbian, P., Yavari, Z., & Mohammad Shafiei, M. (2014). Analysis of retail value based on selected dimensions of store image (case study: Refah stores, city center (hyperstar) and Kausar). Modern Marketing Research, 5(3), 143-160. (Persian) https://www.noormags.ir/view/fa/articlepage/1109602
Hamidizadeh, M. R., Hajkarimi, A., & naeiji, M. J. (2011). Designing and Explaining the Model of Persistent Customer Loyalty in e-Commerce: A Study in the e-Retailer’s Web Sites. New Marketing Research Journal, 1(2), 79-92. https://nmrj.ui.ac.ir/article_17603.html
Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: A construct conceptualization. Journal of Business Research, 58(8), 1112-1120. https://doi.org/10.1016/j.jbusres.2004.01.008
Karimi, A., & Rahmani, S. (2014). Designing a business model for organizational agility (case study: Saipa Automobile Company). Scientific Research Quarterly Journal of Entrepreneurship Development, 8(2), 273-292. (Persian) https://doi.org/10.22059/JED.2015.55980
Lee, H. H., Kim, J., & Fiore, A. M. (2010). Affective and cognitive online shopping experience: Effects of image interactivity technology and experimenting with appearance. Clothing and Textiles Research Journal, 28(2), 140-154. https://doi.org/10.1177/0887302X09341586
Mengelkamp, E., Schlund, D., & Weinhardt, C. (2019). Development and real-world application of a taxonomy for business models in local energy markets. Applied Energy, 256, 113913. https://doi.org/10.1016/j.apenergy.2019.113913
Mirzaei, J., & Hosseini, S. E. (2017). The effect of sensory marketing on customer satisfaction, trust and loyalty to sports brands. Sport Management Journal, 9(3), 549-564. (Persian) https://doi.org/10.22059/jsm.2017.64749
Rahimi Kalor, H., & Azarbaijani, M. (2022). Presenting a paradigm model of digital marketing in knowledge-based companies. Meh Elmi Magazine of Advertising and Sales Management, 3(2), 77-94. (Persian) https://doi.org/10.52547/JABM.3.2.77
Rashid, T. (2003). Relationship marketing: Case studies of personal experiences of eating out. British Food Journal, 105(10), 742-750. https://doi.org/10.1108/00070700310506281
Rezaei, R., & Najafi, B. (2015). Barriers of starting and expanding home based businesses in rural areas of urmia county. Journal of Entrepreneurship Development, 8(3), 433-451. (Persian) https://doi.org/10.22059/jed.2015.57644
Rotondo, F. (2019). An explorative analysis to identify airport business models. Research in Transportation Business & Management, 33, 100417. https://doi.org/10.1016/j.rtbm.2019.100417
Salehi Sedkiani Nabi, J., & Dehghan, E. (2005). Presenting the model of the four structures in order to implement and develop e-commerce in the food industry of Tehran. Organizational Culture Management, 3(2), 91-114. (Persian) https://jomc.ut.ac.ir/article_14232.html?lang=fa
Salvador, R., Barros, M. V., Mendes da Luz, L., Piekarski, C. M., & Carlos de Francisco, A. (2019). Circular business models: Current aspects that influence implementation and unaddressed subjects. Journal of Cleaner Production, 119555. https://doi.org/10.1016/j.jclepro.2019.119555
Sanayei, A., Haddadian, A., & Bagherieh, A. (2015). Investigating the customer loyalty model in the chain stores of Iran. New Marketing Research Journal, 5(1), 149-168 (Persian) https://nmrj.ui.ac.ir/article_17767.html?lang=en
Strauss, J. & Frost, R. (2001) E-Marketing. Prentice-Hall, Upper Saddle River, NJ.
The World Bank (International Bank for Reconstruction and Development). (2019). World development report 2019: The changing nature of work. Washington, DC. https://doi.org/10.1596/978-1-4648-1328-3.
Tian, Y. (2009). Market liquidity risk and market risk measurement. Delft, Netherlands: Delft University of Technology.‏ http://resolver.tudelft.nl/uuid:e9431f59-9ce3-4fb2-a0d7-26665dec68ce
Tu, T. T. T., Anh, D. P., & Thu, T. T. H. (2018). Exploring factors influencing the success of crowdfunding campaigns of startups in Vietnam. Accounting and Finance Research, 7(2), 19-32. https://doi.org/10.5430/afr.v7n2p19
Urei, S. H., Esfidani, M. R., & Kimasi, M. (2021). Presenting the business model framework of commercial banks with an open banking approach. Farda Management Scientific Research Journal, 65(19), 17-28. (Persian) http://modiriyatfarda.ir/Article/26957
Vakilisadeghi, M., Noori, R., & Ebadati, O. (2017). Identifying and Prioritizing Successful e-Business Models in Iranian Dot-Coms by Using Machine Learning Techniques. Technology of Education Journal (TEJ), 11(4), 323-335. (Persian) https://doi.org/10.22061/jte.2017.731
Yahyazadeh far, M., Mayeli, G., & Aghajani, H. (2015). Explanation and evaluation of the status of e-commerce websites in National Iranian Gas Company using structural equation modeling. New Marketing Research Journal, 5(2), 199-210. (Persian) https://nmrj.ui.ac.ir/article_17779.html?lang=fa
Zaj, Z., Albo-Naimi, E., & Khodamoradi, M. (2022). Designing an effective model on the attractiveness of the export market of Iran's free zones (case study: Arvand Industrial Free Zone). Industrial and Organizational Psychology Studies, 9(2), 1-10. (Persian) https://doi.org/10.22055/jiops.2023.42736.1329
Industrial and Organizational Psychology Studies
Volume 10, Issue 1
September 2023
Pages 191-208

  • Receive Date 13 January 2023
  • Revise Date 07 November 2023
  • Accept Date 17 June 2023

Home

Editorial Board

Editorial Staff

Publication Ethics

Submit Manuscript

Reviewers

Contact Us