Grounded Theory on the Drivers of Digital Branding in Startups

Document Type : Original Article

Authors

1 Associate Professor, Department of Business Management, Faculty of Management and Accounting,, Hazrat-e Masoumeh University, Qom, Iran.

2 Associate Prof., Department of Business Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Ghom. Iran

3 MSc. Business Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Ghom, Iran.

Abstract

Objectives: The advancement of new technologies has compelled startups to explore innovative tools to acquire and sustain competitive advantages. among these tools and strategies, digital branding has emerged as a critical approach.
Method: This study adopts a mixed-methods approach, applied in purpose and descriptive-analytical in nature. In the qualitative phase, the participant group included university professors and digital branding experts. Data were collected through theoretical sampling and 20 semi-structured interviews until theoretical saturation was achieved and then analyzed using the Glaserian grounded theory method. In the quantitative phase, active professionals and experts in startup businesses with at least three years of experience were surveyed. Data were gathered using a researcher-developed questionnaire from a sample of 142 participants and analyzed using structural equation modeling (SEM) with AMOS software. Ultimately, the conceptual framework of the study was qualitatively developed and quantitatively validated.
Findings: Through a three-stage coding process, the study identified 296 concepts, 50 basic categories, and 15 subcategories, which were distilled into five core themes: content purposefulness (creating audience-centric content for attraction and retention), knowledge flow management (systematic data analysis and application), multi-value creation (delivering diverse and sustainable value), comprehensive brand commercialization (strategic approaches for financial success and market penetration), and transformational digital infrastructure (building foundational digital frameworks). These structured findings comprehensively capture the key dimensions of effective digital branding.
Conclusion: The results indicate that successful digital branding in startups depends on focusing on key drivers, including contextual antecedents and transformational enablers. These drivers—both endogenous and exogenous—facilitate knowledge flows and ultimately strengthen digital branding capabilities and competitive positioning.

Keywords

Main Subjects

References

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Journal of Business Management Perspective
Volume 24, Issue 61
May 2025
Pages 46-72

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