نوع مقاله : علمی - پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، ایران
2 دانشیار گروه مدیریت،دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، ایران
3 دانشیار گروه مدیریت بازرگانی دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The aim of the present study is to propose a business-to-business digital marketing model in the Iranian steel industry. This study employs a mixed-methods (qualitative-quantitative) approach. The participants in the study consist of senior managers and marketing experts from Iranian steel companies. Using the snowball sampling method, 14 participants were selected for interviews. Semi-structured interviews were used for data collection. The data obtained from the interviews were categorized through open, axial, and selective coding. The statistical population of the quantitative phase includes industrial marketing managers and experts in steel companies, with an unlimited number. Based on Cochran's formula, a sample size of 384 was considered, and 400 questionnaires were distributed. Ultimately, 363 questionnaires were analyzed. Data collection was conducted via a questionnaire, and data analysis was performed using structural equation modeling (SEM) with Smart PLS 4.0 software. Following the analysis of the qualitative findings, the network of relationships was mapped based on Strauss and Corbin’s (1997) grounded theory paradigm model. Accordingly, the causal factors include internal and external organizational factors. The contextual conditions consist of digital marketing readiness and marketing mix planning. The core phenomenon of industrial digital marketing is defined as network capability, personalization, and the creation of specialized content. The intervening conditions include technological changes and the buyer company's personality. The strategies identified are relationship marketing and digital branding. The consequences are commercial performance and brand equity. The quantitative findings also confirmed the relationships between these variables.
کلیدواژهها [English]
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