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Designing a Digital Marketing Model Considering Marketing Ethics
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Abstract: (459 Views) |
Background: The current research has been done with the aim of presenting a digital marketing model considering marketing ethics.
Method: This research is applied in terms of purpose, and in terms of survey-exploratory approach and qualitative research. The statistical population of this research was a group of experts including senior managers of restaurants, university professors in the field of digital marketing and marketing consultants familiar with the restaurant industry. For sampling, theoretical sampling method was used until reaching theoretical saturation and 11 people were selected. The instrument was a structured in-depth interview. Finally, after three open, central and selective codings, the conceptual model of the research was designed.
Results: The results of the research showed the importance of 130 initial concepts, after examining and putting them together and removing duplicate concepts, 39 final concepts were identified, which were categorized into 17 categories, and finally the research model was formed by selective coding.
Conclusion: Based on the results of the research, it was found that the core of institutionalizing digital marketing in the country's restaurant industry, taking into account marketing ethics, is the core of management's serious determination to use digital marketing tools. |
Article number: 14 |
| Keywords: Professional ethics, Marketing ethics, Digital marketing |
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Full-Text [PDF 643 kb]
(336 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/09/26 | Accepted: 2022/12/3 | Published: 2023/08/1
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