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Designing a Digital Ethical Content Marketing Model in Order to Strengthen the Brand of Knowledge-Based Products in the Field of Artificial Intelligence
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Abstract: (1084 Views) |
Background: By examining the theoretical foundations and empirical backgrounds of the research, a research gap is seen and that is the lack of comprehensive research in the field of strengthening the product brand of knowledge-based companies in the field of artificial intelligence through digital ethical content marketing to compete in the domestic and international markets. The current research has been done with the aim of providing a model of ethical marketing of digital content in order to strengthen the brand of knowledge-based products in the field of artificial intelligence.
Method: This research is applied in terms of purpose, in terms of survey-exploratory approach, and in terms of type, it is qualitative. The statistical population of this research was a group of experts including university professors, senior managers of knowledge-based companies and experienced consultants in the field of content marketing, based on the snowball sampling method until reaching theoretical saturation, 11 of them were selected as a statistical sample and interviewed. were placed semi-structured. The approach adopted in this research to analyze the interviews was theme analysis.
Results: 134 initial concepts were extracted, and after examining and putting them together and merging similar concepts, 47 final concepts were identified. Finally, the research results led to the presentation of a pattern including 21 sub-themes and 5 main themes.
Conclusion: Not caring or not knowing the impact of ethics in content marketing causes many businesses to have a severe lack of ethical and culture-based content, especially on their sites, and this leads to a decrease in customer trust towards the brand as a result of failure in the market. |
Article number: 11 |
| Keywords: Ethical marketing, Digital content, Knowledge-based products, Artificial intelligence |
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Full-Text [PDF 611 kb]
(654 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/10/24 | Accepted: 2022/12/25 | Published: 2023/08/1
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