Designing a Content Marketing Model in Retail Marketing

The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof.

This research was qualitative in terms of method and was conducted using a three-pronged model. By studying previous research, questions related to said interviews with experts were identified and organized, and subsequently, the data collected during in-depth interviews were opened and coded on the axis of summarizing and finally making hypotheses. The statistical sample interviewed was 10 experts who were selected by non-probability sampling and judgment. Their opinions on the factors affecting content marketing were collected in the form of researcher perceptual theory and the answers were coded and analyzed using MaxQDA software.

From the categorization of participants' opinions, a total of 63 open codes were obtained, which were categorized into three structural, contextual, and behavioral areas of content marketing with central coding. The results show that there is a high consensus based on 22 concepts in behavioral factors, 23 concepts in underlying factors, and 18 concepts acting as structural factors affecting content marketing. Underlying and therefore behavioral factors have the greatest impact on content marketing, and the structural factor is considered to have less of an effect than these two mentioned factors.