فهرست مطالب abdullah naami

The purpose of this research is to design a model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust. According to its purpose, the research method is applicable, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-exploratory in terms of data collection in the qualitative part. The statistical population of the research in the qualitative part includes 19 Iranian experts, including university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who through non-random sampling in the form of snowballs, were selected for interviews. The statistical population in the quantitative section includes 11 Iranian university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected using non-probability sampling. A semi-structured interview was used to collect information in the qualitative section. To analyze the data in the qualitative part, first, content analysis was used to code the interviews, and in the quantitative part of the research, the self-interaction matrix was used for interpretive structural modeling (ISM). In the qualitative section, 16 sub-themes and seven main themes (indices) were extracted. In the quantitative part, a four-level model was obtained, and the most effective indicator of this model is electronic communication and interaction with customers. Also, its most effective indicator at the seventh level is confidence in purchasing. Therefore, 5 other criteria also play the role of interface factors in this model.

Absorption capacity is a mechanism for identifying, absorbing and applying new knowledge and an important factor in achieving innovative performance. The present research uses an applied objective. The data are collected through a descriptive-survey method in order to investigate the association of absorptive capacity with company's innovative performance with the mediating role of open innovation. The statistical sample of the study consisted of 250 employees of knowledge-based companies in the Science and Technology Park of Tehran University. Using Morgan table and simple random sampling method, 148 sample size was considered. Data were collected through standard questionnaires. Structural Equation Modeling (SEM) was used to analyze the data and examine the hypotheses using partial least squares method (PLS). The results of the research confirm the main hypothesis, which shows the relationship between absorption capacity and innovative performance of the company. Sub-assumptions of the research include: potential absorption capacity, actual absorption capacity and open innovation have a significant relationship with the company's innovative performance, also absorption capacity has a significant relationship with open innovation. Therefore, absorption capacity with the mediating role of open innovation has a significant relationship with the company's innovative performance.

The aim of the current research is to identify the data-driven process of sports consumer motivation based on the relational marketing knowledge approach. This research is exploratory and qualitative in nature, utilizing the thematic analysis method. The research population consists of fans of Iran's Premier League football clubs, selected through purposeful sampling. Subsequently, data from 18 interviews were analyzed using the thematic analysis method. Findings The interviews yielded 1278 open codes, which were then condensed into 191 unique codes and further refined into 33 core codes. These core codes, identified during the selective coding stage, are categorized into 6 groups. Three of these groups are associated with types of pleasure motivation, psychological and social factors, one with relational marketing, one with the use of social media, and one with behavioral goals and intentions. A hierarchical model was developed based on the relationships among these groups of motivations, relational marketing, social media usage, and behavioral intentions. This model can serve as a tool to understand the motivations of football club fans and leverage relational marketing and social media to enhance and solidify the enduring relationship between fans and clubs. It can also aid in addressing marketing challenges, revenue generation, financial independence of the club in a systematic manner, and resolving issues in this domain.

Organic agriculture is known as an insight and system of production of agricultural products that emphasizes the production of healthy products. In this regard, the current research has been conducted with the aim of presenting an innovative marketing model of organic products with a future research approach. From the point of view of the goal, this study is a fundamental research that was conducted with the qualitative research method and based on deductive-inductive reasoning. The statistical population of this research was theoretical experts (professors of marketing management) and experimental experts (managers of knowledge-based companies in the agricultural sector). Sampling was done in a non-probability and purposeful way. The data collection tool was interview. To analyze the expert interviews, the prospective research method was used and the relevant indicators were identified and finally the final model of the research was presented. Research data analysis was done with TI Atlas software. Based on the results of the research, economic drivers, laws, politics, subsidies, construction and rental, environmental and health as influential variables, location drivers, social, personnel, innovative productions as independent variables, cultural drivers, special services, competitors , exchange rate and inflation and planning services as linked variables and influential drivers of export, strategy, physical services, direct advertising, skill training, job satisfaction and young customers as influential variables

The present study examines customer experience management at Taban Airlines in order to provide a comprehensive model based on the grounded theory approach. To achieve this goal, the grounded theory method was used. After reviewing the theoretical literature and research background, interviews were conducted with company managers. These interviews were examined in depth using three-stage open, axial and selective coding analysis, and finally a comprehensive model of customer experience management was presented. The process of emergence of these categories was reciprocal (back and forth between data, basic concepts and emerging primary categories), which eventually emerged 14 main categories that were rich in both dimensions and characteristics. These 14 main categories are: quality of customer orientation, economic-political position, macro-policy, organizational facilities and resources, meta-institutional support, macroeconomic interactions, management system, human resource capability, customer capability, decision-making system transformation, system transformation Finance, the evolution of the communication system, organizational-oriented consequences and customer-oriented consequences.

The purpose of this research is to design a strategic marketing model with a value approach for Iranian airlines. The current research was conducted using the qualitative approach and grounded theory methodology of Corbin and Strauss (2015). The statistical population of the research included 10 people with opinions in the field of strategic marketing of Iranian airlines, who were selected by purposeful sampling. The data collection method was a semi-structured interview. Data analysis was done according to (Corbin and Strauss, 2015) using MAXQDA 2020 software in three stages of open, central and selective coding. Validity and reliability of data were evaluated by Lincoln and Goba method, reliability was calculated by intra-subject agreement method of two coders, research indicators were identified and screened by fuzzy Delphi method and validation of the paradigm model was done by using the confirmability method by the participants. The research model was extracted based on the identification of 1015 open codes, linking the codes to 215 concepts and 31 main categories (in 12 categories). The results of the research, in addition to providing a comprehensive and new model for strategic marketing for Iranian airlines with a value orientation approach, confirm that strategic marketing in providing value to the customer through drawing effective strategies helps airlines achieve a competitive advantage. And profitability helps.

The purpose of this research is to identify the factors influencing the development of international markets of petrochemical products. In order to achieve this goal, using a mix method research approach, the factors influencing the international markets of petrochemical products were identified. First, the research method was qualitative and grounded theory. For this purpose, 20 experts of the petrochemical industry were interviewed and 106 concepts were identified, which were placed in 21 categories and 6 dimensions. The 9 factors identified as causal conditions are: price factors, influential groups, ability of the export manager, geographical factors, host company conditions, competitive conditions, production factors, product conditions and strategy and company status. In addition, 5 macroeconomic factors, government policies, export laws, industry-related factors and export macro challenges were extracted as background conditions. In the quantitative part, the obtained model was validated using Lisrel software with a sample of 212. The results showed that all nine factors have a positive effect on the result of the financial performance obtained in the research model. Also, 8 causal factors showed a positive effect on the outcome of the brand image. But the role of the host country was not confirmed.

Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets with a value-based approach to dairy products.

The method of this research was qualitative-quantitative. In the qualitative method, the thematic method was used to obtain the dimensions and criteria that were obtained during the three coding steps. By semi-structured interviews with selected experts, 6 related experts were formed through a judgmental method and the effective dimensions model was presented. The interviews were followed until the theoretical saturation of the data. In a quantitative method, by generating paired questionnaires and distributing them among 10 experts, we analyzed the obtained dimensional data using the fuzzy dimtel method and the fuzzy ANP method. The statistical community has been the potential market of Iraq.

Based on the results, the effective variables of this study included potential market dimensions and marketing values. The first influential variable of potential market, which has the dimensions of competitive price, consumer market and product quality, is the second influential variable of marketing values, which have the components of creating the need and strategy of choice and customer satisfaction.

The main objective of this article is to identify the dimensions and components of health tourism with a strategic business orientation approach using thematic analysis.

The research method is qualitative. In addition to documentary studies, the thematic analysis technique with MAXQDA12 software was used to identify factors and components. The population in this study consisted of all experts in the field of tourism and health, as well as senior managers with extensive experience and a high track record in the field of tourism and health, after which theoretical saturation was achieved following 14 interviews. The interviews lasted between 75 to 120 minutes. Ultimately, basic, organizing, and comprehensive themes were extracted.

Five factors (developmental, strategic, infrastructural, limiting, and outcomes) and 20 dimensions (organizing themes) and 43 components and 208 indicators for health tourism with a strategic business orientation were extracted.

The results showed that the majority of experts believed that health tourism with a strategic business orientation faces issues in structural areas and domestic policies, and these factors have the most significant impact in this regard.

The aim of this research is to identify the dimensions and components of acceptance of social systems of customer relationship management by professional users using Web 2.0 technology. The current research is applicable in terms of nature, qualitative in terms of implementation method, and of descriptive and thematic kind. The statistical population of this research was made up of 15 university professors in the fields of management, business and IT along with managers of digital business companies, selected by non-random sampling method. The criteria for selecting people are having a doctorate degree with more than 10 years of experience in digital businesses, having time, interest and ability to take part in interviews (a semi-structured) and fill the questionnaires. Also, MAXQDA 2020 software was used in data analysis. The identified factors were extracted in the form of 40 indicators, 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems included three dimensions; organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (value creation, customer satisfaction, expectation of performance), and technologically has two components (social networks, content production).

The current research was carried out in order to design a mixed model of marketing organic products with a value-oriented approach. The research method was conducted qualitatively and based on the foundational data theory. The statistical population will be managers of companies producing organic products and experienced experts. The number of samples is selected in a targeted manner and to the extent of theoretical saturation or sufficiency from the mentioned statistical population. 10 people were investigated as a statistical sample. The result of these interviews was a set of primary themes that were collected during the process of open coding and categories were extracted from them. The results obtained from the experts' opinions are the marketing model of organic products with a value-oriented approach. In the section of causal conditions, concepts such as human resources management policy, information, innovation, responsibility are very important. In the context of consumers' cultural and moral attitude, consumers' trust in the organicity of the product, consumers' awareness, social responsibility are key concepts. The components of appropriate transportation and gaining trust were the most important strategies identified in this research. The components of improving consumer attitude, spreading the culture of using green products, reducing environmental risks, preserving resources, self-reliance, feeling needed in the consumer, improving competitive advantage over non-organic products were among the most important outcomes identified in this research. The results of this research can be used by companies active in marketing these products to promote and develop organic products.

Marketing has a high place and importance in today's world economy, and various researches and surveys are being conducted in the field of marketing, especially the marketing of agricultural products and medicinal plants. The current research is designed with the aim of discovering the mental pattern of elites, specialists, professors and senior managers in the field of agriculture and marketing in Iran regarding the development of marketing of agriculture and medicinal plants. The method of the present research is mixed and interpretative and exploratory and using the grounded theory technique. In the qualitative part, the statistical population includes elites, professors and senior managers in the field of agriculture, the Ministry of Health, and the Chamber of Commerce and Marketing of Medicinal Plants, who use sampling method. An in-depth interview was conducted with 15 people and the theory building process reached theoretical saturation with 15 interviews. Data analysis was done by using Strauss and Corbin coding method and in quantitative analysis, 9 variables obtained from the qualitative model were considered as hypotheses and inferences and were tested with Pearson correlation coefficient and then indexed in a model. T three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts, 23 subcategories, 9 main categories, and one core category. And quantitative results were also confirmed with structural tests. Finally, it is suggested that the training of skilled, expert and efficient human resources should be done by specialists and senior managers in all fields of agricultural marketing and medicinal plants.

Brand value is an important concept in doing business as well as scientific research; Because companies gain competitive advantage with the power of their brand. The purpose of this study is to investigate the effect of financial performance criteria on brand value in the automotive industry of Tehran Stock Exchange. For this purpose, the variables of stock return, sales return, asset return, equity return and operating cash ratio were used as performance criteria and Kyotubin criterion was used as a variable expressing the brand value of the company. The results of this study, which was obtained from the financial data of 32 companies in the automotive industry during the years 1391 to 1398 and the multivariate regression method showed that the factors affecting brand value in the short term (this year) and next year are different and only stock return as a performance measure can Affect the brand value of this year and next year. These results indicate that in order to explain the brand value in the short and long term, not all company performance metrics have information content and stock returns have shown their role in explaining the company's brand value.Keywords: Brand Value, Performance Criteria, Automotive Industry

Integrated marketing communications can create added value for stakeholders through various communication channels between travel agencies and the exchange of information before, during and after the travel between employees, the company as well as customers. The purpose of this study is to design an integrated marketing model in the tourism and travel industry of Iran with a focus on travel services offices in Tehran. The research method of this research is applied-developmental and exploratory in nature and the data has been collected by mixed-exploratory method. the qualitative model was tested with the method of structural equations. The statistical population of the quantitative section includes experts and staff of travel services offices in Tehran. The sample size is 348 people by stratified random sampling. The results of the quality section were presented as a qualitative model in the separate article, but the results of the quantitative phase indicate the causal conditions affecting the integrated marketing communications of travel services offices including integrated analysis (customer, communication and financial analysis). Context conditions also include individual-technical context requirements (company DNA, strengths, competitiveness, human resource, processes, physical evidence, content management, knowledge and experience management) and intervening conditions including environmental conditions (Political, economic, social, cultural and biological issues and communication technology). The alignment of hardware and software for the optimal use of promotional mixed communication tools as an effective strategy in this field is confirmed and its consequences include purchasing and repurchasing and creating the value proposition of integrated marketing communications.

The purpose of this research is to design and validate the digital content marketing effectiveness model. In terms of research approach, it is qualitative which was done in seven stages. The meta-combination method was used to review the texts. All scientific works and documents related to digital marketing formed content in 21 domestic and foreign scientific databases, which were retrieved between 2014 and 2022 for foreign sources and between 2015 and 2016 for domestic sources. By screening 76 recovered documents based on valid criteria and techniques used in meta combination method, 31 documents were selected as the research sample. By applying the seven steps of Sandelowski and Barroso from meta composition, the dimensions necessary to design the process model of content marketing in the four stages of planning, production, distribution and communication, measurement and optimization along with the steps and components related to each stage were obtained. The qualitative validation of the obtained model was applied to the model using the open coding method. Based on this, after coding and screening, we found 7 key concepts in the effectiveness of digital content marketing, and 22 indicators were identified from these 7 key concepts, and a new conceptual model was designed, which ended up explaining the effectiveness of digital content marketing. Therefore, researchers were suggested to use this designed model in their future research to identify the strengths and weaknesses of the designed model.

The purpose of this study is to investigate the effect of providing a brand dependency model based on brand experience in shopping malls and malls, taking into account the role of Activity Base Cost. For this purpose, in the first study, to identify the components of customer experience management components on brand loyalty from Grounded Theory approach, and in the second study, the model test was used using quantitative method. Protocol and Semi Structure interview with twenty senior managers was first tools to gathering data the, and in a quantitative method, required data was collected from 384 customers and analyzed by Amos software.The researcher conducted 20 interviews, theoretically saturated, and finally extracted 156 open source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty sub dimensions.The researcher presented her research in the form of a model including six main dimensions: brand afttachment, brand experience, brand loyalty, Activity Base Cost, shopping malls and properties, and finally customer satisfaction and twenty-nine sub-items.The results show that the activity base cost process for customers will lead to trust and loyalty to the brand.

Investigating the Effectiveness of Audit Committee on Brand ValueA case study of the food and automobile industryAbstractThe purpose of this study is to investigate the effectiveness of auditing committee on brand value in the automotive and food industry of Tehran Stock Exchange. For this purpose, the size variables of the audit committee, the independence of the audit committee, the expertise of the audit committee and the size of the audit unit were used as the criteria of the audit committee and the cytobein criterion was used as the variable expressing the company's brand value. The results of this study, which were obtained from the financial information of 32 automotive industry companies and 28 food companies during the years 1391 to 1398 and multi-variable regression method, showed that the effectiveness of the auditing committee on brand value in both food industry and automotive industry with different characteristics of audit committee In the short-term and long-term financial periods, there is information content that can be analyzed. In general, the same characteristics of the audit committee as a supervisory criterion cannot explain the brand value of companies.

Nowadays, in most developed countries, marketing of agricultural products is one of the major sectors of the economy. Therefore, the marketing of agricultural products is an important necessity and to solve the problems of rural areas and farmers, it is necessary to professionally market agricultural products into the agricultural development system of these areas. Accordingly, choosing the right marketing strategy is effective in selling more products and services and the success of organizations in the competition.

This research was conducted with the aim of providing an agricultural marketing model with an emphasis on medicinal herbs in Iran.

Qualitative and exploratory interpretive research method was conducted with grounded theory technique. The data collection of this research was done using in-depth semi-structured interviews. The statistical population includes elites, professors, and senior managers in the fields of agriculture and marketing of medicinal herbs, in-depth interviews were conducted with 15 people through targeted sampling, and the theory building process reached theoretical saturation with 15 interviews. Data analysis has been done using Strauss and Corbin coding. The following methods have been used to validate the model and results consensus of data: in this research, various experts were interviewed, consensus of researchers: at different stages of this research, the research findings have been revised by other expert researchers. Member control: In this research, research findings have been reviewed with knowledgeable people and experts at different stages of the research. Validity and Reliability: In this research, to ensure the validity of the instrument, the participant control method was used, and to ensure the reliability, the retest method and intra-subject agreement method were used.

The qualitative research results were obtained based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts, 23 subcategories, 9 main categories, and one core category, and based on the results, a qualitative research paradigm model was drawn. that the components of the paradigm model include 9 main categories obtained including; Skill development, market understanding, managers' commitment and orientation to marketing, commercial liberalization, synergy in marketing, market orientation, sustainable development of agriculture, globalization of markets and agricultural promotion, which by further abstracting these categories in the selective coding stage, a core category called "development" "Agricultural marketing" has led, which is related to all other categories.

Rail transport is an industry that has a significant impact on the economy of any country by expanding economic activities, increasing national production, improving and developing the infrastructure of the rail industry. Accordingly, the importance of recognizing the railway industry for more industrial development and competition with developed countries has made us aware of the attitudes, social behaviors and personalities of consumers by using appropriate strategies to reduce cognitive inconsistencies and change attitudes. Consumers took advantage of rail transportation and increased the capacity of the industry. Therefore, the purpose of this study is to design a model to change the attitude of consumers of rail transport services with emphasis on the theory of cognitive inconsistency. The method of this research is a combination of qualitative and quantitative. In the qualitative part, the semi-structured interview method with the help of experts and in the quantitative part, the paired questionnaire method and its distribution among the statistical population of the rail transport industry have been used. In qualitative research, by performing the thematic coding method (theme), the theoretical model was reached and then effective variables were calculated through Demetel and fuzzy ANP methods. They are variables of environmental factors.

Considering that it is necessary to pay attention to ethical values ​​in marketing and also limited research has been done in this field in our country. The present research aims to study the impact of social commerce on the electronic loyalty of customers with an emphasis on ethical values ​​among customers of Shahre Ketab in Iran.

This research includes two qualitative and quantitative phases. In the qualitative phase, the community included all managers of Shahre Ketab Institute and the statistical sample included 12 managers of Shahre Ketab. The method used in the qualitative phase was the meta-synthesis. In the quantitative phase of the research, the statistical population included experts selected in the qualitative phase. The techniques used included fuzzy Delphi and interpretive structural modeling. Excel and MATLAB software were used to analyze the data of this section.

The findings of the qualitative section indicated the extraction of 196 primary codes and 23 components for the variable of social commerce and 64 primary codes and 15 components for the electronic customer loyalty variable. Based on the findings of the quantitative phase, among the 23 components of social commerce, 6 components were approved, and among the 15 components of electronic ethical loyalty of customers, 5 components were approved. Based on the results of interpretative structural modeling, the components of social business were placed in three levels.

Considering the importance of the role of moral values ​​of customers in creating electronic loyalty in the context of social commerce, it is necessary to pay attention to the role of ethical values ​​and the effects of this variable on creating electronic loyalty of customers.

Organizations with an organizational resilience approach in human resource management as a unit that has the greatest impact on the effectiveness of organizational growth. At first, the indicators related to organizational resilience in crisis conditions have been extracted by in-depth study in the theoretical literature and the backgrounds of previous studies that investigated organizational resilience in crisis conditions. Then, using the fuzzy Delphi method, we screened the set of identified indicators, and finally 18 indicators were identified as the main indicators in the organizational resilience approach to provide the electronic human resource management model, after that, using the AMOS method (model structural equations) the desired model has been fitted to know how organizational resilience indicators can be understood for the configuration of the electronic human resources management model. Then, using the fuzzy AHP method, the indicators were ranked. The statistical population of the research consists of university professors and relevant experts, managers and senior experts in the field of e-business who have expertise in the subject of research, since the group of experts is used in this research. The results of the structural equation model showed the good fit of the model, and the results of the fuzzy AHP showed that the most important indicators are: knowledge management, information sharing, responsiveness and adaptability, organizational commitment, predictive power, flexibility, creativity, and agility. Organization.

Today, the most important effort of marketers and managers is to take measures to create, increase and maintain market share. In these measures, companies should compete in the market and increase their share by influencing the market and introducing their products and services. The purpose of this study is to present a model for marketing dimensions of dairy markets with a value-oriented strategy and strategic options analysis approach and causal mapping. The statistical population includes managers, activists and experts in the food (dairy) market. The strategic options development and analysis (SODA) method has been used to identify the categories of marketing of potential markets. It was found that the variables affecting potential marketing include the dimensions of marketing strategies, types of marketing and potential marketing infrastructure. The second effective variable is the types of marketing that are ineffective among the dimensions of this variable Internet marketing and scarcity marketing and mouth marketing are part of the effective dimensions and the dimensions of seasonal marketing, marketing, viral customer relationship management (CRM), viral marketing are also part of the effective dimensions. The last influential variable is the potential marketing infrastructure. The variables of marketing values and potential market are among the influential variables.

Organizations with the organizational resilience approach in human resource management as the unit that has the most impact on the effectiveness of organizational growth can be the organization's ability to predict, avoid and adjust positively against disturbances and environmental changes, the consequences of this crisis in The field of human resources should be reduced by introducing the role of electronic management. At first, the indicators related to organizational resilience in crisis conditions have been extracted by in-depth study in the theoretical literature and the backgrounds of previous studies that investigated organizational resilience in crisis conditions. Then, using the fuzzy Delphi method, we screened the set of identified indicators, and finally 18 indicators were identified as the main indicators in the organizational resilience approach to provide the electronic human resource management model, after that, using the AMOS method (model structural equations) the desired model has been fitted to know how organizational resilience indicators can be understood for the configuration of the electronic human resources management model. Then, using the fuzzy AHP method, the indicators were ranked. The statistical population of the research consists of university professors and relevant experts, managers and senior experts in the field of e-business who have expertise in the subject of research, since the group of experts is used in this research. The results of the structural equation model showed the good fit of the model, and the results of the fuzzy AHP showed that the most important indicators are: knowledge management, information sharing, responsiveness and adaptability, organizational commitment, predictive power, flexibility, creativity, and agility. Organization.

Neighborhood development in the form of a participatory, democratic and neighborhood-based process has been emphasized for decades in developed countries as the focus of sustainable urban development programs and metropolitan areas. On the other hand, in order to improve the business environment and increase economic growth and development, the necessary conditions for this issue must be met. Therefore, concepts such as collective participation, attachment to the neighborhood environment, creating equal opportunities with greater efficiency, are only materialized in the shadow of the concept of neighborhood development and urban neighborhood planning. The main purpose of this article is to provide a qualitative model of new business development with a neighborhood-based approach in the metropolis of Tehran. The main question of the article is what are the dimensions, components and important characteristics in business development and neighborhood performance in Tehran? The research method of this research is content analysis with a deductive categorical system, and its type is applied. By identifying 615 concept codes, coding and categorizing them in three steps, finally 189 main indicators; in five dimensions and 22 components, these indicators were explained and adjusted using a three-stage Delphi technique among 32 scientific and executive experts. Finally, a new business development model based on the neighborhood-based approach in the metropolitan area of Tehran was presented in five dimensions: information technology development, improving the business environment, customer relationship management, neighborhood-centered approach and entrepreneurial leadership.

Content marketing is one of the newest marketing strategies that attracts and retains customers by producing valuable, relevant, and credible content. This study aims to design a content marketing model to increase purchase intention in digital marketing. 

From a philosophical point of view, this study is empirical research done applying a deductive-inductive approach. Considering the applied method and data collection, it is cross-sectional research. Due to the qualitative and quantitative methods used, this is a mixed research study. Its statistical population in the qualitative content analysis stage and the structural-interpretive modeling included 10 professors and experienced marketing experts, selected using the purposive sampling method. In this paper, qualitative content analysis method was used to identify the underlying categories of content marketing, and the structural-interpretive modeling method was used to identify the causal relationships between the identified indicators. Qualitative data analysis was performed by MaxQDA software and quantitative data analysis was performed by MicMac software.   

The findings of the qualitative section led to the identification of the main and sub-indicators of the content marketing model to increase the purchase intention in digital marketing. After confirming the validity and reliability, the research model was presented in the quantitative section. 

The derived results showed that digital marketing strategies are the major underlying factors of a model that affects content marketing. Also, content marketing strategy affects the knowledge management of consumers and the quality of service delivery and development. It ultimately leads to consumer engagement. Finally, by creating brand value and increasing its competitiveness, consumers' intention to buy can be increased.