جستجوی مقالات مرتبط با کلیدواژه "بازاریابی" در نشریات گروه "علوم انسانی"

This study aims to design a ritual marketing mix model based on interpretive structural modeling.

The research is exploratory in terms of its objective and qualitative in approach. In this study, 15 experts were interviewed for analysis. The snowball sampling method was used to collect data, which was then categorized and analyzed using thematic analysis. Semi-structured interviews and document analysis based on thematic analysis were employed to gather data in line with the research objectives.

Ultimately, one overarching theme, four organized themes, 11 basic themes, and 63 initial codes were identified. The organized themes included: religious advertising and promotional strategies, distribution channels and religious sales locations, religious products, and religious pricing. Based on interpretive structural modeling, the final model was developed.

The results suggest that integrating cultural and religious values into marketing strategies provides a comprehensive approach for engaging audiences in religious communities. This model can not only strengthen deeper connections with customers but also enhance social responsibility and help achieve the economic objectives of organizations. By adopting this approach, a balance is achieved between economic benefits and ethical principles.

This research is applied from the perspective of purpose and descriptive-survey research from the perspective of data collection method. The statistical population included customers of sports complexes in Tehran. The samples were determined based on Cochran's formula of 384 people using cluster random sampling method. For data collection, the Internet Advertising Assessment Questionnaire, Chang and Wang (2019), respectively. Chang and Wang Electronic Word of Mouth Advertising Questionnaire (2019). Questionnaire of disapproval of the expectation of the judge and colleagues (2017). Behavioral Tendency Questionnaire from Hyun, Kim and Lee Questionnaire (2011). used. SPSS and Smart pls software were used to analyze the data. Based on the results of electronic advertising and word of mouth, it has an effect on the behavioral tendencies of customers (0.712) and (203), respectively, which is significant according to the rate of T (9.550) and (2.483). And disapproval of expectation as a mediator affects the relationship between electronic advertising and behavioral tendencies of customers, so disapproval of expectation as a mediator affects the relationship between word of mouth and customer behavioral tendencies. Therefore, with the increase of advertising, customers' behavioral inclinations will also increase and the tendency to prefer and use products and services will also increase. Therefore, it is suggested that in presenting advertisements, points such as increasing the quality of services at the time of submitting the request and need, awarding prizes, facilities and price discounts, and using new and non-repetitive techniques to advertise services should be considered.

The purpose of this study is to design a marketing development model for the Iranian Wrestling Federation. The statistical population of this study includes specialized faculty members (marketing, sports management, wrestling experts of the Islamic Republic of Iran), senior managers of the Wrestling Federation of the Islamic Republic of Iran, national and provincial coaches Higher education in sports management, wrestling experts and journalists, senior managers of the National Olympic Committee and the Ministry of Sports. Purposeful sampling was performed by snowball method. Then the primary, axial and selective codes were assigned. Findings showed that the reported regression coefficients, causal factors, contextual factors and intervening factors had the greatest impact on marketing development, respectively. In addition, the impact of interfering factors is negative. This means that as it increases, the amount of marketing development decreases. In this study, data collection and analysis were performed based on variable sequences and with multiple revisions of the same. The research in general showed that in causal conditions (managerial and technical category), intervening results, legal and legal requirements), underlying factors, (efficient manpower) and marketing development (causal conditions) are very effective. And the rest of the categories are in the next priorities.

The current research was designed and implemented with the aim of designing a marketing model for the services of women's sports clubs. The current research was mixed in terms of practical purpose, in terms of descriptive-survey data collection method and based on the research approach. The statistical population of the present research in the qualitative part includes professors who had conducted research (books, translations, research projects, conference and research articles and at least two cases) in the field of sports marketing, as well as managers of women's sports teams. Be Purposive sampling method was used to select the interviewees. This sampling continued until theoretical saturation was reached and finally 30 people were selected as a sample. Also, the statistical population in the quantitative part of the research included the same group in the qualitative part in order to participate in the Delphi process (30 people). The tools of the current research included semi-structured interviews and a Deli questionnaire (59 items and 5 dimensions) in a 9-point Likert scale. Open, axial and selective coding was used to examine the data in the qualitative part, and the fuzzy Delphi method was used in the quantitative part. The results of the present research showed that the 4 factors of operation, cultural, social, infrastructure and economic are among the most important factors affecting the marketing of women's sports club services. Considering the effect of the service marketing model on the development and improvement of Batawan sports clubs,

The purpose of the current research is to present an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling. Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.

The purpose of this research is to provide a development model for the effectiveness of persuasive advertising in social networks. The research method is applicable in terms of its purpose and qualitative in terms of implementation. The statistical population of the research includes 15 experts, university professors, and managers and specialists in the field of marketing; selected through the maximum diversity sampling method. A semi-structured interview was used to collect information. Data-based and coding method was used for data analysis. In open coding, the researcher found 146 concepts, which were classified into 31 categories. Persuasive advertising in social networks can have significant effects on the behavior and attitude of consumers. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, influence on decision making, change in social behavior, influence on brand trust, change in brand attitude, and influence on social networks. However, these effects depend on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition, and changes in the content and format of advertisements. As a result, to increase the effectiveness of persuasive advertising in social networks, it is recommended to pay special attention to these factors.

Today, knowledge-based companies play an important role in creating innovation, enhancing employment, and increasing the competitive advantage of countries. Marketing in contemporary knowledge-based companies is an essential challenge for them as it plays a critical role in their business development, so the use of marketing knowledge is considered a key factor for their activity in the market. Businesses should use a variety of marketing activities to reach multiple customers. The rapid development of information and communication technology has provided knowledge-based companies with a wide range of marketing and advertising tools in the digital world to be more competitive in the market, create an innovative approach to exploiting market opportunities, and adopt effective marketing strategies. A marketing strategy that can be used by these companies is the newsjacking technique. The current research aimed to design a model for newsjacking in the marketing of knowledge-based businesses located in the Science and Technology Park of Khuzestan province.

The research was conducted with a qualitative approach, using the grounded theory method. The participants in the qualitative phase included marketing professors, experts, and elites in Khuzestan province, eight of whom were selected using purposive and theoretical sampling. The data collection instrument was an in-depth personal interview. A three-step coding method was used in data analysis.

Based on the results, the speed and breadth of notification, competition in grasping opportunities, and economic benefits were detected as causal factors. People's tendency towards digital media, up-to-dateness, technological progress, strategic position of the country, promotional flexibility, and innovative tendency were detected as contextual factors. Infrastructure status and government support policies were detected as intervening factors. Product introduction and marketing, low-cost advertising, digital advertising, and competitive and opportunistic advertising were detected as the axial categories. Speed of action, up-to-dateness, scientific innovation, and creative content were detected as strategies. Finally, in-advance advertising, strengthening the scientific and cultural prestige of the country, and effective communication with market and economic components were identified as consequences.

Conclusion/ Implications:

 Based on the results, it is suggested that knowledge-based businesses, while participating in various festivals, diversify the content of their advertisements, use honesty, humor, and flexibility, and recruit media consultants to choose the most suitable news that is of interest to the domestic and foreign communities, thereby compiling advertising content for their products as soon as possible. Also, they need to introduce their products to the audience by using new and creative ideas and employing all the available facilities to put their advertisements in a suitable and flexible form in social media and news.

The research was conducted with the aim of designing a neuromarketing model in the electronic services of Saderat Bank of Iran.Research method is Qualitative type of foundational data theorizing. Participants are decision-making managers and policymakers in the field of marketing in electronic services. The sampling method is purposeful and snowball with the number of 12 people. Data analysis is done through coding using Max quda software.Research findings includes 6 categories, 13 components and 144 primary codes or indicators in the form of causal conditions, central categories, strategies, consequences, contexts and interveners. Findings have shown that conditions such as organizational and customer self-conscious expectations cause neuromarketing to be formed in Saderat Bank's electronic services. On the other hand, these factors affect strategies. The mentioned factors make strategies such as new banking service strategy, digital marketing, metaverse, artificial intelligence and social media to be formed. These strategies have consequences for improving customer performance and improving bank performance. The background of these strategies, i.e. economic factors and cultural factors, should also be provided. In the meantime, interventionists such as facilitators and limiters should not be ignored.Due to the increasing growth of new technologies, the use of neural marketing strategies can help Saderat Bank to compete successfully in the digital world and provide its electronic services to customers in the best possible way.

The present study sought to evaluate and elaborate factors affecting online marketing. An applied mixed research method (qualitative and quantitative) was conducted. The statistical population of the qualitative research consisted of 51 university experts were selected and interviewed using targeted sampling. The statistical population of the quantitative study consisted of 400 consumers of the Caspian Sea seashore area in online business, who were randomly selected by clusters sampling method. The qualitative research instrument used was semi-structured interviews, and the instrument used for quantitative data collection was a researcher-made questionnaire based on qualitative results. Coding method was used for qualitative data analysis, and exploratory factor analysis method and SPSS 24 were used for quantitative data analysis. The results demonstrated five primary factors: (1) electronic services (Internet services, complimentary gifts and free services, backup access, website attractiveness, and ease of access), (2) electronic advertisement (online advertising and message content), (3) electronic security (customer trust, guarantee claim, recognized security and trust), (4) electronic support (perceived support, communication control, excellent efficacy, brand promotion, online seller's marketing strategies), (5) electronic customer orientation (customer experience, information transparency, consumer attachment, abundant profitability, uncontrollability, and customer satisfaction and loyalty). The exploratory factor analysis revealed that electronic services had the maximum share and effect in online marketing (81.568%); electronic advertisement ranked the next (79.441%), and then electronic security (73.730%), electronic support (72.156%), and customer orientation (67.162%).

Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.

The tendency to display consumption has a complex nature because people immerse themselves in the display of consumption in an effort to distinguish and excel and maintain or gain dignity, regardless of their level of need. The purpose of this research is to focus on the analysis of the effect of dramatic consumption on consumers' repurchase motivation through Hofstede's cultural dimensions, utilitarian motives and hedonistic motives. This research is applied in terms of purpose, which was implemented with a mixed method, and in terms of data collection method, it is descriptive survey. In the qualitative part, relying on the data theory strategy of Glaers Foundation and using the coding method using R Studio 2023 software and semi-structured interviews with academic and industry experts, it was done. The statistical population of the research is Sepahan gold customers in Tehran. Statistical analyzes were also performed using SPSS23 and Amos23 software, and the regression method was also used in the hypothesis path analysis test. The findings of the research indicate that consumption shows affect consumers' motivation to repurchase due to Hofstede's cultural dimensions, utility motives and hedonistic motives. The results of this research help marketing managers in designing more focused marketing strategies and as a result more efficient allocation of marketing resources. Therefore, marketers can create an effective communication strategy to make target consumers aware of their products, because the purchase of luxury goods is likely to be done with social, cultural and personal motivations.

The purpose of this study is to present a green marketing model for cinematic situations in Iran. To achieve this goal, an applied approach and mixed exploratorydescriptive methods have been used. Data were collected through a five-point questionnaire and a five-point Likert scale. Data were analyzed using SPSS software and PLS structural equation modeling. Also, to collect qualitative data, semistructured interviews with experts and specialists in the field have been used. The statistical population of the study includes 15 experts (experts and specialists in the field of marketing management and the cinema industry) for the qualitative sector and 384 specialists, producers and planners of the cinema industry and private sector investors for the quantitative sector. The sampling method in the qualitative section has been done using snowball sampling method and judgment until theoretical saturation is reached. The results of the research in the qualitative section include 202 discovered codes in 34 categories. Among the categories of causal conditions, the most influence is related to the characteristics of cinema (0.897) and the least impact is related to the popularity of cinema (0.529). Among the categories of strategies, the most impact is related to the quality of the film (0.890) and the least impact is related to the brand-oriented (0.528). Among the categories of contextual features, the most influence is related to the character characteristics of the actors (0.874) and the least impact is related to the characteristics of the film (0.527). Among the categories of intervening factors, the highest impact was related to inflation (0.920) and the least impact was related to miseducation (0.581). Among the categories of outcomes, the most impact is related to audience attraction (0.889) and the least impact is related to brand personality building (0.663).

This study explores the impact of business intelligence on customer behavioral responses through marketing, innovation, and financial performance. The research is developmental-applicative in nature and descriptive-survey regarding the data collection method. Given the examination of relationships among variables, it is correlational-causal. The population of this research consists of employees and managers of active start-ups based in the Kermanshah Science and Technology Park, totaling 231 individuals. Based on the Krejcie and Morgan table, the sample size was estimated at 140. Data collection was conducted using a questionnaire, the reliability and validity of which were examined and confirmed. Data analysis was performed in descriptive and inferential phases using SPSS16 and Smart PLS3 software. According to the research findings, the t-values for all seven hypotheses were above the critical value of 1.96, and the significance level was less than 0.05. Thus, all research hypotheses were accepted. The most significant impact was that of innovation on the financial performance of the companies, indicating the effect of new and creative ideas in products and services on company sales. Additionally, business intelligence significantly impacts companies' financial performance and customer behavioral responses. Overall, the research variables were able to explain 33.5% of the variations in customer behavioral response. In conclusion, it is recommended that managers of these companies employ business intelligence to understand market demands and customer needs and produce innovative products accordingly, as this will enhance sales opportunities and improve financial performance.

The primary objective of this study is to design a structural model for adventure tourism marketing, focusing on antecedents and consequences aimed at attracting mountaineers to the mountains of Gilan Province. 

This study is applied in terms of its goal and descriptive in terms of its nature and method. Additionally, from the perspective of data collection, it is a survey study. The statistical population consists of mountaineers who have chosen the mountains of Gilan Province for their climbs. The sample size was determined using an online method for covariance-based structural equation modeling. According to the results, 206 individuals were selected as the sample for this study. To ensure the minimum sample size, approximately 10% more questionnaires were distributed, resulting in 213 returned questionnaires, which were used as the basis for analysis. 

To test the research hypotheses, structural equation modeling using the partial least squares approach was employed. According to the results, the significant impact of all antecedents on adventure tourism and the significant impact of adventure tourism on all consequences were confirmed. 

Based on the results, among the antecedents, the variable of tourist safety and security had the greatest impact on adventure tourism, with a beta coefficient of 0.889. Furthermore, the development of adventure tourism had the greatest impact on economic sustainability, with a coefficient of 0.903. Therefore, the results suggest that for the development of adventure tourism, special attention should be given to the safety and security of tourists.

The event marketing model in active knowledge-based companies operating in the field of medicinal plants and natural products poses a significant challenge that requires specific approaches and strategies for their product marketing. This model needs to adapt to the unique characteristics of this industry, including scientific innovations, specific consumer types, product scientific validation processes, and ethical standards. Additionally, it should have the capability to predict and optimally manage events and marketing activities at suitable times and locations to assist businesses in this industry in better performance within their dynamic and complex competitive environment. The ultimate goal of this research was to propose an event marketing model for active knowledge-based companies in the field of medicinal plants and natural products. Using Strauss and Corbin's systematic approach to open, axial, and selective coding, the results of this study are elaborated. In open coding, the researcher identified 5 main themes, 20 sub-themes, and 100 codes. The scientific result of this research indicates that implementing the event marketing model in knowledge-based companies specializing in medicinal plants and natural products leads to significant improvements in customer relations, increased sales, and positive impacts on consumer decision-making. This model, by providing optimized marketing approaches, can help companies enhance their presence in the market and increase their market share.

Marketing is undergoing an unprecedented transformation driven by artificial intelligence (AI). Artificial intelligence is becoming increasingly essential for marketers due to its ability to automate tasks, analyze data more effectively, and create personalized experiences for customers. This leads to benefits such as increased efficiency, creativity, customer loyalty and competitive advantage. Businesses that adopt AI tools will be at the forefront of today's ever-changing world. Artificial intelligence tools, including chatbots, have become a powerful tool in marketing and help businesses in various fields. However, using chatbots in marketing without considering ethical considerations and potential risks is irresponsible. The main purpose of this research is to choose the best chatbot in marketing and to examine the uses, risks and ethical use of the chosen chatbot in marketing.The current research is applied in terms of purpose and in the category of descriptive-analytical research. The stages of conducting this research include 3 main phases, in the first phase, using library methods, the background of the research was investigated and the indicators of choosing the best chatbot in marketing were extracted, and the hierarchical model of the research was obtained. In the second phase, based on the hierarchical model of the research, a table of paired comparisons was created and provided to the experts in the form of a questionnaire of paired comparisons. Then, to choose the best chatbot in marketing, the hierarchical analysis process method was used. In the third phase, applications, uses and risks of using selected chatbots in marketing were examined.The findings of the research showed that ChatGPT was selected as the best chatbot in marketing. The risks associated with this chatbot and the challenges of using it in marketing for marketers, consumers and other stakeholders include privacy violations, loss of some jobs, inaccuracy of data and production of incorrect items. is If used responsibly, ChatGPT can have a variety of uses, such as transforming customer service, personalized conversations, collecting leads, and supporting content creation in marketing.

Competitiveness is one of the key success indicators of manufacturing companies. The purpose of this study was to design a model of strategic indicators effective in improving the competitiveness of companies producing. The present research was of a contextual survey type in terms of its practical purpose and of a mixed type in terms of the type of data search. The statistical population included professors, owners of companies producing sports products, experts in the field of export and import of sports products, experts in the field of marketing and managers of sports products companies, who distributed 20 interviews in the qualitative section and 120 questionnaires in the quantitative section collected. In the present study, to achieve a comprehensive conceptual model, first the from Glaser's method of Grounded theory, then to confirm the conceptual model based on the foundation data theory, a questionnaire was developed according to the research results. The research findings showed that internal indicators included management and structure, product improvement, service improvement, supply and design and marketing, and external indicators including legal and supportive factors, customer and consumer, market control and trade and international issues. Also, structural equation modeling findings show a good fit of Dada research model; According to the research results, companies producing can be successful in the market by improving their strategic indicators and improve their competitiveness.

This research was conducted with the aim of designing model of antecedents’ archetypes brand formetive cross-sectionally during the years 1399 to 1400 in the city of Hamadan, Qazvin, Sanandaj and Kermanshah.

This research is a field research in terms of its fundamental and practical purpose, in terms of descriptive survey method, in terms of the type of research data, and in terms of place and time of implementation. After 10 to 12 in-depth semi-structured interviews for each brand with the owners and managers of reputable brands and marketing professors using the phenomenology and coding method using Maxqda12 software, a series of features were extracted as archetypal antecedents of the same brand and based on the codes, questionnaires were designed and Individual forms were distributed among 201 customers who were consumers of the brand and had at least ten years of attitudinal or behavioral loyalty to the brand and collected data. Due to the non-normality of the research data in the Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation tests were used using SPSS and Smart PLS software. After confirming the reliability, convergent and divergent validity, the quality or validity of the model is checked and at the end the test of the overall model of the research is conducted, which shows the appropriate fit of the model and the model presented by the researcher is approved. To extract the Antecedents Archetypes Brand Formetive, considering brands that have a subconscious collective, were selected for Apple Brand Creator archetype, Xbox Brand Magician archetype, Pepsi Brand Jester archetype, Jeep Brand Explorer archetype, Diesel Brand Outlaw archetype, Rolex Brand Ruler archetype, Sony Brand Sage archetype, Chanel Brand Lover archetype, Coca Cola Brand Innocent archetype, Gap Brand Everyman archetype, Nike Brand Hero archetype, Niva Brand Caregiver archetype. Based on the model obtained from the research, a series of characteristics were extracted as the antecedents of the archetype of each brand.

Using the coding method, 2316 codes including 457 sub-codes, 79 semi-sub-codes and 12 main codes were extracted from 137 interviews, then 12 questionnaires were designed and a total of 2412 questionnaires were distributed for 12 selected brands in the distribution research and the findings were analyzed. and finally, the Formetive antecedents of each of Jung's 12 Archetypes in marketing were extracted from the data. For each brand separately, a series of factors were obtained from the interviews and questionnaires as the antecedents of the same brand, which indicated and confirmed the specific archetype of the same brand and fulfilled the purpose of the research. For example, The findings of the research show that the antecedents archetypes Formetive: Different thinking, Creative and passionate, Transforming ideas into reality, Innovative and impactful, With quality and a long history, Smiling and funny, Easy life, Challenging other brands, Fear of boredom, Reminder of happy moments, Clever, Funny, Playful and Irresponsible, Lovely, Gaining new experiences, Looking for a better world, Overshadowing the borders, Enjoy your discovery, Away from limitation, A better and more real life, Youthful, Adventurer, Complex personality, Luxury, A different and new appearance, Make the world a better place, Destroying traditions, A successful commander in challenging conditions, Desire to help the world, Dominance and Control, Constructive, Discover new parts, Decoder of clues and solver of the riddle of existence, Emphasis on research, Development and innovative developments, Encourage the customer to think, Seeking knowledge and expanding information, Good sense for life, Finding opportunities and strengths, Independent, Lifelong learner, Differentiation from Competitors' Products, Idealistic and Traditional , Nostalgic, Loyal to customers, Willingness to help, , High quality, sense of belonging, Desire to communicate with others, Defending his territory and honor or from the oppressed, Development of borders, Escape from limiting environments, Diverse and affordable, Desire to communicate, Empathize and help others, Believing in seeing and feeling through the eyes of others, Reassurance, Self-care in the form of self-acceptance, Compassionate, Patient and Friendly.

According to the antecedents obtained from the research, it can be said that archetypes have a great impact on the formation of your brand. Also, the findings show that archetypes have an impact on the formation of brand personality and help us understand the meaning and concept of the brand and are very important tools for marketing and differentiate brands from each other. An archetype is what gives originality to a brand. Archetypes play an undeniable role in our success in the marketplace. The archetype of the brand differentiates from competitors, creates a sensory connection with the audience, creates a lasting relationship with the customer, focuses on good features and conveys the brand's message and purpose.

In today's business world, digital technologies continue to advance at an increasing and revolutionary speed, and it is referred to as the fourth industrial revolution; So that none of the different aspects of businesses have been spared from its raging waves and it has led to the change, modification and adjustment of businesses. Marketing is one of the vital and important sciences in management and business, which has been heavily influenced by information technology. A clear example of that is digital marketing. The aim of the current research is to design a digital marketing model in the country's banking industry. The participants of the research were 14 experts and university professors in the field of marketing, experts and specialists of banks and insiders with the purposeful (judgmental) sampling method and based on the rule of theoretical saturation. In order to find meaningful phrases and sentences from the text of semi-structured interviews with experts, the qualitative technique of thematic analysis was used; In the first stage, 85 key themes were identified by combining the obtained concepts, then in the second stage, 21 unifying themes were extracted through the identification of similarities in the underlying structure of the key themes, and finally, by merging the structures similar to the unifying themes, these themes were divided into 6 macro themes. : Digital customer orientation, digital market orientation, digital marketing strategy, digital value co-creation, digital branding and digital banking management.