Corporate Social Responsibility in Small Business Digital Marketing: A Qualitative Study

This study aims to design a native model of social responsibility in digital marketing in small online retail businesses in Iran. The present research is an applied research in terms of purpose and a qualitative research method in terms of data collection method. The statistical population in the qualitative section included 11 experts. The main tools for data collection in the field include semi-structured interviews. The GROUNDED theory approach using MAXQDA software was used to analyze qualitative data and present a paradigm model. Based on the results of qualitative analysis, six categories of factors including causal conditions, underlying factors, strategies, pivotal phenomena, intervening factors and consequences were identified. Targeted marketing was identified as the main category in relation to the context. In relation to causal conditions, two main categories were identified, including moral responsibility and environmental responsibility. In relation to digital marketing as a central phenomenon of research, the indicators of giving customers the right to choose, retaining customers, providing services in accordance with customer demands, establishing appropriate relationships and relationships/////////// with customers, and creating value for customers were identified. Commercialization strategies were identified as the main category of strategies and actions. Competitiveness of companies has been identified as the most important intervention factors; and economic development and service quality improvement were identified as the main categories of outcomes.