Designing an internet advertising model for the brand image of online cosmetics and health businesses using Grounded theory method

Today, one of the main problems of cosmetics and health internet businesses is in the image of the business brand and creating and presenting the appropriate corporate brand image. In this regard, internet advertising can be useful as an effective tool in the field of brand image of this type of business. The current research was carried out with the aim of designing an internet advertising model for the image of the brand of cosmetics and health online businesses using the Grounded theory method. This research is an exploratory-applied research. Qualitative research method was used to design the model. The community of participants in the qualitative section includes 20 experts related to the research topic. Sampling was done non-randomly and with a targeted method. The data collection tool was a semi-structured interview, and the grounded theory method was used to analyze the collected data. The research findings showed that the causal conditions including the production of advertising content, the use of advertising technology, the emotions and desire of customers, and the management of communication with customers are effective on internet advertising. Internet advertising as a central phenomenon, along with the identification of competitors and target customers as intervening conditions and trustworthiness and brand credibility as background conditions, have an effect on the strategies and actions that are the business marketing strategies under investigation. Finally, by using appropriate marketing strategies, you can achieve consequences such as brand image, increase in customers and profitability, and gain a competitive advantage. The result includes the design of a new research model in this field and expresses the impact of internet advertising on the brand image of online cosmetics and health businesses.