Providing a paradigm model of digital marketing in knowledge-based companies

Knowledge-based companies are known as important sources of income, employment and ultimately the driving force affecting economic development, which due to their significant role in economic development and the problems of market knowledge-based products, the need to use a practical model that it becomes apparent for the use of digital marketing in knowledge-based companie that In this research, the paradigm model of digital marketing has been extracted using data-based theory. This research has been done using a systematic approach of grounded theory and the data has been collected through in-depth interviews with 16 experts in the field of digital marketing in knowledge-based companies. After analyzing the data obtained from the interviews, a digital marketing paradigm model was presented. The research results include causal conditions (nature of the organization, digital marketing techniques, time and cost management, complex competitive environment), contextual conditions (cultural readiness, technological readiness, structural readiness), intervening conditions (environmental challenges And individual), central categories (implementation of digital marketing), strategies (expansion of comprehensive communication, digital education, technological innovation, development of online marketing tactics) and consequences (entrepreneurship and economic development, sustainable competitive development, environmental intelligence and Industrial, productivity development, smart decision making) that Knowledge-based companies, by considering the paradigm model of research, can achieve a correct and comprehensive understanding of the implementation of digital marketing in these companies and to implement it correctly and practically, and thus to the goals, Achieve their organization and see a competitive advantage over other competitors.