Identification and analysis of drivers affecting the future of digital branding in Iran's carpet industry

the current research aims to identify and analyze the drivers affecting the future of digital branding in the carpet industry. Iran is divided into two parts, qualitative and quantitative, and based on the goal, it follows a developmental research method and in terms of its nature, it follows the future research method. , were identified from among the scientific articles published in this field and were extracted and categorized using the qualitative content analysis method and NVIVO software in the form of open, central and selective codes; Then, using the quantitative method of mutual effects analysis, questionnaires of paired comparisons were distributed among 12 Iranian carpet industry experts, and data analysis was done using MicMac software by drawing an interpretive structural model of digital branding in Iran's carpet industry, as well as a power influence diagram. - Dependency led to a layered model in the field of drivers affecting the future of digital branding in Iran's carpet industry; Based on this, it can be said that drivers such as the new form of cultural capital focused on digital technologies or the change in consumer behavior due to the advancement of technology can lead to the movement of digital capital towards social capital in the form of online platforms and benefit from Creative strategies and event sponsorships, partnerships with influencers and creators, and native content creation impact the digital branding of the carpet industry