Developing a native model of digital marketing in small online retail businesses in Iran

This study aims to design a native model of digital marketing in small online retail businesses in Iran. The present research is an applied research in terms of purpose and a mixed research method in terms of data collection method. The statistical population in the qualitative section includes 11 experts and in the quantitative section includes managers, owners, entrepreneurs and experts of small online retail companies, from which a sample of 168 people has been selected. The main data collection tools in the field section included a semi-structured interview (in the qualitative section) and a researcher-made questionnaire of 37 items based on a five-point Likert scale (in the quantitative section). The validity and reliability of the questionnaire were confirmed by content validity method and Cronbach's alpha coefficient, respectively. Qualitative data analysis was performed using the grounded theory method and MAXQDA software, and the partial least squares technique and Smart PLS software were used to test the hypotheses. 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 including time management and cost were identified. 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.