digital marketing

the purpose of this study is to provide a digital marketing model in auditing with Grounded theory method. The data collection tool is a semi-structured interview with experts For this purpose, in 2021, using the purposeful sampling approach (snowball) with in-depth interviews with 14 specialized faculty members, partners of auditing firms, members of the auditing organization and the Society of Certified Public Accountants of Iran, who were knowledgeable and experienced in the field of auditing. It was done until the saturation stage. The research data were analyzed using coding method and Maxqda software and the main categories and concepts were extracted. According to the research model, the findings indicate that digital marketing in auditing can lead to gaining a competitive advantage and maintaining customer value and loyalty, and companies can have a distinct position in the minds of their customers in the market. Therefore it can be said that digital marketing in auditing helps the company structure and maintain long-term relationships with customers and creates a strong brand image that allows companies to perform better and create value for customers in the field.. Therefore, professions such as accounting, in addition to following professional guidelines and adhering to auditing standards and maintaining independence, must engage in advertising and marketing through the digital space.

 In the present study, the digital marketing model that has been extracted using the grounded theory has been using analysis fuzzy analysis technique and Delphi method.

 The statistical population of the study includes expert personnel of the Tose’e Ta’avon Bank throughout the country that the information related to the questionnaire was eamined with 119 indexes from the perspective of 27 experts. The Delphi technique is performed in three rounds and using a set of triangualar fuzzy numbers, fuzzy Delphi analysis with the Kendall coefficient calculations stage and reaching the number 0.758 and achieving consensus between the experts’ view is stopped.Then the indicators are identified and evaluated for final analysis.

 The data analysis results show that the digital marketing model presented from the grounded theory of the foundation for the Tose’e Ta’avon Bank is fully established and the small output of the model evaluation coefficients also confirms the model results.

 The present study is the first studythat is based on examining the digital indigenous pattern in the banking industry with grounded theory approach. Quantitative Analysis of the model using a questionnaire that is the product of open, axial and selective coding has neen done with using Delphi technique and fuzzy analysis in the Tose’e Ta’avon Bank, which can be extended to other public and private banks with special conditions and restrictions. Findings and final achievement of the present study is a relatively comprehensive and complete model based on the requirements and characteristics of Iranian banks and is more comperehensive than others models provided by experts, considering that they have been developed for non-financial societies in terms of dimensions, components and will be more appropriate.