content marketing

The present study aims to design and provide a well-founded and reliable framework for content marketing in the banking industry of Iran, with the objective of enhancing the effectiveness of this approach and contributing to increased market share and profitability of banks. 

This mixed-method research was conducted in two phases: qualitative and quantitative. In the qualitative phase, grounded theory was used to design the model. A purposive sampling method was employed, selecting a group of academic experts and banking industry specialists, and in-depth interviews were conducted until theoretical saturation, which was reached after 15 interviews. The collected data were analyzed systematically and continuously in three stages: open coding, axial coding, and selective coding. In the quantitative phase, the designed model was validated using confirmatory factor analysis based on a covariance approach, and path analysis was used to finalize the model. 

During the open coding stage, 188 concepts were extracted, which were grouped into 41 categories through axial coding. Finally, 10 main categories were identified: understanding the business and planning, establishing a content management and strategy unit, defining content marketing goals, understanding the audience, identifying audience needs, generating content ideas and topics, managing content production, managing content dissemination, managing customer expectations and experiences, and gathering feedback for process improvement. The final model was developed based on these categories and validated in the quantitative phase. 

This study presented a comprehensive and clear model for content marketing in the banking industry, outlining specific stages and processes for implementation. The model has the potential to enhance the effectiveness of content marketing strategies and contribute to the improvement of market share and profitability for banks.

Paying attention to the category of marketing and access to appropriate and accurate content for tourists plays an important role in developing and strengthening tourism. In countries that understand this issue well, marketing in the field of tourism is becoming a growing sector. The present research has been carried out to present a content marketing model in social media with the approach of strengthening the studied tourism in Tehran. This research is applied in terms of purpose and survey approach. The statistical population of this research was a group of experts, including senior managers and trustees of tourism and marketing companies and university professors, based on the purposeful sampling method, 15 people were interviewed as a statistical sample. The approach adopted in this research was theme analysis. The results of the research show nine main dimensions, including; The centrality of technology in content marketing in social media, communication with tourists and competitors and the centrality of their data, strategic dimensions in content marketing, upgrading marketing infrastructure, transformation in organizational processes, innovation in content marketing, promotion of content marketing culture in social media, content marketing goals, value orientation and appropriateness of marketing content, which are considered as determining dimensions in content marketing in social media for the development of urban tourism. In line with the application of these dimensions, knowing the target community and having a correct understanding of their expectations, needs and expectations, as well as the use of social media, which facilitates the provision of their needs, has a direct effect on the mentality of tourists and, accordingly, the development of tourism.

The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.

The main goal of this research is designing a content marketing model in online stores of cosmetics and health products, carried out qualitatively based on the grounded theory approach. First, with the help of the foundation theory, a semi-structured interview was utilized to collect data. The data were then analyzed through Strauss and Corbin’s method and the Paradigm Model. Targeted modeling and snowball technique were used to samples for deep interviews, carried out with 21 experts and university professors. The open, central, and selective codes were produced followed by the development of the paradigm model for the content marking in online cosmetics and health stores as well as the output of MAXQDA software. During the qualitative stage, which was based on the grounded theory, 20 factors relating to content marketing model were identified by carrying out deep and semi-structured interviews and were used as the basis for the design of the paradigm model; there were: design, branding, social effect, quality of website services, technology infrastructure, marketing, law, managers’ decision-making, cosmetics and health website competitiveness, creating accurate and valuable content, empowerment of sales managers, strategy, content, human resources, customer relations management, performance, effective communication factors, economic factors, media, privacy factors. These components were classified under 6 main dimensions of the research which were causal conditions, background conditions, interfering conditions, phenomenon orientation, consequences, and strategies. The results of the study indicate that the online cosmetics and health stores are required to create relevant, attractive, and accurate content so that they will be able to attract more customers and retain sustainable competitive advantage.

Given the rapid advancement of technology, businesses need to focus on producing valuable content for their customers. The experience of reputable brands in content marketing indicates a crucial and growing approach in enhancing consumer awareness, interaction, and creating more value for customers in the realm of content marketing. Therefore, the aim of this research is to present a paradigmatic model of content marketing for electronic businesses based on the perspective of entrepreneurs. To achieve this goal, data was collected using the grounded theory method. The statistical population of the study included all entrepreneurs of electronic businesses, and a snowball sampling method was employed in which data saturation was reached by interviewing 15 experts.  The data was then analyzed using three-step coding and MAXQDA software. Based on paradigmatic model, its elements includes studying the current state of business, creating content, distributing content, evaluating content marketing success, using the content creation and distribution techniques, using psychological attitude in contents marketing, business success, and influencing the costumers. In general, the use of new techniques of content production and distribution along with psychological attitude can improve content marketing for electronic businesses. Therefore, developing the users’ skills in content production and distribution with a focus on improving psychological attitude in content marketing is suggested.

Nowadays, customers have dramatically changed their behavior in line with technology and the world economic environment. Due to the development of online communication space, the increasing customer attention to this space and the amount of customers' online shopping, manufacturing and service businesses and brands seek to improve their methods and implement new models to develop customer relationships and increase their market share. Content marketing is one of the new approaches of attracting and maintaining customer participation on the Internet. Content marketing has a broad meaning and is, in fact, a strategic approach that focuses on the production and distribution of valuable, coordinated and appropriate contents so as to attract and retain target customers. Indeed, by creating a flow of relevant and attractive information, content marketing creates a credible image of the brand and the company. It helps to persuade customers to buy and retain the existing customers by providing useful, up-to-date and non-compulsory information.

Considering the importance of content marketing and the need to explain a model for it from different aspects, the present study was conducted to explain the structural, behavioral and contextual functions of content marketing in connection to the customer’s intention of revisiting the website.  This study seeks to examine the content marketing model and provide a context in which online stores are familiar with the components affecting content marketing and its role in the intention to visit again. This can help to produce and publish quality and effective contents to attract customers’ loyalty and influence their decisions.

In the present study, a mixed qualitative and quantitative method has been used. In the qualitative stage, the statistical population consisted of academics as well as marketing industry experts, especially in the field of e-commerce. Theoretical saturation was reached by interviewing ten randomly selected persons. In the quantitative stage, considering that the community is unlimited and according to the report of Digi Kala, the number of the users of this website was about 320 thousand people. The sampling was done through the available method, and a questionnaire was distributed among the customers of Digi Kala website in person, online (on social networks) and by telephone.In the qualitative stage, by a review of previous studies, open and semi-structured interview questions were designed and experts were interviewed. In the interview, the participants were asked for their views on the factors that generally influence the content marketing of online store networks, and key questions were asked to reach deeper layers of the concepts. After the data collection, open, pivotal and selective coding was performed, and the responses were coded and analyzed using the Max QDA software.In the quantitative phase, a standard questionnaire was designed based on the model extracted from the qualitative stage, by the questionnaire distributed among the Digi Kala customers, the data of this phase were collected, and the designed model was evaluated. The structural equation method was used to analyze the quantitative data, and the significance coefficient (t-value) and the path coefficient were used to find out the relationships between the variables and the test results of the hypotheses. The IBM SPSS Statistics software version 23 and the Smart PLS software version 2 were used for the data analysis. Based on the studied hypotheses, the structural model designed by the least squares (PLS) method was analyzed.

The results of conversations with different people showed that there is a high consensus based on 22 concepts in three categories of customer-oriented organizational culture, managers 'performance and employees' performance as the behavioral factors affecting content retrieval. Also, as generally inferred from the experts’ opinions, there are 23 concepts as influential factors in the field of contextual factors affecting content marketing. They are summarized in four categories including customer orientation, market orientation, platforms, technology and online shopping culture. According to the experts, 18 concepts serve as influential structural factors affecting content marketing. They are summarized in three categories including organizational work processes, site content and organizational performance. Also, based on the quantitative phase, it can be concluded that content marketing has a significant effect on the customer’s intention to revisit the shopping website.

The results of the qualitative section in this study showed that content marketing is directly affected by employees, managers and organizational culture as behavioral factors, site content, work process and organizational performance as structural factors, and market orientation, customer orientation and technology as underlying factors.

Entrepreneurial orientation is a strategic approach to being a pioneer in hunting opportunities by using innovation and risk-taking. Today, thanks to technological advancement, advertising and marketing in social networks have turned into essential tools to affect customers’ attitudes and emotions, which can greatly affect the viability and performance enhancement of companies. The present study aimed to investigate the effect of entrepreneurial orientation on performance with the mediating role of social networks analytics practices and strategic approach to content marketing in social networks. This research was quantitative in terms of methodology, applied in terms of the purpose, and descriptive-correlational in terms of data collection and analysis. The statistical population consisted of member companies of Isfahan and Tehran Chambers of Commerce sampled by the convenience technique. Data were collected with a questionnaire whose validity was confirmed by calculating the convergent and divergent validity and whose reliability by calculating Cronbach's alpha. The data were analyzed by the structural equation modeling method (partial least squares) and SmartPLS 3.0 software. Based on the results, social networks analytics practices have a positive and significant effect on the performance and strategic approach to content marketing. The strategic approach to content marketing has a positive and significant effect on performance, too. In addition, entrepreneurial orientation has a positive and significant effect directly on social networks analytics practices and strategic approach to content marketing and indirectly on performance. Our findings can encourage organizations to strengthen their entrepreneurial orientation to improve performance. In addition, managers should pay more attention to social networks analytics practices and have a strategic approach to content marketing to improve the performance of their organizations.

With the expansion of technology in businesses, customers don’t want to be exposed to extensive traditional advertising. Therefore, businesses should use new advertising and marketing methods. The purpose of this research is to explain the content marketing model in the banking industry that can help increase market share in this industry. In the qualitative part, the available information was collected and codes were identified, which were categorized in the form of new concepts and categories, and it was the basis for designing the questions and the interview protocol. Theoretical saturation has been achieved after 13 interviews with experts of 7 banks. Based on 70 codes related to 23 concepts related to the research topic, the final model has been designed. In the second step, the validation of the presented model has been done with the quantitative approach of structural equation modeling. The tool for collecting data in the quantitative section was a closed-ended questionnaire with a 5-point Likert scale. Because the number of items in the questionnaire was 70items, 319 questionnaires were distributed and collected among bank employees and used in the analysis. The final categories of the model are: content planning, content production, content distribution, qualitative market share, quantitative market share and valuation, based on the findings of the qualitative stage, the model was designed, and in the second stage, equations were modeled with a quantitative approach. It has been structurally validated. The analysis of the output of the questionnaires confirms the appropriateness of the mentioned model.

Today, producing excellent and engaging content is one of the most important challenges and the main priority of marketers. The purpose of this article is to formulate a qualitative model for promoting the content marketing of Iranian sports goods, identifying and screening the most important indicators with the Delphi technique, and ranking them.

The research method is based on data search, of mixed type. The qualitative part has been carried out using the data theory of the Strauss and Corbin Foundation with in-depth interviews of 12 experts. The middle part has been extracted using the Delphi technique to ensure the indicators, it has been done through a Likert scale questionnaire by a panel of experts consisting of 10 experts, and the quantitative part of rating the indicators from the experts' point of view has been done with Friedman's descriptive-inferential test.

The interviews were coded in the qualitative section, which includes open coding (104 codes), central coding (68 codes), and selective coding (27 codes) of 5 categories (causal conditions such as marketing strategies, background factors such as the development of Communication, intervening factors such as the development of SEO, effective strategies such as the development of research and research and the resulting consequences such as the development of sports economy) and a qualitative model have been designed. In the middle section, through the Delphi technique, in order to coordinate the identified indicators, the Kendall coefficient test was used in the SPSS software, after identifying and screening the indicators with the Delphi technique, 6 indicators were identified, in the quantitative part of the research Friedman's test of indicators is ranked: Development of SEO, development of media and social networks, prohibition of hoarding, cooperation between marketing and sales units, development of research and studies, resolution of tension between marketing and sales units due to cultural conflicts. Based on this, the SEO development factor has been assigned the highest rank, it can be concluded that companies and marketers should pay more attention to the development factor of SEO and use (white hat SEO) methods to increase profitability.

With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional advertising. businesses must use new methods of advertising and information about their products and services. This study aims to provide a model for increasing the share of the target market in the banking industry, focusing on content marketing. The researcher first collected data and information and categorized the identified codes into new concepts and categories, which was the basis for designing the interview questions and protocol. The final categories are content planning, content production, content distribution, qualitative market share, quantitative market share, and, valuation. A total of 13 interviews with experts from 7 banks have been conducted to achieve theoretical saturation. The final model is designed and presented based on 81 codes related to 23 concepts related to the research topic. As a result, a model was designed that by increasing the qualitative share of the target banking market, including the components of "brand promotion", "improving trust between banks and customers" and "creating conscious attention", promotes a small share of the target market in areas will be depositors, investors, and borrowers.

Content marketing is one of the newest marketing strategies that attracts and retains customers by producing valuable, relevant, and credible content. This study aims to design a content marketing model to increase purchase intention in digital marketing. 

From a philosophical point of view, this study is empirical research done applying a deductive-inductive approach. Considering the applied method and data collection, it is cross-sectional research. Due to the qualitative and quantitative methods used, this is a mixed research study. Its statistical population in the qualitative content analysis stage and the structural-interpretive modeling included 10 professors and experienced marketing experts, selected using the purposive sampling method. In this paper, qualitative content analysis method was used to identify the underlying categories of content marketing, and the structural-interpretive modeling method was used to identify the causal relationships between the identified indicators. Qualitative data analysis was performed by MaxQDA software and quantitative data analysis was performed by MicMac software.   

The findings of the qualitative section led to the identification of the main and sub-indicators of the content marketing model to increase the purchase intention in digital marketing. After confirming the validity and reliability, the research model was presented in the quantitative section. 

The derived results showed that digital marketing strategies are the major underlying factors of a model that affects content marketing. Also, content marketing strategy affects the knowledge management of consumers and the quality of service delivery and development. It ultimately leads to consumer engagement. Finally, by creating brand value and increasing its competitiveness, consumers' intention to buy can be increased.

Providing valuable information in the form of attractive content and interaction with customers is one of the most important elements of content marketing. The most important factor in the success of content marketing is answering to the question of what causes the audience to engage in content. Despite numerous researches in the field of identifying the dimensions of engagement and motivators of audiences to engage with content, the audience engagement is still one of the most important concerns of actors in the field of content marketing and they are looking for effective ways to identify factors affecting the promotion of audiences' engagement. The present study, using Meta - synthesis method based on the Sandelowski and Barros (2007) model, identifies influential indicators of content marketing on promoting the audience engagement. For this purpose, studies according to years 2003 – 2019 were collected and the papers that did not obtain the intended criteria were excluded from the study. Finally, the findings of 45 papers were selected. By classification of identified codes, 23 categories were identified in 4 dimensions including engagement, categories related to content features, categories related to content writer and other user's reactions. Among all identified categories, the possibility of content personalization for each audience, the sentiment embedded in content and the history of content, the membership level of writer and his/her identity in the online community made the highest priority.

Content marketing is a growing approach to boosting customer awareness, building trust and creating more value. The aim of this study was to "provide a model of digital content marketing in creating consumer value with a qualitative approach and utilizing the data theory of the foundation." The statistical population of the study included 13 academic experts and digital content marketing activists who were purposefully selected for interview through snowball method. The interview process was semi-structured until theoretical saturation was achieved. By analyzing the data during three stages of open, axial and selective coding, 190 initial codes in the form of 17 axial codes and 6 selected codes were classified and the final conceptual model was developed in the study population. Findings showed that the process of achieving a digital content marketing model is a multifaceted issue that requires simultaneous attention to causal factors (content marketing mix design, focus on content production and online platform building), contextual (digital market creativity; customer attention in Content production, low cost content production and digital branding), interventionist (web readiness and accessibility; Content is the distribution of relevant content, creating interactive content. Creating value for the customer by increasing information and decision-making power, creating value for the customer by improving customer relationships, increasing the power of content marketers, improving the content provided as implementation consequences The digital content marketing model was identified.

The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof.

This research was qualitative in terms of method and was conducted using a three-pronged model. By studying previous research, questions related to said interviews with experts were identified and organized, and subsequently, the data collected during in-depth interviews were opened and coded on the axis of summarizing and finally making hypotheses. The statistical sample interviewed was 10 experts who were selected by non-probability sampling and judgment. Their opinions on the factors affecting content marketing were collected in the form of researcher perceptual theory and the answers were coded and analyzed using MaxQDA software.

From the categorization of participants' opinions, a total of 63 open codes were obtained, which were categorized into three structural, contextual, and behavioral areas of content marketing with central coding. The results show that there is a high consensus based on 22 concepts in behavioral factors, 23 concepts in underlying factors, and 18 concepts acting as structural factors affecting content marketing. Underlying and therefore behavioral factors have the greatest impact on content marketing, and the structural factor is considered to have less of an effect than these two mentioned factors.

nowadays, marketers use content marketing in social networks in order to motivate customers to purchase their customers. in this regard, the need to study the content marketing strategies of brands has increased. life insurance is one of the most important products used by marketers in order to market and sell them in different parts of the world. however, the content marketing of life insurance in iran is not so popular. accordingly, the present study comparative study and comparison of content marketing influence through social networks and traditional marketing has focused on increasing customers ' tendency to purchase life insurance. also, one of the type of intervention is نیمه‌تجربی. the statistical population of the study is life insurance customers in iran and estimate the sample size that were selected from the insurance and savings insurance companies of iranian insurance companies was determined by 95 percent, sample fall of 20 percent and the effect of content marketing methods on increasing sales in the study of other industries, 40 people were tested and controlled in two groups. the results of the study revealed that although both traditional marketing and content marketing methods generally lead to an increase in the desire to buy insurance in life insurance, the increase in the willingness to buy content marketing audiences is significantly higher than the other. also, the results show a significant effect of the use of pertinent messages on the content marketing of life insurance

Digital space is increasingly associated with the tourism industry, and content production as an important part of this space is seeking to attract customers. Content is the core of digital marketing which is in charge of educating, raising awareness, informing and creating added value for customers. The purpose of this study is to present a content marketing model based on artificial intelligence in the tourism industry of Fars province. This paper presents a content theory model based on data based theory. Genetic algorithm is used as one of the artificial intelligence algorithms for content selection, content format and content distribution channel. The results show that artificial intelligence has the ability to select the content that is more applicable and useful than the experts and human resources. Finally, this model was able to be efficient and effective in spreading content in Fars province tourism industry.

The present study seeks to investigate every aspect of digital marketing and its effect on customer attraction regarding brand image. This research is an applied research which is done through descriptive method of the type of survey and correlation. The statistical population of this study included participants of training courses at the Technical University of Tehran from April 2018 to November 2018, whose number were reported 420 people. Sample size was determined based on Q formulla. So 218 persons were selected using simple random sampling. The researcher-made questionnaire was used for data collection. Its validity was calculated by determining CVR index for all of the items and its reliability was confirmed by Cronbach's alpha. The collected data were analyzed in two sections: descriptive and inferential statistics. To test the hypotheses, structural equation modeling and AMOS software were used. Findings from the analysis of eight hypotheses of this study indicate that social media marketing, content marketing, site and SEO marketing, word of mouth marketing and brand image have a positive and significant effect on customer attraction. The findings also showed that digital marketing has a significant effect on the attraction of customers through the mediating role of brand image.  

The content on different media including internet can help tourists make good decisions. The extent to which using contents for travel planning is perceived as free of effort may enhance one’s sense of control over the travel planning process and increase empowerment. This study aims to examine the effect of content marketing on tourists’ empowerment in order to choose Rasht as travel destination. In the first step, due to advantage of Rasht as a Creative City of Gastronomy, symbolic food dimension of Rasht on private, earned and shared media was extracted using the fantasy theme analysis method. After considering convergence of published content in media, four fantasy themes were identified as symbolic reality of Rasht. Then in an experimental study, the effect of these dimensions on potential tourists’ empowerment was examined. Results showed that participants who were exposed to themes felt more power in decision making and planning to travel. As they felt more meaningfulness, competency, self-determination and impact in setting their travel plan.

Content marketing is a strategic approach to marketing that focused on producing and disseminating valuable content. A business can be introduced to them at a low cost by sharing useful information about the products and the business services through this method, but challenges such as lack of knowledge as well as a suitable content marketing model caused this method doesn't have its real place. In this article, an attempt has been made to provide a framework to review content marketing topics. A topic that few official sources have addressed so far. The main purpose of this article is to provide a reasonable and valid framework based on the Foundation's data theory for content marketing with the aim of studying the Fars tourism industry. At first, the necessary information about content marketing is obtained through interviews. After producing open, central and selective coding, the content marketing process pattern is presented. Then, in order to check the accuracy of the model obtained from the Foundation's data theory, the proposed model is examined by using the main criteria for evaluating the Foundation's data model, including: adaptation, comprehensibility, generalizability, control level, theory evaluation and research process evaluation. Based on the obtained results, the proposed model has been able to meet expectations in all criteria. According to the obtained results, the proposed model can also be extended to other manufacturing and service businesses.