Exploring the model of dark side of marketing with focusing on materialism based on a grounded theory model

The purpose of this research is to provide a comprehensive model of the positive and negative functions of marketing in the modern world. The positive functions that marketing science has focused on so far and the negative functions that have to be taken seriously in light of the problems that have arisen in consumer societies at the individual and social levels. The methodology of the present study focuses on the use grounded theory in order to achieve a comprehensive marketing model. And then attempted to test the model using a questionnaire tool distributed among 430 chain stores consumers. The research's approach was to explore theoretical context in which the consumer, manufacturer, and marketer, through the daily activities and living under the modern paradigm and consumerism, gained a deeper awareness of the various aspects of their behaviors. The results of this research in the qualitative section obtained through in-depth interviews have led us to conclude that materialism and the alienation of the consumer human being have become one of the most fundamental concepts of modern human life.