The effect of content marketing on Iranian handmade carpets demand’s with using the Data-grounded technique

Iranian handmade carpets play a key role in non-oil exports. Over the past years, the market growth of this industry has been declining and has had a great impact on the production of this product. Content marketing is a topic that has received special attention in recent decades and can have a significant impact on the sluggish market of Iranian handmade carpets. The purpose of this study is to investigate the effect of content marketing on the demand for Iranian handmade carpets. In the interview section, 18 experts were interviewed so that the obtained codes could be used as verifiable variables in the next questionnaire. At this stage, the statistical population is 240 people, of which 147 people were selected by Cochran sampling method to distribute the questionnaire. The research method is a combination of qualitative and quantitative methods. In the qualitative section, using the grounded theory method and obtaining expert opinion, five content marketing variables were obtained and used for analysis using the partial least squares method in Smart PLS software. Findings show that the elements of effectiveness measurement are 0.35, media elements are 0.239, social responsibility is 0.235, intrinsic elements of content production are 0.229 and finally formal elements are 0.199. They have been the most effective elements, respectively. Therefore, the result shows that paying attention to marketing content, especially in international platforms, can develop the name and brand of Iranian handmade carpets and attract loyal consumers at the national and international levels.