Identifying and Analyzing the Factors Affecting Content Marketing In The Foundation Of Public Libraries Of The Country

The Purpose of this study was to identify and analyzing the factors affecting content marketing in the public libraries of the country.

The research method is qualitative and exploratory. The statistical population of the study consisted of experts who were fully acquainted with the subject of content marketing, and 17 professors from the departments of information science and knowledge, marketing management, information technology and Computer engineering and content production experts were selected by snowball sampling method Data collection tools include semi-structured interviews that are designed based on the findings of the qualitative analysis of the research. In this research, theme analysis has been used to identify the factors affecting content marketing and Delphi-fuzzy technique has been used to consensus the opinions of experts. Data were analyzed using SPSS24 and PLS3.8 software.

Findings obtained from theme analysis and Delphi-fuzzy technique showed that the main factors of content marketing in the public libraries of the country include 7 components of strategic planning, 6 components of content supply and production, 5 components of content distribution and publishing, 3 components content analysis, 2 components of pricing and sales were identified that among these, Content supply and production agent with impact factor of 0.931 has the most impact and in the first priority and content distribution and publishing factors with a coefficient of 0.917; Content analysis with a coefficient of 0.894; Strategic planning with a coefficient of 0.877 and pricing and sales with a coefficient of 0.642 are in the second to fifth.

According to experts, the components of content marketing in the main components, respectively: strategic planning, content supply and production, content distribution and analysis, content analysis and pricing and sales affect content marketing. The results of the three-phase Delphi-phase study indicate the confirmation of the components discovered by the experts