Designing a digital marketing model in the field of capital market using a Combined approach. Case study (brokerage companies).

This study aims to design a digital marketing model in the field of capital markets using a hybrid approach. The present research is an applied research in terms of type of method, and in terms of data collection method is a mixed research method. The statistical population in the qualitative section includes 17 experts and in the quantitative section includes capital market managers, especially the CEOs of brokerage companies and their deputies and senior managers, from which a sample of 580 people has been selected. The main tools for data collection in the field section include a semi-structured interview (in the qualitative section) and a researcher-made questionnaire of 38 items based on a five-point Likert scale (in the quantitative section). The validity of the questionnaire was confirmed using the content validity method. To evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was calculated. Cronbach's alpha coefficient was more than 0.7. To test the hypotheses, the partial least squares technique and PLS software were used. Based on the results of qualitative analysis, three categories of comprehensive categories including customer orientation, branding and digital marketing were identified as the main components of digital marketing in the capital market. After identifying the components involved in digital marketing, the relationship between the organizing categories was evaluated using the partial least squares technique. The results showed that digital roadmap has a significant effect on customer knowledge management and social media marketing; Social media marketing has a significant effect on customer engagement.