Designing a Human-to-Human Marketing Model Based on the Concept of Trust in Inter-Organizational Relationships

Human-to-human marketing was presented as a tool for the comprehensive development of human societies and for the creation of a sustainable business. This type of marketing, which focuses on humanity, is a new concept for advancing b2b marketing. Building trust is the highest expectation of people towards CEOs, and managing trust in human-to-human marketing can provide solutions to current marketing problems. Therefore, following the design of a comprehensive model, the researcher has conducted this research in the framework of a qualitative approach and using the grounded theory method. Data collection was done through open and semi-structured interviews with 15 organizational and academic experts. Data analysis was performed in three stages of coding by Strauss-Corbin method using MAXQDA software. The results of the present study led to the identification of 23 main categories that in the form of a paradigm model including the central phenomenon (h-to-h marketing based on the concept of trust), causal conditions (factors affecting trust), underlying conditions (tendency to trust), conditions Intervener (confidence), strategies (emotional confidence building) and consequences (confidence rewards) were presented. These results show how trust management in inter-organizational relationships is possible through human-to-human marketing and what positive effects it has on the organization.