Identifying the Factors that form an Individual's Willingness to Pursue Entrepreneurial Ideas

The objective of this study was to design a digital marketing model for small online retail businesses in Iran using a mixed approach.

A mixed approach was used in this study, involving 11 experts in the qualitative section and 240 managers, entrepreneurs, and experts of small online retail businesses in the quantitative section. Data collection tools included semi-structured interviews and researcher questionnaires. Qualitative data analysis was conducted using the foundational data theory method and Max QDA software, while the partial least squares technique and SmartPLS 2.0 software were used to test hypotheses.

The study identified six categories of factors affecting digital marketing in small online retail businesses in Iran, including causal conditions, contextual factors, strategies, central phenomenon, intervening factors, and consequences. The study proposed a digital marketing model based on these factors and found that the model had sufficient validity based on the results of the quantitative part of the study. The study identified targeted marketing as the main category of background conditions, time and cost management as the main categories of causal conditions, and indicators related to giving customers the right to choose, maintaining and retaining customers, providing services according to customers' needs, appropriate relationships with customers, and creating value as the main categories of digital marketing factors. The study also identified the competitiveness of companies as the most important intervening factor and economic development and service quality improvement as the main categories of outcomes.

The study's findings can be used to help small online retail businesses in Iran develop effective digitalmarketing strategies. The mixed approach used in this study, combining qualitative and quantitative methods, was effective in identifying the factors affecting digital marketing in small online retail businesses in Iran. The proposed digital marketing model can be a useful tool for small online retail businesses to improve their digital marketing performance and compete in the market. The study's findings highlight the importance of targeted marketing, time and cost management, and customer-focused digital marketing strategies in small online retail businesses in Iran. The model's validity was confirmed by the results of the quantitative part of the study. Overall, the study provides valuable insights into the development of digital marketing strategies for small online retail businesses in Iran.