Designing a Local Model of Ethical Marketing in the Film Industry

This study was conducted to design and explain the ethical marketing process model in the home theater network industry.

This research is mixed in terms of practical purpose, exploratory in terms of approach, and qualitative-quantitative in terms of data analysis. In the qualitative phase of the research, in order to design a model based on the data theory methodology of the foundation, a group of marketing experts including university professors, senior marketing managers, and marketing consultants in the film and serial industry were selected. The researcher's theoretical saturation continued and a total of 9 interviews were conducted. The main tools for data collection were in-depth and unstructured interviews with experts. Data were analyzed by coding method. In the quantitative phase, customers (contacts) of the home theater network industry in Shiraz were considered as a community and among them, 400 people were selected as a statistical sample based on simple random sampling method. In the quantitative phase of the research, the main tool for data collection was a closed and researcher-made questionnaire and SPSS, LISREL and smart-PLS software were used for descriptive and inferential analysis.

Based on the results of the qualitative phase, 123 initial concepts were extracted, which after reviewing and putting them together and eliminating duplicate concepts, 39 final concepts and 13 categories were identified. Based on the quantitative phase results, all 20 research hypotheses were confirmed and the final research model was drawn.

The results of the research led to the design of an ethical marketing process model in the home theater network industry (based on the paradigm model structure) and the hypothetical relationships of the model in a large community were tested and confirmed.