Designing a social marketing model with the role of social responsibility and customers' attitude towards the brand with a data base theorizing approach (case study: Social Security Organization)

Social marketing is a strategic tool in line with the social responsibility of organizations and influences the attitude of customers. This issue is especially important for large and non-profit organizations whose purpose is to serve the society. Therefore, the current research was conducted with the aim of designing a social marketing model with the role of social responsibility and customers' attitude towards the brand in the country's social security organization. The present research is an applied-developmental research from the point of view of its purpose, and in terms of its nature and form of implementation, it has been carried out in a descriptive-survey manner. The statistical population of this research includes theoretical and experimental experts (marketing professors). Sampling was done using a non-probability and purposeful method and finally 16 people participated in this study. The research data collection tool is interview. Data base theorizing method was used to analyze semi-structured interviews. Research data analysis was done with MaxQDA software. In the open coding stage, 236 codes were identified, and 6 paradigms, 9 main categories and 39 indicators were obtained with the considerations. The central phenomenon in this study is social marketing, and customers' attitudes towards the brand are the causal and influencing conditions of this phenomenon. Social responsibility provides the governing platform and background factors, and organizational change management is also an intervening condition. Finally, through strategies such as customer experience management, service development and empowerment, achievements such as brand value creation and customer satisfaction can be achieved.