Document Type : Original Article
Authors
1
Department of Entrepreneurship, Faculty of Humanities, Chalous Branch, Islamic Azad University, Chalous, Iran.
2
Department of Business Management, Faculty of Humanities, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
3
Department of Management, Faculty of Humanities, Chalous Branch, Islamic Azad University, Chalous, Iran.
Abstract
Given the rapid advancement of technology, businesses need to focus on producing valuable content for their customers. The experience of reputable brands in content marketing indicates a crucial and growing approach in enhancing consumer awareness, interaction, and creating more value for customers in the realm of content marketing. Therefore, the aim of this research is to present a paradigmatic model of content marketing for electronic businesses based on the perspective of entrepreneurs. To achieve this goal, data was collected using the grounded theory method. The statistical population of the study included all entrepreneurs of electronic businesses, and a snowball sampling method was employed in which data saturation was reached by interviewing 15 experts. The data was then analyzed using three-step coding and MAXQDA software. Based on paradigmatic model, its elements includes studying the current state of business, creating content, distributing content, evaluating content marketing success, using the content creation and distribution techniques, using psychological attitude in contents marketing, business success, and influencing the costumers. In general, the use of new techniques of content production and distribution along with psychological attitude can improve content marketing for electronic businesses. Therefore, developing the users’ skills in content production and distribution with a focus on improving psychological attitude in content marketing is suggested.
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