Designing a digital marketing communications model in the telecom industry with a mixed exploratory approach (case study: Iran Mobile Communications Company)
Subject Areas : marketing
1 - Member of the Faculty of Islamic Azad University, Dahaghan, Iran
Keywords: Digital transformation, digital marketing communications, telecom industry, exploratory mix,
Abstract :
This research was conducted with the aim of designing a digital marketing communication model in the telecom industry. The current research is an applied-developmental research in terms of its purpose, and it is a survey-cross-sectional research from the point of view of the data collection method. To achieve the goal of the research, a mixed exploratory research design (qualitative-quantitative) was used. The community of participants in the qualitative section includes marketing professors and senior managers of Iran Mobile Communications Company. Sampling was done by theoretical sampling method and theoretical saturation was achieved with 17 people. The statistical population of the quantitative part also includes managers and marketing and sales experts of companies that are considered as customers of Iran Mobile Communications Company. The sample size was estimated by Cochran's formula and 216 people participated in this study by cluster-random sampling method. A semi-structured interview and a researcher-made questionnaire were used to collect data. Qualitative analysis of expert interviews was done using thematic qualitative analysis method and the final model was validated using the partial least squares method. Qualitative data analysis was done with Maxqda software and quantitative part was done with Smart PLS. Research findings showed that software platforms, hardware platforms and management factors affect digital marketing and relational marketing. Digital and relational retrieval also influence digital marketing communications. Finally, digital marketing communication by influencing customer participation, digital call of customers and digital personalization of services leads to long-term communication with customers.
