Designing a Digital Marketing Maturity Model with a Corporate Social Responsibility Approach in Modiran Khodro Company

Abstract

The objective of this study was to design a digital marketing maturity model with a corporate social responsibility approach in the automotive industry, with a focus on Modiran Khodro Company. Using the thematic analysis method, this study identified and categorized the key components of the digital marketing maturity model. The results indicated that this model consists of six main categories: development of organizational capabilities and culture, digital technology and innovation, corporate social responsibility and sustainability in digital marketing, responsible digital marketing strategy and vision, data management and marketing intelligence, and customer interaction and engagement in digital platforms. These components highlight the importance of aligning modern digital technologies with corporate social responsibility values to achieve sustainable and effective marketing. The findings also align with previous research in the field of digital marketing and corporate social responsibility and provide a practical framework for companies operating in the automotive industry. This study assists managers and decision-makers in evaluating their level of digital maturity and formulating responsible strategies to enhance customer engagement, build trust, and promote sustainable development.