Providing a Digital Marketing Model Aimed at Increasing Consumer Value Growth in Startup Products
Keywords:
startup products, consumer value growth, digital marketingAbstract
The aim of this study is to present a digital marketing model geared toward the growth of consumer value in startup products. Based on the research objectives, this study is categorized as an applied-developmental research. Employing a qualitative approach and using thematic analysis techniques, an attempt was made to construct the proposed model. The statistical population of the study includes experts and faculty members with specialized academic knowledge. The researcher employed the snowball sampling method, reaching theoretical saturation after conducting interviews with 16 experts and specialists. Data collection in the qualitative phase was conducted through semi-structured interviews. Model design and identification of main and sub-themes were carried out using Maxqda 2020 software. The findings indicate the identification of seven main themes, which include: digital market analysis and understanding, optimization of user experience (UX) and digital interaction, content marketing and influencer strategies, digital advertising and customer targeting, the use of innovative digital technologies in marketing, customer relationship management and loyalty enhancement, and digital marketing performance analysis and continuous optimization.
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