Document Type : Original Article
Authors
1
PhD student, Business Management Department, Science and Research Branch, Islamic Azad University, Tehran, Iran
2
Professor, Department of Business Administration, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University of Tehran
3
Assistant Professor, Faculty Agriculture, Water, Food and Processed Products, Science and Research Branch, Islamic Azad University of Tehran
Abstract
Objective: In the digital age, social media has become one of the most powerful marketing tools that has transformed the communication between brands and customers. Digital content marketing, as a new and efficient approach in this space, not only helps to increase interactions and attract audiences, but can also lead to strengthening electronic word-of-mouth advertising. Therefore, the aim is to present a digital content marketing model as a catalyst for electronic word-of-mouth advertising with an Islamic approach.
Method: The present study was conducted with a qualitative approach and in terms of purpose, it is an applied research and using the content analysis method. The experts included faculty members and managers, and the interviewees included 15 people who were selected through purposive sampling until reaching theoretical saturation. Data were collected using semi-structured interviews. To ensure validity and reliability, the findings were confirmed by the interviewees. In order to analyze the data, the Brown and Clark method was also used with Max QDA software.
Findings: The results of the interview analysis included 43 primary themes, 11 basic themes, 4 organizing themes, and 1 overarching theme.
Results: Producing high-quality content relevant to the needs of the audience, especially on social media, can significantly enhance Islamic electronic word-of-mouth advertising. This study emphasizes the importance of building deep connections with audiences and encouraging them to share content, and can be used as a practical guide for marketing managers in designing effective content strategies.
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