Document Type : Original Article
Authors
1
Department of Market and Business, Y. C., Islamic Azad University, Yazd, Iran
2
Associate Professor, Department of Market and Business, Y. C., Islamic Azad University, Yazd, Iran
3
Professor, Department of Market and Business, Y. C., Islamic Azad University, Yazd, Iran
Abstract
Nowadays, the study of lifestyle has attracted the attention of many researchers across various academic fields. However, a review of the literature reveals that despite the crucial role and position of marketers in the growth and profitability of companies, limited research has been dedicated to this area. In this regard This study pursues four main objectives: identifying the components of the lifestyle of Iranian Muslim marketers, determining the significance of these components, identifying the drivers for improving their lifestyle, and designing a predictive model of these drivers. The research is grounded in an interpretivist paradigm and follows a mixed-methods approach , conducted in four stages. The research strategy in the first stage involved thematic analysis, with data collected through library studies. The second stage aimed at prioritizing and localizing the components identified in the first stage, utilizing a qualitative approach through the fuzzy Delphi technique, based on the opinions of 10 industry and academic experts selected via snowball sampling. In the third stage, drivers of lifestyle improvement among Iranian Muslim marketers were identified using content analysis of library studies and coding at three levels: open, axial, and selective. In the fourth and final stage, a quantitative approach was applied using Interpretive Structural Modeling (ISM) to determine the hierarchical structure of the lifestyle improvement drivers. The final model of the study comprises 59 lifestyle indicators categorized into 8 main groups and 19 lifestyle improvement drivers structured across 6 levels.
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