International Journal of Nonlinear Analysis and Applications

A digital marketing model based on dynamic capabilities in the automotive industry

Document Type : Research Paper

Authors

1 Department of Marketing Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

2 Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

This research uses grounded theory to present a digital marketing model based on dynamic capabilities in the automotive industry. This qualitative research is based on grounded theory. Semistructured interviews were used to collect information, and the Strauss and Corbin method and the paradigm model were used to analyze data. The data are collected based on purposive sampling through semi-structured interviews with 15 experts and managers from the automotive industry. The sample is large enough to provide the required information and theoretical adequacy. The data obtained from interviews were analyzed through the process of open, axial, and selective coding. Accordingly, a digital marketing model based on dynamic capabilities in the automotive industry concerning the grounded theory was presented. The proposed model is both descriptive and prescriptive. Thus, we have selected well-known and qualified experts from the field of digital marketing and the automotive industry to provide a better model. However, the proposed model has implications for marketing managers to improve dynamic capabilities in the automotive industry.

Keywords

[1] L. Busca and L. Bertrandias, A framework for digital marketing research: Investigating the four cultural eras of digital marketing, J. Interact. Market. 49 (2020), no. 1, 1–19.
[2] S. Golian and N. Ghasemi, The effect of digital marketing on the competitiveness of economic enterprises, Conf. Mod. Manag. Paradigms Behav. Sci. 2017 (2017).
[3] L.D. Hollebeek and K. Macky, Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications, J. Interact. Market. 45 (2019), no. 1, 27–41.
[4] N.K. Jain, S. Kamboj, V. Kumar, and Z. Rahman, Examining consumer-brand relationships on social media platforms, Market. Intell. Plann. 36 (2018), no. 1, 63–78.
[5] J. J¨arvinen, The use of digital analytics for measuring and optimizing digital marketing performance, Jyvaskyla Stud. Bus. Econ. 170 (2016).
[6] G.C. Kane, D. Palmer, A.N. Phillips, and D. Kiron, Is your business ready for a digital future?, MIT Sloan Manag. Rev. 56 (2015), no. 4, 37.
[7] M.M. Kansanga, J.A. Braimah, R. Antabe, Y. Sano, E. Kyeremeh, and I. Luginaah, Examining the association between exposure to mass media and health insurance enrolment in Ghana, Int. J. Health Plann. Manag. 33 (2018), no. 2, 531–540.
[8] J. Kim, S. Kang, and K.H. Lee, Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles, J. Bus. Res. 130 (2021), 552–563.
[9] P.S.H. Leeflang, P.C. Verhoef, P. Dahlstr¨om, and T. Freundt, Challenges and solutions for marketing in a digital era, Eur. Manag. J. 32 (2014), no. 1, 1–12.
[10] M.I. Merhi, Creating an information systems security culture through an integrated model of employees compliance, University of Texas-Pan American, 2014.
[11] B. Melovic, M. Jocovic, M. Dabic, T.B. Vulic, and B. Dudic, The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro, Technol. Soc. 63 (2020), 101425.
[12] I. Mergel, N. Edelmann, and N. Haug, Defining digital transformation: Results from expert interviews, Gover. Inf. Quart. 36 (2019), no. 4, 101385.
[13] S. Meskinnavaz, M. Ghorbani, S.A. Nilipour Tabatabaei, and H.A. Niroomand, An empowerment model for sales managers in the insurance industry: The case of insurance sales representative in Razavi Khorasan province, Iran. J. Insurance Res. 6 (2017), no. 2, 21–40.
[14] P. Mikalef, I.O. Pappas, J. Krogstie, and M. Giannakos, Big data analytics capabilities: a systematic literature review and research agenda, Inf. Syst. E-Bus. Manag. 16 (2018), 547–578.
[15] E. Motlaqi and M. Shahmohammadi, Investigating impact of digital marketing strategies on export development (Case study: Barez Company), Int. Conf. New Res. Sci. Engin. 21st Century, 2017.
[16] M. Nazari, Letter from the Editor-in-Chief: Trends shaping the future marketing research, J. Bus. Manag. 9 (2017), no. 3, 1–2.
[17] A.S.T. Olanrewaju, M.A. Hossain, N. Whiteside, and P. Mercieca, Social media and entrepreneurship research: A literature review, Int. J. Info. Manag. 50 (2020), 90–110.
[18] A.L. Strauss and J. Corbin, Basics of Qualitative Research: Grounded theory: Procedures and Technique, 2nd Edition, Sage, Newbury Park, London, 1998.
[19] M. Taleghani and M. Mehdizadeh, Investigating the effect of electronic marketing modifier variable on the relationship between marketing capabilities and companies’ performance, Bus. Manag. 8 (2017), no. 2, 355–384.
[20] Y. Tasneem and K. Fatema, Effectiveness of digital marketing in the challenging age: An empirical study, Int. J. Manage. Sci. Bus. Admin. 1 (2015), no. 5, 69–80.
International Journal of Nonlinear Analysis and Applications
Volume 16, Issue 2
February 2025
Pages 59-67
  • Receive Date: 18 September 2022
  • Accept Date: 28 December 2022