Presenting a content marketing process model in Iran's banking industry (Case Study:Bank mellat)

Abstract

The banking industry is one of the most important sectors of any economy. Leading banks try to increase their market share and profitability by using new marketing methods in the best possible way. Changes in the environment and technology have made content marketing one of the most popular concepts in today's marketing; Based on this, the existence of a comprehensive framework that includes all dimensions of the content marketing process is one of the requirements for its effective implementation, which requires in-depth knowledge and analysis. The present study aims to provide a well-argued and reliable framework based on foundation data theory for content marketing in Iran's banking industry. This research is practical in terms of purpose and in terms of survey-exploratory approach. The statistical community in this research is a group of academic experts and banking industry experts who have been purposefully selected and subjected to in-depth interviews. This selection and conducting of interviews continued until theoretical saturation was reached and it was stopped after conducting interviews with 15 experts. Data analysis was done in a regular and continuous process in three stages: open, axial and selective coding. In the open coding stage, 188 concepts were extracted from 533 initial codes, 41 categories were extracted through axial coding, and finally 10 main categories were obtained. Finally, the general research model was designed after extensive study of the research background.