طراحی و اعتبارسنجی الگوی بازاریابی محتوای دیجیتال برای محصولات فرهنگی در حوزه کتاب‌های ایرانی

The present study aimed to design and validate a digital content marketing model for cultural products in the field of Iranian books. This research was of an applied-developmental type and was conducted with a cross-sectional survey approach. The qualitative community of participants included professors, practitioners, specialists, managers, and experts in the field of digital marketing and cultural products of the country (books). 15 of them participated in this research using theoretical sampling and after reaching theoretical saturation. In the quantitative part, the statistical community was customers of websites selling cultural products in the field of books, and 382 questionnaires were collected from them in a cluster-random manner. For data analysis in the qualitative part, the grounded theory analysis method was used, and in the quantitative part, the partial least squares method was used. The research findings showed that causal conditions (facilitating interaction and customer journey, optimizing ranking in search engines, needs assessment and accurate recognition of audiences, and market recognition and its segmentation) are influential on the central phenomenon of "why content marketing of cultural products." The central phenomenon, the contextual conditions (processes, organizational structure and performance evaluation mechanism, content delivery format, required resources and facilities, information technology infrastructure, required laws and licenses, cultural and social conditions of the country) and the intervening conditions influence strategies and actions. Ultimately, content marketing strategies lead to improved performance and quality of service delivery, improved branding, improved audience interaction and conversion rates, improved distribution channels and market expansion.