Designing the pattern of consumer behavior in heterogeneous geographical environments with a digital marketing approach based on the Foundation's data theory method

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Mahammadi Torkamani Hojat; Pasban Mohammad; Alavi Matin Yaghoub; Niki Esfahlan Hakimeh

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Journal: Geography (Regional Planning) Year:2024 | Volume:13 | Issue:2 Page(s): 108-130

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Title

Designing the pattern of consumer behavior in heterogeneous geographical environments with a digital marketing approach based on the Foundation's data theory method

Author(s)

Mahammadi Torkamani Hojat | Pasban Mohammad | Alavi Matin Yaghoub | Niki Esfahlan Hakimeh | Issue Writer Certificate

Keywords

Consumer BehaviorQ4

digitalQ4

Digital marketingQ4

hybrid theoryQ4

Abstract

The purpose of this research is to design the pattern of Consumer Behavior in heterogeneous geographical environments with a Digital marketing approach based on the Foundation's data theory method. The statistical population in the qualitative section includes experts, CEOs and senior managers of companies related to Digital marketing (Digi-Kala, Shipoor, Tasufan, etc.) in Tehran, with a sample size of 20 people using theoretical saturation and snowball methods. considered The data collection tool includes a semi-structured interview. After conducting the interviews, concepts were extracted from the interviews by Maxqda software, and the relevant codes were extracted, and by communicating between the extracted codes in the open coding stage, removing duplicate indicators and merging similar indicators, the main and sub-themes were obtained. In the quantitative part, the fuzzy Delphi technique was used to validate the identified indicators and select the final indicators. Fuzzy Delphi calculations were done by coding in Matlab environment. The results showed that 7 components and 48 indicators were identified and approved by experts in the design of the Consumer Behavior model with the Digital marketing approach; Marketing methods are innovation, Digital marketing strategy, dynamic Digital marketing, customer management, consumer cooperative behavior and consumer response outcomes.

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