نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
The present study was conducted with the aim of designing and explicating an indigenous and systematic model of endorsement-based marketing in Iran’s home appliance industry in response to the rapid transformation of consumer communication patterns, the expanding growth of social media, the increasing prominence of influencers, and the lack of theoretical frameworks aligned with the country’s cultural, economic, and legal contexts. The research is qualitative in nature and, in terms of purpose, developmental–applied, employing the grounded theory approach based on the Strauss and Corbin model. Research data were collected through in-depth semi-structured interviews with 14 experts in the home appliance sector, including sales managers, manufacturers, wholesale buyers, and endorsement-marketing practitioners. Sampling was conducted purposively using the snowball technique and continued until theoretical saturation was achieved. Data analysis was carried out through three stages of open, axial, and selective coding, resulting in the identification of 389 initial codes, 36 concepts, and 16 core categories. The final outcome of the study was articulated in the form of a paradigmatic model in which causal, contextual, and intervening conditions, interacting with strategies such as trust-building, the purposeful utilization of influencers, and brand credibility management, lead to financial outcomes including increased sales and market share, as well as non-financial outcomes such as enhanced loyalty and symbolic brand capital. The principal innovation of this study lies in presenting a dynamic and multi-level model that reveals the simultaneous interaction of individual, organizational, and environmental factors within the domain of endorsement marketing and can serve as a strategic framework for policymaking and managerial decision-making in this industry.
کلیدواژهها English
