نوع مقاله : مقاله مستخرج از رساله دکتری
1 دانشجوی دکترای مدیریت بازرگانی-بازاریابی، واحدرودهن، دانشگاه آزاد اسلامی، رودهن، ایران
2 استادیار مدیریت بازرگانی،واحد فیروزکوه، دانشگاه آزاد اسلامی،فیروزکوه،ایران
3 استادیار علوم اقتصادی-بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران
عنوان مقاله [English]
Charity and philanthropy activities are a desirable social behavior of the cultural system of any society. In the current situation of the society, we are facing the increasing economic and livelihood problems with people who are helpless in providing their basic needs. By using digital marketing, non-profit organizations, as the custodians of communicating between benefactors and those in need, can direct their marketing activities in the direction of reaching more supporters and benefactors and the good intentions of benevolent compatriots to help people. Need researchers. Therefore, the main goal of this research is to present a digital marketing model in obtaining the support of donors from non-profit organizations. For this purpose, a mixed exploratory research method has been used. The type of research in the model design stage is fundamental and in the model test stage, it is applied. Qualitative content analysis and theoretical coding methods were used in the qualitative part, and structural equations were used in the quantitative part. The research results showed that digital marketing can become a great opportunity to get support from donors. The factors of the digital marketing model in obtaining the support of donors from non-profit organizations include the development of digital technologies, a digital-oriented approach, demographic characteristics, contextual factors and trust building. Also, the results of the research indicate the confirmation of the digital marketing model in obtaining the support of donors from non-profit institutions using the structural equation model.