Document Type : Original Article
Authors
1 Ph.d Candidate, Department of Humanities and Management, Abhar Branch, Islamic Azad University, Abhar, Iran
2 Assistant Professor, Department of Management. Payame Noor University (PNU), Tehran, Iran,
3 Assistant Professor, Department of Management. Payame Noor University, Iran, Tehran
Abstract
Purpose: Considering the competitive space of online businesses, branding would be the key element for achieving a competitive advantage. This study aimed at providing a digital marketing model for online business branding.
Method: This was a fundamental study in terms of objective, which was conducted by using the mixed method based on deductive-inductive reasoning. Moreover, the identified indicators were validated by using the Fuzzy Delphi Method (FDM). Data analysis was done through MaxQDA and Matlab software within qualitative and quantitative phases, respectively.
Findings: The main categories of the study included marketing strategy, personalization, website design, consumer interaction, product features. Digital branding is at the center of the analytical model with dynamic interaction with four categories mentioned above. The website should be designed flexibly to provide customers with a personalization option. Furthermore, the product/service mix must be based on innovation.
Conclusion: The needs and expectations of customers should also be found through interaction with customers. Finally, business management was obtained through marketing strategies.
Keywords
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