Cultural Factors Affecting on Digital Marketing

The overall purpose of this study is to identify the cultural factors affecting digital marketing. In order to analyze and identify the factors, the grounded theory method was used. The statistical population of the study includes companies exporting technical and engineering services that a sample of ۶۵ people were purposefully selected for interview. According to the analysis, cultural factors affecting digital marketing include the company's observance of ethical and religious principles, attention to charitable activities, fashion culture, viewing friends 'purchases from social networks, recommending friends and relatives, number of likes, reviewing users' opinions about products (comments). The recommendation of celebrities is to observe the purchase of celebrities and branding and management of the native brand.Also, among the identified factors, the observance of ethical and belief principles by the company had the greatest impact on digital marketing.

کلیدواژه ها:

Cultural Factors ، Digital Marketing ، Grounded Theory Method