A digital marketing model based on dynamic capabilities in the automotive industry

This research uses grounded theory to present a digital marketing model based on dynamic capabilities in the automotive industry. This qualitative research is based on grounded theory. Semistructured interviews were used to collect information, and the Strauss and Corbin method and the paradigm model were used to analyze data. The data are collected based on purposive sampling through semi-structured interviews with ۱۵ experts and managers from the automotive industry. The sample is large enough to provide the required information and theoretical adequacy. The data obtained from interviews were analyzed through the process of open, axial, and selective coding. Accordingly, a digital marketing model based on dynamic capabilities in the automotive industry concerning the grounded theory was presented. The proposed model is both descriptive and prescriptive. Thus, we have selected well-known and qualified experts from the field of digital marketing and the automotive industry to provide a better model. However, the proposed model has implications for marketing managers to improve dynamic capabilities in the automotive industry.

کلیدواژه ها:

digital marketing ، dynamic capabilities ، Grounded theory ، Automotive Industry