Document Type : Original Article
Authors
1
PhD student, Department of Business Management , Sari Branch, Islamic Azad University, Sari, Iran
2
Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran
3
Assistant Professor, Educational Management, Department of Educational Sciences, Faculty of Humanities, Islamic Azad University, Sari, Iran
Abstract
This research has been done with the aim of providing a green digital marketing development model in the business sector. In terms of the purpose, the present research is of the type of applied research and in terms of the method, and in terms of the method of data collection, it is an exploratory qualitative research. and indicators of the factors involved in business-to-business digital marketing and the analysis of obstacles and inhibiting factors and the initial research model have been designed. Then, the leveling of each theme was done using interpretative structural modeling. The statistical sample included 15 experts, and the sample size was determined based on reaching theoretical saturation. Data analysis was done in the qualitative phase with thematic analysis method and in the quantitative part with the interpretive structural modeling method. Based on the results obtained in the qualitative phase, overarching themes including organizational factors, socio-cultural factors, legal factors, marketing factors, and financial factors were identified. Based on the results of interpretative structural modeling, competitive advantage at the first level, capital attraction variables and cost and income performance at the second level, customer orientation variable at the third level, social network variables and digital channels at the fourth level, rules and regulations, culture Organization and education and learning are at the five level and finally the green orientation of the organization is at the six level.
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