Document Type : Original Article
Authors
1
Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran
2
Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
3
Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
10.22108/nmrj.2025.143940.3136
Abstract
This study aimed to identify and prioritize the components of a philanthropic marketing model with an ethical and responsible approach, based on the perspectives of ethics and social responsibility experts. The research was qualitative and employed an interpretive phenomenological method. The target population included managers active in philanthropic marketing and academic experts, selected through purposive sampling. Data were collected using semi-structured interviews and analyzed through thematic analysis based on the Braun and Clarke (2006) approach, using MaxQDA 2024 software.
Findings revealed 46 initial themes, 12 basic themes, 4 organizing themes, and one overarching theme, highlighting key areas such as corporate social responsibility, marketing strategy, and cultural-ethical factors. To prioritize the components, interpretive structural modeling (ISM) was employed. The analysis indicated that the components are interdependent, making collaboration with charitable organizations and environmental sustainability essential.
At the first level, honesty, justice, and organizational culture were identified as the foundations of transparency. At the second level, transparency, media, social networks, and advertising emerged as effective tools for fostering collaboration and partnerships. At the third level, these elements played a pivotal role in decision-making related to charitable activities and environmental sustainability.
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