نوع مقاله : مقاله پژوهشی
نویسندگان
1 اردبیل دانشگاه محقق اردبیلی
2 دانشگاه محقق اردبیلی
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This research is a mixed qualitative and quantitative research, which is applied in terms of purpose and non-experimental in terms of data collection. The data collection tools in the qualitative part were library research, articles and semi-structured interviews with 18 university professors, managers and experts specializing in the fields of digital marketing and branding, technology and social sciences in the provinces of Ardabil, West/East Azerbaijan and Tehran in the period from April to July 1404, who were selected using the snowball sampling method. The data analysis method in the qualitative part was using the grounded theory (Strauss and Corbin, 2014) which was developed with the Atlas T software and using the coding method. In the quantitative part, purposeful sampling with 35 experts and specialists and data collection through a questionnaire. In the quantitative part of the research and after obtaining the research findings in the qualitative part, the Kendall correlation test (Kendall coefficient in the third round 0.814) was used to evaluate the level of agreement and consistency and to examine the consensus of the interviewees and experts, as well as to validate the model. In the present study, after analyzing the data obtained in the research process, causal factors (4 main categories and 15 subcategories), strategic factors (2 main categories and 18 subcategories), interfering factors (3 main categories and 7 subcategories), contextual factors (2 main categories and 7 subcategories), and finally the consequences of digital branding in techno-cultural marketing with an emphasis on Generation Z consumers were identified.
کلیدواژهها [English]
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