Document Type : Original Article
Authors
1
Assistant Professor, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
2
Master’s Student, Faculty of Economics and Management, Lorestan University Khorramabad, Iran
10.22108/nmrj.2026.149318.3346
Abstract
The present study was conducted with the aim of developing a referral marketing model: The Hidden Power of Customers in Brand Growth in digital businesses using Glaser’s approach. The study falls within the category of interpretive studies and adopts an inductive approach. In terms of purpose, it is an applied study, and in terms of methodology, it is qualitative in nature. The participants of the study consisted of managers and university professors. Sampling was carried out through purposive and theoretical sampling, and the data collection process continued until theoretical saturation was achieved. Ultimately, in-depth semi-structured interviews were conducted with 16 experts.n this regard, the data obtained from the interviews were analyzed through the stages of open, selective, and theoretical coding, and the main concepts and categories gradually emerged from the data. Furthermore, MAXQDA software was used to manage, organize, and systematically analyze the qualitative data. To ensure the validity of the findings, content validity was employed. Accordingly, the extracted concepts, categories, and relationships were presented to a number of management experts and specialists, and after receiving their corrective comments, they were revised and finalized. In addition, intra-coder reliability and inter-coder reliability methods were used to assess the reliability of the data and ensure the consistency of the coding process.The findings of the study led to the development of a referral marketing model in digital businesses. Based on this model, causal conditions, correlating factors, intervening conditions, contingencies, consequences, and the contextual setting of referral marketing were identified.
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