نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، واحدیزد، دانشگاه آزاد اسلامی، یزد، ایران. کدپستی: 8915813135
2 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. کدپستی: ۱۴۷۷۸۹۳۸۵۵
3 گروه طراحی پارچه و لباس، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران. کدپستی: 8915813135
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
In the modern world, to remain competitive, the use of digital marketing tools in various industries is of high importance. Since the Textile and clothing industry is considered one of the priority industries of the country and the startups in this industry have encountered competition challenges, the current research aims to identify and localize digital marketing components in Iranian fashion and clothing industry startups. The method of this research is applied-developmental in terms of its purpose and exploratory in nature. The research strategy consists of qualitative content analysis in the first stage and phenomenological qualitative method in the second stage. For this purpose, scientific documents related to the topic were selected purposefully and the digital marketing components were identified and analyzed using NVIVO software. Then, the results obtained were localized through interviews with 12 Iranian fashion and clothing industry. The research results showed that in order to properly implement digital marketing in Iranian fashion and clothing industry startups and achieve their success, organizational factors, innovation-competitive advantage, business-profitability factors and also 12 extracted components are of high importance.
کلیدواژه‌ها [English]
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