Journal of Textile Science and Technology

Journal of Textile Science and Technology

Identifying the components of digital content production in marketing in the fashion and clothing industry

Document Type : Research/ Original/ Regular Article

Authors
Maryam Roustazadeh Sheikh Yousefi 1
Sayyed mohammad reza Davoodi 2
Saeed Aghasi 3
Alireza Shirvani 4
1 1. Ph.D. student, Department of Business Management, Dehaghan branch, Islamic Azad University, Dehaghan, Iran, 8158855171
2 Associate Professor, Department of Industrial Management, Faculty of Management and Economics, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran, 8641687511
3 Assistant Professor, Management Department and Academic Staff Member of Social and Cultural Damages Research Center, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran, 8641687511
4 Associate Professor, Department of Public Management, Faculty of Management and Economics, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran, 8641687511
Abstract
The production of digital content is the key to the success of businesses in the competitive market particularly evident in the fashion and clothing industry where turnover rates are notably high. Considering the importance of the subject in this study, the components of digital content production in marketing in the fashion and clothing industry were identified. The current study is an applied-developmental study in terms of its purpose, and it is a cross-sectional survey research in terms of the method and time frame of data collection. Semi-structured interviews with fashion industry managers and marketing professors were used to collect data. The Holstein method was used to validate the qualitative analysis and the observed agreement coefficient was estimated at 0.712. The community of research participants was experienced fashion industry managers and university professors in the field of marketing management. Sampling was done with a purposeful method and finally theoretical saturation was achieved with 21 interviews. To analyze the research data, the qualitative analysis of the theme and MaxQDA software were used. Research findings showed that technical and non-technical factors ,management, are the underlying factors of the model that affect the production of digital content. The quality, user-friendliness, popularity, security and interactivity of the media also provide the necessary platform for the production of digital content. Since the content is produced for the customer, the role of the customer should not be neglected, and customer satisfaction, loyalty, trust and participation are the consequences of this model. Finally, content production should be based on quality, aesthetics, Planning and having value to provide customer-oriented goals for fashion industry businesses in digital content production
Keywords
content marketing
digital content production
fashion industry
qualitative content analysis
clothing

Subjects

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  • Receive Date 18 February 2024
  • Revise Date 19 May 2024
  • Accept Date 20 May 2024