qualitative model of content marketing promotion; Identification and screening of the most important indicators with the Delphi technique (case study: Iranian sports goods)

Abstract

Today, the production of excellent and engaging content is one of the most important challenges and priorities of marketers. The purpose of this article was to formulate a qualitative model for promotion of content marketing of Iranian sports goods, identify and sieve the most important features of the Delphi technique, and rank them. The research method was mixed based on data search. The qualitative section was conducted using the data theory of the Strauss and Corbin Foundation with deep interviews from 12 experts. The middle section was carried out using the Delphi technique to ensure the attributes extracted through the Likert scale questionnaire by the Expert Panel consisting of 10 experts, and the quantitative part of the index rating was performed by the Faridman descriptive-tailor test. The interviews were coded in the Quality section with the Foundation's data theory, including open coding (104 code), central (68 code) and selective (27 code) out of 5 categories (causal conditions such as marketing strategies, contextual factors such as communication development, Interventional factors such as SEO development, effective strategies for development of research and research and consequences such as the development of athletic economy) and the qualitative model were designed based on these codes. The middle section was used by the Delphi technique and was used to coordinate the identified indicators, the Kandal coefficient test was used in SPSS22 software, after identifying and wearing the indexes with the 6 -characteristic Delphi technique, in the quantitative section of the research with the Friedman Index tests. Was ranked. The results were obtained: SEO development, media and social network development, prohibition of hoarding, cooperation between marketing and sales, research and research development, tensions between marketing and sales resulting from cultural conflicts. Accordingly, the SEO development factor was the highest. Based on the results of the research, it can be concluded that companies and marketers focus more on the SEO development agent and use the methods (white Seklala) to increase profitability.. Delphi Technique, SEO Development, SEO White Hat