Presenting a Consumer Arousal Model in Digital Marketing

Document Type : Original Article

Authors

1 PH.D. Candidate, Department of Business Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 Assistant Prof, Department of Business Management, Ghazali Higher Educational Institution, Ghazvin, Iran. (Adjunct Professor of North Tehran Branch, Islamic Azad University, tehran, Iran.)

3 Associate Prof, Department of Business Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Assistant Prof, Department of Human Resources Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

10.22034/cbsj.2024.63065

Abstract

The advent of the Internet as an important gateway to drive sales has led scientists to search for the underlying motivations for e-commerce. The purpose of this study is to identify and investigate the factors affecting consumer motives in digital marketing and provide a comprehensive and practical model for consumer inspiration in digital marketing.
The method of the present research is qualitative and of the grounded theory type. In order to gain an understanding of the most important components and the connections between them, in-depth interview methods and secondary data have been used. The results of data analysis are in 16 main dimensions that have been analyzed by Maxqda software and ultimately, by extracting relations among them, a comprehensive and localized model has been presented to achieve a correct understanding of customers' perception and behavior.
Results: Findings show that designing a model of consumer motivation in digital marketing and implementing it in businesses can help increase sales rates and their growth and promotion in today's competitive environment.
Conclusion: The model of consumer motivation in digital marketing shows that paying attention to the needs of all people, including hedonistic needs such as entertainment, interaction and communication, beauty and up-to-datenessas well as profitable needs, for example, price comparison, product comparison, knowledge acquisition, by considering the underlying factors such as the effect of influencer marketers and attentiveness in developing business strategies such as promotion strategies, can be a way to reach loyal customers and free advertisers for our business

Keywords

Main Subjects

References

 
 
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