Designing a consumer cooperation model in digital marketing (case study, garment industry)

Document Type : Research Paper

Authors

1 Associate Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Aradabili, Ardabil. Iran

2 Ph.D Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Aradabili, Ardabil. Iran

10.22034/cbsj.2025.139253.2551

Abstract

In the current research, the design of the consumer cooperation model in digital marketing in the fashion and clothing industry has been discussed. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research was managers and experts in the field of digital marketing of clothing manufacturing companies and university professors who were selected using the snowball sampling method. In the qualitative part, the data collection tool was an interview, and in the quantitative part, a questionnaire was used to identify the categories, and a semi-structured interview was used, and a questionnaire was used to validate the model. In the qualitative part of the data analysis method, the data theory approach was based on the Strauss and Corbin method, which was compiled using MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test. In order to investigate the validity of the research in the qualitative part, the Cresswel model was used along with content validity and intra-coder and inter-coder reliability, and in the quantitative part, in order to test the validity of the research, content validity and retest validity were used. In the present study, after analyzing the data obtained in the research process, 4 causal factors, 4 strategic factors, 3 intervening factors,

Keywords

Main Subjects

References

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Consumer Behavior Studies Journal
Volume 12, Issue 2
September 2025
Pages 167-191

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