Identifying and Prioritizing Content Marketing Criteria Case Study of Snowa Home Appliances Manufacturing Company
Subject Areas :
Ziba Galvani
1
,
Hossein Gharebigloo
2
,
Yaqob alavimatin
3
,
Nasser Fegh-hi farahmand
4
1 - PHD. Student, Department of Business Administration, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
2 - Assistant Professor, Department of Business Administration, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran (Corresponding Author). Ho.gharehbiglo@iau.ac.ir
3 - Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Keywords: Keywords: Content marketing, customer relationship, customer data, value orientation, relevance of content.,
Abstract :
Ziba Galvani Hossein Gharebigloo Yaghoub Alavi Matin Nasser Feghi Farahmand Abstract The purpose of the research is to identify and prioritize content marketing criteria of Snowa Home Appliances Manufacturing Company. This research is a fundamental research type from the perspective of the purpose. The qualitative statistical population of the research is experts from Snowa Home Appliances Company, as one of the most reputable providers of household products and after-sales services in the country, in the field of content marketing within the country, who were selected using non-probability sampling and a combination of purposeful methods. After implementing a semi-structured interview and implementing a Delphi panel, 28 main content marketing sub-criteria were identified in the form of four main criteria: marketing objectives, customer and competitor relationship, customer data focus, value orientation and relevance of marketing content, and technology focus in content marketing. They were weighted and prioritized using pairwise comparisons.