Providing Digital Marketing Model with Customer Participation Approach with Intervening Role of Knowledge Management

Due to the spread of activities in the virtual world and on the Internet, this research was conducted with the aim of presenting a digital marketing model with a customer participation approach with intervening role of knowledge management. This research is qualitative-quantitative. In the qualitative part, the statistical population includes all CEOs as well as managers of related units (marketing, research and development, business development) who are active in different industries, and sampling was done using the snowball method, and finally with 16 saturated interviews. There was a comment. The data collection tool included a semi-structured interview, and the Foundation s data theory method and MAXQDA software was used to analyze the specialized interviews. In a small part, they form also, for the survey in the quantitative part, experts, employees and customers are also included in the statistical population, and sampling was done using the accessible and random method, and 384 people were selected using the Cochran formula. The data collection tool included a questionnaire, and structural equation modeling and SPSS and PLS software were used to analyze the data. Based on the results, the digital marketing model was designed with the approach of customer participation. This model is in the form of 97 secondary codes, 20 concepts and 6 main categories including causal conditions, interveners, central category, strategies and consequences, and the influencing factors are determined in each dimension. Also, according to the tests, all the relationships in the model and the validity of the model were confirmed and the impact of the dimensions on each other was evaluated.