مطالعات مدیریت کسب و کار هوشمند (Nov 2023)

Identifying and ranking the antecedents of digital ‎marketing development based on blockchain ‎technology ‎(case: aviation industry) ‎‎

  • Amir Valafar,
  • Morteza Maleki MinBashRazgah,
  • Azim Zarei,
  • feiz davood

DOI
https://doi.org/10.22054/ims.2023.73305.2316
Journal volume & issue
Vol. 12, no. 46

Abstract

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Blockchain technology is one of the most promising technologies of this ‎century that has the potential to bring about fundamental changes in business ‎models in a wide range of industries. The current research seeks to identify ‎the antecedents of the development of digital marketing based on blockchain ‎technology from the point of view of marketing experts in the aviation ‎industry.This research is practical in terms of orientation and positivist from a ‎philosophical point of view, which was carried out using a mixed method.,In ‎this study, the antecedents of the development of digital marketing based on ‎blockchain technology were first extracted by literature review and semi-‎structured interviews, and with the help of experts, the final factors were ‎identified;Then, these factors in the form of Q cards were provided to ‎‏22‏‎ ‎marketing experts in the aviation industry who were selected purposefully ‎and finally their views were analyzed using exploratory factor analysis.The ‎participants in this research have ‎‏6‏‎ different views and their mental patterns ‎are categorized based on market variables, internal, content, technological, ‎human and environmental factors.The results of this research have given ‎useful insight to managers and decision makers in the aviation industry, so ‎that by knowing these factors, they can strengthen and develop digital ‎marketing in airline companies.‎

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