Designing a social marketing model in order to strengthen the sustainable behavior of consumers (case study: Arian Kimiatech Company)

Abstract

The current research was conducted with the aim of designing a social marketing model in order to strengthen the sustainable behavior of consumers in Arian Kimiatech Company. The research method was exploratory in nature. The research community in the qualitative part of the articles were selected from internal and external databases and academic experts and specialists of the marketing department of Arian Kimiatech Company. The research tool was an interview that reached saturation point with 20 experts. The statistical population in the quantitative section is all marketers selling products of Arian Kimiatech Company, 100 people were selected as a sample with a simple random sampling method. In the qualitative part of the research, the researcher first counted the effective factors in social marketing in order to strengthen the sustainable behavior of consumers by interviewing experts and existing documents and articles. The output of this stage was the identification of 80 indicators in the form of 5 main dimensions and 16 sub-dimensions. In the second step, the interpretive structural modeling method was used. In this research, the component of economics and market management including competitive strategy in the market, market measurement, market management and influencer marketing were confirmed. Management factors including strategy, outsourcing management, customer relationship management and interactive factors were confirmed. Technology and technology factors including needs assessment and ideation, innovation and creativity in work and technological infrastructure and practical applications were confirmed. The factors of having financial and human capital, including the company's engineering economy, communication skills, human resource empowerment, and sustainable supply chain were confirmed. Advertising, branding and service quality factors including social and digital media advertising, branding and service quality were confirmed. Finally, the final model was designed and verified.