Document Type : Original Article
Authors
1 PhD student in Marketing Management, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Faculty member, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Faculty member, Department of Human Resource Development, Central Tehran Branchو Islamic Azad University, Tehran, Iran.
Abstract
The aim of this study was to identify the dimensions and components of semantic marketing. In the present study, a multi-method qualitative approach based on contextual-phenomenological theory was conducted through in-depth interviews with researchers and university professors in the fields of business management, sociology, psychology, ethics and philosophy, and the dimensions and components of semantic marketing education were identified. Participants were selected through a purposive sampling process and the interviews continued until theoretical saturation was reached and finally 27 interviews were conducted. For data analysis, principles related to contextual theory (open and selective coding, continuous comparative analysis, creation of concepts and categories) were used. The results of data coding led to the identification of 11 concepts that were classified into three categories. Accordingly, the dimensions of semantic marketing and how to teach it are: value semantic marketing, social semantic marketing and legitimate semantic marketing. One of the four goals and responsibilities of marketing science education is education with the aim of improving the quality of life and accountability of society, and since the dominant paradigms of this science do not meet the changing needs of today's human beings, attention to creating meaning in this concept can be examined. In this regard, the present study has identified the dimensions and components of semantic marketing. The results of this study can be used to identify, plan and provide solutions to encourage academics and organizations to teach meaningful marketing and promote it in organizations and public policy forums.
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