Interactive Marketing Model Based on Contextual and Intervening Variables in the Steel Industry

The purpose of this research is to present an interactive marketing model based on contextual and intervening variables in the steel industry, using the grounded theory method. In this research, based on interview tools with experts and senior managers of the steel industry, multiple factors related to interactive marketing and research variables have been identified, and the structures related to each variable have been presented using open, axial, and selective coding methods. In the next step, based on the analysis of the data obtained from the questionnaire, using the confirmatory factor analysis method and the PLS technique, the factor load and composite reliability for the research variables were calculated above 0.4 and 0.7, respectively, and as a result, the validity of each construct related to the factors and implications of the research model was confirmed. Then, using the structural equation modeling method and estimating the final model, contextual factors and intervening factors were confirmed in the first and second positions of influence on interactive marketing in the final research model. Finally, while presenting the research model with optimal overall goodness of fit, attention to the effects and consequences of the model, including internal and organizational consequences, competitive advantage, brand experience management, and customer and market-related consequences, has been suggested.