Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

A New Approach in Online Marketing in Iran: A Qualitative Modeling of SOLOMO Marketing With the Projection Technique

Document Type : Excerpt from doctoral thesis

Authors
Meysam Bayat 1
Elham Fazeli Veisari 2
Mohammad javad Taghipouryan 3
1 1. Ph.D. Candidate of Technology Management - Management of Innovation, Department of Management, Roudhen Branch, Islamic Azad University, Roudhen, Iran.
2 Assistant Professor of Business Entrepreneurship, Department of Management and accounting, Tonekabon branch, Islamic Azad University, Tonekabon, Iran
3 Associate Professor of Business Management, Department of Management, Chalous branch, Islamic Azad University, Chalous, Iran
JABM.3.2.15564.35997779559
Abstract
The aim of the current research was to present a new model of Solomo marketing in the tourism industry with the projection technique. A qualitative approach has been used to achieve this model. For this purpose, an in-depth semi-structured interview was conducted with 15 people in the three generations (X, Y, Z) who are known as the millennial generation in marketing in the field of tourism. Projection technique has been used to formulate interview questions. Also, MaxQDE software, during the open, central and selective coding stages, a new model of Solomo marketing was presented. Based on the analysis done in the open coding stage, 145 codes were identified and then 18 core codes and finally 3 selective codes were grouped. Solomo marketing is divided into three parts of social network marketing, local marketing and telephone marketing. Based on the findings of the research, the identified components of each of these sections are placed in two categories, visible and invisible. The components in the field of social network marketing are: online services, online intelligence, online data processing, online advertising, online trust, online arousal and online viral marketing. In the field of local marketing, there are: smart advertising, smart space creation, smart marketing, smart customer orientation, smart loyalty, smart innovation. In the field of mobile phones, they are: online support, complaint support, advertising support, data support. The obtained results provide the possibility for businesses and companies that are active in the field of tourism to develop their marketing department with lower costs and also act faster to respond to tourists and in today's competitive conditions. It is leading compared to the competitors and helps a lot.
Keywords
SOLOMO Marketing
Tourism
Content Analysis
Projection Technique
Conceptualization

Subjects

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Journal of Intelligent Marketing Management
Volume 5, Issue 4 - Serial Number 26
Autumn 2024
Pages 118-145

  • Receive Date 19 July 2024
  • Revise Date 13 August 2024
  • Accept Date 17 August 2024