Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Designing a Digital Marketing Model for Fast-Moving Consumer Goods (FMCG) Using the Grounded Theory Approach

Articles in Press

Document Type : The scientific research paper

Authors
Maryam Mokhtari Kalij kola 1
Shiba Masoumi 2
Seyed Ali Nabavi chashmi 3
1 Department of Business Administration, Bab.C., Islamic Azad University, Babol, Iran.
2 Department of industrial management, Bab.C., Islamic Azad University, Babol, Iran.
3 Department of Financial Management, Bab.C., Islamic Azad University, Babol, Iran.
JABM.3.2.15564.3515414059
Abstract
The rapid advancement of digital technologies and the transformation of consumption patterns in the fast-moving consumer goods (FMCG) market, particularly with the emergence of Generation Z as a dominant force in the digital economy, have created fundamental challenges for the design and implementation of marketing strategies. Generation Z is characterized by a strong dependence on digital technologies, simultaneous sensitivity to economic value and brand social responsibility, expectations for personalized experiences, and data-driven decision-making, rendering traditional marketing approaches increasingly ineffective. The primary challenge addressed in this study is the absence of an integrated and context-specific digital marketing model for FMCG sales that can simultaneously address the economic and social dimensions of Generation Z's purchasing behavior while remaining adaptable to the dynamic and rapidly changing nature of the FMCG industry.
The main objective of this research was to develop a digital marketing model for FMCG sales with a particular focus on Generation Z using the Grounded Theory methodology. A mixed-methods research design was employed. In the qualitative phase, the Grounded Theory approach was adopted through semi-structured interviews with 18 experts, including senior managers in the FMCG industry and marketing academics. The qualitative data were analyzed through open, axial, and selective coding. In the quantitative phase, a researcher-developed questionnaire was distributed to 384 Generation Z consumers using simple random sampling. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Content validity was confirmed through expert evaluation, while convergent and discriminant validity were established using the Average Variance Extracted (AVE) and Heterotrait-Monotrait Ratio (HTMT) indices. The reliability of the measurement instrument was verified through Cronbach's alpha and composite reliability coefficients, both demonstrating satisfactory levels.
The findings indicate that causal conditions—including Generation Z consumer behavior, market volatility, technology adoption, digital innovation, and budget optimization—have a significant impact on the development of data-driven digital marketing management. This central phenomenon, supported by intelligent market segmentation, real-time decision-making architecture, and scalable personalization, activates strategic capabilities such as campaign automation, sales digitalization, predictive analytics, and continuous performance monitoring. These strategies ultimately contribute to higher conversion rates, enhanced customer experience, increased customer loyalty, and improved demand forecasting accuracy within the FMCG market.
Keywords
Digital Marketing
Generation Z
Fast-Moving Consumer Goods (FMCG)
Grounded Theory
Intelligent Personalization
Subjects
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Journal of Intelligent Marketing Management

Articles in Press, Accepted Manuscript
Available Online from 02 August 2026