Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space
Purpose: In today's era, advertising is the most important aspect of product branding in mass media. The current research was done with the aim of conceptualizing and presenting the model of advertising strategies of cosmetics and health products in the online space of Iran.Methodology: In ter...
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| Format: | Article |
| Language: | fas |
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Ayandegan Institute of Higher Education, Tonekabon,
2025-02-01
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| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
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| Online Access: | http://www.journal-imos.ir/article_206015_e9cdf5690864de689aae7f8bff894dde.pdf |
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| _version_ | 1832577821696851968 |
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| author | Ayoub Pazhouhan Latifeh Jaferi |
| author_facet | Ayoub Pazhouhan Latifeh Jaferi |
| author_sort | Ayoub Pazhouhan |
| collection | DOAJ |
| description | Purpose: In today's era, advertising is the most important aspect of product branding in mass media. The current research was done with the aim of conceptualizing and presenting the model of advertising strategies of cosmetics and health products in the online space of Iran.Methodology: In terms of practical purpose and with a qualitative approach based on Grounded theory, the research was conducted through semi-structured and indepth interviews with 15 academic experts and marketing and sales managers of Arian Kimia Tech Company, using non-probability and purposeful sampling until reaching the theoretical saturation rule.Findings: The results of coding led to the identification of 380 open codes, 75 subcategories and 26 main categories. Consequences such as increasing sales and income, strengthening customer loyalty, improving brand image, improving innovation and product development, and reducing advertising costs were calculated. It is suggested to pay attention to the paradigm model and its components, especially the causal factors, background and strategies, in order to develop advertising strategies for cosmetics and health products in Iran's online space.Originality/Value: Few studies have been conducted on the advertising strategies of cosmetics and health products in Iran's online space, especially with a qualitative approach, and there is no practical and systematic model or framework in this field, so this study tries to solve this theoretical and research gap to some extent and provide advertising strategies for the health and cosmetic industries in Iran's online space for the marketing and sales managers of the mentioned industries. |
| format | Article |
| id | doaj-art-79c14228dddc4677b358f91b8e119087 |
| institution | Kabale University |
| issn | 2783-1345 2717-4581 |
| language | fas |
| publishDate | 2025-02-01 |
| publisher | Ayandegan Institute of Higher Education, Tonekabon, |
| record_format | Article |
| series | مدیریت نوآوری و راهبردهای عملیاتی |
| spelling | doaj-art-79c14228dddc4677b358f91b8e1190872025-01-30T14:56:56ZfasAyandegan Institute of Higher Education, Tonekabon,مدیریت نوآوری و راهبردهای عملیاتی2783-13452717-45812025-02-015440242610.22105/imos.2024.470648.1373206015Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online SpaceAyoub Pazhouhan0Latifeh Jaferi1Department of Public Administration, Payame Noor University, Tehran, Iran.Department of Business Administration, Payame Noor University, Tehran, Iran.Purpose: In today's era, advertising is the most important aspect of product branding in mass media. The current research was done with the aim of conceptualizing and presenting the model of advertising strategies of cosmetics and health products in the online space of Iran.Methodology: In terms of practical purpose and with a qualitative approach based on Grounded theory, the research was conducted through semi-structured and indepth interviews with 15 academic experts and marketing and sales managers of Arian Kimia Tech Company, using non-probability and purposeful sampling until reaching the theoretical saturation rule.Findings: The results of coding led to the identification of 380 open codes, 75 subcategories and 26 main categories. Consequences such as increasing sales and income, strengthening customer loyalty, improving brand image, improving innovation and product development, and reducing advertising costs were calculated. It is suggested to pay attention to the paradigm model and its components, especially the causal factors, background and strategies, in order to develop advertising strategies for cosmetics and health products in Iran's online space.Originality/Value: Few studies have been conducted on the advertising strategies of cosmetics and health products in Iran's online space, especially with a qualitative approach, and there is no practical and systematic model or framework in this field, so this study tries to solve this theoretical and research gap to some extent and provide advertising strategies for the health and cosmetic industries in Iran's online space for the marketing and sales managers of the mentioned industries.http://www.journal-imos.ir/article_206015_e9cdf5690864de689aae7f8bff894dde.pdfadvertisingadvertising strategiescosmetic productsonline space |
| spellingShingle | Ayoub Pazhouhan Latifeh Jaferi Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space مدیریت نوآوری و راهبردهای عملیاتی advertising advertising strategies cosmetic products online space |
| title | Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space |
| title_full | Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space |
| title_fullStr | Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space |
| title_full_unstemmed | Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space |
| title_short | Conceptualizing and Presenting a Paradigm Model of Advertising Strategies for Cosmetics and Health Products in Iran's Online Space |
| title_sort | conceptualizing and presenting a paradigm model of advertising strategies for cosmetics and health products in iran s online space |
| topic | advertising advertising strategies cosmetic products online space |
| url | http://www.journal-imos.ir/article_206015_e9cdf5690864de689aae7f8bff894dde.pdf |
| work_keys_str_mv | AT ayoubpazhouhan conceptualizingandpresentingaparadigmmodelofadvertisingstrategiesforcosmeticsandhealthproductsiniransonlinespace AT latifehjaferi conceptualizingandpresentingaparadigmmodelofadvertisingstrategiesforcosmeticsandhealthproductsiniransonlinespace |