Document Type : Research Paper


1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish, Iran.

2 Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Department of Finance and Accounting, Kish International Branch, Islamic Azad University, Kish, Iran.


The current research has been done pursuing the goal to present a content marketing model with brand improving approach in banking industries. This study is applied in terms of goal and survey- exploratory concerning the approach. The statistical community is made up of a group of experts including the senior executives of the banking industries, academic faculty in marketing and marketing consultants acquainted with the banking industries who were posed in-depth interview. Selecting the experts and their interviews continued until reaching theoretical saturation and then stopped. In this research, snowball sampling method was used and this process continued until the researcher reaching theoretical saturation. And ultimately, the study finished with interviewing 9 experts. Since the data-driven theory has been utilized in this research, collecting the data has been mainly done by in-depth and unstructured interview. Finally, after three steps known as open, axial and selective coding, the conceptual model has been designed based on the paradigm model.


Main Subjects

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