چکیده:
Objective The development of the digital environment in most areas of business has led to an increase in deceptive practices and unconventional behaviors. With the advancement of the digital environment, unconventional channels have emerged, leading to various risks such as life, financial, and behavioral risks affecting individuals and businesses. Marketing operations face significant challenges without the presence of the digital environment, which serves as a crucial marketing platform. Certain profit-driven individuals exploit this expansive environment for fraudulent and unethical business practices. To curb criminal activities in the marketing sector, this study aims to introduce an anti-marketing model tailored for online and digital businesses and provide practical solutions. It seeks to address the gaps in the extant literature that have remained almost untouched by researchers. Methodology This research uses a qualitative, applied, and exploratory approach. The statistical population of the research includes specialists and experts in marketing, particularly in digital marketing, along with owners of established online businesses. To ensure the collection of precise and relevant data, an effort was made to employ indicators for sample selection so the experts could have closer connections and sufficient experience related to the subject under investigation. The data collection was also carried out by employing targeted sampling and semi-structured interviews. It should be noted that this research employed the opinions of 16 experts to identify factors and issues relevant to the research subject. Furthermore, the research employed a Grounded theory outlook to identify categories that influence the research subject. Findings The interview section provided 238 primary codes, 106 secondary codes, and 26 sub-categories in six main categories, namely: causing categories, intervening factors, background factors, the central phenomenon, strategies, and outcomes. Ultimately, employing ATLAS.ti software, “the anti-marketing model aimed at preventing criminal behaviors in the online business environment” was derived. Conclusion Based on the findings, it could be stated that introducing the anti-marketing model aimed at preventing criminal behaviors in the online business environment is an initial model in this field that has not caught the attention of researchers and can contribute to improving the literature on the subject. The development of the anti-marketing model aimed at preventing criminal behaviors in the online business environment has led to significant and positive outcomes that were revealed by the contents of the interviews. These outcomes include the prohibition of criminal behavior, strengthening digital marketing, promoting moral integrity online, strengthening the legal framework for online transactions, strengthening a positive culture in the online environment, and strengthening the digital community. Additionally, the study's findings offer recommendations for preventing criminal behavior in the online and digital business environment.
خلاصه ماشینی:
Conclusion: Based on the findings, it can be stated that providing an anti-marketing model to prevent criminal behaviors in online and digital businesses is an initial model in this field that researchers have not paid attention to in previous studies and to helps improve the subject literature.
Finally, identifying the anti-marketing model to prevent criminal behaviors in the online and digital business space provided different and positive important consequences that were identified with the content of the interviews.
For example, in the online and digital business space, Domenico, Benshin, Ishizaka & Nunan 7 (2021) showed that fake news in social media marketing has become a serious problem that makes it difficult to diagnose correct information ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ 1.
Based on the interpretive paradigm, which is based on empathetic understanding, this study interpreted the meaning and causes of the subject under investigation in order to reach discoveries through in-depth interviews, because in this view, multiple realities can be identified with an internal look, and the reality desired in the present research is to reach a pattern in the field of marketing that provides preventive measures for the occurrence of criminal behaviors in the online and digital business environment.
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