1- PhD Student in Marketing Management; Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Department of business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , bashokouh@uma.ac.ir
3- Department of business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
Digital transformation in recent decades has transformed the logic, tools, and processes of marketing from one-way, message-oriented, and static models to interactive, data-oriented, and experiential models. In the meantime, digital creativity, as one of the strategic capabilities of companies, plays a fundamental role in producing innovative content, designing customer experience, personalizing communications, and increasing audience participation and engagement. Given the cultural, social, linguistic, and communication characteristics of the Iraqi market, explaining a local and contextual model of digital creativity in interactive marketing is of particular theoretical and practical importance. The present study aims to explain the model of digital creativity in interactive marketing in the Iraqi market. This study is applied-developmental in terms of purpose and exploratory in nature, and was conducted with a qualitative approach and based on data-based theory with the Strauss and Corbin approach. The research data was collected through semi-structured interviews with 17 experts in the fields of digital marketing, brand management, and acquaintances with the Iraqi business environment, and the data analysis was carried out in three stages of open, axial, and selective coding. The research findings showed that digital creativity in interactive marketing in Iraq is shaped by causal conditions such as technological growth, intensifying competition, and changing customer behavior, as well as contextual conditions such as local culture, communication patterns, and linguistic characteristics of the Iraqi market. Also, factors such as infrastructure limitations, audience trust levels, and environmental instability, as intervening conditions, affect the realization of this pattern. The key strategies identified include content localization, creative use of technology, two-way interaction, trust-building, and targeted use of social networks. The consequences of this pattern can also be seen in improving brand image, increasing customer loyalty, and creating a sustainable competitive advantage. |
