Analyzing the Role of the Entrepreneurial Model in the Selection of Digital Marketing Strategies in Startups
Keywords:
Entrepreneurial model, Digital marketing, Startups, Creativity, Data-driven strategyAbstract
This study aimed to analyze the role of the entrepreneurial model in shaping the selection and implementation of digital marketing strategies among startups. This qualitative exploratory study was conducted among entrepreneurs, founders, and digital marketing managers of startups located in Tehran. Purposive sampling was used, and data collection continued until theoretical saturation was reached. Nineteen semi-structured interviews were conducted, transcribed verbatim, and analyzed through thematic analysis using NVivo 14 software, following Braun and Clarke’s six-phase model. Credibility was ensured through participant checking and peer review. Thematic analysis identified four main themes: (1) entrepreneurial characteristics in digital marketing decision-making, (2) determinants influencing digital strategy selection, (3) the role of technology and data in digital marketing, and (4) outcomes of applying the entrepreneurial model. The findings revealed that creativity, risk-taking, continuous learning, and data-driven analysis are key entrepreneurial components that shape digital marketing strategies. The entrepreneurial model enhanced startups’ competitive advantage, strengthened customer engagement, and improved adaptability in dynamic digital markets. Integrating entrepreneurial traits with digital technology and data analytics fosters more effective, flexible, and innovative marketing strategies in startups. This approach not only drives sustainable growth and innovation but also enhances strategic agility and resilience in the face of environmental uncertainty.
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