Designing a content marketing model with the aim of branding in the construction industry

Naseri, Sadegh; Namamian, Farshid; Hasani, Seyyed Reza

doi:10.22034/api.2026.2077539.1551

Designing a content marketing model with the aim of branding in the construction industry

Document Type : Original Article

Authors

sadegh naseri ¹

farshid namamian ²

Seyyed Reza hasani ³

¹ PhD student, Management Department, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

² Assistant Professor(Responsible author). Business Management Department. Kermanshah Branch. Islamic Azad University. Kermanshah. Iran

³ Assistant Professor. Department of Business Management. Kermanshah Branch. Islamic Azad University. Kermanshah. Iran

10.22034/api.2026.2077539.1551

Abstract

The purpose of this research is to design a content marketing model with the aim of branding in the construction industry. In general, it should be said that this research is applied in terms of purpose and descriptive in terms of data collection method, and specifically a combination of qualitative-quantitative research. The methods used in this research to collect information include library studies and content analysis of reputable articles, implementation of Delphi panel and paired comparisons and interpretive structural analyses. The statistical population of the research is the country's top marketing content production companies, and due to the need to receive specialized data and opinions based on current knowledge and experience, the sampling method was purposeful and based on the consensus of experts, and 11 managers of these companies were invited to cooperate.In the qualitative part of this research, content analysis was used to create an intellectual precedent regarding the dimensions of content marketing with the aim of branding in the construction industry. In order to ensure the findings from the analysis of scientific and theoretical foundations, a Delphi panel was used. Finally, interpretive structural modeling and the MIC MAC matrix were used to level and draw a content marketing model with the aim of branding in the construction industry

Graphical Abstract

Keywords

Content Marketing Model

Construction Industry

Structural Modeling

Branding

Subjects

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