Designing and Explaining the Digital Content Marketing Effectiveness Model

The purpose of this research is to design and validate the digital content marketing effectiveness model. In terms of research approach, it is qualitative which was done in seven stages. The meta-combination method was used to review the texts. All scientific works and documents related to digital marketing formed content in 21 domestic and foreign scientific databases, which were retrieved between 2014 and 2022 for foreign sources and between 2015 and 2016 for domestic sources. By screening 76 recovered documents based on valid criteria and techniques used in meta combination method, 31 documents were selected as the research sample. By applying the seven steps of Sandelowski and Barroso from meta composition, the dimensions necessary to design the process model of content marketing in the four stages of planning, production, distribution and communication, measurement and optimization along with the steps and components related to each stage were obtained. The qualitative validation of the obtained model was applied to the model using the open coding method. Based on this, after coding and screening, we found 7 key concepts in the effectiveness of digital content marketing, and 22 indicators were identified from these 7 key concepts, and a new conceptual model was designed, which ended up explaining the effectiveness of digital content marketing. Therefore, researchers were suggested to use this designed model in their future research to identify the strengths and weaknesses of the designed model.