Designing a Model for the Interpretive Structural Framework of Ritual Marketing Mix

Abstract

Objective: This study aims to design a ritual marketing mix model based on interpretive structural modeling.   Methodology: The research is exploratory in terms of its objective and qualitative in approach. In this study, 15 experts were interviewed for analysis. The snowball sampling method was used to collect data, which was then categorized and analyzed using thematic analysis. Semi-structured interviews and document analysis based on thematic analysis were employed to gather data in line with the research objectives.   Findings: Ultimately, one overarching theme, four organized themes, 11 basic themes, and 63 initial codes were identified. The organized themes included: religious advertising and promotional strategies, distribution channels and religious sales locations, religious products, and religious pricing. Based on interpretive structural modeling, the final model was developed.   Conclusion: The results suggest that integrating cultural and religious values into marketing strategies provides a comprehensive approach for engaging audiences in religious communities. This model can not only strengthen deeper connections with customers but also enhance social responsibility and help achieve the economic objectives of organizations. By adopting this approach, a balance is achieved between economic benefits and ethical principles.