Explaining a Digital Marketing Model Based on a Customer Journey Approach Using the Meta-Synthesis Method (In Brokerage Firms in the Capital Market)

Abstract

Objective: this study aims to develop a model for digital marketing based on the customer journey approach using the meta-synthesis method. Methodology: By reviewing 241 related studies between 2000 and 2024, 40 studies with the most relevance to the research topic were selected for final analysis. The research methodology in this study is applied in terms of purpose and employs the meta-synthesis method. Findings: The results indicate that components such as digital marketing planning, customer engagement and participation, use of social media, digital marketing performance, extent of online tool usage, ease of use of digital marketing tools, usefulness of digital marketing tools, enjoyment of using online tools, perceived risk, subjective norms, behavioral control, anticipated regret, attitude toward digital marketing, intention toward digital marketing, and acceptance of digital marketing were confirmed as elements of the digital marketing model based on the customer journey approach using the meta-synthesis method in the capital market. Conclusion: Based on the findings, it is recommended that brokerage firms in the capital market, which are the primary focus of this research, utilize customer feedback and engage customers in adopting digital marketing strategies.