Purpose: The paradigm shift in marketing science in recent years has revealed the need for fundamental reform in this concept, so one of the concepts proposed to achieve this important is meaningful marketing. The purpose of this study is to identify the dimensions and components of meaningful marketing and also to identify the factors of action and interaction in the process model of meaningful marketing in Islamic teachings. Since the issue of improving the quality of life has always been one of the concerns of religions such as Islam and all the teachings of religions are aimed at improving the quality of human beings, in this article we have tried to examine the components and meaningful marketing interactions that result in quality improvement. The spiritual life results to be paid.
Materials and Methods: In the present study, with a qualitative approach based on grounded theory and through in-depth interviews with researchers and university professors in the fields of business management, sociology, psychology, ethics and philosophy, the dimensions and components of meaningful marketing were identified. Participants in the study were selected through a purposive sampling process and the interviews continued until they reached theoretical saturation and finally 27 interviews were conducted. For data analysis, principles related to contextual theory (open and selective coding, continuous comparative analysis, creation of concepts and categories) were used.
Findings: The results of data coding led to the identification of 11 concepts that were classified into three categories. Accordingly, the dimensions of meaningful marketing are: legitimate meaningful marketing, social meaningful marketing and value meaningful marketing, as well as the model interactions in the three sub-categories of good life / happy life and sustainable meaning creation, all of which are in the main category of meaningful life. Were categorized.
Conclusion: One of the four goals and responsibilities of marketing science is to improve the quality of life of individuals and since it seems that the dominant paradigms of this science do not meet the changing needs of today's human beings and the need to innovate in existing concepts is felt. The creation of meaning in this sense can be examined. In this regard, the present study first identifies the dimensions and components of meaningful marketing and then examines the strategic conditions of the relevant process model in the outcome of improving the quality of spiritual life. Therefore, the results of this study can be the focus of researchers, organizations and public policy-making to identify, plan and provide solutions to encourage marketers and organizations to meaningful marketing.