Digital Marketing Metasynthesis Based on Reducing Financial Threats in Sanctions

Abstract

The impact of sanctions on the supply chain and how it is reflected in digital marketing strategies. Import and export restrictions, increased logistics costs, and problems with the supply of raw materials can all affect the ability of businesses to provide products and services. Digital marketing can reduce the negative effects of these problems by providing clear information and establishing continuous communication with customers. The purpose of the present study is to synthesize digital marketing based on reducing financial threats in sanctions. The research is applied in terms of purpose and survey in terms of method. The type of research is qualitative-quantitative. The statistical population of the qualitative part of the research includes book articles and master's and doctoral theses between 2015 and 2024 in the field of digital marketing based on reducing financial threats in sanctions. The statistical population of the quantitative part includes expert staff and managers of digital marketing companies. The research instrument is a researcher-made questionnaire. Data analysis was performed using meta-synthesis and DEMATEL. The results of the study indicate that 6 dimensions have been extracted in the proposed model, which include the use of local and regional platforms, increasing the importance of SEO and content marketing, risk management and adaptation to platform changes, the use of open source and alternative tools for digital automation, marketing on social networks without dependence on paid advertising, content localization, and attention to local values. Based on the DEMATEL technique, the components of content localization and attention to local values, the use of local and regional platforms, and risk management and adaptation to platform changes are the absolute influential components, respectively, and marketing on social networks without dependence on paid advertising, the use of open source and alternative tools for digital automation, and increasing the importance of SEO and content marketing are the absolute influential components, respectively.