Short answer

Designers and marketers should develop proximity marketing strategies that are adaptable to changing technological landscapes and customer behaviors, while prioritizing security and a seamless user experience.

Field: Innovation & Markets
Source: ارزش آفرینی در مدیریت کسب و کار (2025)
Method: Qualitative, data-based research using semi-structured interviews.
Sample: 17 participants
Evidence: Strong effect

A structured model incorporating causal, contextual, intervening, and strategic factors can significantly influence the success of proximity marketing in electronic businesses. This innovation & markets research insight is drawn from a 2025 study published in ارزش آفرینی در مدیریت کسب و کار. Using Qualitative, data-based research using semi-structured interviews. with 17 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should develop proximity marketing strategies that are adaptable to changing technological landscapes and customer behaviors, while prioritizing security and a seamless user experience.

Study

Innovation & MarketsNew This WeekStrong effect

Proximity Marketing Model Enhances Electronic Business Engagement

A structured model incorporating causal, contextual, intervening, and strategic factors can significantly influence the success of proximity marketing in electronic businesses.

ارزش آفرینی در مدیریت کسب و کار · 2025

Key Findings

01Causal conditions include technological advancements, user experience, and information security.
02Contextual factors involve market conditions, human resources, and regulatory environments.
03Intervening factors such as internet access restrictions and technological updates can impact strategies.
04Strategic factors focus on collaboration, customer interaction, security, user experience enhancement, and AI adoption.
05Consequences include technological progress, increased sales, greater service utilization, and improved customer satisfaction and trust.

Application

Design takeaway

How to apply

When designing proximity marketing campaigns, consider the identified causal, contextual, intervening, and strategic factors to build a more robust and effective strategy.

Project actions

01When researching proximity marketing, consider interviewing professionals in the field to gain practical insights.
02Use qualitative data analysis tools to systematically identify patterns and themes in interview data.

Method & Evidence

AimTo design a comprehensive model for proximity marketing within electronic businesses, identifying key influencing factors and their relationships.

MethodQualitative, data-based research using semi-structured interviews.

ProcedureIn-depth interviews were conducted with banking experts and marketing professors to gather insights into proximity marketing. The data was then coded and analyzed to identify and categorize the influencing factors.

Sample17 participants

ContextElectronic businesses, specifically within the banking sector.

Variables

IV["Causal conditions (e.g., technology, user experience, security)","Contextual factors (e.g., market, resources, regulations)","Intervening factors (e.g., internet access, updates, sanctions)","Strategic factors (e.g., collaboration, AI, customer interaction)"]

DV["Proximity marketing effectiveness","Technological progress","Sales and income","Use of electronic services","Customer satisfaction and trust"]

CV["Industry (banking)","Geographical location (Kermanshah province)","Type of marketing (proximity marketing)"]

Strengths & Limitations

Strengths

+Utilized in-depth interviews for rich qualitative data.
+Employed a data-based methodology to develop a model from findings.

Limitations

The sample size was small and specific to a particular industry, so findings may not apply universally.

Reliability & validity

The study's reliability could be enhanced by using multiple coders for the qualitative data. Validity is supported by the purposeful sampling and theoretical saturation, ensuring comprehensive data collection within the defined scope.

Think critically

How might the identified factors for proximity marketing differ between a highly regulated industry like banking and a less regulated sector like e-commerce fashion retail?

Design Principles

"Proximity marketing success is contingent upon a holistic approach that integrates technological capabilities with strategic customer engagement and a robust understanding of the operational context."

Understanding these influencing factors allows businesses to develop more targeted and effective proximity marketing strategies. By addressing key drivers and mitigating potential barriers, companies can improve customer engagement, build trust, and ultimately drive sales and satisfaction.

What This Means for Your Design

This study shows that to make proximity marketing work well for online businesses, you need to think about many things: what technology is available, how easy it is for people to use, how safe their information is, what competitors are doing, and how to best connect with customers online.

How to use in your project

1.Reference this study when discussing the strategic considerations for implementing proximity marketing in your design project.

Add to My Project

Quick Cite

Paragraph starter

This research provides a valuable framework for understanding proximity marketing in electronic businesses, identifying key causal, contextual, intervening, and strategic factors that influence its success. The study highlights the importance of technological adoption, user experience, information security, and adaptive strategies in driving positive outcomes such as increased customer trust and sales.

Source

ارزش آفرینی در مدیریت کسب و کار

Presenting a model of influencing factors on proximity marketing in electronic businesses

journal · 2025

View source

Questions About This Research

What does the research say about proximity marketing model enhances electronic business engagement?: Designers and marketers should develop proximity marketing strategies that are adaptable to changing technological landscapes and customer behaviors, while prioritizing security and a seamless user experience. Evidence: ارزش آفرینی در مدیریت کسب و کار (2025).
Why does "Proximity Marketing Model Enhances Electronic Business Engagement" matter for design?: Understanding these influencing factors allows businesses to develop more targeted and effective proximity marketing strategies. By addressing key drivers and mitigating potential barriers, companies can improve customer engagement, build trust, and ultimately drive sales and satisfaction.
How can designers apply this research?: Designers and marketers should develop proximity marketing strategies that are adaptable to changing technological landscapes and customer behaviors, while prioritizing security and a seamless user experience.
What were the main findings?: Causal conditions include technological advancements, user experience, and information security.. Contextual factors involve market conditions, human resources, and regulatory environments.. Intervening factors such as internet access restrictions and technological updates can impact strategies.. Strategic factors focus on collaboration, customer interaction, security, user experience enhancement, and AI adoption.
What research method was used?: Qualitative, data-based research using semi-structured interviews. with 17 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from ارزش آفرینی در مدیریت کسب و کار.
What should I do differently in my next project?: When designing proximity marketing campaigns, consider the identified causal, contextual, intervening, and strategic factors to build a more robust and effective strategy.
What are the limitations?: The study focused on the banking sector in a specific region, which may limit the generalizability of findings to other industries or geographical locations.