Designing a Ritual Marketing Mix Model Using Thematic Analysis

Abstract

The aim of this study is to design a ritual marketing mix model. This research, with a qualitative approach and applied goals, was conducted using thematic analysis. The experts included faculty members and senior managers, and the interviewees were 15 individuals who were selected through purposive sampling until theoretical saturation was reached. Data were collected using semi-structured interviews. To ensure validity and reliability, the findings were confirmed by the interviewees. For data analysis, the method by Braun and Clarke was employed with MAXQDA software. The findings from the interview analysis revealed one overarching theme, four organized themes, eleven basic themes, and 63 initial codes for designing the model. The results showed that the ritual marketing mix enables religious organizations and institutions to present their religious programs and services more effectively and respond to the needs and desires of the religious community. By considering various elements of the marketing mix and adapting them to the specific characteristics of religious environments, the quality and effectiveness of religious activities can be improved. In this way, religious marketing can play an important role in enhancing and expanding religious activities and increasing the participation of community members.