New Approaches in Management and Marketing

Designing an Event Marketing Model for Knowledge-Based Companies in the Steel Industry

Articles in Press

Document Type : Original Article (Qualitative)

Authors

Fatemeh Zanganeh 1
Farzad Asayesh 2
Hashem Shahriari 3
Khadijeh Ghaemmaghami Tabrizi 1

1 Department of Business Administration, Ki.C, Islamic Azad University, Kish, Iran.

2 Department of Business Administration, Shahr-e-Quds Branch, Islamic Azad University, Tehran, Iran

3 Department of Public Administration, CT.C., Islamic Azad University, Tehran, Iran.

10.22034/jnamm.2026.606036.1386
Abstract
The purpose of this study is to design an event marketing model for knowledge-based companies in the steel industry. In terms of its objective, this research is applied-developmental, and in terms of execution, it is qualitative. The statistical population of this study comprises 15 academic experts, managers, and representatives of knowledge-based companies in the steel industry, selected using purposive sampling. Data collection was carried out through semi-structured interviews. To analyze the findings, thematic analysis and MAXQDA software were utilized. The findings indicate that the event marketing model for knowledge-based companies in the steel industry consists of six main dimensions: event entry goal-setting, integrated marketing communications, interactive content design, marketing value creation, post-event knowledge management, and marketing performance. Overall, the findings demonstrate that success in event marketing within the steel industry is the result of a systematic interaction among precise goal-setting, integrated communications, interactive content, effective knowledge management, and continuous value creation, which ultimately leads to improved marketing performance.

Keywords

Goal-Setting
Integrated Marketing Communications
Interactive Content Design
Continuous Value Creation
Marketing Performance
Marketing Value Creation
and Buyer Decision-Making
Subjects
New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 11 November 2026

  • Receive Date 04 August 2026
  • Revise Date 19 October 2026
  • Accept Date 11 November 2026

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