Document Type : Original Article
Authors
1 Faculty of Management, Central Tehran Branch of Islamic Azad University
2 Faculty member of Islamic Azad University, Faculty of Management, Central Tehran Branch, Tehran, Iran
3 Department of Industrial Management, Management Faculty, Central Tehran Branch, Islamic Azad University, Tehran. Iran
4 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Background: The rapid development of digital technologies and artificial intelligence has transformed marketing functions by enabling data-driven decision-making, more accurate market insight, personalized customer communication, and improved marketing effectiveness. This transformation is particularly important for knowledge-based firms, which play a key role in technological innovation and in creating specialized employment opportunities for young, skilled, and knowledge-oriented human resources.
Objective: This study aimed to design a model for applying artificial intelligence-based marketing in knowledge-based firms active in information technology and computer software.
Methods: The study was conducted using a qualitative and exploratory approach based on the grounded theory methodology of Strauss and Corbin. Data were collected through semi-structured interviews with academic experts and managers active in information technology knowledge-based firms. Participants were selected through purposive and snowball sampling, and interviews continued until theoretical saturation was achieved. Data were analyzed through open, axial, and selective coding.
Findings: The findings indicated that the central phenomenon of the study is the application of artificial intelligence-based marketing in knowledge-based firms. This phenomenon is explained through causal conditions, contextual conditions, intervening conditions, strategies, and consequences.
Conclusion: The results show that artificial intelligence-based marketing is not merely a technological tool, but a strategic capability that links technical knowledge, market insight, customer experience, and data-driven decision-making. It can also contribute to business sustainability and the development of specialized employment capacity for young professionals in knowledge-based firms.
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