مدلی برای کاربرد بازاریابی تکنو فرهنگ در سازمان تامین اجتماعی

Introduction

In Iran, studies such as Abedi and Naderi's (2013) study on digital transformation in social security have shown that "cultural-digital inequality" and "user distrust" are among the most important obstacles to transformation. However, most of these studies do not have a marketing perspective and have not entered into an in-depth analysis of the technological culture of users. On the other hand, theoretical studies on technoculture (Rezaei & Karami, 2013) highlight the dimensions of "cultural norms", "digital capital" and "institutional trust", but these studies have not addressed the conceptual application of technoculture in an organization with the large scale and complexity of social security. Despite the extensive literature on digital transformation and social marketing, a native, integrated and operational framework for the conceptual application of technoculture marketing in large Iranian charity and insurance organizations, especially social security, has not yet been presented. Many previous studies have focused on technical or purely service-oriented dimensions and have neglected to explain in depth the interaction of cultural components with technological mechanisms and their consequences on user experience.

Methodology

This research is a mixed qualitative and quantitative approach, which is applied in terms of purpose and descriptive survey studies in terms of data collection. In this research, in order to interpret the meaning of the design of the model for the application of techno-cultural marketing in the Social Security Organization, the personal views of university professors, the personal experiences of Social Security Organization managers, experts and specialists in digital marketing, technology and social sciences in the provinces of Ardabil, West/East Azerbaijan and Tehran who have at least 10 years of work experience and have had successes in the field of marketing and organizational management, have been examined. Data collection was carried out through in-depth and semi-structured interviews with 20 people from the aforementioned statistical population using the snowball method. It should be noted that the interview with the fifteenth person led to theoretical saturation and after that almost all the information and data were repeated, but for greater certainty and the possibility of obtaining new data, the interview was continued until the twentieth person. The interviews were semi-structured and began with questions about the effective use of techno-cultural marketing in the social security organization, and subsequent questions were designed based on the interviewees' responses during the interview session. In this study, the interviews continued until theoretical saturation. This study sought to provide a clear picture of the key factors and strategies of techno-cultural marketing in the social security organization and its consequences in the form of a model, using the research strategy of grounded theory.

Results

The present study aims to analyze in depth and integrate the research results within the framework of the theory of technocultural marketing in the Social Security Organization. The findings from the interviews, open, axial and selective coding, led to a coherent paradigm model that provides an explanation of the formation, realization and consequences of the application of technocultural marketing in this organization. We are now at a stage where these findings need to be re-read not only as data reports, but also analytically, comparatively and explanatoryly in light of theoretical concepts, previous studies and the empirical context of the organization.

The importance of this section is that the Social Security Organization, as the largest social insurance institution in the country, has faced numerous pressures in recent years due to digital transformation, new expectations of citizens, cultural complexities of technology and the need to improve the quality of services. From this perspective, the results of this study are not only aimed at redefining the current situation, but also at discovering cultural-technological mechanisms that can create value, strengthen social trust, and increase the participation of insureds. Therefore, this section attempts to present a more complete picture of how technocultural marketing works in this organization by analyzing the relationships between causal, contextual, intervening factors, strategies, and consequences. Also, in this section, while interpreting the findings, their position is clarified in comparison with domestic and foreign literature, the relevance and differences are discussed, and the role of cultural, institutional, and technological factors in shaping the experience of stakeholders is explained in detail. Finally, research limitations and practical and research suggestions will be presented..

Conclusions

The results of the axial coding showed that the “application of technocultural marketing in the social security organization” is influenced by a set of causal factors that include digital transformation, the pressure of citizens’ demand for smart services, the necessity of transparency, and the need to rebuild digital cultural capital. These factors represent a set of real needs and changing expectations of stakeholders and explain why the organization pays attention to technocultural marketing. The contextual conditions also showed that the success or failure of this model depends on the organizational environment, bureaucratic structures, technological capacities, and organizational culture. The existence of some obstacles such as employee resistance, lack of necessary training, and non-agile structures were also highlighted in this section. Intervening conditions such as the digital cultural capital of the insured, digital trust, quality of systems, transparency of information, and organizational resources indicated that the use of technocultural strategies does not occur in a vacuum, but rather in a conditional context dependent on the quality of cultural and technological interactions. In particular, the role of “digital trust” was highlighted as a key variable in enhancing participation, system acceptance, and positive perceptions of services.