Introduction and Purpose: The concept of masstige marketing, as a novel strategy for offering authentic and luxury products at affordable prices in order to attract the middle class, has captured the attention of marketing researchers in recent years. This approach requires a deep understanding of how the four elements of marketing interact in order to maintain brand prestige while simultaneously reaching the mass market. This research is grounded in the positivist paradigm; however, it employs an interpretivist approach in the Interpretive Structural Modeling (ISM) phase to model the complex relationships among masstige factors. This combination enables the quantitative modeling of cause-and-effect relationships after the collection of expert-validated data.
Methodology: The main objective of this study is to design a structural marketing model for masstige using the Interpretive Structural Modeling (ISM) algorithm. In terms of objective, this research is applied, and it falls within the category of descriptive-survey studies. The statistical population of this study comprises managers and university professors in Khorramabad. With regard to the selection of the statistical population, given that the topic is masstige marketing, it was necessary to include individuals who were familiar with this concept both theoretically and practically and who possessed the required knowledge and expertise to answer the interview and questionnaire questions. Therefore, using the purposive sampling method and based on the principle of theoretical saturation, 30 managers and professors from universities in Khorramabad were selected. The selection of managers and professors as the initial statistical population was highly appropriate because, through their deep understanding of market structure, they were better able to explain the cause-and-effect relationships among the various factors of masstige marketing. They represent the most suitable choice for examining the masstige marketing model. The data collection tool in the qualitative section was a semi-structured interview, part of which was conducted in person and another part by telephone with the sample members over a period of 30 to 40 minutes, during which the key points mentioned by the experts were recorded. Furthermore, in the qualitative section, the data collection method involved content analysis, and theoretical validity, together with inter-coder reliability testing, confirmed the validity of both questionnaires. Specifically, a 16 × 16 matrix questionnaire was provided to the experts both in person and via email, asking them to respond based on the Interpretive Structural Modeling (ISM) algorithm. To measure the validity and reliability of the data collection tool, a content validity index of 0.78 and a test-retest reliability coefficient of 0.85 were confirmed in the quantitative section. In this research, content analysis and coding using MaxQDA (2020) software were employed to analyze the data in the qualitative section, while the Interpretive Structural Modeling (ISM) method using MATLAB software was utilized in the quantitative section.
Findings: Masstige marketing, as a specialized branch of marketing within the domain of wellness and relaxation services, requires a deep understanding of intervening factors, contextual backgrounds, key outcomes, and various dimensions. An examination of these four components reveals that success in this field is not limited to providing high-quality services, but rather depends on a combination of environmental factors, professional skills, and effective marketing strategies that can create a significant difference in customer acquisition and retention. Initially, the intervening factors play a decisive role in shaping marketing strategies. Market competition stands out as one of the most important factors, directly influencing marketers’ decisions; recognizing the number of competitors, the intensity of competition, and the positioning of each competitor can help identify market opportunities and threats. Furthermore, the laws and regulations related to massage and health services, including permits, hygiene standards, and advertising restrictions, create a legal framework that either restricts or guides marketers’ activities. On the other hand, social culture and attitudes determine the acceptance of massage services and the importance of relaxation and wellness within society; understanding beliefs, traditions, and health trends allows marketers to align their messaging with the target audience. Finally, the provider’s skill is presented as a vital human factor, as the provider’s experience, expertise, and ability to communicate with customers determine the quality of service and directly affect customer satisfaction and loyalty. In addition to these intervening factors, the environmental contexts provide the background against which effective marketing takes shape.
Discussion and Conclusion: The results of the qualitative section identified the key factors influencing masstige marketing, while the quantitative section used ISM to model the structural relationships among these factors. This modeling facilitated the separation and identification of root factors at higher levels and dependent factors at lower levels within the masstige marketing strategy. The findings successfully provide an ISM-based structural framework for explaining the system of cause-and-effect relationships among masstige factors. This model enables managers to maximize the effectiveness of their strategies in a competitive environment by focusing on the root factors. Overall, the conclusion is that masstige marketing is a multidimensional and dynamic process that requires a combination of environmental analysis, human factor management, the use of new technologies, and a focus on customer experience. This combination not only improves brand positioning and increases revenue, but also positively affects the target community by enhancing the social and economic value of the services provided. Therefore, it is recommended that marketers and managers in this field design and implement their strategies based on the precise identification of intervening factors, by leveraging existing platforms, focusing on key outcomes, and strengthening various dimensions of marketing in order to achieve sustainable success in market competition.