Designing a Digital Advertising Model Using the Integration of Soft Systems Methodology (SSM) and Critical Systems Heuristics (CSH)

Articles in Press

Document Type : Research Article

Authors

• Zahra Bakhshizadeh ¹
• Sina Nematizadeh ²
• Abbas Heydari ¹

¹ Department of Marketing Management, Faculty of Management - Central Tehran Branch, Islamic Azad University, Tehran, Iran

² Department of Marketing Management, Faculty of Management - Central Tehran Branch, Islamic Azad University, Tehran, Iran.

10.22067/jstinp.2025.89864.1120

Abstract

This study presents a novel, systems thinking-based approach to designing a comprehensive digital advertising model, addressing the field's complex and ill-structured challenges. Unlike prior research focused on singular aspects, this study integrates multiple worldviews—financial sustainability, technological innovation, market dominance, and project management—to create a holistic framework. A key contribution is the integration of Soft Systems Methodology (SSM) and Critical Systems Heuristics (CSH), which enables a deeper understanding of systemic and ethical dimensions, reconciles diverse stakeholder perspectives, and identifies leverage points for effective interventions. Employing an action research methodology, the model is iteratively refined through real-world implementation. The study expands on foundational digital advertising research by incorporating strategic, tactical, and operational dimensions, situating ad performance metrics within a broader organizational context. It addresses gaps in earlier research, particularly in campaign planning and execution, while considering technical, social, and political implications. Consumer perspectives and concerns about intrusive advertising are also integrated, alongside insights from data-driven and behavioral advertising research. The resulting model provides a comprehensive framework for understanding and addressing consumer needs, offering practitioners a tool to develop coherent and effective advertising strategies. By integrating SSM and CSH, this research highlights its unique contribution, providing a robust methodological foundation for tackling systemic and ethical challenges in digital advertising, while advancing both theoretical understanding and practical application in the field.

Keywords

• Digital advertising model
• digital marketing
• soft systems methodology
• systemic framework
• critical systems heuristics

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