Social Marketing in the Water and Wastewater Industry with a Data-Driven Theory Approach

This is a qualitative research study that designs a social marketing model for Iran's water and wastewater industry. Social marketing here is understood as the systematic application of marketing techniques and concepts to achieve specific behavioral goals that produce social outcomes. The researcher conducted semi-structured in-depth interviews with sixteen purposefully selected experts and specialists, recruited through snowball sampling. Data analysis followed grounded theory methodology using Straussian coding procedures. The study aims to develop a framework applicable to water sector management and public engagement around water and sanitation services.