Journal of Urban Economics and Management

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The purpose of this research is to investigate the effect of digital media and architects' employer brand on value creation in architecture offices. This study has used the qualitative approach and the grounded theory method with the systematic process of Strauss and Corbin to extract the concepts and patterns in the interview data with experts. Data were collected through in-depth interviews with 11 experts (architects, managers of architectural offices and employers of government, commercial and residential projects that have won awards or valid certificates in recent years) and were analyzed after open coding, central and selective coding. 18 subcategories were identified, which were categorized in the form of background conditions, causal conditions, intervening conditions, strategies and consequences. The results showed that the combination of content strategies in strong social networks such as Instagram and LinkedIn, strengthening the architect's personal brand and using digital tools (video, data analysis, storytelling) in a coordinated manner, increases business credibility and significantly improves the conversion rate of proposals into real projects. Contextual factors include certificates, awards, responsive website, online feedback management, and collaboration with influencers. Intervening terms emphasize service customization, transparent pricing and a sustainable approach. Key strategies include digital data analysis, local/international networking, storytelling techniques, and timing of content releases. The end results include reducing digital risk, strengthening business credibility, and improving proposal-to-project conversion rates, indicating real value creation for architectural firms.

Keywords: کلیدواژه ها: رسانه های دیجیتال, برند کارفرمایی معماران, خلق ارزش تجاری, برندینگ دفاتر معماری.

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