Journal of Management and Business Solutions 3092-7226 In Press 2026 09 01 Designing a Data-Driven Metaverse Marketing Framework in Maskan Bank Designing a Data-Driven Metaverse Marketing Framework in Maskan Bank 1 19 EN Journal Article 2025 12 24 <p>The present study aimed to design a metaverse marketing model in Maskan Bank based on a data-driven approach, with a focus on digital transformation in the Iranian banking sector. This research employed the grounded theory methodology of Anselm Strauss and Juliet Corbin (1998) and analyzed in-depth interviews with domain experts. The findings led to the identification of five main categories, 26 subcategories, and 65 conceptual codes influencing the metaverse marketing model. The results indicated that competitive pressures, regulatory requirements, shifts in customer preferences, technological infrastructure, human capital, and research and development capacity collectively provide the necessary foundation for data-driven marketing. The final model highlights the central role of data-driven marketing in the development of innovative products, customer experience management, and the dynamic alignment between digital strategy and organizational performance, and is proposed as a practical roadmap for enhancing competitiveness and creating sustainable advantage in Maskan Bank.</p> https://www.journalmbs.com/index.php/jmbs/article/download/267/269