جستجوی مقالات مرتبط با کلیدواژه "بازاریابی الکترونیکی" در نشریات گروه "علوم انسانی"

The purpose of this research is to investigate the effect of internet marketing capabilities on the export performance of companies. The research method is a descriptive survey type and The studied population included CEOs and board members of food exporting companies in Tehran (who have engaged in internet marketing). In this research, we used120 questionnaires for 63 selected companies as a statistical sample. In order to analyze the data, using the structural equation method and using SmartPLS software, results were obtained that show that Internet marketing capabilities have an effect on the export performance of companies. Also, Internet marketing capabilities have an effect on the export performance of companies due to the mediating role of international strategic orientation, access to information, information technology infrastructure, and international network capabilities.Therefore, the results of this research paper are applied and useful for the companies which are active in the field of export and international trade.

The purpose of the present study was to determine the Impact between satisfaction and the intention to purchase electronics of sports store customers with the mediation of customer loyalty. The intended statistical population included all customers using electronic sports goods across the country. G-power software was used to estimate the statistical sample. For this purpose, the statistical sample used was 479 people. The tool of the present research was the usage questionnaire. For this purpose, 3 standard questionnaires including Darzi and Bhatt's customer satisfaction questionnaire (2018), Zuhir et al.'s customer loyalty questionnaire (2011) and Chatura and et al.'s (2008) electronic purchase intention questionnaire were used. The method of conducting this research was causal relationship, which is a type of applied research. In this research, descriptive statistics methods including central tendency indices and dispersion indices and inferential statistics methods including Pearson correlation and structural equations were used at the alpha level of 0.05. SPSS26 software was used for data analysis and PLS3 software was used for modeling structural equations. The results indicate that customer satisfaction has a significant causal relationship with customers' purchase intentions. Also, loyalty as a mediator has a more effective role on customers' purchase intention. Finally, the communication model of customer satisfaction, customer purchase intention, and customer loyalty has a good fit. Paying attention to the findings of the research, managers of sports stores that provide services electronically can first look for customer satisfaction in order to become loyal customers so that the purchase intention among customers increases.

In recent decades, the concept of e-marketing has been expanding and taking on a new meaning every day. E-marketing can bring new business opportunities. The purpose of this research was structural analysis of new business creation by identifying and developing electronic marketing opportunities in companies based in the growth center. In this applied research, descriptive-field methods were used to collect data. The statistical population of this research is 400 employees of companies located in the growth center and science and technology park, of which 196 people were selected as a sample using Cochran's formula. The data collection tools are two Likert scale questionnaires and paired comparisons questionnaires. The validity of the research tool was confirmed by the opinions of several professors and its reliability was confirmed through Cronbach's alpha with a coefficient of 0.83. SEM-PLS method was used in Smart-PLS-3 software for data analysis and AHP was used in Expert Choice for ranking. The findings show that all aspects of electronic marketing opportunities have been effective in creating new business. Also, the result of prioritizing the components of E-marketing opportunities, customization with a rank of 0.237 was considered to have a higher degree of importance than all dimensions. E-marketing opportunities exist in many forms. In order to create a new business, the need to exploit each of these opportunities in the context of electronic marketing, such as customization, creating innovation, etc., can expect business growth and development at the international level as well.

Given the rapid advancement of technology, businesses need to focus on producing valuable content for their customers. The experience of reputable brands in content marketing indicates a crucial and growing approach in enhancing consumer awareness, interaction, and creating more value for customers in the realm of content marketing. Therefore, the aim of this research is to present a paradigmatic model of content marketing for electronic businesses based on the perspective of entrepreneurs. To achieve this goal, data was collected using the grounded theory method. The statistical population of the study included all entrepreneurs of electronic businesses, and a snowball sampling method was employed in which data saturation was reached by interviewing 15 experts.  The data was then analyzed using three-step coding and MAXQDA software. Based on paradigmatic model, its elements includes studying the current state of business, creating content, distributing content, evaluating content marketing success, using the content creation and distribution techniques, using psychological attitude in contents marketing, business success, and influencing the costumers. In general, the use of new techniques of content production and distribution along with psychological attitude can improve content marketing for electronic businesses. Therefore, developing the users’ skills in content production and distribution with a focus on improving psychological attitude in content marketing is suggested.

Strategic alignment of digital marketing activities with the grand corporate strategies is a necessary for new marketing. Increasing development of this type of marketing highlights the necessity for this alignment and synergy. This study aims to identify the factors of e-marketing of commercial organizations that strengthen this type of alignment. The statistical population of this study includes Iranian companies which are active in the field of digital marketing and have received the Enemad. The number of samples was determined via a random sampling method and using the Morgan table as 384 samples. The research data were collected through questionnaires that were provided to managers and e-marketing and planning experts in these companies by e-mail and Google Form. Questionnaire items were designed in two sections: the first one examined the alignment factors in the company, and the second one surveyed the results of its performance through a balanced scorecard. Replied questionnaire analysis was performed using SPSS and Lisrel software. The research method in this study is quantitative and survey. Using the SEM method, a conceptual model for e-marketing alignment and grand strategies of commercial organizations has presented. Performance measurement of organizations that have used alignment factors with the balanced scorecard method in 73% of cases shows better results than other organization.

The aim of this study was the role of e-marketing on the development of fitness exercises during the Corona era. Descriptive-survey research method which was applied in terms of purpose. The statistical population of the study consisted of customers of tehran's fitness centers who were active virtually 800 people, the sample size was selected based on Cochran formula of at least 260 people. A researcher's questionnaire was used to collect data. Structural equations with SPSS software version 23 and Smart-PLS were used to analyze the data. According to the results of the research, five factors of social networks, websites, internet banners, internet magazines and sponsorship in the development of fitness exercise during the Corona era were identified as factors affecting e-marketing. The highest priorities were related to social networking and sponsorship activities. Finally, the pattern of factors affecting the e-marketing of coaches was designed to develop fitness exercise during the Corona era and its fit was confirmed.

The purpose of this study is to present an electronic marketing model in the production sector of Iran's sports industry. The method of the present research is mixed (qualitative-quantitative) and structural equations, based on the present time, in terms of applied purpose and in terms of collecting field information. The statistical community in the quality sector includes experts who specialize in sports marketing and have a history of management in sports equipment manufacturing companies. Also, in a small part, including all the managers of companies producing sports equipment in Iran, according to the statistics announced through the official website of the Ministry of Industry, Mines and Trade, there are 255 people (236 men and 19 women). Due to the limited statistical population, the statistical sample was selected by the total number method, with the difference that only 238 healthy questionnaires were returned by the managers and the final number of the statistical sample is 238 people (223 males and 15 females). The data collection tool was a semi-structured interview in the qualitative part of the interview. The results of this interview were designed in the form of a questionnaire with 4 main factors. For construct validity (exploratory and confirmatory factor analysis), Cronbach's alpha was used for reliability. The results of the final model were approved in 4 factors: technology, promotion, possibility of ordering online and answering customers' questions. Therefore, it is suggested that managers in their manufacturing companies use technology to update the company and provide conditions in e-marketing to make better use of this space to better promote. Also, the field of holding training courses for employees on responding and dealing appropriately with customers should be foreseen, and in order to receive orders, hold a course to familiarize employees to receive orders.

Today, agility is recognized as a characteristic of competition, so its use in the supply chain of many companies has expanded, but these companies need a way to adapt to the dynamic needs in the least Time consolidates a large amount of information and delivers it to different parts of the supply chain. E-marketing can be effective in solving this problem.The purpose of this research is to"develop a comprehensive model for evaluating the factors of electronic marketing that affect the agile supply chain". This research is applicational and descriptive-surveying with the modeling approach. The statistical population of this research consists of experts with common expertise in the field of IT and marketing in Hamrah Aval operator. The number of these people is 133, which was randomly selected.The questionnaire is used to collect the information, and the structural equation modeling approach, the one-sample t test, (AHP) approach and Quality Function Deployment approach,were used to analyse the data. The research results show e-marketing has an effect on supply chain agility and 7 factors, as the most effective e-marketing agents to respond to agility enablers and 7 tools the most effective e-marketing tools for budget allocation were identified and prioritized in order of weight. According to studies conducted in this field, no study has been conducted in relation to the present study. As a result, the proposed structure is presented as the first model that has the ability to be formulated and implemented according to the current variable situation.

In the era of digital transformation, Big Data have assumed a crucial role in changing the global travel and providing significant challenges and opportunities for established companies, as well as new entrants into the tourism industry. this study sought to fill the knowledge gap of linkage the relationships between big data and marketing strategy with comprehensive viewpoints across different research fields in tourism and hospitality literatures. This study aims to identify and present a comprehensive model of data driven marketing in smart tourism. This study is conducted by Meta-synthesis approach. After performing CASP analysis, eventually,47 papers are investigated. we identified and prioritized the consequences, challenges, prerequisites and Dimensions of data driven marketing in smart tourism. After investigating the articles, we identified and prioritized the consequences of BD in 7 major Category including: 1-process 2-people 3-product 4-physical evidence 5-promotion 6-place 7-price.

Scientific advances have affected all fields. The sports industry has to use new marketing methods to stay ahead of other industries. Therefore, this study was conducted to develop an e-marketing model in sports. The research method is descriptive-correlational and survey. The statistical population of the study included all managers, professors and experts familiar with e-commerce and sports marketing with at least 3 years of experimental or study experience of about 5,000 people. 384 people were selected as a sample by relative random sampling. A researcher-made questionnaire was used to collect information after confirming face validity, content validity, construct validity and reliability. After collecting the data, the data were analyzed using statistical software. Also, among the factors affecting Internet marketing in the company of development and maintenance of sports venues, the highest factor was related to legal and managerial factors. It can be said that not using new methods in sports marketing, especially Internet-based methods, will reduce the efficiency and productivity of sports companies and take away their competitive power.

The purpose of this study is Designing and explaining the behavioral finance model on entrepreneurial E-Marketing. In terms of data collection, this research is in the category of descriptive research in terms of developmental-applied purpose, descriptive-survey type, and cross-sectional in terms of time. The statistical population of this research is the users of social networks (Instagram, WhatsApp, Telegram) based on the unlimited Cochran formula and equal distribution among each community, 163 samples for each community and a total of 489 people have been determined as the research sampling method. The data collection tool was Fick et al.'s questionnaire and Jennifer Aker's questionnaire in order to check the reliability and validity of the research. Data analysis was done through structural equations SEM. The reliability of variable questionnaires was at the optimal level (above 80%). The research results have shown that the model has a good fit. The financial behavioral variable has an effect on entrepreneurial e-marketing and purchase intention, also the dimensions of entrepreneurial marketing, namely celebrity credibility, value creation, personality differentiation, focus on innovation, opportunism and risk management, have an effect on e-marketing and purchase intention. The effect of E-marketing on purchasing intention has also been confirmed based on statistical information and surveys. The above results show that in social networks, paying more and more attention to entrepreneurial marketing and electronic marketing has a direct effect on increasing the desire to purchase.

The purpose of this study was to present an electronic marketing model in the production sector of Iran's sports industry. The method of the present research was mixed (qualitative-quantitative) and structural equations, based on the present time, in terms purpose was applied and in terms of collecting field information. The statistical population in the quality sector includes experts who specialize in sports marketing and have a history of management in sports equipment manufacturing companies. Also, in a small part, including all the managers of companies producing sports equipment in Iran, according to the statistics announced through the official website of the Ministry of Industry, Mines and Trade, there are 255 people (236 men and 19 women). Due to the limited statistical population, the statistical sample was selected by the total number method, with the difference that only 238 healthy questionnaires were returned by the managers and the final number of the statistical sample is 238 people (223 males and 15 females). The data collection tool was a semi-structured interview in the qualitative part of the interview. The results of this interview were designed in the form of a questionnaire with 4 main factors. For construct validity (exploratory and confirmatory factor analysis), Cronbach's alpha was used for reliability. The results of the final model were approved in 4 factors: technology, promotion, possibility of ordering online and answering customers' questions. Therefore, it is suggested that managers in their manufacturing companies use technology to update the company and provide conditions in e-marketing to make better use of this space to better promote. Also, the field of holding training courses for employees on responding and dealing appropriately with customers should be foreseen, and in order to receive orders, hold a course to familiarize employees to receive orders.

The aim of this study was to investigate the effect of using electronic marketing on the performance of sports businesses in the Revolution Sports Complex. The present research is applied in terms of purpose and descriptive in terms of method. The statistical population of this research is the customers of Enghelab Club with 1000 people who have a membership card of this club and use the services of this collection continuously. Using Cochran's formula, 287 people were selected as the sample. In this research, a researcher-made questionnaire with 28 items was used, which was compiled based on a five-point Likert scale. Content validity method was used to check the validity of the questionnaire. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire. Also, the obtained data were analyzed using SPSS and Smart PLS statistical software. The results of the analysis showed that online shopping has a positive and significant effect on the performance of Revolution Sports Complex services. Electronic advertising has a positive and significant effect on the performance of Revolution Sports Complex services. Social media communication has a positive and significant effect on the performance of Revolution Sports Complex services. News agency websites have a positive and significant effect on the performance of Revolution Sports Complex services. Online and offline channels (TV, radio, etc.) have a positive and significant effect on the performance of Revolution Sports Complex services. Multimedia strategies and technology have a positive and significant effect on the performance of Revolution Sports Complex services.

The idea of forming ‘electronic marketing cooperatives’ was the motivation for the present study. In this type of cooperative, many e-marketers in each of the various occupations will form a cooperative that will only do marketing activities electronically in their field of work. The purpose of the present applied study was to evaluate the feasibility of forming e-marketing cooperatives in Lorestan province, Iran. Thirty semi-structured interviews were conducted with provincial experts to identify feasibility studies. Thirty primary categories, 12 central categories, and 5 main concepts were identified by the analysis of data collected from interviews. Then, a two-stage fuzzy Delphi technique was used to reach a group agreement between the experts and to rank the inhibitory factors. Based on the fuzzy Delphi results, the cases related to the feasibility of forming e-marketing cooperatives in Lorestan province, according to experts, were financial incentives with an average of total de-fuzzy (0.477), physical-human infrastructure (0.395), socio-cultural (0.387), educational (0.375), and legal-administrative implications with average (0.305). The main recommendation of the research is the efforts of the decision-making organizations of the cooperative sector of Lorestan province to realize the mentioned cases through the executive suggestions presented in this research.
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In today's world, the main asset of many organizations is the brand of that organization. On the other hand, having flexible, skilled, and multi-skilled employees and managers may be a dream for any organization and for any system in general. There is a growing focus on the role of business orientations in why organizations differ in their adoption of e-marketing. However, there is little evidence in the field of e-marketing in the field. E-marketing enables small and medium-sized companies to go global after establishing an online presence. Given the importance of e-marketing for small and medium-sized enterprises, research is underway to understand the levels of adoption and its implications. The majority of these efforts use the classical innovation aspect, which assesses the impact of technological, internal and external factors, including government support, on e-marketing adoption. Due to the importance of e-marketing orientation in different dimensions, this article examines the orientation of e-marketing in the field of small and medium enterprises. The research is applied in terms of purpose and is based on descriptive research method and causal survey method. Also, in terms of data analysis method, descriptive and inferential statistics and SPSS 24 software were used to test the degree of dependence of relationships between variables.

This research aimed to analyze the effect of e-marketing on the satisfaction and purchase intention of sports store customers. The current research method was a descriptive survey type and applied in terms of purpose. The statistical population of this research was the customers of sports stores. The sampling of the present study was done randomly and according to the unlimited population of subjects, 384 people were selected as a statistical sample based on Morgan's table. The data collection tool was a researcher-made questionnaire on e-marketing, customer satisfaction, and customer purchase intention. 12 sports management professors confirmed the validity of the questionnaires and their reliability was obtained through Cronbach's alpha coefficient test as 0.84, 0.82, and 0.86 respectively. Descriptive statistics methods were used to determine the mean, standard deviation, frequencies, percentages, and inferential statistical methods used in this research for confirmatory factor analysis of questionnaires and research modeling. The results of the study showed that electronic marketing uses various tools and techniques to provide the best possible experience for the customers of sports stores, based on this, electronic marketing has a positive effect on the satisfaction and purchase intention of customers of sports stores and increases the satisfaction of customers from sports stores. It can be done by providing customer-oriented services, ensuring product quality, fast shipping, and creating a positive shopping experience for sports store products and services.

The main purpose of this study is to investigate the effect of social media advertising features including interaction, enjoyable motivation, expected performance, awareness, habit and perceived communication on the intention of young customers to buy in the electronics industry. The statistical population of the study is the customers of Digikala and young people (between 18 and 35 years old). In order to select the sample using stratified and random sampling method, the index-to-latitude ratio formula proposed by Bumsma (Westland, 2010) has been used. According to this formula, for 31 questions and 7 variables, at least 100 samples need to be collected. Finally, 143 questionnaires were collected online. This research is applied in terms of purpose type and descriptive-survey in terms of nature. PLS software was used to analyze the data and test the hypotheses. The results confirm the hypotheses of the effect of expected performance on purchase intention, the effect of habit on purchase intention, the effect of interaction on purchase intention, the effect of interaction on enjoyable motivation, the effect of awareness on purchasing intention, the effect of perceived relationship on expected performance On the intention to buy, the effect of interaction on the expected performance, the effect of awareness on the expected performance and the effect of perceived communication on the intention to buy. Finally, according to the obtained results, it is suggested to the mentioned company to pay attention to the quality of the relationship, interaction with the customer, use of business intelligence tools, awareness and building trust in order to influence the purchase intention of young customers.