جستجوی مقالات مرتبط با کلیدواژه « internet marketing » در نشریات گروه « مدیریت »

The Purpose of this Research is to Investigate the Effect of Internet Marketing Strategy on Customers' Willingness to Buy, Considering the Mediating Role of Being Online. This Research is a Descriptive-Correlation Method. The Studied Statistical Population of People Working in the Home Business of Babol City, which According to the Statistics, is Approximately Equal to 518 People. The Sampling Method was Random and the Sample Size was Estimated to be Approximately 140 People Through Cochran's Formula. The Data Collection Tool is a Questionnaire whose Validity has been confirmed by Professors. In this Research, Using SPSS Software, Cronbach's Alpha was Used to Measure Reliability.In Order to Analyze the Data, Descriptive Statistics and Inferential Statistics Have Been used. The Results of Data Analysis Show a Positive and Direct Relationship Between Internet Marketing Strategy and Being Online and Being Online with Customers' willingness to Buy. Also, the Mediating Role of the Online Variable in the Relationship Between Internet Marketing Strategy and Customers' Willingness to Buy was not Confirmed.

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.

Nowadays, customers have dramatically changed their behavior in line with technology and the world economic environment. Due to the development of online communication space, the increasing customer attention to this space and the amount of customers' online shopping, manufacturing and service businesses and brands seek to improve their methods and implement new models to develop customer relationships and increase their market share. Content marketing is one of the new approaches of attracting and maintaining customer participation on the Internet. Content marketing has a broad meaning and is, in fact, a strategic approach that focuses on the production and distribution of valuable, coordinated and appropriate contents so as to attract and retain target customers. Indeed, by creating a flow of relevant and attractive information, content marketing creates a credible image of the brand and the company. It helps to persuade customers to buy and retain the existing customers by providing useful, up-to-date and non-compulsory information.

Considering the importance of content marketing and the need to explain a model for it from different aspects, the present study was conducted to explain the structural, behavioral and contextual functions of content marketing in connection to the customer’s intention of revisiting the website.  This study seeks to examine the content marketing model and provide a context in which online stores are familiar with the components affecting content marketing and its role in the intention to visit again. This can help to produce and publish quality and effective contents to attract customers’ loyalty and influence their decisions.

In the present study, a mixed qualitative and quantitative method has been used. In the qualitative stage, the statistical population consisted of academics as well as marketing industry experts, especially in the field of e-commerce. Theoretical saturation was reached by interviewing ten randomly selected persons. In the quantitative stage, considering that the community is unlimited and according to the report of Digi Kala, the number of the users of this website was about 320 thousand people. The sampling was done through the available method, and a questionnaire was distributed among the customers of Digi Kala website in person, online (on social networks) and by telephone.In the qualitative stage, by a review of previous studies, open and semi-structured interview questions were designed and experts were interviewed. In the interview, the participants were asked for their views on the factors that generally influence the content marketing of online store networks, and key questions were asked to reach deeper layers of the concepts. After the data collection, open, pivotal and selective coding was performed, and the responses were coded and analyzed using the Max QDA software.In the quantitative phase, a standard questionnaire was designed based on the model extracted from the qualitative stage, by the questionnaire distributed among the Digi Kala customers, the data of this phase were collected, and the designed model was evaluated. The structural equation method was used to analyze the quantitative data, and the significance coefficient (t-value) and the path coefficient were used to find out the relationships between the variables and the test results of the hypotheses. The IBM SPSS Statistics software version 23 and the Smart PLS software version 2 were used for the data analysis. Based on the studied hypotheses, the structural model designed by the least squares (PLS) method was analyzed.

The results of conversations with different people showed that there is a high consensus based on 22 concepts in three categories of customer-oriented organizational culture, managers 'performance and employees' performance as the behavioral factors affecting content retrieval. Also, as generally inferred from the experts’ opinions, there are 23 concepts as influential factors in the field of contextual factors affecting content marketing. They are summarized in four categories including customer orientation, market orientation, platforms, technology and online shopping culture. According to the experts, 18 concepts serve as influential structural factors affecting content marketing. They are summarized in three categories including organizational work processes, site content and organizational performance. Also, based on the quantitative phase, it can be concluded that content marketing has a significant effect on the customer’s intention to revisit the shopping website.

The results of the qualitative section in this study showed that content marketing is directly affected by employees, managers and organizational culture as behavioral factors, site content, work process and organizational performance as structural factors, and market orientation, customer orientation and technology as underlying factors.

Social media marketing is a relatively new concept in discussion of the Internet marketing and the digital markets, and considering that most companies do marketing in this type of media based on trial and error, their main problem is not having a comprehensive model. In order to properly use this space and the tools available in it,is necessary to formulate a comprehensive social media marketing model by helping to know the main components affecting it.This research is practical in terms of purpose and in terms of collection method is meta-synthesis which was carried out with the help of Sandofsky and Barso's seven-step method. The statistical population includes existing literature and documents and articles between 2011 and 2022, which was conducted as a purposeful sampling based on entry and exit criteria and using the verification form tool. The analysis was done with the help of MAXQDA software and based on open coding, axial coding and creating classes. Validity was also confirmed with the help of internal validity and experts' point of view, and finally a comprehensive framework and useful roadmap was presented, which has 99 open codes, 21 core codes, and 3 main dimensions, including internal environment factors, external environment factors, and shared environment factors. Due to the fact that the research done on social media marketing has been done heterogeneously in certain electronic businesses and on certain variables, more variables and businesses were included in this article and it also has innovation in the research method and content.

The current research has been conducted with the aim of the effect of internet marketing and advertising on the income of sports venues in Damavand city. The research is applied in terms of its purpose and descriptive in terms of the method of implementation and data collection. The statistical population of the research consists of all the users of the sports facilities of Damavand city (1200 people), whose statistical sample was determined by using Morgan's table and based on the available sampling method of 291 people. In the current research, Najafi questionnaire (2016) was used to collect data. To check the research hypotheses, regression test and SPSS 26 statistical software were used.  The results of the research showed that internet marketing and advertising has a positive and significant effect on the income of sports venues in Damavand city.

The present research was conducted with the aim of investigating the effect of ethical virtues of marketing on internet marketing and relational marketing in food customers of Kale, Hamadan city. The method used in this research is descriptive-survey method and applied in terms of purpose and from the field branch. The statistical population under study is the food customers of Kale city of Hamedan, whose number is unlimited. Using Cochran's sample size formula, 384 people were selected as a sample by simple random sampling. In this research, the standard questionnaires of Zaman Yad marketing ethical virtues (2015), Babaei internet marketing (2012) and Negi and Katma relational marketing (2013) were used. In order to check the reliability of the questionnaires, Cronbach's alpha was calculated, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score, and structural equations were used in the inferential statistics section using SPSS version 21 and PLS3 software. The results indicate that the ethical virtues of marketing have a positive and direct effect on internet marketing and relational marketing in food customers of Kale city of Hamedan.

The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof.

This research was qualitative in terms of method and was conducted using a three-pronged model. By studying previous research, questions related to said interviews with experts were identified and organized, and subsequently, the data collected during in-depth interviews were opened and coded on the axis of summarizing and finally making hypotheses. The statistical sample interviewed was 10 experts who were selected by non-probability sampling and judgment. Their opinions on the factors affecting content marketing were collected in the form of researcher perceptual theory and the answers were coded and analyzed using MaxQDA software.

From the categorization of participants' opinions, a total of 63 open codes were obtained, which were categorized into three structural, contextual, and behavioral areas of content marketing with central coding. The results show that there is a high consensus based on 22 concepts in behavioral factors, 23 concepts in underlying factors, and 18 concepts acting as structural factors affecting content marketing. Underlying and therefore behavioral factors have the greatest impact on content marketing, and the structural factor is considered to have less of an effect than these two mentioned factors.

Large companies today are looking for a variety of methods and channels that use their full potential of new marketing methods to be able to attract their customers in a new space and without one-way communication and through the use of new methods, and since technology Information and communication have a wide impact on business processes and the Internet as the most effective Internet marketing platform with global coverage has enabled access to international markets, but many companies in terms of how to use different methods of marketing and selling Internet and Internet commerce and Its effects on the situation of companies in critical situations are not well known. This article aims to sell Internet marketing in times of crisis and with an overview of the definitions and principles of marketing and Internet sales and e-commerce, their advantages and disadvantages, seeks to encourage companies and institutions to use this type of marketing and business. Has emerged. The results of this study indicate that in today's competitive era and critical conditions, this type of marketing and business as a strategic factor and competitive advantage, has greatly helped Iranian companies in sales growth and increasing domestic and foreign market share, and if Iranian companies in Applying this type of technology, with the principles described in the article, will save a lot of time and money, as well as improve the situation of companies in critical situations.

Internet marketing is one of the emerging concepts that can play a significant role in achieving specific marketing goals. In this research, efforts have been made to identify key determinants and outcomes of internet marketing capabilities. The population includes all employees of Sepah Bank branches in the city of Ardabil with a total of 191 individuals. According to Morgan's table, the sample size was 125, which was distributed by simple random sampling method and completed by employees of different branches of Sepah Bank. Data collection was done by Hayes’ (2011) standard questionnaire and its validity was assessed by content validity and its reliability was confirmed by Cronbach's alpha coefficient. The research model was tested based on structural equation modeling and AMOS software. The results showed that internet marketing capability has a significant positive effect on customer performance, market performance, and financial performance. Internet marketing also has a mediating role in relation between the features of firm, service and environment with performance.

Abstract In recent years, for companies of different industries, The internet and Internet marketing has become a way of earning income, interacting with the customers and shareholders, providing products and services, and electronic sale. The current research is aimed at studying the effects of the performance of Internet marketing on growth of export markets. In terms of purpose, this research is an applied one and in terms of data collection method, it is a descriptive study of correlation type. The research population consists of the marketing experts and marketing and sale managers of the Iranian dried fruit export companies. After the initial confirmation of reliability and validity of the questionnaire, it was distributed among 94 experts. First, the respondents and questions of the questionnaire were analyzed by SPSS software. Then, the hypotheses were studies by structural equation techniques, Smart Pls, and using T-value test, path coefficient, and correlation coefficient. The results show that the capability of Internet marketing has a significant and positive effect on growth of export market. Also, other research hypotheses were approved with the probability of 95 percent. Keywords: Internet Marketing, Export Market Growth, Availability of Export Information, Business Network Relationships, Dried Fruit Exporters

The use of Internet marketing capacity in Iran has grown steeply in recent years and has received a large share of virtual space activities. Such marketing is emerging in Iran; therefore, many aspects of this kind of marketing have not yet been analyzed. Therefore, the present study investigates the role of internet marketing capabilities on the growth of the international market with regard to the role of export capabilities, by conducting research on Iran's leading export companies. The research method is descriptive, survey and correlation. The statistical population of the present study includes all employees, managers and experts in the sample companies of 1396. The results indicate that Internet marketing capability has a positive and significant effect on the availability of information and capabilities of the international network. Also, the results confirm the impact of international strategic orientation on the capabilities of the international market and the impact of international market capability on the growth of the international market. However, the impact of the availability of information on the strategic orientation of the international and Internet marketing capabilities was not positively and significantly impacted on the strategic orientation of the international community.

As internet usage increases world wide, one important objective of firms on the web is effective communications with consumer. This study looks at the factors that can affect customers’ purchase & sale website, and it models the behavior of consumers when they are confronted with the navigational characteristics of an internet site. The model of consumers’ web navigational behavior designed by Marie-odile Richard and Ramdas Chandra are taken into account to empirically test. Factors in this study are: Challenge, skills, Interactivity, Reasons to visit a website, need for cognition, optimum stimulation level, Navigational cues, site involvement, Exploratory behavior, Attitudes toward the site, pre Purchase intentions. The data were collected online from the home page of on Iraneservice site. We use structural equations modeling to test 10 major hypotheses and 28 sub hypotheses. Statistical analysis of this research is done using Lisrel& SPSS software. The findings generally indicate, what type of consumers (according to their skills, challenge, need for cognition, optimum stimulation level, etc.) are more likely to seek product related information from the internet, what is the influence of navigational characteristics, and under what circumstances the engage in this activity (reasons to visit a web site). In addition, with know the positioning of information search in the buying decision process, if marketers can identify which consumer segments in their market niche rely more heavily on navigational characteristics, and how to decrease the difficulty of navigating on their site for novice surfers.