Investigating the Impact of Commercial Soft Technology on Online Marketing among Users of Online Marketing and Commercial Soft Technology

The purpose of this study was to investigate the impact of commercial soft technology on online marketing among users of online marketing and commercial soft technology. The research was conducted with a positivist paradigm, applied purpose, deductive approach, and survey strategy using a questionnaire. Data analysis was performed by structural equation modeling and using AMOS software. Using a purposeful non-random sampling method, 390 questionnaires were distributed among online marketers, users of hard and soft technologies, and university professors and students familiar with the related notions. Reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. The extracted Cronbach's alpha for commercial soft technology with 11 items was 0.787, market analysis with 8 items was 0.871, customer-oriented technology with 2 items was 0.798, smart business with 3 items was 0.765, and online marketing with 2 items was 0.821; all these values are greater than the standard value (0.7). Moreover, the validity was approved by the content validity method. The findings indicated a positive and significant impact of commercial soft technology on online marketing. The results indicated that 98% of online marketing changes occurred, either as direct or indirect route effects, by commercial soft technology, market analysis, customer-oriented business strategy, and smart business.