The Effect of Internet Marketing Capabilities on International Communications and Export Capabilities of Companies Operating in The Saffron Industry

Today, information technology and e-commerce play an important role in successfully entering the foreign market and increasing the efficiency and effectiveness of exports of agricultural products, including saffron. Therefore, the present study aimed to investigate the effect of Internet marketing capabilities on the export and communications marketing capabilities. This research in terms of nature is quantitatively and in terms of purpose is applied. The variables of this research include Internet marketing capabilities, access to information, international strategic orientation, company empirical knowledge, international communication capabilities and export marketing capabilities, which were measured using a questionnaire. The method of data collection is a field-library method. The collected data were analyzed using SPSS20 and Smat-PLS2 software using structural equation modeling. The results of this study showed that internet marketing capabilities have a significant effect on information availability and experimental knowledge, as well as information availability has a significant effect on international strategic orientation and international communication capabilities. International strategic orientation has a significant effect on international communication capabilities and export marketing capabilities. Ultimately, the company's experimental knowledge has a significant impact on the export marketing capabilities. Since awareness of the needs of the global saffron market is one of the most important requirements to enter the foreign market. Therefore, companies should use marketing research to access information on international markets. Export companies should also take extensive measures to promote Iranian saffron through advertising planning. In this regard, online advertising and social networks advertising on can play an important role in branding this product worldwide.