Investigating the impact of digital technology on the environment and marketing capabilities of small and medium enterprises

Investigating the Impact of Digital Technology on the Environment and Marketing Capabilities of Small and Medium EnterprisesAbstractThe main purpose of this study is to investigate the impact of digital technology on the environment and marketing capabilities. The present study is applied in terms of purpose and is in the category of descriptive correlational research. From a philosophical point of view, this research is an analogy based on the positivist paradigm. In terms of time index, it is also considered cross-sectional. A researcher-made questionnaire was used to assess the research variables. Research data were analyzed using structural equation modeling and LISREL software. The statistical population studied is managers and experts in small and medium companies in Tehran, whose number was 950 people and according to Morgan table, the sample size is 274 people. In this regard, while reviewing the literature on the subject and using library resources, the researcher has used a questionnaire to collect information. Validity was measured using the Lawshe formula and reliability was measured using the Cronbach's alpha formula. The hypotheses of this study were tested using structural equation modeling and LISREL software. The results indicate the positive impact of digital technology on marketing capabilities and marketing environment.Keywords: digital technology, marketing environment, marketing capability.