The effect of the transformation of digital marketing literacy on commercial advertisements of chain stores

The purpose of this research is to investigate the effect of the evolution of digital marketing literacy on commercial advertisements of chain stores. The research method is descriptive and correlational, and the direction of the research is applied. The statistical population of the research is made up of Mazandaran University students. Proportional stratified sampling was used for sampling and the sample size was determined to be 266 people. In this research, the data collection tool is a researcher-made questionnaire in a 5-point Likert scale. The validity of the questionnaire has been confirmed by professors and experts. Cronbach's alpha coefficient obtained from all the questions indicates the good reliability of the tool. In this research, descriptive statistics and inferential statistics methods were used to analyze the data. The results of the tests stated that the variables of price, security and trust, digital marketing environment, product characteristics and ease of purchase had a significant effect on commercial advertisements of chain stores in the evolution of digital marketing literacy, and the variable of promotional offers was not effective.