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Evaluating Online Marketing Tools and Providing a Model to Improve Sales Performance | ||
| International Journal of Digital Content Management | ||
| مقاله 17، دوره 4، شماره 6، فروردین 2023، صفحه 367-394 اصل مقاله (704.36 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.68736.1118 | ||
| نویسندگان | ||
| hamid Poorahmadi Hooshmand1؛ Hossein Budaghi Khajeh Nobar* 2؛ Parvaneh Gelard3؛ Reza Rostamzadeh4 | ||
| 1Ph.D Candidate in Management, Islamic Azad University, Tabriz Branch, Iran | ||
| 2Assistant Professor, Department of Management, Islamic Azad University, Tabriz Branch, Iran | ||
| 3Associate Professor, Department of Public Administration, Islamic Azad University, South Tehran Branch, Iran | ||
| 4Assistant Professor, Department of Management, Islamic Azad University, Orumieh Branch, Iran | ||
| چکیده | ||
| The purpose of this study is to evaluate online marketing tools and provide a model to improve sales performance. This qualitative research is applied in terms of purpose. Subjects in qualitative research are people living in the cities of Nowshahr, Chalous, and Tonekabon, whose sample size in the qualitative section includes knowledgeable interviewees in the field of online business. The data collection tool was purposeful and MAXQDA software was used for data analysis. In a small phase, the subjects were Caspian littoral consumers in the field of online business, about 400 of whom were selected to collect data from them. The AMOS and EXCEL have been used to test the hypotheses of structural model equations, and perform Dematel analysis. The results showed that the amount of for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance. The results showed that the amount of E_j for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the E_j rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated P_i value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance. | ||
| کلیدواژهها | ||
| Evaluation؛ Online Marketing؛ Performance Improvement؛ Sales Performance؛ Tools | ||
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