| تعداد نشریات | 60 |
| تعداد شمارهها | 2,154 |
| تعداد مقالات | 17,437 |
| تعداد مشاهده مقاله | 50,745,209 |
| تعداد دریافت فایل اصل مقاله | 27,307,542 |
Development of Digital Marketing Model in the B2B commerce; a Mixed Approach | ||
| International Journal of Digital Content Management | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 10 تیر 1404 | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2025.75463.1213 | ||
| نویسندگان | ||
| mahmood maleki vir1؛ Majid Fattahi* 2؛ Reza Uosefi Saeidabadi3 | ||
| 1Department of Business Management , Sari Branch, Islamic Azad University, Sari, Iran | ||
| 2Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran (Corresponding Author). | ||
| 3Assistant Professor, Educational Management, Department of Educational Sciences, Faculty of Humanities, Islamic Azad University, Sari, Iran. | ||
| چکیده | ||
| This research was conducted with to develop a model for digital marketing in the commerce sector, specifically in the context of B2B commerce. The present study is applied and utilizes a mixed-methods approach. The initial research model was designed using a qualitative approach. Subsequently, an interpretive structural modeling at the thematic level was performed. In the next step, the model was validated (quantitative approach). The qualitative sample consisted of 15 experts, determined based on theoretical saturation. The sample in quantitative phase included 384 managers from industrial companies. Data analysis in the qualitative phase was conducted using thematic analysis, while partial least squares technique was employed in the quantitative section. In the qualitative phase, pervasive themes were identified, including technological factors, socio-cultural factors, legal factors, marketing factors, and financial factors. Based on the identified themes in the quantitative phase and in line with the developed interpretive structural modeling, thirteen hypotheses were formulated. The hypothesis testing revealed that infrastructure has a significant impact on regulations, organizational culture, and training and learning; regulations have a significant impact on social networks; organizational culture has a significant impact on social networks and communication channels; training and learning have a significant impact on communication channels; social networks have a significant impact on customer orientation; communication channels have a significant impact on customer orientation; customer orientation has a significant impact on capital attraction, cost performance, and revenue; capital attraction has a significant impact on competitive advantage; cost performance has a significant impact on competitive advantage. | ||
| کلیدواژهها | ||
| Business-to-Business؛ Digital Marketing؛ Digital Transformation؛ Technological Factors | ||
|
آمار تعداد مشاهده مقاله: 7 |
||