Feasibility of Using Electronic Marketing in Small and Medium Enterprises in the Industrial Parks of Gilan Province
Main Article Content
Abstract
Given the key role of information technology in business and economics on the one hand and the important role of small and medium-sized enterprises as a converter economic, development and employment in the world, the importance of e-marketing strategy is special, because in today's competitive world of business and technology for all businesses need to use new tools in order to overcome competitive pressures avoiding something new is inevitable. The purpose of this research is based on an applied-development research as well as how to obtain required data from the type of descriptive and survey research. In this study population of all SMEs industrial town in Gilan Province in the company's 635 number and the sample size, equal with 150 persons, is used from formula of restricted society and from random sampling method. In this study a made researcher questionnaire was used for data collection and its validity was confirmed by management and marketing experts and its reliability is used from Cronbach’s alpha coefficient by a factor of 0/94. For analysis of software SPSS and EQS were used. The results suggest that organizational factors, technological, governmental, industrial, government agents have a greater impact on compliance.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Abbasi shahkooh, K.; Fasanghari, M.; Sharifi, A. (2008), Prioritization of SMEs strategies in IT fields of developing countries: Using entripy Shannon, Third International Conference on Convergence and Hybrid Information Technology, 261.
Aghazadeh, Hashem; Mehrnoosh, Mina & Estiri, Mehrdad (2012), Identification of substrates using e-mail marketing firms of expert opinion, Journal of Information Technology Management, Volume 3, Issue 8, pp. 18-1.
APEC (1999), Telecommunication Working Group Meeting, 1t, Telecommunication Working Group Meeting. Lima, Peru.
Behkamal, behshid; Kahani, Mohsen And Sepehri, Mehran (2008), Extracting qualitative features softwares e-commerce Business to Business (B2B), Journal of Information Technology Management, Volume 1, Number 2, pp. 34-19.
Chaffey, D.; Mayer, R.; Johnston, K.; Ellis-Chadwick, F. (2006), Internet Marketing, Strategy, Implementation and Practice, FT/Prentice Hall.
Chinje, N.B.(2015) Harnessing digital marketing to access markets: Opportunities for Africa’s SMEs. Afr. Growth Agenda, Volume 12, Issue 4, pp.14–18
Colline, K. M. T; Onwuegbuzie, A. J; Jiao, Q. G.; A (2007), mixed methods investigation of mixed methods sampling designs in social and Health science research .Vol1,No3, PP:267-294.
Emmanuel Bruce, Zhao Shurong, Du Ying, Meng Yaqi, John Amoah and Sulemana Bankuoru Egala(2023), The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana,sustainability 15, 4760.,1-24.
Eid, R.; Trueman, M. (2003), Using a Case Study to Test the Critical.
Eid, R.; Trueman, M. (2004), Factors affecting the success of business-to business international internet marketing (B-to-B IIM): an empirical study of UK companies, Journal of Industrial Management and Data Systems, 104, 16-30.
EL-Gohary, H.; Trueman, M.; Fukukawa, K. (2008a), the Relationship between E-Marketing and Performance: Towards a Conceptual Framework in a Small Business Enterprises Context, Journal of Business and Public Policy, 2, 10.
EL-Gohary, H.; Trueman, M.; Fukukawa, K. (2008b), the Relationship between E-Marketing and Performance: Towards a Conceptual Framework in a Small Business Enterprises Context, Journal of Business and Public Policy, 2, 10.
El-Gohary, Hatem. (2012), Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organizations, Tourism Management, 12, 33, 1256-1269.
Evans, J. R.; King, V. E. (1999), Business-to-Business Marketing and the World Wide Web - Planning, Managing, and Assessing Web Sites, Industrial Marketing Management, 28, 343-358.
Fillis, I.; Wagner, B. (2005), E-Business Development, International Small Business Journal, 23, 604.
Gilmore, A.; Gallagher, D.; Henry, S. (2007), E-marketing and SMEs: Operational Lessons for the Future, European Business Review, 19, 234.
Hofacker, C. F. (1999), Internet Marketing, New York, New York: John Wiley and Sons.
Hofacker, C. F. (2001), Internet Marketing (Third ed.), New York, New York: John Wiley and Sons.
Jutla, D.; Bodorik, P.; Dhaliqal, J. (2002), Supporting the E-business Readiness of Small and Medium Sized Enterprises: Approaches and Metrics, Internet Research: Electronic Networking Applications and Policy, 12, 139.
Paul, P. (1996), Marketing on the Internet, Journal of Consumer Marketing, 13, 27.
Ramanathan, R.; Ramanathan, U.; Hsiao, H. L.(2012), The impact of e-commerce on Taiwanese SMEs: Marketing and operations effects, Production Economics, 140, 934.
Rostami, Maryam (2010), To evaluate the readiness of small and medium industries in the adoption of e-commerce in SMEs, MA thesis, unpublished, Department of Economics and Management, Tarbiat Modarres University, Tehran, Iran.
Saadat, Mohammadreza (2009), Factors influencing the increase in the use of e- commerce readiness of small and medium industries, MA thesis, unpublished, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran.
Scupola, A. (2009), SMEs’ E-Commerce Adoption: Perspectives from Denmark and Australia, Journal of Enterprise Information Management, 22.
Strauss, J.; Frost, R. (2001), Electronic marketing, NJ, USA: Prentice Hall.
Voramontri, D.; Klieb, L. Impact of social media on consumer behaviour. Int. J. Inf. Decis. Sci. Indersci. Publ. (IEL) 2019, 11,209-233
Ziółkowska, M.J. Digital transformation and marketing activities in small and medium-sized enterprises. Sustainability 2021, 13,2512
Zott, C.; Amit, R.; Donlevy, J. (2000), Strategies for Value Creation in E-commerce: Best Practice in Europe, European Management Journal, 18, 463.