The effects of digital marketing on Iranian apparel startups (examining antecedents and consequences)

Subject Areas : Marketing

Nafiseh Balaghat nia ¹ , Hossein Shirazi ² , Mohammad Ghaffari ³ , Hossein Janatifar ⁴

1 - PhD Student, Department of Business Administration, Qom Branch, Islamic Azad University, Qom, Iran
2 - Assistant Professor, Department of Technology Management, Qom Branch, Islamic Azad University, Qom, Iran
3 - Associate Professor, Department of Business Management, Farabi Campus Qom Branch, Faculty of Management, University of Tehran, Qom, Iran
4 - Assistant Professor, Department of Management, Qom Branch, Islamic Azad University, Qom, Iran

Received: 2024-01-30 Accepted : 2025-02-25 Published : 2025-03-21

Keywords: Digital marketing, antecedents and consequences of digital marketing, apparel startups,

Abstract :

Digital marketing is the process of creating, advertising, and selling products or services using digital methods in the online and digital space. This process includes market analysis, consumer research, designing and implementing marketing strategies, content production and search engine optimization, advertising on social networks and other digital channels such as email, advertising banners, and advertising videos. In this study, the impact of the antecedents and consequences of digital marketing on Iranian apparel startups has been examined. The research method is applied and descriptive in terms of purpose, and its statistical population includes all apparel startup managers in Khordad 1402. Standard questionnaires and non-random sampling method were used to collect data and the data were analyzed using SPSS and PLS software. The results of the research showed that organizational variables, environmental factors, and economic factors do not affect digital marketing, but technological factors, government agency, cultural and social factors, and customer behavior variables do affect digital marketing. Digital marketing is effective in brand development, increasing productivity, improving customer relationships, social impact, and agility.

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