Providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing

Subject Areas : Jounal of Marketing Management

mohammad hossein roshanzamir ¹ (Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
mohammadali keramati ² (Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Safiyeh Mehrinejhad ³ (Department of Financial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Azadeh Mehrani ⁴ (Department of Financial Management, Nowshahr Branch, Islamic Azad University, Nowshahr, Iran)

Received: 2024-04-29 Accepted : 2024-06-26 Published : 2024-07-02

Keywords: Logistics dynamics, supply chain, Internet of Things, online marketing, artificial intelligence, content analysis.,

Abstract :

The current research was conducted with the aim of providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing. The participants of this research were supply chain managers with at least 15 years of teaching experience and a master's degree or higher. The selection of people was done by purposive sampling with the criterion of teaching experience in the elementary education period. Sampling was done with the participation of 18 experts. The data collection tool included two parts, 1- examination and exploration of upstream documents, documents related to the supply chain, logistics and Internet of Things in the library part, 2- semi-structured interview in the field part, where the semi-structured interview with the participants continued until the theoretical saturation stage. Found. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to measure reliability, Holstein's coefficient, P-Scott's coefficient, Cohen's kappa index and Kruppendorf's alpha were used, which were confirmed. ATLASTI software was used in the theme analysis section. According to the results, four quantitative criteria were used to check the validity, transferability, verifiability and reliability: Holstein coefficient, Scott P coefficient, Cohen's kappa index and Krepinderoff's alpha. The degree of correlation of the experts' opinion was obtained by calculating the Holstein coefficient (PAO) or "observed agreement percentage" of 0.810, which is a significant value. According to the flaws in the Holstein method, the P-Scott index was also calculated, and its value was 0.799. The fourth indicator of validity of qualitative research is Cohen's Kappa index. Cohen's kappa index is 0.746 in this study. Finally, Kerpinderoff's alpha was used and its value was estimated at 0.834 in this study.

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