Investigating the impact of online marketing capabilities on international performance, with the mediating role of market-oriented orientation and market leader orientation in small and medium-sized e-commerce companies (case study: small and medium
Subject Areas : Commercial Management
هادی ابوالفتحی
1
(عضو هیأت علمی دانشگاه آزاد اسلامی واحد تهران مرکز)
Seyedeh Sakine Montazeri
2
(Master of Public Administration, Islamic Azad University Electronic Branch, Tehran, Iran)
Keywords: Food Industry, International performance, Online marketing, e-commerce SMEs,
Abstract :
The purpose of this research is Investigating the effectiveness of online marketing capabilities . Considering the mediating role of market orientation and market leader orientation on international performance. This research in terms of purpose is functional, In terms of nature is descriptive – a survey and in terms of data , it is quantitative .The statistical population of the research Including all employees of the sales department of small and medium-sized companies in the food industry in Tehran to the number of 705 people and works in 137 companies. Morgan's table was used to determine the minimum required sample size. Based on this table, 248 people were selected as a statistical sample .The sampling method is simple random and a standard questionnaire tool (Tolstoy et al., 2021) with Cronbach's alpha coefficient (0.875) was used to collect information.In order to fit the conceptual model of this study and test the hypotheses, the method of path analysis and structural equations was used with the help of Lisrel software. Examining research hypotheses indicated that online marketing capabilities have a significant and positive effect on market-oriented orientation, market leader orientation, and international performance .Market-oriented orientation and market leader orientation also have a significant and positive effect on international performance.Finally it became clear that Market oriented orientation and market leader orientation play a mediating role between online marketing capabilities and international performance.
_||_
