Investigating the effect of internet marketing capabilities of top export companies on their growth in the international market
Subject Areas :
1 - Ph.D. Candidate in Business Administration, Faculty of Humanities, Islamic Azad University, Shahrood Branch, Shahrood, Iran.
Abstract :
Today, the Internet is a way to market and win over competitors in the international market. Therefore, the purpose of the present study is to identify and measure the relationship between the Internet marketing capabilities of Iranian companies and their growth in the international market. To achieve this goal, the focus was on companies in Iran. First, using the Cochran formula, 80 companies were selected from the top 100 companies in Iran using simple random sampling. One marketing manager was selected from each company. Then, the same number of companies were selected from the companies that were not on the list of top companies. The data collection method in this study was a survey based on a standard questionnaire. The questionnaire technique was used in the survey method. SPSS software was used to analyze and describe the variables and research hypotheses, and LISREL software was used to test the confirmatory factor analysis model. The results of the research indicate that for testing the model in the form of path analysis, the direct effects of each of the variables "international strategy orientation", "access to information", "international network capabilities" on "growth of companies in the international market" were obtained with betas of 0.609, 0.199 and 0.168, respectively. However, the indirect effect of the variable of Internet marketing capabilities on the growth of companies in the international market through the variables "international strategy orientation", "access to information", "international network capabilities" has a beta of 0.309.
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