Digital Marketing Validation Based on Marketing Intelligence in Isaco

Subject Areas : business management

Farzad Malek Shir Abadi ¹ , Mehdi Karimi Zand ² , MohammadReza Kabaranzadeh Ghadim ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-07-27 Accepted : 2021-08-22 Published : 2022-03-21

Keywords: Digital Marketing, Marketing Intelligence, Isaco,

Abstract :

In recent years, the growth of social media and the increase in their use by customers, has made the media a tool for the company to communicate with consumers. The purpose of this research is to validate digital marketing based on marketing intelligence in Isaco. The research has been quantitative and descriptive-applied. The statistical population included all employees of Isaco and other affiliates in the field of marketing and sales. The statistical sample consisted of 340 people based on the rules of sample size in structural equations and randomly available methods. According to the research findings, all correlations had values less than 0.8, so the existence of multiple common linear relationships between variables is ruled out. The value of average variance extracted for the variables of this study is between 0.7759 and 0.5098, which is more than the minimum value of 0.5. Findings showed that digital marketing has a significant effect on marketing intelligence. It has a path coefficient of digital marketing variables and marketing intelligence which is 0.784 and T-statistic is 12.254. GOF index is 0.39, which indicates a strong fit of the model and validity.