Evaluating and Elaborating Factors Affecting Online Marketing (Case Study: Online Marketplaces)

Subject Areas : Marketing

Hamid Pourahmadi ¹ , Parvaneh Gelard ² , Hossein Bodaghi Khajeh Noubar, ³ , Reza Rostamzadeh ⁴

1 - PHD student of Management Department, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Associate Professor, Public Management Department, South Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
4 - Assistant Professor, Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran

Received: 2023-03-13 Accepted : 2024-10-20 Published : 2024-10-20

Keywords: electronic commerce, marketing, online marketing, Internet marketplaces, business,

Abstract :

The present study sought to evaluate and elaborate factors affecting online marketing. An applied mixed research method (qualitative and quantitative) was conducted. The statistical population of the qualitative research consisted of 51 university experts were selected and interviewed using targeted sampling. The statistical population of the quantitative study consisted of 400 consumers of the Caspian Sea seashore area in online business, who were randomly selected by clusters sampling method. The qualitative research instrument used was semi-structured interviews, and the instrument used for quantitative data collection was a researcher-made questionnaire based on qualitative results. Coding method was used for qualitative data analysis, and exploratory factor analysis method and SPSS 24 were used for quantitative data analysis. The results demonstrated five primary factors: (1) electronic services (Internet services, complimentary gifts and free services, backup access, website attractiveness, and ease of access), (2) electronic advertisement (online advertising and message content), (3) electronic security (customer trust, guarantee claim, recognized security and trust), (4) electronic support (perceived support, communication control, excellent efficacy, brand promotion, online seller's marketing strategies), (5) electronic customer orientation (customer experience, information transparency, consumer attachment, abundant profitability, uncontrollability, and customer satisfaction and loyalty). The exploratory factor analysis revealed that electronic services had the maximum share and effect in online marketing (81.568%); electronic advertisement ranked the next (79.441%), and then electronic security (73.730%), electronic support (72.156%), and customer orientation (67.162%).