Investigating the impact of the Covid-19 pandemic and the intensity of competition on business performance with the mediating role of digital marketing
Subject Areas : Operation Management
kamran yeganegi
1
*
,
sina shahreza gamasaee
2
1 -
2 - Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Keywords: Covid-19 pandemic, competitive intensity, digital marketing, financial performance, non-financial performance,
Abstract :
This research has been conducted with the aim of investigating the impact of the Covid-19 pandemic and the intensity of competition on business performance with the mediating role of digital marketing. The research method is applied in terms of purpose and descriptive-survey in terms of nature. In this research, the data collection tool was a standard questionnaire, which was checked for validity and reliability after being translated and localized. Cronbach's alpha and composite reliability coefficient were used to measure the reliability, and the content validity of the questionnaire was confirmed by the professors and the construct validity was confirmed by the method of factor analysis. The statistical population of the research was all employees and managers of small business companies in Tehran. Considering the uncertainty of the number of members of the statistical population, Morgan's table was used to determine the size of the statistical sample and the minimum number of 384 statistical samples was determined. In this research, available sampling method has been used. Structural equation modeling and SmartPLS software have been used to examine the hypotheses. The results showed that the covid-19 epidemic has a significant negative effect on financial and non-financial performance. It also has a positive and significant effect on digital marketing, and the intensity of commercial competition has a negative and significant effect on financial and non-financial performance. Also, the intensity of commercial competition has a positive and significant effect on digital marketing. As a result, the covid-19 pandemic and the intensity of competition have an effect on business performance with the mediating role of digital marketing.
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