List of Articles بازاریابی آنلاین

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  1 - عوامل موثر بر پذیرش تبلیغات شفاهی آنلاین و انتقال آن در بین کاربران
  شهلا سهرابی محبوبه قویدست کوهپایه
  هدف از انجام این پژوهش شناسایی عوامل موثر بر پذیرش تبلیغات شفاهی آنلاین و انتقال آن در بین کاربران است. روش تحقیق ترکیبی(کیفی و کمی) است. همچنین از نظر هدف کاربردی، و از نظر شیوه جمع‌آوری داده­ها، توصیفی پیمایشی و میدانی است. ابتدا جهت شناسایی عوامل موثر بر پذیرش تب More

  هدف از انجام این پژوهش شناسایی عوامل موثر بر پذیرش تبلیغات شفاهی آنلاین و انتقال آن در بین کاربران است. روش تحقیق ترکیبی(کیفی و کمی) است. همچنین از نظر هدف کاربردی، و از نظر شیوه جمع‌آوری داده­ها، توصیفی پیمایشی و میدانی است. ابتدا جهت شناسایی عوامل موثر بر پذیرش تبلیغات شفاهی با مرور مطالعات انجام شده و جمع آوری نظرات خبرگان از طریق توزیع سه دور پرسشنامه دلفی، عوامل موثر شناسایی شدند. در این مرحله از روش نمونه گیری هدفمند استفاده شده و 12 نفر از خبرگان، انتخاب شدند. جامعه آماری مربوط به بخش کمی نیز شامل کلیه دانشجویان مشغول به تحصیل در دانشگاه آزاد اسلامی واحد شهرقدس می‌باشند که با استفاده از فرمول کوکران، 385 نفر به عنوان نمونه تعیین گردیده است. داده های بخش کمی از طریق پرسشنامه با طیف لیکرت جمع آوری شده است. پایایی پرسشنامه، از طریق ضریب آلفای کرونباخ محاسبه و جهت سنجش برازش مدل و روایی از تحلیل عاملی تأییدی استفاده شده است. نتایج بدست آمده از معادلات ساختاری حاکی از این است که رابطه مثبت و معنی­داری بین 9 عامل شناسایی شده با پذیرش تبلیغات شفاهی آنلاین و انتقال آن در بین کاربران وجود دارد. همچنین، عامل سودمندی درک شده با 613/0 بیشترین تاثیر و عواطف مثبت با 12/0کمترین تاثیر را نشان داده است. این پژوهش با ارائه یک مدل ترکیبی جامع، براساس نظرات خبرگان، درک مناسبی از عوامل تحت تاثیر قرار دهنده پذیرش و انتقال تبلیغ شفاهی ارائه نموده که در مطالعات گذشته کمتر به آن پرداخته شده است. Manuscript profile
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  2 - Providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing
  mohammad hossein roshanzamir mohammadali keramati Azadeh Mehrani
  The current research was conducted with the aim of providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing. The participants of this research were supply chain managers with at least 15 years of teaching expe More

  The current research was conducted with the aim of providing a supply chain logistics dynamic model based on the Internet of Things with an emphasis on online marketing. The participants of this research were supply chain managers with at least 15 years of teaching experience and a master's degree or higher. The selection of people was done by purposive sampling with the criterion of teaching experience in the elementary education period. Sampling was done with the participation of 18 experts. The data collection tool included two parts, 1- examination and exploration of upstream documents, documents related to the supply chain, logistics and Internet of Things in the library part, 2- semi-structured interview in the field part, where the semi-structured interview with the participants continued until the theoretical saturation stage. Found. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to measure reliability, Holstein's coefficient, P-Scott's coefficient, Cohen's kappa index and Kruppendorf's alpha were used, which were confirmed. ATLASTI software was used in the theme analysis section. According to the results, four quantitative criteria were used to check the validity, transferability, verifiability and reliability: Holstein coefficient, Scott P coefficient, Cohen's kappa index and Krepinderoff's alpha. The degree of correlation of the experts' opinion was obtained by calculating the Holstein coefficient (PAO) or "observed agreement percentage" of 0.810, which is a significant value. According to the flaws in the Holstein method, the P-Scott index was also calculated, and its value was 0.799. The fourth indicator of validity of qualitative research is Cohen's Kappa index. Cohen's kappa index is 0.746 in this study. Finally, Kerpinderoff's alpha was used and its value was estimated at 0.834 in this study. Manuscript profile
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  3 - 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
  هادی ابوالفتحی Seyedeh Sakine Montazeri
  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 More

  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. Manuscript profile