Presenting a Digital Marketing Model and Its Impact on Social Media for the Development of Foreign Trade
محورهای موضوعی : Marketing
Younos Vakil Alroaia
1
,
Lila Fathi
2
,
Farideh Haghshenas Kashani
3
,
Seyyed Abdollah Heydariyeh
4
1 - Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2 - PhD Student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
3 - Assistant Professor, Depatment of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4 - Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
کلید واژه: Digital Marketing, Social Media Marketing, Foreign Trade Development,
چکیده مقاله :
The study was conducted with the aim of offering a social media-based digital marketing model for the development of foreign trade. This is an applied-developmental research in nature, following a mixed-method approach in terms of data. Information was gathered through library research, and data collection was conducted via fieldwork. In the qualitative section, the variables, components, and indicators of the model were identified and extracted using content analysis. The qualitative statistical population consisted of 17 marketing managers from exporting companies in the detergent, cosmetic, and hygiene product sectors, selected through non-probability, purposive, and theoretical sampling using the snowball technique. The quantitative statistical population included 151 managers, experts, and marketing experts randomly selected based on stratified sampling. Data collection was done through fieldwork, and the tool for gathering data was a researcher-made questionnaire. The qualitative content analysis results identified the model variables as: “Social Media Trade Strategy in International Markets”, “Marketing Communications in Social Media in International Markets”, “Social Messaging Strategy in Social Media in International Markets”, “Marketing Actions in Social Media in International Markets”, “Customer Value Creation in Social Media”, and “Export Trade Development”. Interpretive-structural modeling was used to generate the model, and the findings from this section indicate that the structural model consists of five levels, with “Social Media Trade Strategy in International Markets” and “Marketing Actions in Social Media in International Markets” being the most influential and independent variables. The variables “Marketing Communications in Social Media in International Markets” and “Social Messaging Strategy in Social Media in International Markets” are interconnected, and finally, “Customer Value Creation in Social Media” is the most dependent and affected variable, with a sequential effect on the others. Subsequently, the relationships within the generated model were tested using SEM. The validation findings demonstrated on export development were positively and significantly confirmed in the model. The results of this study suggest that to enhance social media marketing for export development, customer value creation should be strengthened through marketing communications and the implementation of social media marketing.
The study was conducted with the aim of offering a social media-based digital marketing model for the development of foreign trade. This is an applied-developmental research in nature, following a mixed-method approach in terms of data. Information was gathered through library research, and data collection was conducted via fieldwork. In the qualitative section, the variables, components, and indicators of the model were identified and extracted using content analysis. The qualitative statistical population consisted of 17 marketing managers from exporting companies in the detergent, cosmetic, and hygiene product sectors, selected through non-probability, purposive, and theoretical sampling using the snowball technique. The quantitative statistical population included 151 managers, experts, and marketing experts randomly selected based on stratified sampling. Data collection was done through fieldwork, and the tool for gathering data was a researcher-made questionnaire. The qualitative content analysis results identified the model variables as: “Social Media Trade Strategy in International Markets”, “Marketing Communications in Social Media in International Markets”, “Social Messaging Strategy in Social Media in International Markets”, “Marketing Actions in Social Media in International Markets”, “Customer Value Creation in Social Media”, and “Export Trade Development”. Interpretive-structural modeling was used to generate the model, and the findings from this section indicate that the structural model consists of five levels, with “Social Media Trade Strategy in International Markets” and “Marketing Actions in Social Media in International Markets” being the most influential and independent variables. The variables “Marketing Communications in Social Media in International Markets” and “Social Messaging Strategy in Social Media in International Markets” are interconnected, and finally, “Customer Value Creation in Social Media” is the most dependent and affected variable, with a sequential effect on the others. Subsequently, the relationships within the generated model were tested using SEM. The validation findings demonstrated on export development were positively and significantly confirmed in the model. The results of this study suggest that to enhance social media marketing for export development, customer value creation should be strengthened through marketing communications and the implementation of social media marketing.
Adiyono, N. G., Rahmat, T. Y., & Anindita, R. (2021). Digital marketing strategies to increase online business sales through social media. Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT), 1(2), 31-37.
Alarcón-del-Amo, M.-C., Rialp-Criado, A., & Rialp-Criado, J. (2018). Examining the impact of managerial involvement with social media on exporting firm performance. International Business Review, 27(2), 355–366.
Alhamami, A. A., Hashim, N. A., Abdul Hamid, R., & Ab. Hamid, S. N. (2024). The effect of external social media utilization on business performance of SMEs in Saudi Arabia: the mediating role of market orientation. Cogent Business & Management, 11(1), 2306974.
Almeida, F., & Santos, J. D. (2020). The role of social networks in the internationalisation of startups: LinkedIn in Portuguese context. Management & Marketing. Challenges for the Knowledge Society, 15(3), 345-363.
Amalia, I. A., & Khoirotunnisa, F. (2023). Digital Marketing for Knitted Bag With Japan as an Export Target: Case Study of Crochetwoven. Business and Investment Review, 1(6), 41-50.
Amini, E. (2022). The impact of social media resources and export performance with the mediating role of trust and commitment. The Third National Conference on Humanities and Development, Shiraz, https://civilica.com/doc/1498810
Ardani, W. (2022). Pengaruh Digital Marketing Terhadap Perilaku Konsumen. Jurnal Tadbir Peradaban, 2(1), 40–47.
Assaryan, M.A., Mehrani, H., Alipour Darvishi, Z., and Hasan Moradi, N. (2023). Development of an indigenous social media marketing model for online stores with a mixed-method approach. Entrepreneurship Development Scientific Research Quarterly, 16(1), 93-107.
Azizah, L. N., & Siswahyudianto, S. (2022). Strategi Digital Marketing Pada Toko Online Shop Nyemil Cemil Tulungagung Dalam Meningkatkan Volume Penjualan. Jurnal Revenue: Jurnal Ilmiah Akuntansi, 3(1), 178-186.
Bocconcelli, R., Cioppi, M., & Pagano, A. (2017). Social media as a resource in SMEs’ sales process. Journal of Business & Industrial Marketing, 32(5), 693-709.
Chung, S., Animesh, A., Han, K., & Pinsonneault, A. (2019). Financial returns to firms’ communication actions on firm-initiated social media: evidence from Facebook business pages. . Information Systems Research.
Curiel, E. (2020). Considerations on global social media marketing. Digital and social media marketing: Emerging applications and theoretical development, 229-237.
del Carmen Alarcón, M., Rialp, A., & Rialp, J. (2015). The effect of social media adoption on exporting firms’ performance. In Entrepreneurship in international marketing (Vol. 25, pp. 161-186). Emerald Group Publishing Limited.
Eid, R., Abdelmoety, Z., & Agag, G. (2020). Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business & Industrial Marketing, 35(2), 284-305.
Ferreira, J. J., Teixeira, S. J., & Rammal, H. G. (Eds.). (2021). Technological Innovation and International Competitiveness for Business Growth: Challenges and Opportunities. London: Palgrave Macmillan. 1-14.
Fraccastoro, S., Gabrielsson, M., & Chetty, S. (2021). Social media firm specific advantages as enablers of network embeddedness of international entrepreneurial ventures. Journal of World Business, 56(3), 101164.
Goldman, S. P., van Herk, H., Verhagen, T., & Weltevreden, J. W. (2021). Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International small business journal, 39(4), 350-371.
Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 54, 71-79.
Imran, M., & Jian, Z. (2018). Social media orientation and SME export performance: A conceptual framework. International Journal of Management. Accounting and Economics, 5(6), 473-481.
Itani, O. S., Agnihotri, R., & Dingus, R. (2017). Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management, 66, 64-79.
Kasemsap, K. (2018a). The roles of social media marketing and brand management in global marketing. In Social media marketing: Breakthroughs in research and practice (pp. 425-453). IGI Global.
Mahmoud, M. A., Adams, M., Abubakari, A., Commey, N. O., & Kastner, A. N. A. (2020). Social media resources and export performance: the role of trust and commitment. International Marketing Review, 37(2), 273-297.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Maulana, D., & Saefudin, N. (2023). Marketing Strategy Based on Digital Marketing to Increase The Selling Power of MSME Products (Case Study: Wajit Legieta in Cililin).
Moradi, Sh. (2022). The study of the impact of social media marketing on the export development of companies (Case Study: Asa Tejarat Caspian Company in Mazandaran Province). Master’s Thesis, Farvardin Higher Education Institute – Qaemshahr, Iran.
Nazari Ghazvini, S.; Vakil Alroaia, Y.; Baharon, R. (2023). The Study of Electroencephalography in Neuromarketing Research, Consumer Behavior and Performance Method: A Systematic Analysis, Journal of System Management, 4(9):185-204. Doi; 10.30495/jsm.2023.1983505.1805
Pogrebnyakov, N. (2017). A cost-based explanation of gradual, regional internationalization of multinationals on social networking sites. Management International Review, 57, 37-64.
Saari, M., Haapanen, L., & Hurmelinna-Laukkanen, P. (2022). Social media and international business: views and conceptual framing. International Marketing Review, 39(7), 25-45.
Salo, J. (2017). Social media research in the industrial marketing field: Review of literature and future research directions. Industrial Marketing Management, 66, 115-129.
Saputra, B. A. (2023). The Impact of Digital Marketing on Export Sustainability in the Digital Era. Business and Investment Review, 1(6), 103-108.
Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115, 105174.
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441-461.
Virglerová, Z., Kramoliš, J., & Capolupo, N. (2022). The impact of social media use on the internationalisation of SMEs. Economics and Sociology. 15(1), 268-283.
Yadav M., Rahman Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmark. Int. J. 25 3882–3905.
Zamrudi, M. F. Y., & Il-Hyun, B. (2022). Social Media Marketing Strategies In The Global Halal Industry. COMSERVA: Jurnal Penelitian Dan Pengabdian Masyarakat, 2(1), 71-80.
Zhou, J. (2022). Contribution of social media use and cultural intelligence of salesperson to customer qualification skills, adaptive selling behaviors and sales performance: the case of export salespersong in China.
Zhou, J., & Charoensukmongkol, P. (2023). How Social Media Use in B2B Export Selling Contributes to Sales Performance: The Media Synchronicity Theory Perspective. International Journal of Business Communication, 23294884231176279
