ارائه مدل الماس قابلیت های بازاریابی دیجیتال در فروشگاه های زنجیره ای (رویکردی جهت ارتقای بهره وری)
محورهای موضوعی : مدیریت بازرگانیطهمورث حسنقلی پوریاسوری 1 , مریم اوسطی 2 , محمد آقایی 3 , مسعود کیماسی 4
1 - استاد گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 - دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 - استادیار گروه مدیریت بازرگانی،دانشکده مدیریت، دانشگاه تربیت مدرس، تهران، ایران
4 - استادیار گروه مدیریت بازرگانی،دانشکده مدیریت، دانشگاه تهران، تهران، ایران
کلید واژه: اعتماد مشتری, فروشگاه‌های زنجیره‌ای, بازاریابی دیجیتال, تجربۀ دیجیتال مشتری, قابلیت‌های بازاریابی دیجیتال,
چکیده مقاله :
هدف این پژوهش ارائۀ مدل قابلیت های بازاریابی دیجیتال در فروشگاه های زنجیره ای است؛ زیرا در سال های اخیرگرایش مشتریان به خریدهای آنلاین برای اخذ خدمات سریع و آسان تر و همچنین کسب تجربه های جدید، افزایش پیدا کرده و بازاریابی دیجیتال با مفاهیم و واژه های جدیدی نظیر مارتک، فیجیتال و فناوری های بعدی گره خورده است. ولیکن چالش ها و ریسک هایی که در خریدهای غیرحضوریِ دیجیتال وجود دارد ممکن است سبب عدم اعتماد و یا به طور کلی عدم تجربه لذت بخش برای مشتریان باشد و باعث انصراف آن ها از خرید گردد. علیرغم اهمیت این موضوع، مدلی برای قابلیت های بازاریابی دیجیتال در فروشگاه های زنجیره ای وجود ندارد تا مدیران این فروشگاه ها بتوانند ضمن شناسایی این چالش ها و حساسیت ها برای رفع و یا کاهش آن ها برنامه ریزی و یا مزیت رقابتی شان را در این حوزه شناسایی کرده و با ارتقای بهره وری، سبب ایجاد تجربه ای لذت بخش برای مشتریان شوند. روش اجرای این پژوهش، کیفی است. به این ترتیب که با روش کیفی داده بنیاد-ره یافت ظاهر شونده با دوازده نفر از خبرگان بازاریابی، فناوری اطلاعات و فروشگاه های زنجیره ای کشور، مصاحبه های نیمه ساختار یافته صورت پذیرفت، سپس کدگذاری ها با استفاده از نرم افزارMaxqda انجام گرفت.همچنین با مرور نظام مند پژوهش های گذشته براساس فرآیند سه مرحله ای ترنفیلد و همکاران(2003) برای غنای ابعاد استخراج شده از مصاحبه ها، پرداخته شد و براین اساس، مدل الماس قابلیت های بازاریابی دیجیتال در فروشگاه های زنجیره ای ارائه گردید که شامل پنج بعد قابلیت مارتک-فناوری های نگهدارنده، قابلیت مارتک-فناوری های تحول آفرین، قابلیت شبکه ای، قابلیت روابط دیجیتالی و قابلیت بازاریابی بهترین اقدام بعدی می باشد که همگی منتج به تجربه دیجیتال مشتری خواهند شد. از میان ابعاد فوق، بعد قابلیت مارتک-فناوری های تحول آفرین به دلیل وجود مؤلفه های مهمی نظیر بلاک‌چین و هوش مصنوعی و بعد قابلیت بازاریابی بهترین اقدام بعدی به عنوان فراقابلیت در نظرگرفته شدند.
The present study is an attempt to present a model of digital marketing capabilities in chain stores since, in recent years, customers tend to shop online to gain faster and easier services as well as new experiences, and digital marketing is tied with new concepts and terms such as Martech, Figital and Next technologies. However, the challenges and risks inherent in online digital shopping can erode trust and lead to subpar customer experiences, prompting shoppers to withdraw from the platform. Despite the importance of this issue, there is no model for digital marketing capabilities in chain stores so that the managers of these stores can identify their strengths and weaknesses, as well as their competitive advantage in this area. In this qualitative study, semi-structured interviews were conducted with 12 experts in marketing, information technology and chain stores of the country, using the qualitative data-based approach (Glaser), which was followed by open, selective and theoretical coding of the data using Maxqda software. Moreover, a systematic review of the previous research was done to enrich the dimensions extracted from the interviews, and based on this, the diamond model of digital marketing capabilities in chain stores was presented, which includes five dimensions: Martech Capability-Maintenance Technologies, Martech Capability-Transformational Technologies, Networking Capability, Digital Relations Capability and Marketing Capability for the Next Best Action, all of which result in the digital customer experience. Among the above mentioned dimensions, martech-transformative technologies due to the existence of the important components such as blockchain and artificial intelligence and the dimension of Next best action marketing are called meta-capabilities. Chain stores, using this model, can measure the level of their digital marketing capabilities and plan to achieve their desired situation.
Amelda, B., Alamsjah, F., & Elidjen, E. (2021). Does The Digital Marketing Capability of Indonesian Banks Align with Digital Leadership and Technology Capabilities on Company Performance? CommIT (Communication and Information Technology) Journal, 15(1), 9-17. doi:10.21512/commit.v15i1.6663
Anas, N., Ramlan, A. N. M., Turiman, N. F. I., Saleh, M. H., Zulkipli, S. N., Noor, M. S. M., ... & Ghazali, Z. M. (2022). INTEGRATED TAHFIZPRENEURSHIP DIGITAL MARKETING PLATFORM: PROPOSED IN MALAYSIA. International Journal of Entrepreneurship, 26, 1-7.
Ardeshiri, Azadeh; Sanyaei, Ali; Shahin, Arash Checking customer satisfaction with omnichannel marketing in online stores. Advertising and Marketing Quarterly, 5, 15, 1-13. Summer, 2015,[In Persian].
Babashahi., J; Arabi, M., & Shafiee, M. (2020). Designing the competency model of digital marketing managers with content analysis method. New Marketing Research, Volume 10, Number 4, 127-150. [In Persian doi:10.22108/NMRJ.2020.120964.1992
Bigham, Z,. Doaei, H. (2015). Feasibility study of implementing electronic marketing in Fars handmade carpet market, New Marketing Research, 5 (1): 1-19,[In Persian].
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A. and Venkatraman, N. (2013), "Digital business strategy: toward a next generation of insights", MIS Quarterly, pp. 471-482.
Bahmani, A., Aghaei, Reza., Aghaei, M. (2016). Investigating the Retail Situation (Case Study: Emphasis on Chain Stores in Iran). Business Reviews, 14(77), 55-67,[In Persian].
Baluchi, H., Maleki Minbash Razgah, M.,; Faiz, D.; Hassan Gholipour, T. (2019). Investigating the effect of dynamic capabilities on organizational performance through the mediation of marketing and technical capabilities and investigating the moderating role of environmental change. Scientific Journal of Business Strategies, Shahed University, 16(13), 99-118. [In Persian].doi:10.22070/CS.2020.2429
Bashirzadeh, Y., Mai, R., & Faure, C. (2022). How rich is too rich? Visual design elements in digital marketing communications. International Journal of Research in Marketing,39(1), 58-76.doi:10.1016/j.ijresmar.2021.06.008
Braun, V., &Clarke, V.(2006).Using Thematic Analysis in Psychology. Qualitative Research in Psychology,3,77–101. doi:10.1191/1478088706qp 063oa
Collis, D. J.(1994) How Valuable are Organizational Capabilities? Strategic Management Journal , Volume 15 , Number -; Page(s) 143 To 152.
Fani, M., Jalali, S., & Wahabzadeh, Sh. (2019). The Impact of Using Web-Based Analytics on Performance Measurement and Optimization of Digital Marketing (Case Study: Tehran-Based Digital Companies), Business Management, 11 (42), 216-234, [In Persian].
Charles Worth, A. (2018). Digital marketing with a practical approach. Translated by Mohammad Reza Karimi Alavijeh (1399). Tehran: Industrial Management Organization Publications. ,[In Persian].
Corbin, J., & Strauss, A. (2015). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE Publications, Incorporated, 1-456.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A. and Venkatraman, N. (2013), "Digital business strategy: toward a next generation of insights", MIS Quarterly, pp. 471-482.
Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline showrooms in omnichannel retail: Demand and operational benefits. Management Science, 64(4), 1629-1651. doi:10.1287/mnsc.2016.2684
Chaker Reza, S., Mirzaei, R.,Tabrizi, N., (2019). The role of virtual reality in creating a sense of presence, behavioral tendencies and marketing of tourist destinations. Journal of Tourism Planning and Development. Volume (8). Number 3,[In Persian]. doi:10.22080/JTPD.2019.16627.3075
Cocco, A. (2017). How internet of things is impacting digital marketing: amsung case:Family hub refrigerator.LUISS Guido Carli thesis.Rome,1-126.
Collis, D. J (1994). How Valuable are Organizational Capabilities? Strategic Management Journal , Volume 15 , Number -; Page(s) 143 To 152.
Dennis Charles. (2004), E-retailing, Prentice Hall. George Evans. (2002), "Measuring and managing customer value”, Journal of work study, Vol 51, No 3, pp134.
Desai, V. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development,5(5),196-200. doi:10.31142/ijtsrd 23100
Diez-Martin, F., Blanco-Gonzalez, A., & Prado-Roman, C. (2019). Research challenges in digital marketing: sustainability. Sustainability, 11(10), 1-13. doi:10.3390/su11102839
Dua'i, Habib Elah, Bay Gham, Zainab. (2014). Feasibility of implementing electronic marketing in the handwoven carpet market of Fars province, New Marketing Research, 5(1): 1-20.
Eivazinezhad, S., & Akbari, M. (2021). Designing a Perceived Risk Model for Buyers of Unknown Brand Products on Instagram Social Network: Based on the Grounded Theory. Quarterly Journal of Brand Management,8(1), 109-148. doi:10.22034/BS.2022.548580.2493.
El Refae, G. A., & Nuseir, M. T. (2022). THE ROLE OF DIGITAL MARKETING STRATEGIES ON CUSTOMER SATISFACTION AND ITS ULTIMATE IMPACT ON ORGANIZATIONAL PERFORMANCE: MODERATING ROLE OF ENTREPRENEURIAL INTENTIONS. Academy of Entrepreneurship Journal, 28, 1-17.
Farshad Gohar, N., Pashtoonizadeh, Hooman ., & Rezaei, E. (2017). Prioritization of Factors Affecting Marketing in Digital Businesses, 2nd International Conference and 4th International Conference on Management and Humanities,[In Persian].
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87-117. doi:10.1108/JM2-07-2012-0023
Georgesco, A., & Barzu, S.(2022) .. he Impact of the Digital Channels in Increasing the Marketing Capabilities and the Networking Potential between Companies during the COVID Period. The Case of Local Romanian SMEs, 1-11.
Ghaffarian, W., Emadzadeh, M., Ali Ahmadi, A. Kiani, Gh.; Mortezaei, M., & Ghazanfari, M. (2006). Emerging meanings in the concept of strategy. Tehran: Industrial Management Organization Publications, 1-210.[In Persian].
Ghafourian Shagardi, A,. Scientist, B., Behboodi, O. (2017). The Impact of Network Marketing on Brand Loyalty and Consumer Intention. Journal of Modern Marketing Research. No. 3, pp. 175-190,[In Persian]. doi:10.22108/NMRJ.2018.89511.0
Glaser, B. (2013). What is grounded theory. It’s online at: http://www.groundedtheory.com/what-is-gt.aspx.
Glaser, B. (1978). Theoretical sensitivity: Advances in the methodology of grounded theory, Sociology Press. Mill Valley, CA. doi:10.4236/aasoci. 2018.83011
Glaser, B. (1998). Doing grounded theory: Issues and discussions, Sociology Press. Mill Valley, CA, 1-254. doi:10.4236/ce.2017.86069
Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology & Marketing, 35(6), 427-442. doi.org/10.1002/mar.21096
Ghorbani, z. Kargaran, s. Saberi, A. Haghighinasab, M. Jamali, S. Al Ebrahim, N. Terends and patterns in digital marketing research: bibliometric analysis, Jornal of marketing analytics,10(5),1-28.doi:10.1057/s41270-021-00116-9
Hawaldar, I. T., Ullal, M. S., Sarea, A., Mathukutti, R. T., & Joseph, N. (2022). The Study on Digital Marketing Influences on Sales for B2B Start-Ups in South Asia. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 23. doi.org/10.3390/joitmc8010023
Herhausena, D., Miočevićb ,D., Morgan, R., Kleijnene, M. (2020), The digital marketing capabilities gap. Industrial Marketing Management 90 (2020) 276–290.
Herlina, V., Yacob, S., Johannes, J., & Octavia, A. (2022). The Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review. Put It Right, 1(1), 47-56 doi:10.22437/pirj.v1i1.17183
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Villarroel, F. O., Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356-365. doi:10.1016/j.jbusres.2020.01.022
Jamipour, M., Talari, M,. Bashkar, R. (2021). Designing a Framework for Implementing International Digital Marketing (Case Study: Carpet Industry), International Business Management, 4 (4): 169-151,[In Persian].
Jones, M.V., Cviello, N., &Tang, Y.K. (2011). International Entrepreneurship Research (1989–2009): A Domain Ontology and Thematic Analysis. Journal of Business Venturing, 26, 632–659. doi:10.1016/ j.jbusvent.2011.04.001
Juell-Skielsea, G., Lönna, C.M., Päivärintab, T. (2017). Modes of collaboration and expected benefits of inter-organizational E-government initiatives: A multi-case study. Government Information Quarterly, 34(4), 578–590. doi:10.1016/j.giq.2017.10.008
Keimasi, M., khoshnevis, M(2021). Martec. Tehran: Adiban Rooz Publications,[In Persian].
Kannan, P. K., & others. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
Kane, G. C., Palmer, D., Phillips, A. N. and Kiron, D. (2015), "Is your business ready for a digital future?", MIT Sloan management review, Vol. 56 No. 4, pp. 37.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 33(1), 133-143. doi:10.1108/JBIM-04-2013-0092
Karami Fard, Fariborz.; Rostami, Farhanaz.; Gravendi, Shahpar. (1400). Identifying and analyzing the components of the development of digital marketing of agricultural products using the fuzzy Delphi technique, Iran's agricultural development, published online, 52(2), 385-398.[In Persian]. doi:10.22059/IJAEDR.2021.328582.669071
Kim, K. H., & Moon, H. (2021). Innovative digital marketing management in B2B markets. Industrial Marketing Management, 95, 1-4. doi:10.1016/ j.indmarman.2021.01.016
Kokbi, R., Heidarzadeh, K., Kheiri, B. (2020). Introverted and extroverted marketing model in digital marketing based on data theory, Business Management,12(48):164-137,[In Persian]. dor:20.1001.1.22520104.1399. 12.48.8.9
Kotler Philip and Others, (2017), “ Marketing 4.0 Moving from Traditional to Digital”, Published by John Wiley& Sons, Inc., Hoboken, New Jersey ISBN978-1-119-34120-8(cloth).
Kotler, Philip; Cartajaya, Hermavan; Setyavan, Ivan. (2021). The fifth generation of marketing. Translated by Hossein Ali Soltani and Ali Sadeghi (1400). Tehran: Adiban Rooz Publishing House. ,[In Persian].
Kotane, I., Znotina, D., & Hushko, S. (2019). Assessment of trends in the application of digital marketing. Scientific Journal of Polonia University, 33(2), 28-35.
Kukka, H., Luusua, A., Ylipulli, J., Suopajärvi, T., Kostakos, V., & Ojala, T. (2014). From cyberpunk to calm urban computing: Exploring the role of technology in the future cityscape. Technological Forecasting and Social Change, 84, 29-42. doi:10.1016/j.techfore.2013.07.015.
Kuehnl, C., Jozic, D. & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. J. of the Acad. Mark. Sci. 47, 551–568. doi:10.1007/s11747-018-00625-7
Lopes, A. R., Porto, I. P. A. M., & Casais, B. (2022). DIGITAL CONTENT MARKETING: CONCEPTUAL REVIEW AND RECOMMENDATIONS FOR PRACTITIONERS. Academy of Strategic Management Journal, 21(2), 1-17.
López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 1-16. doi:10.3390/fi11060130
Ma, H., 1999. Anatomy of competitive advantage: a SELECT framework. Management Decision. Vol. 37, no.9, 709-718. doi:10.1108/ 00251749910299129
Mafé, C. R., & Blas, S. S. (2228). The impact of television dependency on teleshopping adoption. Direct Marketing: An International Journal. 2(1),2-11. doi:10.1108/17505930810863608
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. doi:10.1016/j.bushor.2009.03.002
Masrianto, C. A., Hartoyo, I., Hubeis, I. A. V. S., Hasanah, N., Kom, S., & Eng, M.(2019) Model for Improving Firm Digital Marketing Capabilities Based on Adoption Eco-System Readiness and Digital Transformation.
Merriam, S. (1998) Case Study Reaserch in Education: A qualitative Approch, Sanfrancissco: jossy-Bass, quoted from Maxwell, J.A.(1996) Qualitative Resesarch Design: An Intrative Approach, Thousand, OAKS, CA: Sage. doi:10.4236/jss.2021.910026
Minculete, G., & Olar, P. (2018, June). Approaches to the modern concept of digital marketing. In International Conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69). doi:10.1515/kbo-2018-0067
Mohammadian, A., Mirbagheri, F., Khanlari, A., (2019). Identify and classify innovative IoT applications in digital marketing. Journal of Business Management, 11(4), 719-741. .[In Persian]. doi:10.22059/JIBM. 2019.275789.3430
Mu, Jifeng, (2014), “Networking capability, network structure, and new product development performance, IEEE Transactions on Engineering Management, 61(4), 599-609. doi:10.1109/TEM.2014.2359160
Molla, B. A., Molla, M. R., Hoque, S. A., Ray, A., & Mia, M. M. (2022). ANALYZING THE USES OF DIFFERENT TYPES OF DIGITAL MARKETING TOOLS OF BANK: A STUDY ON A COMMERCIAL BANK LTD. American International Journal of Multidisciplinary Scientific Research, 12(1), 25-36. doi:10.46281/aijmsr.v12i1.1674
Nejati Rashtabadi, H., Akbari, M., Delafrooz, N., & Gholipour Soleimani, A. (2021). Identifying the concept of customer trust in blockchain-based digital advertising: Model development with grounded theory. Journal of Business Management Perspective,20(45),92-119.doi:10.52547/JBMP. 20. 45.92
Nejati Rashtabadi, H., Akbari, M., Delafrooz, N., & Gholipour Soleimani, A. (2022). Trust in Blockchain-Based Advertising: A System Dynamics Approach. Journal of Information Technology Management, 14(Special Issue: The business value of Blockchain, challenges, and perspectives.), 62-82. doi:10.22059/JITM.2022.87841
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293. doi:10.1016/j.bushor.2020.12.004
Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing.doi:10.1108/JBIM-06-2019-0283
Pantano, E., & Timmermans, H. (2014). What is smart for retailing? Procedia Environmental Sciences, 22, 101-107. doi:10.1016/j.proenv.2014.11.010
.Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204. doi:10.1016/j.jretconser.2010.03.010.
.Pantano, E., Priporas, C.V., Sorace, S., & Iazzolino, G. (2017). Does innovation- orientation lead to retail industry growth? Empirical evidence from patent analysis. Journal of Retailing and Consumer Services, 34, 88-94. doi:10.1016/j.jretconser.2016.10.001.
Panwar, C(2218). Consumer perceived risk in online shopping environment via Facebook as medium,International Journal of Engineering & Technology, 7 (4) , 2482-2412. doi:10.14419/ijet.v7i2.18.11017
Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420. doi:10.1016/j.bushor.2016.03.004
Purwanti, Y. (2021). The Influence of Digital Marketing & Innovasion On the School Performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7), 118-127.
Qaidar, Y., Shami Zanjani, M. (2020). Pattern of factors affecting the formation of employees' digital experience. Scientific Quarterly of Human Resources Studies, No. 3. Fall 99, pp. 23-50. doi:10.22034/JHRS.2020.238656.1449
Rabiner, Stephen P. (2008). organizational behavior. Translated by Ali Parsaei and Seyyed Mohammad Arabi. Tehran: Cultural Research Office, 1-456.
Rahimi, m., Rahimi, G. (2019). Investigating the impact of digital marketing on the performance of chain stores, through the mediating role of marketing capabilities. Quarterly Journal of New Research Approaches in Management and Accounting, No. 22, Winter 2017, Volume 1, pp. 17-1. doi:10.59615/ijime.1.1.37
Remali, M.Z.H., Harun, M. (2018). Malaysia National Single Window: The Enforcement Royal Malaysia Custom and Miti Liabilities on Trade System and Logistic Sector. Advances in Transportation and Logistics Research, 1(1), 935-947. doi:10.25292/atlr.v1i1.85
Renko, S., & Druzijanic, M. (2014). Perceived usefulness of inpoint of ׳ and retailers ׳ novative technology in retailing: Consumers view. Journal of retailing and consumer services, 21(5), 836-843. doi:10.1016/j. jretconser. 2014.02.015
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in interactive Marketing., 13 No. 2, pp. 179-203. doi:10.1108/JRIM-04-2018-0062
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73. doi:10.1016/j.ijinfomgt.2013.11.008
Sanayee, A., Salimi, A., Emami, M. (2021). Marketing 5 and human-to-human marketing. Commercial Publishing, 1-195. [In Persian].
Shafeian, N., Aghaei, M.,Gharib Nawaz, N,. Bani Mahd, B. (2020). Designing and explaining the indigenous digital marketing model in the banking system, brand management, 7(23), ,[In Persian].
Shakoori, M., Mohammadi M. (2018). Modeling Factors Affecting Digital Marketing Performance. Dedicated quarterly of advertising and marketing, 13(4), 1-9. [In Persian].
Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business & Industrial Marketing, 32, Iss. 7, 1009-1019 Permanent link to this doi:10.1108/JBIM-06-2016-0122
Schilke, O. & Goerzen, A. (2010). Alliance management capability: An investigatin of the construct and its measurement. Journal of management 36 (5), 1192-1219. doi:10.1177/0149206310362102
Shami Zanjani, M. (2021). What is digital technology? Retrieved from https://shamizanjani.ir.
Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., ouglass, T., & Waddoups, R. (2021). How technology is changing retail. Journal of Retailing, 13-27. ,(1)97, doi:10.1016/j.jretai.2020.10.006.
Simões, D., Filipe, S., & Barbosa, B. (2019). An Overview on IoT and Its Impact on Marketing. In Smart Marketing With the Internet of Things (pp. 1–20). IGI Global. doi: 10.4018/978-1-5225-5763-0.ch001
Soul, E. K. Sukuma, K. Palafux, S. Pakhrel, P. Herzog, T. A. hompson, N. &Fagan, P. (2019). Content analysis of internet marketing strategiesused to promote flavored electronic cigarettes. Addictive behaviors, 91, 128-135. doi:10.1016/j.addbeh.2018.11.012
Strauss, A. & Corbin, J. (2012). Basics of qualitative research: Techniques and procedures for developing grounded theory, Translated by: Afshar, I., Ney. Tehran, 1-426. (In Persian)
Syam-Naladri, Sharma –Arun, (2018), “Waiting for Sales Renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial Marketing Management Volume 69, February 2018,Pages 135-146.doi:10.1016/J.INDMARMAN.2017.12. 019
Tabuena, A. C., Necio, S. M. L., Macaspac, K. K., Bernardo, M. P. E., Domingo, D. I., & De Leon, P. D. M. (2022). A Literature Review on Digital Marketing Strategies and Its Impact on Online Business Sellers During the COVID-19 Crisis. Asian Journal of Management, Entrepreneurship and Social Science, 2(01), 141-153.
Tariq, E., Alshurideh, M., Akour, I., & Al-Hawary, S. (2022). The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6(2), 401-408. doi:10.5267/j.ijdns.2021.12.014
Thaha, A. R., Maulina, E., Muftiadi, R. A., & Alexandri, M. B. (2021). Digital marketing and SMEs: a systematic mapping study. Library Philosophy and Practice (e-journal), 1-18.
Teece, D. J. (2014), "A dynamic capabilities-based entrepreneurial theory of the multinational enterprise", Journal of International Business Studies, Vol. 45 No. 1, pp. 8-37.
Tranfield, D., Denyer, D., &Smart, P.(2003).Towards a Methodology for Developing Evidence-Informed Management Knowledge, 14(3), 207-222. doi:10.1111/1467-8551.00375
Vicente-Ramos, V, W., & Cano-Torres, L. (2022). The effect of digital marketing on the management of relationships with university students in times of Covid-19. International Journal of Data and Network Science, 6(1), 59-66. doi:10.5267/j.ijdns.2021.10.004
Willems, K., Smolders, A., Brengman, M., Luyten, K., & Schöning, J. (2017). The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies. Technological Forecasting and Social Change, 124, 228-242. doi:10.1016/j.techfore.2016.10.066.
Weill, P. and Woerner, S. L. (2015), "Thriving in an increasingly digital ecosystem", MIT Sloan management review, Vol. 56 No. 4, pp. 27.
Wang, F. (2020). Digital marketing capabilities in international firms: a relational perspective. International marketing review37(3),559-577. doi:10.1108/IMR-04-2018-0128.
Weerakkodya, V., El-Haddadehb, R., Sivarajaha, U., Omarc, A., Molnar, A. (2019). A case analysis of E-government service delivery through a service chain Dimension. International Journal of Information Management, 47, 233–238. doi:10.1016/j.ijinfomgt.2018.11.001
Zhitomirsky-Geffet, M., & Blau, M. (2016). Cross-generational analysis of predictive factors of addictive behavior in smartphone usage. Computers in Human Behavior, 64, 682-693. doi:10.1016/j.chb.2016.07.061
_||_Amelda, B., Alamsjah, F., & Elidjen, E. (2021). Does The Digital Marketing Capability of Indonesian Banks Align with Digital Leadership and Technology Capabilities on Company Performance? CommIT (Communication and Information Technology) Journal, 15(1), 9-17. doi:10.21512/commit.v15i1.6663
Anas, N., Ramlan, A. N. M., Turiman, N. F. I., Saleh, M. H., Zulkipli, S. N., Noor, M. S. M., ... & Ghazali, Z. M. (2022). INTEGRATED TAHFIZPRENEURSHIP DIGITAL MARKETING PLATFORM: PROPOSED IN MALAYSIA. International Journal of Entrepreneurship, 26, 1-7.
Ardeshiri, Azadeh; Sanyaei, Ali; Shahin, Arash Checking customer satisfaction with omnichannel marketing in online stores. Advertising and Marketing Quarterly, 5, 15, 1-13. Summer, 2015,[In Persian].
Babashahi., J; Arabi, M., & Shafiee, M. (2020). Designing the competency model of digital marketing managers with content analysis method. New Marketing Research, Volume 10, Number 4, 127-150. [In Persian doi:10.22108/NMRJ.2020.120964.1992
Bigham, Z,. Doaei, H. (2015). Feasibility study of implementing electronic marketing in Fars handmade carpet market, New Marketing Research, 5 (1): 1-19,[In Persian].
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A. and Venkatraman, N. (2013), "Digital business strategy: toward a next generation of insights", MIS Quarterly, pp. 471-482.
Bahmani, A., Aghaei, Reza., Aghaei, M. (2016). Investigating the Retail Situation (Case Study: Emphasis on Chain Stores in Iran). Business Reviews, 14(77), 55-67,[In Persian].
Baluchi, H., Maleki Minbash Razgah, M.,; Faiz, D.; Hassan Gholipour, T. (2019). Investigating the effect of dynamic capabilities on organizational performance through the mediation of marketing and technical capabilities and investigating the moderating role of environmental change. Scientific Journal of Business Strategies, Shahed University, 16(13), 99-118. [In Persian].doi:10.22070/CS.2020.2429
Bashirzadeh, Y., Mai, R., & Faure, C. (2022). How rich is too rich? Visual design elements in digital marketing communications. International Journal of Research in Marketing,39(1), 58-76.doi:10.1016/j.ijresmar.2021.06.008
Braun, V., &Clarke, V.(2006).Using Thematic Analysis in Psychology. Qualitative Research in Psychology,3,77–101. doi:10.1191/1478088706qp 063oa
Collis, D. J.(1994) How Valuable are Organizational Capabilities? Strategic Management Journal , Volume 15 , Number -; Page(s) 143 To 152.
Fani, M., Jalali, S., & Wahabzadeh, Sh. (2019). The Impact of Using Web-Based Analytics on Performance Measurement and Optimization of Digital Marketing (Case Study: Tehran-Based Digital Companies), Business Management, 11 (42), 216-234, [In Persian].
Charles Worth, A. (2018). Digital marketing with a practical approach. Translated by Mohammad Reza Karimi Alavijeh (1399). Tehran: Industrial Management Organization Publications. ,[In Persian].
Corbin, J., & Strauss, A. (2015). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE Publications, Incorporated, 1-456.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A. and Venkatraman, N. (2013), "Digital business strategy: toward a next generation of insights", MIS Quarterly, pp. 471-482.
Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline showrooms in omnichannel retail: Demand and operational benefits. Management Science, 64(4), 1629-1651. doi:10.1287/mnsc.2016.2684
Chaker Reza, S., Mirzaei, R.,Tabrizi, N., (2019). The role of virtual reality in creating a sense of presence, behavioral tendencies and marketing of tourist destinations. Journal of Tourism Planning and Development. Volume (8). Number 3,[In Persian]. doi:10.22080/JTPD.2019.16627.3075
Cocco, A. (2017). How internet of things is impacting digital marketing: amsung case:Family hub refrigerator.LUISS Guido Carli thesis.Rome,1-126.
Collis, D. J (1994). How Valuable are Organizational Capabilities? Strategic Management Journal , Volume 15 , Number -; Page(s) 143 To 152.
Dennis Charles. (2004), E-retailing, Prentice Hall. George Evans. (2002), "Measuring and managing customer value”, Journal of work study, Vol 51, No 3, pp134.
Desai, V. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development,5(5),196-200. doi:10.31142/ijtsrd 23100
Diez-Martin, F., Blanco-Gonzalez, A., & Prado-Roman, C. (2019). Research challenges in digital marketing: sustainability. Sustainability, 11(10), 1-13. doi:10.3390/su11102839
Dua'i, Habib Elah, Bay Gham, Zainab. (2014). Feasibility of implementing electronic marketing in the handwoven carpet market of Fars province, New Marketing Research, 5(1): 1-20.
Eivazinezhad, S., & Akbari, M. (2021). Designing a Perceived Risk Model for Buyers of Unknown Brand Products on Instagram Social Network: Based on the Grounded Theory. Quarterly Journal of Brand Management,8(1), 109-148. doi:10.22034/BS.2022.548580.2493.
El Refae, G. A., & Nuseir, M. T. (2022). THE ROLE OF DIGITAL MARKETING STRATEGIES ON CUSTOMER SATISFACTION AND ITS ULTIMATE IMPACT ON ORGANIZATIONAL PERFORMANCE: MODERATING ROLE OF ENTREPRENEURIAL INTENTIONS. Academy of Entrepreneurship Journal, 28, 1-17.
Farshad Gohar, N., Pashtoonizadeh, Hooman ., & Rezaei, E. (2017). Prioritization of Factors Affecting Marketing in Digital Businesses, 2nd International Conference and 4th International Conference on Management and Humanities,[In Persian].
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87-117. doi:10.1108/JM2-07-2012-0023
Georgesco, A., & Barzu, S.(2022) .. he Impact of the Digital Channels in Increasing the Marketing Capabilities and the Networking Potential between Companies during the COVID Period. The Case of Local Romanian SMEs, 1-11.
Ghaffarian, W., Emadzadeh, M., Ali Ahmadi, A. Kiani, Gh.; Mortezaei, M., & Ghazanfari, M. (2006). Emerging meanings in the concept of strategy. Tehran: Industrial Management Organization Publications, 1-210.[In Persian].
Ghafourian Shagardi, A,. Scientist, B., Behboodi, O. (2017). The Impact of Network Marketing on Brand Loyalty and Consumer Intention. Journal of Modern Marketing Research. No. 3, pp. 175-190,[In Persian]. doi:10.22108/NMRJ.2018.89511.0
Glaser, B. (2013). What is grounded theory. It’s online at: http://www.groundedtheory.com/what-is-gt.aspx.
Glaser, B. (1978). Theoretical sensitivity: Advances in the methodology of grounded theory, Sociology Press. Mill Valley, CA. doi:10.4236/aasoci. 2018.83011
Glaser, B. (1998). Doing grounded theory: Issues and discussions, Sociology Press. Mill Valley, CA, 1-254. doi:10.4236/ce.2017.86069
Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology & Marketing, 35(6), 427-442. doi.org/10.1002/mar.21096
Ghorbani, z. Kargaran, s. Saberi, A. Haghighinasab, M. Jamali, S. Al Ebrahim, N. Terends and patterns in digital marketing research: bibliometric analysis, Jornal of marketing analytics,10(5),1-28.doi:10.1057/s41270-021-00116-9
Hawaldar, I. T., Ullal, M. S., Sarea, A., Mathukutti, R. T., & Joseph, N. (2022). The Study on Digital Marketing Influences on Sales for B2B Start-Ups in South Asia. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 23. doi.org/10.3390/joitmc8010023
Herhausena, D., Miočevićb ,D., Morgan, R., Kleijnene, M. (2020), The digital marketing capabilities gap. Industrial Marketing Management 90 (2020) 276–290.
Herlina, V., Yacob, S., Johannes, J., & Octavia, A. (2022). The Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review. Put It Right, 1(1), 47-56 doi:10.22437/pirj.v1i1.17183
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Villarroel, F. O., Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356-365. doi:10.1016/j.jbusres.2020.01.022
Jamipour, M., Talari, M,. Bashkar, R. (2021). Designing a Framework for Implementing International Digital Marketing (Case Study: Carpet Industry), International Business Management, 4 (4): 169-151,[In Persian].
Jones, M.V., Cviello, N., &Tang, Y.K. (2011). International Entrepreneurship Research (1989–2009): A Domain Ontology and Thematic Analysis. Journal of Business Venturing, 26, 632–659. doi:10.1016/ j.jbusvent.2011.04.001
Juell-Skielsea, G., Lönna, C.M., Päivärintab, T. (2017). Modes of collaboration and expected benefits of inter-organizational E-government initiatives: A multi-case study. Government Information Quarterly, 34(4), 578–590. doi:10.1016/j.giq.2017.10.008
Keimasi, M., khoshnevis, M(2021). Martec. Tehran: Adiban Rooz Publications,[In Persian].
Kannan, P. K., & others. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
Kane, G. C., Palmer, D., Phillips, A. N. and Kiron, D. (2015), "Is your business ready for a digital future?", MIT Sloan management review, Vol. 56 No. 4, pp. 37.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 33(1), 133-143. doi:10.1108/JBIM-04-2013-0092
Karami Fard, Fariborz.; Rostami, Farhanaz.; Gravendi, Shahpar. (1400). Identifying and analyzing the components of the development of digital marketing of agricultural products using the fuzzy Delphi technique, Iran's agricultural development, published online, 52(2), 385-398.[In Persian]. doi:10.22059/IJAEDR.2021.328582.669071
Kim, K. H., & Moon, H. (2021). Innovative digital marketing management in B2B markets. Industrial Marketing Management, 95, 1-4. doi:10.1016/ j.indmarman.2021.01.016
Kokbi, R., Heidarzadeh, K., Kheiri, B. (2020). Introverted and extroverted marketing model in digital marketing based on data theory, Business Management,12(48):164-137,[In Persian]. dor:20.1001.1.22520104.1399. 12.48.8.9
Kotler Philip and Others, (2017), “ Marketing 4.0 Moving from Traditional to Digital”, Published by John Wiley& Sons, Inc., Hoboken, New Jersey ISBN978-1-119-34120-8(cloth).
Kotler, Philip; Cartajaya, Hermavan; Setyavan, Ivan. (2021). The fifth generation of marketing. Translated by Hossein Ali Soltani and Ali Sadeghi (1400). Tehran: Adiban Rooz Publishing House. ,[In Persian].
Kotane, I., Znotina, D., & Hushko, S. (2019). Assessment of trends in the application of digital marketing. Scientific Journal of Polonia University, 33(2), 28-35.
Kukka, H., Luusua, A., Ylipulli, J., Suopajärvi, T., Kostakos, V., & Ojala, T. (2014). From cyberpunk to calm urban computing: Exploring the role of technology in the future cityscape. Technological Forecasting and Social Change, 84, 29-42. doi:10.1016/j.techfore.2013.07.015.
Kuehnl, C., Jozic, D. & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. J. of the Acad. Mark. Sci. 47, 551–568. doi:10.1007/s11747-018-00625-7
Lopes, A. R., Porto, I. P. A. M., & Casais, B. (2022). DIGITAL CONTENT MARKETING: CONCEPTUAL REVIEW AND RECOMMENDATIONS FOR PRACTITIONERS. Academy of Strategic Management Journal, 21(2), 1-17.
López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 1-16. doi:10.3390/fi11060130
Ma, H., 1999. Anatomy of competitive advantage: a SELECT framework. Management Decision. Vol. 37, no.9, 709-718. doi:10.1108/ 00251749910299129
Mafé, C. R., & Blas, S. S. (2228). The impact of television dependency on teleshopping adoption. Direct Marketing: An International Journal. 2(1),2-11. doi:10.1108/17505930810863608
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. doi:10.1016/j.bushor.2009.03.002
Masrianto, C. A., Hartoyo, I., Hubeis, I. A. V. S., Hasanah, N., Kom, S., & Eng, M.(2019) Model for Improving Firm Digital Marketing Capabilities Based on Adoption Eco-System Readiness and Digital Transformation.
Merriam, S. (1998) Case Study Reaserch in Education: A qualitative Approch, Sanfrancissco: jossy-Bass, quoted from Maxwell, J.A.(1996) Qualitative Resesarch Design: An Intrative Approach, Thousand, OAKS, CA: Sage. doi:10.4236/jss.2021.910026
Minculete, G., & Olar, P. (2018, June). Approaches to the modern concept of digital marketing. In International Conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69). doi:10.1515/kbo-2018-0067
Mohammadian, A., Mirbagheri, F., Khanlari, A., (2019). Identify and classify innovative IoT applications in digital marketing. Journal of Business Management, 11(4), 719-741. .[In Persian]. doi:10.22059/JIBM. 2019.275789.3430
Mu, Jifeng, (2014), “Networking capability, network structure, and new product development performance, IEEE Transactions on Engineering Management, 61(4), 599-609. doi:10.1109/TEM.2014.2359160
Molla, B. A., Molla, M. R., Hoque, S. A., Ray, A., & Mia, M. M. (2022). ANALYZING THE USES OF DIFFERENT TYPES OF DIGITAL MARKETING TOOLS OF BANK: A STUDY ON A COMMERCIAL BANK LTD. American International Journal of Multidisciplinary Scientific Research, 12(1), 25-36. doi:10.46281/aijmsr.v12i1.1674
Nejati Rashtabadi, H., Akbari, M., Delafrooz, N., & Gholipour Soleimani, A. (2021). Identifying the concept of customer trust in blockchain-based digital advertising: Model development with grounded theory. Journal of Business Management Perspective,20(45),92-119.doi:10.52547/JBMP. 20. 45.92
Nejati Rashtabadi, H., Akbari, M., Delafrooz, N., & Gholipour Soleimani, A. (2022). Trust in Blockchain-Based Advertising: A System Dynamics Approach. Journal of Information Technology Management, 14(Special Issue: The business value of Blockchain, challenges, and perspectives.), 62-82. doi:10.22059/JITM.2022.87841
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293. doi:10.1016/j.bushor.2020.12.004
Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing.doi:10.1108/JBIM-06-2019-0283
Pantano, E., & Timmermans, H. (2014). What is smart for retailing? Procedia Environmental Sciences, 22, 101-107. doi:10.1016/j.proenv.2014.11.010
.Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204. doi:10.1016/j.jretconser.2010.03.010.
.Pantano, E., Priporas, C.V., Sorace, S., & Iazzolino, G. (2017). Does innovation- orientation lead to retail industry growth? Empirical evidence from patent analysis. Journal of Retailing and Consumer Services, 34, 88-94. doi:10.1016/j.jretconser.2016.10.001.
Panwar, C(2218). Consumer perceived risk in online shopping environment via Facebook as medium,International Journal of Engineering & Technology, 7 (4) , 2482-2412. doi:10.14419/ijet.v7i2.18.11017
Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420. doi:10.1016/j.bushor.2016.03.004
Purwanti, Y. (2021). The Influence of Digital Marketing & Innovasion On the School Performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7), 118-127.
Qaidar, Y., Shami Zanjani, M. (2020). Pattern of factors affecting the formation of employees' digital experience. Scientific Quarterly of Human Resources Studies, No. 3. Fall 99, pp. 23-50. doi:10.22034/JHRS.2020.238656.1449
Rabiner, Stephen P. (2008). organizational behavior. Translated by Ali Parsaei and Seyyed Mohammad Arabi. Tehran: Cultural Research Office, 1-456.
Rahimi, m., Rahimi, G. (2019). Investigating the impact of digital marketing on the performance of chain stores, through the mediating role of marketing capabilities. Quarterly Journal of New Research Approaches in Management and Accounting, No. 22, Winter 2017, Volume 1, pp. 17-1. doi:10.59615/ijime.1.1.37
Remali, M.Z.H., Harun, M. (2018). Malaysia National Single Window: The Enforcement Royal Malaysia Custom and Miti Liabilities on Trade System and Logistic Sector. Advances in Transportation and Logistics Research, 1(1), 935-947. doi:10.25292/atlr.v1i1.85
Renko, S., & Druzijanic, M. (2014). Perceived usefulness of inpoint of ׳ and retailers ׳ novative technology in retailing: Consumers view. Journal of retailing and consumer services, 21(5), 836-843. doi:10.1016/j. jretconser. 2014.02.015
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in interactive Marketing., 13 No. 2, pp. 179-203. doi:10.1108/JRIM-04-2018-0062
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73. doi:10.1016/j.ijinfomgt.2013.11.008
Sanayee, A., Salimi, A., Emami, M. (2021). Marketing 5 and human-to-human marketing. Commercial Publishing, 1-195. [In Persian].
Shafeian, N., Aghaei, M.,Gharib Nawaz, N,. Bani Mahd, B. (2020). Designing and explaining the indigenous digital marketing model in the banking system, brand management, 7(23), ,[In Persian].
Shakoori, M., Mohammadi M. (2018). Modeling Factors Affecting Digital Marketing Performance. Dedicated quarterly of advertising and marketing, 13(4), 1-9. [In Persian].
Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business & Industrial Marketing, 32, Iss. 7, 1009-1019 Permanent link to this doi:10.1108/JBIM-06-2016-0122
Schilke, O. & Goerzen, A. (2010). Alliance management capability: An investigatin of the construct and its measurement. Journal of management 36 (5), 1192-1219. doi:10.1177/0149206310362102
Shami Zanjani, M. (2021). What is digital technology? Retrieved from https://shamizanjani.ir.
Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., ouglass, T., & Waddoups, R. (2021). How technology is changing retail. Journal of Retailing, 13-27. ,(1)97, doi:10.1016/j.jretai.2020.10.006.
Simões, D., Filipe, S., & Barbosa, B. (2019). An Overview on IoT and Its Impact on Marketing. In Smart Marketing With the Internet of Things (pp. 1–20). IGI Global. doi: 10.4018/978-1-5225-5763-0.ch001
Soul, E. K. Sukuma, K. Palafux, S. Pakhrel, P. Herzog, T. A. hompson, N. &Fagan, P. (2019). Content analysis of internet marketing strategiesused to promote flavored electronic cigarettes. Addictive behaviors, 91, 128-135. doi:10.1016/j.addbeh.2018.11.012
Strauss, A. & Corbin, J. (2012). Basics of qualitative research: Techniques and procedures for developing grounded theory, Translated by: Afshar, I., Ney. Tehran, 1-426. (In Persian)
Syam-Naladri, Sharma –Arun, (2018), “Waiting for Sales Renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial Marketing Management Volume 69, February 2018,Pages 135-146.doi:10.1016/J.INDMARMAN.2017.12. 019
Tabuena, A. C., Necio, S. M. L., Macaspac, K. K., Bernardo, M. P. E., Domingo, D. I., & De Leon, P. D. M. (2022). A Literature Review on Digital Marketing Strategies and Its Impact on Online Business Sellers During the COVID-19 Crisis. Asian Journal of Management, Entrepreneurship and Social Science, 2(01), 141-153.
Tariq, E., Alshurideh, M., Akour, I., & Al-Hawary, S. (2022). The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6(2), 401-408. doi:10.5267/j.ijdns.2021.12.014
Thaha, A. R., Maulina, E., Muftiadi, R. A., & Alexandri, M. B. (2021). Digital marketing and SMEs: a systematic mapping study. Library Philosophy and Practice (e-journal), 1-18.
Teece, D. J. (2014), "A dynamic capabilities-based entrepreneurial theory of the multinational enterprise", Journal of International Business Studies, Vol. 45 No. 1, pp. 8-37.
Tranfield, D., Denyer, D., &Smart, P.(2003).Towards a Methodology for Developing Evidence-Informed Management Knowledge, 14(3), 207-222. doi:10.1111/1467-8551.00375
Vicente-Ramos, V, W., & Cano-Torres, L. (2022). The effect of digital marketing on the management of relationships with university students in times of Covid-19. International Journal of Data and Network Science, 6(1), 59-66. doi:10.5267/j.ijdns.2021.10.004
Willems, K., Smolders, A., Brengman, M., Luyten, K., & Schöning, J. (2017). The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies. Technological Forecasting and Social Change, 124, 228-242. doi:10.1016/j.techfore.2016.10.066.
Weill, P. and Woerner, S. L. (2015), "Thriving in an increasingly digital ecosystem", MIT Sloan management review, Vol. 56 No. 4, pp. 27.
Wang, F. (2020). Digital marketing capabilities in international firms: a relational perspective. International marketing review37(3),559-577. doi:10.1108/IMR-04-2018-0128.
Weerakkodya, V., El-Haddadehb, R., Sivarajaha, U., Omarc, A., Molnar, A. (2019). A case analysis of E-government service delivery through a service chain Dimension. International Journal of Information Management, 47, 233–238. doi:10.1016/j.ijinfomgt.2018.11.001
Zhitomirsky-Geffet, M., & Blau, M. (2016). Cross-generational analysis of predictive factors of addictive behavior in smartphone usage. Computers in Human Behavior, 64, 682-693. doi:10.1016/j.chb.2016.07.061
