تحلیل مسیر مدل طراحی شده از تاثیر شرایط علی تا پیامدهای بازاریابی دیجیتال در کسب و کار فعال صنعت چرم مشهد

نوع مقاله : مقاله پژوهشی (آمیخته )

نویسندگان

1 گروه مدیریت، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، شاهرود، ایران.

2 دانشیار، گروه حسابداری، دانشکده علوم اداری، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران.

3 گروه مدیریت دولتی و بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، شاهرود، ایران.

10.22034/jvcbm.2025.534551.1585
چکیده
هدف پژوهش حاضر بررسی تحلیل مسیر مدل طراحی شده از تأثیر شرایط علی تا پیامدهای بازاریابی دیجیتال در کسب و کار فعال صنعت چرم مشهد می‌باشد. روش پژوهش با توجه به هدف آن، کاربردی و از حیث شیوه اجرا، کمی و از نظر ماهیت و روش، توصیفی-پیمایشی می‌باشد. جامعه آماری این پژوهش، کلیه افراد فعال در صنعت چرم هستند که تعداد آنان نامشخص است. حجم نمونه براساس فرمول 5 تا 10 برابری گویه های پرسشنامه و با استفاده از نمونه گیری غیرتصادفی در دسترس 247 نفر تعیین شد. ابزار گردآوری داده‌ها در این تحقیق، پرسشنامه استاندارد محقق ساخته است که جهت تأیید پایایی پرسشنامه از آلفای کرونباخ و برای روایی پرسشنامه از تحلیل عاملی تاییدی استفاده گردید که مقادیر به‌دست‌آمده بیانگر تأیید پایایی و روایی پرسشنامه است. علاوه براین، روایی واگرا نیز مورد تأیید قرار گرفت. برای تجزیه و تحلیل داده‌ها از نرم افزار SPSS و Smart PLS استفاده شد. یافته های پژوهش نشان داد که شرایط علی بر پدیده محوری بازاریابی دیجیتال صنعت چرم تأثیر معناداری دارد. پدیده محوری بر شرایط زمینه ای، شرایط مداخله گر و عوامل راهبردی در بازاریابی دیجیتال صنعت چرم تأثیر معناداری دارد. عوامل راهبردی بر پیامدهای بازاریابی دیجیتال صنعت چرم تأثیر معناداری دارد. نتایج مشخص می‌کند سازمان‌ها برای رسیدن به رضایت مشتری باید همگام با علم روز حرکت کنند و نوآری و خلاقیت را در دنیای بازاریابی دیجیتال به تصویر کشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Path analysis of the designed model from the impact of causal conditions to the consequences of digital marketing in the active business of the Mashhad leather industry

نویسندگان English

Fahimeh Khajavi Dehshib 1
Amir Ghafourian Shagerdi 2
Golnar Shojaei Baghini 3
Mohammad Reza Rostami 1
1 Department of Management, Faculty of Humanities, Islamic Azad University, Shahrood, Iran
2 Associate Professor, Accounting Department, Faculty of Administrative Sciences, Imam Reza International University, Mashhad, Iran
3 Department of Public Administration and Business, Faculty of Humanities, Islamic Azad University, Shahrood, Iran.
چکیده English

Marketing has reached a point of transformation where adopting digital trends is essential.Although this seems to put a lot of pressure on marketers,in reality,all automated systems and applications that are based on digital tools require special attention to digital marketing in businesses.The present study was conducted with the aim of analyzing the path of the designed model from the impact of causal conditions to the consequences of digital marketing in businesses active in the Mashhad leather industry.The present study is applied in terms of purpose and descriptive-survey in terms of data collection.The statistical population of this study is all people active in the leather industry,whose number is unknown.The sample size was determined based on the formula of 5to10 times the items in the questionnaire and using a non-random method available to 247people.The data collection tool in this study was a researcher-made standard questionnaire.Cronbach's alpha was used to verify the reliability of the questionnaire,and confirmatory factor analysis was used to verify the validity of the questionnaire.The values obtained indicate the verification of the reliability and validity of the questionnaire.In addition,divergent validity was also confirmed,and data analysis was performed using the structural equation modeling method and smart pls software.The research findings showed that causal conditions have a significant impact on the pivotal phenomenon of digital marketing in the leather industry.The pivotal phenomenon has a significant impact on the underlying conditions,intervening conditions,and strategic factors in the digital marketing of the leather industry.Strategic factors have a significant impact on the outcomes of digital marketing of the leather industry.The results indicate that organizations must move in line with current science and portray innovation and creativity in the world of digital marketing to achieve customer satisfaction.

کلیدواژه‌ها English

Causal conditions
central phenomenon
underlying conditions
intervening factors
strategic factors
consequences of digital marketing
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دوره 6، شماره 2 - شماره پیاپی 19
تابستان 1405
صفحه 429-459

  • تاریخ دریافت 24 تیر 1404
  • تاریخ بازنگری 10 مهر 1404
  • تاریخ پذیرش 17 آبان 1404