hamid Poorahmadi Hooshmand; Hossein Budaghi Khajeh Nobar; Parvaneh Gelard; Reza Rostamzadeh
Abstract
The purpose of this study is to evaluate online marketing tools and provide a model to improve sales performance. This qualitative research is applied in terms of purpose. Subjects in qualitative research are people living in the cities of Nowshahr, Chalous, and Tonekabon, whose sample size in the qualitative ...
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The purpose of this study is to evaluate online marketing tools and provide a model to improve sales performance. This qualitative research is applied in terms of purpose. Subjects in qualitative research are people living in the cities of Nowshahr, Chalous, and Tonekabon, whose sample size in the qualitative section includes knowledgeable interviewees in the field of online business. The data collection tool was purposeful and MAXQDA software was used for data analysis. In a small phase, the subjects were Caspian littoral consumers in the field of online business, about 400 of whom were selected to collect data from them. The AMOS and EXCEL have been used to test the hypotheses of structural model equations, and perform Dematel analysis. The results showed that the amount of for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance.The results showed that the amount of E_j for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the E_j rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors.The calculated P_i value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security.The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance.
Mitra Samiei
Abstract
Purpose: The present paper aims at identifying and extracting the dimensions, components, and criteria of digital library evaluation based on experts` opinions and the 5S conceptual framework of Goncalves.Methodology: This was an applied, documentary, and survey research making the best use of the fuzzy ...
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Purpose: The present paper aims at identifying and extracting the dimensions, components, and criteria of digital library evaluation based on experts` opinions and the 5S conceptual framework of Goncalves.Methodology: This was an applied, documentary, and survey research making the best use of the fuzzy Delphi method (to extract criteria and develop the conceptual model), forming a trinity in methodology. To refine the components, and criteria, 20 Iranian and foreign experts were polled about digital libraries in 3 stages. The results of each stage were refined based on Minkowski formula. This was an applied research since it presented the evaluation criteria of Iranian digital libraries, and its results can be practically used, enabling digital libraries to evaluate and examine their status quo, and accordingly plan and enhance their activities. It was a descriptive study based on the research design and data collection method. To gather the data, three methods were used: documentary study, fuzzy Delphi (to extract criteria and develop the conceptual model), and survey, creating a trinity in methodology. Findings: During the three stages of the experts` poll, in Stream component 4 criteria, Structure component 4, Space component 4, Scenario component 5 and in societies component 3 ones were refined and also the results of each stage were refined using the formulas of Cheng and Lin model and ultimately the experts agreed with each other on 20 criteria.Conclusion: A digital library evaluation model was designed with 5 dimensions (components), 20 criteria, and 50 sub-criteria. It was offered to all organizations and universities as an evaluation model for digital library performance examination, so that they properly perceive the efficiency and effectiveness of digital libraries and their services.
