Document Type : Original Article

Authors

1 Ph.D Candidate in Management, Islamic Azad University, Tabriz Branch, Iran

2 Assistant Professor, Department of Management, Islamic Azad University, Tabriz Branch, Iran

3 Associate Professor, Department of Public Administration, Islamic Azad University, South Tehran Branch, Iran

4 Assistant Professor, Department of Management, Islamic Azad University, Orumieh Branch, Iran

10.22054/dcm.2022.68736.1118

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 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.

Keywords

Ab Mumin, N. (2010). Research on Online Retailing for Modest Fashion (Doctoral dissertation, The University of Manchester (United Kingdom)).
AlDosiry, K. S., Alkhadher, O. H., AlAqraa, E. M., & Anderson, N. (2016). Relationships between emotional intelligence and sales performance in Kuwait. Revista de Psicología del Trabajo y de las Organizaciones, 32(1), 39-45.
Asgari, N. (2018). The mediating role of organizational pride in the impact of the employer brand on sales performance, Business Management, 1002: 420-399. [in Persian].
Asgari, N., Nikokar, G. (2016). The Role of Psychological Empowerment in Improving the Sales Performance of Broadcasting Salesmen (Case Study: Broadcasting Company) [in Persian].
Azizi, S., Bashaq, M. (2012). Identifying Barriers to Internet Sales Development: A Mixed Research Approach. [in Persian].
Azizi, S., Khorasani, V. (2016). The Impact of Sales Skills on the Sales Performance of Bank Counter Users. New Marketing Research, 4 (4): 56-43. [in Persian].
Barry, J. M., & Gironda, J. T. (2017). Operationalizing thought leadership for online B2B marketing. Industrial Marketing Management, 1-22.
Blessing, G., & Natter, M. (2019). Do Mystery Shoppers Really Predict Customer Satisfaction and Sales Performance? Journal of Retailing95(3), 47-62.
Cacciolatti, L., & Lee, S. H. (2017). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597-5610.
Çizmeci, F., &Ercan, T. (2015). The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness by Housing Companies. Megaron, 10(2).
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of marketing, 75(4), 183-195.
De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.
Doaei, Z., Beigham, H. (2016). Feasibility study of implementing electronic marketing in the handmade carpet market of Fars province. New Marketing Research, 5 (1): 20-1. [in Persian].
Faezi, M., Norouzi, H. (2017). Investigating the effective factors in customers' desire to buy from virtual stores, Business Strategies, 22 (5). [in Persian].
Faqih, K. M. (2016). An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter? Journal of Retailing and Consumer Services, 30, 140-164.
Feyz, D., Nemati, M., Jili Javan, A., Zangian, S. (2012), The effect of marketing capabilities on the performance outcomes of small and medium-sized entrepreneurial companies (Case study: Tehran Hamburger Food Company), Quarterly Journal of Innovation and Value Creation, First Year, No. 1, pp. 19-28. [in Persian].
Fraj, E., Matute, J., &Melero, I. (2015). Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success. Tourism Management, 46, 30-42.
García, J. A. C., Galindo, A. D. V., & Suárez, R. M. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing-ESIC.
Groza, M. D., & Groza, M. P. (2018). Salesperson regulatory knowledge and sales performance. Journal of Business Research89, 37-46.
Groza, M. D., Locander, D. A., & Howlett, C. H. (2016). Linking thinking styles to sales performance: The importance of creativity and subjective knowledge. Journal of Business Research69(10), 4185-4193.
Hosseini, A., Ghazizadeh, M., Abbasi Esfanjani, H. (2008). Investigating the Impact of Using Electronic Marketing on the Export Performance of Sample Exporters in the Industrial Sector in 2000-2005, Daneshvar Raftar, 15 (32).[in Persian]
Itani, O. S., Kassar, A. N., & Loureiro, S. M. C. (2019). Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. International Journal of Hospitality Management, 80, 78-90.
Jang, S., &Nemeh, A. (2017). Salespeople knowledge search behavior and sales performance: An investigation of printing equipment industry. Technological Forecasting and Social Change120, 323-333.
Kanibir, H., Saydan, R., &Nart, S. (2014). Determining the antecedents of marketing competencies of SMEs for international market performance. Procedia-Social and Behavioral Sciences, 150, 12-23.
Labanauskaitė, D., Fiore, M., &Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652.
Lagat, C., & Frankwick, G. L. (2017). Marketing capability, marketing strategy implementation and performance in small firms. Journal for Global Business Advancement, 10(3), 327-345.
Maleki Min Bashi Razgah, M. And Siahsaranikjori, M. (2013). Investigating the effect of intangible assets on the performance of companies with the mediating effect of the studied marketing capabilities; Semnan Industrial Town Companies. Journal of Executive Management, 9. 149-172. [in Persian].
Manian, A., Ronaghi, M. (2015). Provide a comprehensive framework for implementing Internet marketing using the meta-combination method, Business Management, 7 (4): 920-901. [in Persian].
Marjani, M., Khorjestan, A. (2017). Investigating the Impact of Sales and Customer Orientation Strategies on Sales Performance at Organizational Level and Sales Force, First International Conference and Third National Conference on Management Research and Human Resources. [in Persian].
Mohammadzadeh, F., Torbati, A. (2017). The Role of Customer Knowledge Management in Improving Sales Performance, Quarterly Journal of Human Resource Studies, 6 (26): 126-111. [in Persian].
Murray, J. Y., Gao, G. Y., &Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252-269.
Ohiomah, A., Andreev, P., Benyoucef, M., & Hood, D. (2019). The role of lead management systems in inside sales performance. Journal of Business Research102, 163-177.
Phua, J., Jin, S. V., & Kim, J. J. (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in human behavior, 72, 115-122.
Rajouei, M., Ezzatzadeh, M., Saeedi, S. (2017). Analysis of Factors Affecting Internet Marketing Success in E-Book Sales. Library Research and Academic Information, 49 (2): 275-255. [in Persian].
Saeedi, N., Nowruznejad Darzi Naghibi, A. Zendebad, S. (2012). Evaluation and ranking of internet marketing dimensions of the country's carpet industry. Quarterly Journal of Modern Economics and Trade, NOs. 25 and 26: 185-169. [in Persian].
Singh, J. S., Koushal, S., Kumar, A., Vimal, S. R., & Gupta, V. K. (2016). Book review: microbial inoculants in sustainable agricultural Productivity-Vol. II: functional application. Frontiers in Microbiology, 7, 2105.
Soleimani, A., Dadras, A. (2018). Investigating the function of marketing mix on the effectiveness of internet marketing. Quarterly Journal of Management and Accounting Studies, 3 (1): 402-392. [in Persian].
Štefko, R., Fedorko, R., &Bačík, R. (2015). The role of e-marketing tools in constructing the image of a higher education institution. Procedia-Social and Behavioral Sciences, 175, 431-438.
Subramanian, R., Kumar, K., &Strandholm, K. (2010). The role of organizational competencies in the market‐orientation‐performance relationship. International Journal of Commerce and Management.
Taleghani, M., Mehdizadeh, M. (2016). Investigating the effect of e-marketing moderator variable on the relationship between marketing capabilities and firm performance. Business Management, 8 (2): 374-355. [in Persian].
Theodosiou, M., Kehagias, J., &Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Vorhies, D. W., Morgan, R. E., & Autry, C. W. (2009). Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance. Strategic Management Journal, 30(12), 1310-1334.
Wang, G., & Miao, C. F. (2015). Effects of sales force market orientation on creativity, innovation implementation, and sales performance. Journal of Business Research68(11), 2374-2382.
Wu, M. Y., Yiang, G. T., Liao, W. T., Tsai, A. P. Y., Cheng, Y. L., Cheng, P. W., ... & Li, C. J. (2018). Current mechanistic concepts in ischemia and reperfusion injury. Cellular Physiology and Biochemistry, 46(4), 1650-1667.
Yazdani, N., Sharifi, A., Yazdani Movahed, M. (2017). Identifying and prioritizing the factors affecting the success of international internet marketing of Iranian export companies, Business Management, No. 36: 91-74. [in Persian].
Zhang, Y., Lu, B., & Zheng, H. (2020). Can buzzing bring business? Social interactions, network centrality and sales performance: An empirical study on business-to-business communities. Journal of Business Research112, 170-189.