نوع مقاله : مقاله پژوهشی
نویسندگان
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The impact of advertising on the growth and survival of organizations in today's competitive environment is undeniable. With the increase of membership in electronic social networks, advertising in these networks has become the most important and effective marketing activities. Virtual social networks are one of the most important communication and marketing tools in the community and the world, which have a significant upward trend in attracting the audience. The purpose of this study was the effect of integrated electronic marketing communications on the development of the imported car market in Iran. The method of the present study was descriptive survey. The study population of the present study was the customers of Modiran Khodro Company in Tehran, 372 of whom participated in the study. . They answered the Integrated Communication Questionnaires for e-Marketing and Market Development. The reliability and validity of the instruments were confirmed using Cronbach's alpha coefficient and confirmatory factor analysis. Structural equation model with Smart Plus software was used to analyze the data. The results showed that the effect of advertising on market development is positive and significant. The impact of public relations on market development is not significant. The impact of sales promotion on market development is positive and significant. The impact of personal selling on market development is positive and significant. The impact of direct marketing on market development is positive and significant. The impact of online marketing on market development is positive and significant. The impact of social networks on market development is positive and significant.
کلیدواژهها [English]
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