نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی ، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران.
2 استادیار، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
3 مدیریت بازرگانی، دانشکده علوم انسانی،دانشگاه آزاد اسلامی، شهر قدس، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The issue of advertising and digital marketing is so important and complex that it requires the use of the guidelines of digital advertising and marketing experts. Nowadays, with the expansion of time, users' use of the Internet and their extensive use of smartphones is considered a subset of marketing management. Therefore, in the present research, the relationship between digital marketing and customer participation in the retail industry has been evaluated with an emphasis on post-Corona. This research is a type of applied research. Descriptive method is also used in quantitative part. Descriptive statistics are used to determine dimensions, components, and indicators, and exploratory factor analysis and Lisrel software are used to determine the current situation, determine the influencing factors, and determine the contribution of each influencing factor. The statistical population in this research consists of all the active people in the marketing industry in the retail industry in Iran. The results show that there is a significant relationship between digital marketing planning and digital marketing performance in the retail industry with an emphasis on post-coronavirus and there is a significant relationship between the use of social networks and digital marketing performance in the retail industry with an emphasis on post-coronavirus. . Also, the results show that there is a significant relationship between customer engagement and participation and digital marketing performance in the retail industry with an emphasis on post-corona.
کلیدواژه‌ها [English]
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