نوع مقاله : مقالات پژوهشی آمیخته
نویسندگان
1 دانشجوی دکترا، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل
2 استاد گروه مدیریت بازرگانی دانشگاه محقق اردبیلی
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Home businesses serve as resources to create important. can help reduce the unemployment rate in an area and lead to local economic development. On the other hand, digital marketing can lead to the development of these businesses. Therefore, the main goal of this research is to identify the effective drivers of digital marketing in the entry of women covered by the relief committee into home businesses.The current research is of a mixed qualitative-quantitative nature and practical in terms of purpose. In the qualitative part, the foundation data method and in the quantitative part, the structural equation method with the partial least squares approach has been used to collect and analyze the data. The population and statistical sample in this research are the women of the relief committee who started a home business, professors in the field of marketing and digital marketing, and digital marketing specialists active in marketing companies with more than 5 years of experience. In the qualitative section, 16 interviews were collected until the theoretical saturation point was reached, and in the quantitative section, 234 were selected using the simple random method and Cochran's formula.The data collection tool in the qualitative part is an unstructured interview and in the quantitative part a semi-structured questionnaire.results obtained, the main code of entrepreneurial empowerment, which has a central code of social participation and four primary codes, digital marketing strategies, which has two central codes of infrastructure. Digital, finally, the main code of entrepreneurial capacity building, which has two central codes of laws and regulations of government sector support and have a direct relationship with the entry of women into home businesses in the digital marketing space.Digital Brand - When a traditional economy moves to a digital economy, it can bring a lot of resistance and challenges, but the digital economy also brings opportunities and internal aspects that will not only revive the economy supported by the economy, but also. It also increases digital. Online Development Economies The best starting point for such digital activities is internet-connected businesses among people living around the world.Such online connectivity helps businesses connect easily and efficiently with different economies. The industrial age has won with this new era that if companies and businesses do not use new technologies, they will not reap the success seeds that this new era has planted for it. Governments of all countries are developing their plans to become part of this global platform. The development of digital marketing is inseparable from the development of technology. In 1971, Ray Tomlinson sent the first email, and his technology provided a platform for people to send and receive files across different machines.
Digital marketing is one of these strategies that has many fans in management departments today. Digital marketing has changed the way businesses and other organizations communicate with their audiences. Consumers now have access to a much wider selection of entertainment, products, services and prices from different suppliers and a more convenient way to select and purchase items. Organizations have the opportunity to expand into new markets, offer new services, engage with audiences in new ways, and compete on a level playing field with larger businesses.
کلیدواژهها [English]
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