Digital Marketing Drivers for Women Empowered by Relief Committee in Home-Based Businesses

Document Type : Research Paper

Authors

1 Department of Business Management, Faculty of Social Science, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Department of Business Management, Faculty of Social Science, University of Mohaghegh Ardabili, Ardabil, Iran,

10.22059/jed.2024.369121.654300

Abstract

Objective: : Home-based businesses serve as vital sources for creating significant employment opportunities. They can contribute to reducing unemployment rates in a region and lead to the development of the local economy. However, for survival and achieving high economic and competitive results, a complete overhaul of development strategies and transitioning to digital activities is required. Digital technologies and the opportunities they create are the main drivers of businesses, gradually changing traditional methods, approaches, and tools in managing organizational activities across various functional domains. Additionally, digital marketing can further enhance the development of these businesses.
Method: The present research adopts a mixed-methods approach, combining qualitative and quantitative elements with a practical goal in mind. The qualitative section utilizes grounded theory, while the quantitative part employs structural equation modeling with a partial least squares approach for data collection and analysis. In the qualitative section, a three-stage coding method, including open, axial, and selective coding, is used for encoding the conducted interviews. The study population includes women under the coverage of the relief committee who have initiated home-based businesses, marketing professors, digital marketing experts, and professionals with over 5 years of experience in marketing companies. Sixteen interviews were conducted in the qualitative phase, reaching theoretical saturation, and 234 participants were selected randomly using simple random sampling and Cochran's formula in the quantitative section. Data collection tools consist of unstructured interviews in the qualitative section and a semi-structured questionnaire in the quantitative section.
Results: According to the results obtained from the qualitative section, the model derived comprises four main components: women's entry into home-based businesses, entrepreneurial empowerment, digital marketing strategies, and entrepreneurial capacity. The core code of entrepreneurial empowerment has a central code of social participation and four primary codes: customer relations, skills and knowledge, dynamic adaptability, and social competence. Furthermore, digital marketing strategies consist of two central codes: digital infrastructure, including software and hardware foundations, and the potential of online advertising. Internal organizational capabilities include digital entrepreneurial skills and digital marketing knowledge. Finally, the core code of entrepreneurial capacity comprises two central codes: laws and regulations, including digital laws and regulations, strengthening distribution channels, and enhancing information technology infrastructure. Government support includes providing financial facilities in the digital realm and government incentives for committee women. According to the results, the core code of entrepreneurial empowerment, with a coefficient of 0.533, digital marketing strategies with two central codes, digital infrastructure (coefficient: 0.398), and entrepreneurial capacity with two central codes, laws and regulations, and government support (coefficient: 0.346), have a direct relationship with women's entry into home-based businesses in the digital marketing space.
Conclusion: Given that women under the coverage of the relief committee are generally without male providers in their households and have lower educational levels, it is essential to empower them to undergo transformation, breaking their dependence on governmental centers such as the relief committee and other social sectors. Therefore, having a social network willing to motivate you can help and provide positive energy. Additionally, management, planning, and business performance monitoring skills are of paramount importance. These skills assist home entrepreneurs in managing their businesses effectively and enable them to create and implement effective digital marketing strategies to attract customers and grow. Overall, these factors can contribute to helping home entrepreneurs develop their businesses in the digital world.
 

Keywords

Main Subjects

References

فلاح، محمدرضا. (1397). شناسایی پیشران‌های مؤثر در توسعة کسب‌وکارهای بسیار کوچک (میکرو) در بخش مشاغل خانگی روستایی. تحقیقات بازاریابی نوین، 8(3)، 119-140 doi: 10.22108/nmrj.2018.108568.1539.
أمیری سردری زهره، حیدری علی اکبر، جمشیدی محمدجواد، زیودار مهدی. تأثیر المکونات الإداریه القانونیه ومشارکه أصحاب المصلحه فی صناعه السیاحه البیئیه لی مشارکه ملائکه الأعمال (دراسه حاله: مقاطعه کرمانشاه). دراسات فی العلوم الانسانیه. ۱۴۴۲; ۲۸ (۱) :۹۳-۱۱۹
حیدری، علی اکبر، امیری سردری، زهره، جمشیدی، محمد جواد، و سالارزهی، حبیب الله. (1399). شناسایی و تبیین ابعاد زیرساخت و فناوری صنعت‌ بوم‌گردی بر جذب فرشتگان کسب‌و‌کار در راستای توسعۀ صنعت گردشگری روستایی استان کرمانشاه. فصلنامه توسعه کارآفرینی، 13(2)، 199-216
لطیفیان، احمد و اولیایی، نعیمه،1395،نقش بازاریابی الکترونیکی در کسب و کار خانگی،کنفرانس ملی راهبردهای توسعه شرق ایران،زاهدان،https://civilica.com/doc/747248
مطیعی، محسن، و دین محمدی، فاطمه(1401). تاثیر دانش فناوری بر توسعه کارآفرینی اجتماعی با تاکید بر نقش میانجی مسئولیت پذیری اجتماعی در مشاغل خانگی.  ماهنامه جامعه شناسی سیاسی ایران، 5(5)، 210-227.
تقی بیگی، معصومه، آگهی، حسین، و میرک زاده، علی اصغر. (1393). بررسی موانع و راهکارهای مناسب توسعة مشاغل خانگی روستایی شهرستان اسلام‌آباد غرب. پژوهشهای روستائی، 5(2)،283-310
تاش, مهیم، و امیری سردری, زهره. (1402). تبیین ساختاری - عملکردی تأثیر بازاریابی سبز در توسعه گردشگری سلامت در استان کرمان. گردشگری و توسعه، 12(1)، 163-176. doi: 10.22034/jtd.2022.338092.2601
تاش، مهیم، امیری سردری، زهره، و یاوری، قمر. (1402). تحلیل ساختاری ایجاد کسب‌وکار جدید به‌واسطه تشخیص و توسعه فرصت‌های بازاریابی الکترونیکی. پژوهش های مدیریت عمومی، 16(62)، 317-349 doi: 10.22111/jmr.2024.44593.5940
تواضعی فر، اسما، شیهکی تاش، مهیم و کشاورز، سهیلا. (1398). شناسایی پیشران‏‎های مؤثر بر کارآفرینی دیجیتال در کسب‌وکارهای کوچک و متوسط با رویکرد فراترکیب. سیاست نامه علم و فناوری، 9(3)، 61-72
 
Akmaljon, O., Erkin, G., & Nodira, M. (2022). DIGITAL MARKETING. Uzbek Scholar Journal, 10, 112-116.
Amiri Sardari, Z., Heydari, A., Jamshidi, M. J., & Zivdar, M. (2021). The Influence of Legal-Managerial Components and Participation of Stakeholders in the Ecotourism Industry on Attracting Business-Angels (Case Study: Kermanshah Province). The Journal of Research in Humanities, 28(1), 93-119. (inPersian).
Benady, D. (2014). What the internet of things means for marketers. Retrieved December, 19, 2015.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271. DOI: 10.1016/j.bushor.2012.01.007.
Burhanuddin, Y., Khamisah, N., & Kertasari, S. F. (2022). Utilization of E-Commerce and Digital Marketing to Increase Value-added Products for MSMEs and Home Businesses in Kerinjing Village. Sricommerce: Journal of Sriwijaya Community Services, 3(1), 57-64. DOI: 10.29259/jscs.v3i1.77.
Carsrud, A., & Cucculelli, M. (2014). Family firms, entrepreneurship, and economic development. Journal of Small Business Management, 52(2), 189-191.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
D'aveni, R. A. (2013). 3-D printing will change the world. Harvard business review, 91(3), 34-35.
Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
Fallah, M. R. (2018). Identifying Drivers Affecting Micro-business Development in Rural Home Business. New Marketing Research Journal, 8(3), 119-140. doi: 10.22108/nmrj.2018.108568.1539. (inPersian).
Farshadghar, Nasser, Pashoutanizadeh, Homan, and Rezaei, Ehsan. (2017). Prioritizing factors affecting marketing in digital businesses. National Conference on Management and Human Sciences Research in Iran (the second international conference and the fourth national conference). SID. https://sid.ir/paper/897704/fa.
Galloway, L., Sanders, J., & Deakins, D. (2011). Rural small firms’ use of the internet: From global to local. Journal of Rural Studies, 27(3), 254-262. Doi:10.1016/j.jrurstud.2011.05.005.
Hamill, J., Tagg, S., Stevenson, A., & Vescovi, T. (2010). Special edition–‘New developments in online marketing’. DOI: 10.1080/02672571003640524
Heidari, A. A., Amiri Sardari, Z., Jamshidi, M. J., & Salarzahi, H. (2020). Investigating the Effects of Infrastructure and Technology of Infrastructure Ecotourism on the Recruitment of Business Angels in Development of Rural Tourism Industry of Kermanshah Province. Journal of Entrepreneurship Development, 13(2), 199-216. (inPersian).
Huggins, R., & Izushi, H. (2002). The digital divide and ICT learning in rural communities: examples of good practice service delivery. Local Economy, 17(2), 111-122. DOI: 10.1080 /02690940210129870.
Latifian, Ahmed and Olyaei, Naimeh, 2015, The Role of Electronic Marketing in Home Business, National Conference on Eastern Development Strategies of Iran, Zahedan, https://civilica.com/doc/747248 (inPersian).
Matthews, C. H., Hechavarria, D., & Schenkel, M. T. (2011). Family business: A global perspective from the panel study of entrepreneurial dynamics and the global entrepreneurship monitor. In Understanding family businesses: Undiscovered approaches, unique perspectives, and neglected topics (pp. 9-26). New York, NY: Springer New York. DOI:10.1007/978-1-4614-0911-3_2.
Meria, L., Zanubiya, J., Alfi, M., & Juliansah, D. (2023). Increasing Consumers with Satisfaction Application based Digital Marketing Strategies Startupreneur Business Digital (SABDA). Startupreneur Bisnis Digital (SABDA, vol. 2, no. 1, 2023,[Online]. Available: https://doi. org/10.3430.
motir, M., & dinmohammadi, T. (2022). The effect of technology knowledge on the development of social entrepreneurship with emphasis on the mediating role of social responsibility in home-based businesses. Political Sociology of Iran, 5(5), 210-227. doi: 10.30510/psi.2022.286967.1739. (inPersian).
Nathan, R. J., Victor, V., Gan, C. L., & Kot, S. (2019). Electronic commerce for home-based businesses in emerging and developed economy. Eurasian Business Review, 9, 463-483. https://doi.org/10.1007/s40821-019-00124-x.
Nguyen, T. H., Newby, M., & Macaulay, M. J. (2015). Information technology adoption in small business: Confirmation of a proposed framework. Journal of Small Business Management, 53(1), 207-227.
O’Toole, T. (2003). E‐relationships–emergence and the small firm. Marketing intelligence & planning, 21(2), 115-122. Doi: 10.1108/02634500310465434.
Oktaviana, M., Nurhalim, A. D., & Hernawati, E. (2021). An Analysis Of Go-Food, Grabfood, And Shopeefood Utilization To Improve Customer Loyalty On Home-Based Business Owners In Tangerang City. Primanomics: Jurnal Ekonomi & Bisnis, 19(3), 1-10.
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293. Doi: 1 0.1016/j.bushor.2020.12.004.
Philip, L., & Williams, F. (2019). Remote rural home based businesses and digital inequalities: Understanding needs and expectations in a digitally underserved community. Journal of Rural Studies, 68, 306-318. Doi: 10.1016/j.jrurstud.2018.09.011.
Porter, M. E., & Michael; ilustraciones Gibbs. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 63e78.
Purwanti, Y. (2021). The influence of digital marketing & innovasion on the school performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7), 118-127.
Quinton, S., Canhoto, A., Molinillo, S., Pera, R., & Budhathoki, T. (2018). Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy. Journal of Strategic Marketing, 26(5), 427-439.
Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2023). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 61(3), 1278-1313.
Taghibaygi, M., Agahi, H., & Mirakzadeh, A. A. (2014). A Study of Barriers and Suitable Solution in Development of Rural Household Jobs from the Perspective of Rural Women and Expert in the City of West Islamabad. Journal of Rural Research, 5(2), 283-310. https://doi.org/10.22059/jrur.2014.52472 (inPersian).
Tash, M., & Amiri Sardari, Z. (2023). Structural-Functional Explanation of Green Marketing Effect in the Development of Health Tourism in Kerman Province. Journal of Tourism and Development, 12(1), 163-176. https://doi.org/10.22034/jtd.2022.338092.2601. (inPersian).
Tash, M., Amiri Sardari, Z., & Yavari, G. (2024). Structural Analysis of Establishing a new Business Through the Identification and Development of Electronic Marketing Opportunities Using a Partial Least Squares Approach. Public Management Researches, 16(62), 317-349. https://doi.org/10.22111/jmr.2024.44593.5940 (inPersian).
Tavazoeifar, A., Sheihakitash, M., & Keshavarz, S. (2019). Identification of Effective Propellants on Digital Entrepreneurship in Small and Medium Businesses with Meta- Synthesis Approach. Science and Technology Policy Letters, 09(3), 61-72. Dor: 20.1001.1.24767220.1398.09.3.5.3 (inPersian).
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708. Doi: 10.1016/j.bushor.2014.07.002.
Veleva, S. S., & Tsvetanova, A. I. (2020, September). Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012065). IOP Publishing.
Vorley, T., & Rodgers, P. (2014). Home is where the business is: Incidents in everyday life and the formation of home-based businesses. International Small Business Journal, 32(4), 428-448. DOI: 10.1177/0266242612452173.
Whitacre, B., Gallardo, R., & Strover, S. (2014). Broadband׳ s contribution to economic growth in rural areas: Moving towards a causal relationship. Telecommunications Policy, 38(11), 1011-1023. Doi:10.1016/j.telpol.2014.05.005
Yadav, M. S., & Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing. doi:10.1509/jm.12.0020

Files

Share

How to cite

Statistics