Sociological Impact of Using Digital (Web-based) Analyses on Performance Measurement and Optimization of Digital Marketing among Young Managers (Case study: Digital-based Companies in Tehran)

Sociological Studies of Youth

مقاله 3، دوره 10، شماره 34، مهر 2019، صفحه 39-62   

نوع مقاله: Original Article

شناسه دیجیتال (DOI): 10.22034/ssyj.2019.668105

نویسندگان

Majid Fani¹؛ Seyyed Mehdi Jalali^{* 2}؛ Shadan Vahabzadeh³

¹Ph.D. Candidate, Department of Business Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran

²Assistant Professor, Department of business management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran

³Assistant Professor, Department of business management, North Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده

This research aims to study the effect of using digital (web-based) analyses in performance measurement and optimization of digital marketing in digital-based companies in Tehran. The data collection tool was a researcher-made questionnaire. A panel of experts and supervisor were asked to measure the validity of the questionnaire. For reliability analysis of this tool, Cronbach’s alpha test was applied; the alpha value was higher than 0.7, indicating the required reliability. The statistical population of this research is marketing managers and specialists of web-based commercial companies in Tehran. The questionnaire was distributed among 110 young marketing managers and experts of web-based corporations in Tehran. Structural equation modeling (SEM) test was performed via Smart PLS software in order to scrutinize the research hypotheses. The results of data analysis showed that web-based analyses have a positive and meaningful impact on performance measurement and optimization of digital marketing.

کلیدواژه‌ها

Web-based analyses؛ web-based companies؛ Digital analyses

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