The impact of internet marketing on the export development for Agricultural Products in Food Companies

Agricultural Marketing and Commercialization Journal

دوره 4، شماره 2، اسفند 2020، صفحه 149-160   

نوع مقاله: Original Research

نویسندگان

Mitra Tavassoli¹؛ Abdullah Naami^{* 2}

¹Ph.D. student in Business Administration and Marketing, South Tehran Branch, Islamic Azad University, Tehran, Iran

²Faculty of Management, South Tehran Azad University

چکیده

The present study aims to evaluate the effect of internet marketing on export development for agricultural products in food companies. The study method is descriptive-correlation and structural equations. The study population is sale managers, marketing managers, experts of international contracts, and international relations experts of exporting agricultural products in food companies.in Tehran. 179 people participate in the study. They responded to questionnaires on internet marketing capabilities, availability of export information, business network relations, and export market growth. The reliability and validity of measures are supported using Cronbach’s alpha and confirmatory factor analysis. For data analysis, the Pearson correlation and structural equations method with LISREL software is used. It was found that the effect of internet marketing capabilities on export market growth, availability of export information, and business network relations were positive and significant. The effect of export information availability on export market growth and business network relationship was positive and significant. The effect of the business network relationship on the growth of the export market was positive and significant. Thus, we can say internet marketing capabilities can lead to the increasing availability to export information, and development of international business networks, and export market development.

کلیدواژه‌ها

Internet marketing capability؛ Availability of export information؛ Business network relationship؛ Export market growth

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