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The effect of digital marketing on brand development in small and medium businesses
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Mohammad Faryabi *   1, Mina Masoudifar , Vahid Nowrozi |
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Abstract: (381 Views) |
Today, all people use the Internet and spend much time searching the digital world and social media. As a result, businesses are also affected by the digital space, and they must develop their brand in their target markets to surpass their competitors. Digital marketing strategies extend and increase the popularity of a brand in the online space and can be used to create a campaign of potential and profitable customers easily. Therefore, this research investigates the effect of digital marketing on brand development. The research’s statistical population includes the small and medium businesses of Tabriz. A questionnaire with 17 questions was used to collect data. Experts’ opinions confirmed its face validity, and its construct validity was confirmed using confirmatory factor analysis. In addition, Cronbach’s alpha coefficient was used to confirm its reliability. Structural equation modeling, SPSS, and Amos were used to analyze data. The results indicated a positive and significant effect of digital marketing on its components and brand development. In addition, it was also shown that marketing research has a positive and significant effect on brand development. Moreover, distribution channels’ positive and significant effect on brand development was confirmed. Finally, the results showed that customer-related activities positively and significantly affect brand development.
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Article number: 2 |
| Keywords: Digital marketing, marketing research, distribution channels, customer-related activities, brand development, small and medium businesses |
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Full-Text [PDF 561 kb]
(111 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/04/7 | Accepted: 2023/05/18 | Published: 2023/08/18
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