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Assessing the Relationship Between Digital Marketing and Customer Participation in the Retail Industry
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David Ottmer   , Karin Karlinger * 1 |
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Abstract: (281 Views) |
The issue of advertising and digital marketing is so important and complex that it requires the guidance of digital advertising and marketing experts. Today, users' use of the Internet and their extensive usage of smartphones is considered a subset of marketing management. Therefore, in the present research, the relationship between digital marketing and customer participation in the retail industry has been evaluated with an emphasis on post-Corona. This research is a type of applied research. The descriptive method is also used in the quantitative part. Descriptive statistics are used to determine the dimensions, components, and indicators, and exploratory factor analysis and Lisrel software are used to determine the current situation, determine the influencing factors, and determine the contribution of each of the influencing factors. The statistical population in this research consists of all the active people in the marketing industry in the retail industry. The findings show that four factors, digital marketing planning, digital marketing performance, use of social networks, engagement, and customer participation are factors influencing digital marketing in the retail industry in the post-corona era. In the ranking, since the value of the significance level is 0.000, which is smaller than the error value of 0.05, the ranking of the factors is not the same for at least one of the average factors. In order, digital marketing performance ranks first, digital marketing planning ranks second, the use of social networks ranks third, and customer engagement and participation ranks fourth. The results show that there is a significant relationship between digital marketing planning and customer engagement and participation in the retail industry with an emphasis on post-corona, and there is a significant relationship between the use of social networks and customer engagement and participation in the retail industry with an emphasis on post-corona. Also, the results show that there is a significant relationship between digital marketing performance and customer engagement and participation in the retail industry with an emphasis on post-corona. |
Article number: 4 |
| Keywords: Digital mar-keting Customer par-ticipation Retail industry |
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Full-Text [PDF 1223 kb]
(230 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/09/14 | Accepted: 2022/10/15 | Published: 2022/12/20
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