Evaluation of the digital marketing Strategy of the Bushehr Province Mining export Companies using RACE model

Document Type : Original Article

Authors

1 business Administration, Persian Gulf University,

2 Business Administration,, Persian Gulf University

3 Business Administration, Persian Gulf University

Abstract

Abstract: Digital marketing can be considered a modern approach, which has accompanied today's businesses with a technological revolution. On the other hand, the world of modern industry and technology needs minerals more and more every day. For this reason, the present study has evaluated the digital marketing strategies of mining companies in Bushehr province and also provided suggestions in this regard, in order to assess the current state of the digital marketing in this sector, to take steps to modernize the companies in the province. This descriptive-applied research has collected information in the field, using tools such as questionnaires and interviews, has analyzed the data quantitatively, and has adopted a correlation and survey strategy. The statistical population of the study is all 172 mining companies in the province, and by sampling based on the criteria of "activation" and "use of the digital marketing", 11 companies have been selected as a sample. Data analysis was performed with SPSS and Smart-PLS software. Findings show that the digital marketing strategy of the province's mining companies is not in a good condition, and companies in 4 dimensions of this strategy, namely "PLAN, REACH, ACT (CONVERT) and ENGAGE" did not receive a appropriate score. Therefore, the present study to improve this situation provides practical suggestions for the digital marketing of the mining companies in Bushehr province.

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References

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History

  • Receive Date: 08 September 2020
  • Revise Date: 09 November 2020
  • Accept Date: 10 November 2020

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