Designing a new framework for implementing international digital marketing (Case study: The Carpet Industry)

Document Type : Original Article

Authors

1 Associate professor, Business Department, Hazrat-e Masoumeh University, Qom, Iran

2 Assistance professor, Business Department, Hazrat-e Masoumeh University, Qom, Iran

3 MA of international Marketing, Faculty of Management, Hazrate Masoumeh University, Qom, Iran

Abstract

Understanding the factors affecting international digital marketing successful use can help increase the profitability of carpet exporting companies internationally. Despite its importance, it has not been considered in previous studies. Therefore, main purpose of this study is to design a framework for implementing international digital marketing in the carpet industry. In order to achieve the goal of the research, a qualitative approach using interviews with experts was applied to identify the dimensions of international digital marketing success in the carpet industry; Then, the importance and priority of each of the identified dimensions and indices are determined using the quantitative method of Shannon entropy analysis. The research sampling method is purposeful (judgmental). Findings indicate the three main categories including international digital marketing process, international digital marketing content and international digital marketing context with weights of 0.4078, 0.3672 and 0.2253 respectively and also 11 important concepts for each category. The category "international digital marketing process" contains concepts such as position analysis, goal / strategy identification, tactics and measures after evaluation and control, the category "international digital Marketing context" contains the concepts of technology, people, strategy and Finally, the category "international digital marketing content " includes the concepts of place,, price, product and promotion. Among the concepts of international digital marketing in the carpet industry, the highest priority was given to the concepts of position analysis (weight: 0.1498), promotion (weight: 0.1368) and goal / strategy formulation (weight: 0.1016) among other concepts.

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References

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Journal of International Business Administration
Volume 4, Issue 4 - Serial Number 16
January 2022
Pages 151-169

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History

  • Receive Date: 28 November 2020
  • Revise Date: 01 June 2021
  • Accept Date: 02 June 2021

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