Template-Type: ReDIF-Article 1.0
Author-Name: Seyed Mohammad Mirmohammadi Shektaei
Author-Name-First: Seyed Mohammad
Author-Name-Last: Mirmohammadi Shektaei
Author-Email: mohamad.mirmohamadishektaei@iau.ac.ir
Author-Workplace-Name: Department of Business Management, Sar.C. Islamic Azad University, Sari, Iran.
Author-Name: Majid Fattahi
Author-Name-First: Majid
Author-Name-Last: Fattahi
Author-Email: majid.fattahi59@gmail.com
Author-Workplace-Name: Department of Business Management, Sar.C., Islamic Azad University, Sari, Iran
Author-Name: Majid Fani
Author-Name-First: Majid
Author-Name-Last: Fani
Author-Email: ma.fani@iau.ac.ir
Author-Workplace-Name: Department of Business management, Bob.C., Islamic Azad University, Babol, Iran.
Title: Testing the Digital Marketing Model for Enhancing Consumer Value of Startup Products
Abstract: The purpose of this study is to investigate and test the digital marketing model aimed at enhancing the consumer value of startup products. This research is applied in terms of its objective and descriptive-survey in terms of data collection methods. The statistical population consists of all senior, middle, and operational managers of startups in Mazandaran Province, totaling 989 individuals according to the obtained statistics. Based on Cochran's formula, a sample size of 277 individuals was determined, and stratified random sampling was employed. Data were collected using a researcher-designed questionnaire. Subsequently, the composite reliability and the reliability of each research component were calculated, with results indicating the reliability of the measurement tool. The validity of the questionnaire was established through content validity, with calculations of CVR and CVI, as well as divergent and convergent validity, confirming the questionnaire's appropriate validity. For data analysis, structural equation modeling was utilized using Smart PLS4 software. The results demonstrate the explanation of relationships between the main dimensions of the digital marketing model in enhancing consumer value and confirm the model's suitability and fit for startups. The identified main dimensions include content marketing and influence strategies, the use of advanced digital technologies in marketing, optimization of user experience and digital interaction, digital and targeted advertising, analysis of digital marketing performance and continuous optimization, digital market recognition and analysis, and customer relationship management and loyalty enhancement. Furthermore, the digital marketing model for enhancing consumer value is highly suitable and well-aligned with the characteristics of startup products.
Classification-JEL: JEL
Keywords: Digital Marketing; Consumer Value; Startup Products
Journal: International Journal of Resistive Economics
Pages: 45-54
Volume: 12
Issue: 1
Year: 2024
Month: January
DOI: 10.22034/oajre.2025.545888.1140
File-URL: https://www.oajre.ir/article_228746_74a9182f37490e104cd828b076ab7ae0.pdf
File-Format: Application/pdf
File-Function: Full text
File-URL: https://www.oajre.ir/article_228746.html
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Handle: RePEc:trd:journl:228746