Investigating the effective factors on the application of internet marketing dimensions from the point of view of managers and employees of Ramek Dairy Products Company

Subject Areas : Journal of Knowledge Studies

Mohammad Bahrami ¹ , Marzieh Yari Zanganeh ²

1 - Expert of Shiraz Ramak Dairy ProductCo, Shiraz, Iran
2 - Department of Knowledge and Information Science, Marvdasht Branch, Islamic Azad University, Marvdasht, Iran

Received: 2023-02-07 Accepted : 2023-04-21 Published : 2023-06-19

Keywords: competition, comparative advantage, Adaptability, Customer pressure, Internet marketing, Ramek company,

Abstract :

Objective: This study was conducted with the aim of investigating the factors affecting the application of Internet marketing dimensions from the perspective of managers and employees in Ramek Dairy Products Company.    Method: The current research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is all the managers and administrative employees of Ramek company, there are 442 people, among them, a sample of 206 people was selected using Cochran's formula. Shaltoni (2017) questionnaire including seven dimensions (comparative advantage, complexity, adaptability, innovativeness, competitor pressure, customer pressure of Internet marketing application) and 19 Likert scale items were used to collect data. The results of Cronbach's alpha test, 0.74, indicate the acceptable reliability of the tool. Data analysis and research hypotheses were done with one-sample t-test, one-way variance and Pearson correlation and SPSS software. Findings: The findings of the research showed that there is a significant relationship between all factors using internet marketing from the point of view of managers and employees, the highest correlation is related to the adaptability dimension (0.865) and the lowest is related to the innovativeness dimension (0.653) and the hypotheses of the research was confirmed. Also, the findings showed that there is no difference in the willingness to use internet marketing between men and women. The relative advantage variable is affected by age and the complexity variable is dependent on age, education and work experience. Conclusion: The results obtained from this research showed that the benefits of using internet marketing dimensions can be a strategy to maintain competitive advantage and maintain relationships with customers and finally find new customers and satisfy them in Ramek Company.