Developing a conceptual framework for the use of digital marketing in the capital market based on theories of planned behavior and technology acceptance Case study: stock brokerage companies in Tehran
Subject Areas : Financial Economics
Mostafa Hosseinzadeh
1
(Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran)
Shadan Vahabzadeh Munshi
2
(Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran)
Hamed Abbasi Nami
3
(Department of Entrepreneurship and Business, Qom Branch, Islamic Azad University, Qom, Iran)
Hormoz Mehrani
4
(Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran. Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran)
Abolfazl Shahrabadi
5
(Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran)
Keywords: Capital Market, Attitude, Keywords: Digital Marketing, Perceived Profitability. Thematic classification: M31, Z33,
Abstract :
AbstractThis research aims to provide a conceptual framework to explain the implementation of digital marketing in the capital market for stock brokerage companies in Tehran and the factors affecting its formation. In this regard, a survey field study was conducted by distributing questionnaires to a sample of 369 CEOs and vice presidents of brokerage companies. The questionnaire used included 9 dimensions and 38 items, which were distributed among the members of the statistical sample after ensuring reliability and validity.Partial least squares technique and SmartPLS software were used for data analysis. Based on the obtained results, perceived usefulness and perceived ease have a significant effect on the attitude towards digital marketing; Also, attitude, perceived risk, predictable regret, mental norms and behavioral control have a significant effect on the behavioral inclination towards digital marketing, and the latter has a positive and significant effect on the acceptance of digital marketing in the capital market The results of fitting showed that the model proposed in this research has good validity and fit.
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