The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran)
In today’s turbulent and competitive market, organizations tend to use Internet marketing for achieving and maintaining optimal performance in order to gain competitive advantage. One of the most important success factors in Internet marketing is the support of top managers of the organization. Sinc...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Qom
2020-09-01
|
| Series: | مدیریت مهندسی و رایانش نرم |
| Subjects: | |
| Online Access: | https://jemsc.qom.ac.ir/article_1067_3bc9a375a2693fd2f122eeee1244c756.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832577582514569216 |
|---|---|
| author | Hamidreza Rezvani Narges Aghakhani |
| author_facet | Hamidreza Rezvani Narges Aghakhani |
| author_sort | Hamidreza Rezvani |
| collection | DOAJ |
| description | In today’s turbulent and competitive market, organizations tend to use Internet marketing for achieving and maintaining optimal performance in order to gain competitive advantage. One of the most important success factors in Internet marketing is the support of top managers of the organization. Since there has been a limited number of researches investigating the relationship between "top managers’ supportive attitude" and "the extent to which Internet marketing is used", this paper seeks to identify, categorize, and provide indicators for measuring these two variables in book publishing and distribution companies. This study is a descriptive survey research and the data has been collected by sending electronic questionnaires to the top managers and marketing managers of under-research companies. The results indicate that there is a weak positive correlation between these two variables. In other words, the use of Internet marketing in under-research companies doesn't seem to have a strong relationship with managers' attitudes, and there are other factors involved. However, knowing the top managers’ attitude will lead to appropriate decisions on using resources for implementation of Internet marketing. |
| format | Article |
| id | doaj-art-77f2eda75c0a405aa200077efd1f17e7 |
| institution | Kabale University |
| issn | 2538-6239 2538-2675 |
| language | fas |
| publishDate | 2020-09-01 |
| publisher | University of Qom |
| record_format | Article |
| series | مدیریت مهندسی و رایانش نرم |
| spelling | doaj-art-77f2eda75c0a405aa200077efd1f17e72025-01-30T20:17:43ZfasUniversity of Qomمدیریت مهندسی و رایانش نرم2538-62392538-26752020-09-0162416810.22091/jemsc.2017.2353.10561067The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran)Hamidreza Rezvani0Narges Aghakhani1Assistant Prof., MBA Department, Management faculty, Mehralborz university, Tehran, Iran.MSc, IT management, IT department, Faculty of Information Technology, University of Mehralborz, Tehran, Iran.In today’s turbulent and competitive market, organizations tend to use Internet marketing for achieving and maintaining optimal performance in order to gain competitive advantage. One of the most important success factors in Internet marketing is the support of top managers of the organization. Since there has been a limited number of researches investigating the relationship between "top managers’ supportive attitude" and "the extent to which Internet marketing is used", this paper seeks to identify, categorize, and provide indicators for measuring these two variables in book publishing and distribution companies. This study is a descriptive survey research and the data has been collected by sending electronic questionnaires to the top managers and marketing managers of under-research companies. The results indicate that there is a weak positive correlation between these two variables. In other words, the use of Internet marketing in under-research companies doesn't seem to have a strong relationship with managers' attitudes, and there are other factors involved. However, knowing the top managers’ attitude will lead to appropriate decisions on using resources for implementation of Internet marketing.https://jemsc.qom.ac.ir/article_1067_3bc9a375a2693fd2f122eeee1244c756.pdfbook publishing and distribution companiesinternet marketingmanagers’ attitude towards internet marketing |
| spellingShingle | Hamidreza Rezvani Narges Aghakhani The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran) مدیریت مهندسی و رایانش نرم book publishing and distribution companies internet marketing managers’ attitude towards internet marketing |
| title | The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran) |
| title_full | The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran) |
| title_fullStr | The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran) |
| title_full_unstemmed | The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran) |
| title_short | The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran) |
| title_sort | impact of managers attitude towards internet marketing on internet marketing adoption in organizations case study book publishing and distribution companies in iran |
| topic | book publishing and distribution companies internet marketing managers’ attitude towards internet marketing |
| url | https://jemsc.qom.ac.ir/article_1067_3bc9a375a2693fd2f122eeee1244c756.pdf |
| work_keys_str_mv | AT hamidrezarezvani theimpactofmanagersattitudetowardsinternetmarketingoninternetmarketingadoptioninorganizationscasestudybookpublishinganddistributioncompaniesiniran AT nargesaghakhani theimpactofmanagersattitudetowardsinternetmarketingoninternetmarketingadoptioninorganizationscasestudybookpublishinganddistributioncompaniesiniran AT hamidrezarezvani impactofmanagersattitudetowardsinternetmarketingoninternetmarketingadoptioninorganizationscasestudybookpublishinganddistributioncompaniesiniran AT nargesaghakhani impactofmanagersattitudetowardsinternetmarketingoninternetmarketingadoptioninorganizationscasestudybookpublishinganddistributioncompaniesiniran |