Evaluating and Prioritizing the Effective Factors on the Success of Internet Marketing of Export Companies by Utilizing the Multi-Criteria Decision-Making Technique

• Andervazh, Leila ^[1] ; Zalaki Ghorbanpour, Mousa ^[1]
  1. [1] Islamic Azad University

     Islamic Azad University

     Irán

     
• Localización: Navus: Revista de Gestão e Tecnologia, ISSN-e 2237-4558, Nº. 14, 2024
• Idioma: inglés
• Títulos paralelos:
  • Evaluating and Prioritizing the Effective Factors on the Success of Internet Marketing of Export Companies by Utilizing the Multi-Criteria Decision-Making Technique
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  • español

       

  • English

    This study was designed to examine and prioritize the effective factors on the success of Internet marketing of export companies by utilizing the TOPSIS multi-criteria decision-making technique. The study’s statistical population consisted of the managers of 52 export trading companies in Mazandaran province, Iran. A questionnaire was used to collect the required data and its validity questionnaire was confirmed by relevant experts and professors. Also, the reliability values of the questionnaire variables were obtained using Cronbach's alpha for internal factors, external factors, international factors, and internet marketing success as 0.84, 0.85, 0.83, and 0.86, respectively. The structural equation model method was used for the analysis of the research data and testing the hypotheses using SPSS and Lisrel software, while the TOPSIS technique was applied to prioritize the identified factors. As indicated by the findings of this research, three internal, external, and international factors can affect the success of Internet marketing. Furthermore, ranking by the TOPSIS method revealed that external factors are rated the first place in this rating, followed by internal factors and international factors in the second and third places.

     

  • português

      This study was designed to examine and prioritize the factors influencing the success of Internet marketing among export companies, using the TOPSIS multi-criteria decision-making technique. The statistical population consisted of managers from 52 export trading companies in Mazandaran province, Iran. A questionnaire was employed to collect the necessary data from the set of managers. A group of experts in the field make a check if the questions in the questionnaire serve to the purpose of the research study. After the validity of the questionnaire is confirmed by the experts its reliability is assessed by using the Cronbach's alpha statistical measure. The values of this measure are: for internal factors (0.84), external factors (0.85), international factors (0.83), and Internet marketing success (0.86). The structural equation model (SEM) was applied to analyze the data and test the research hypotheses using the SPSS and LISREL software. Additionally, the TOPSIS technique was utilized to prioritize the identified factors. The results indicate that internal, external, and international factors significantly impact the success of Internet marketing. The TOPSIS ranking revealed that external factors are rated the first place, followed by internal factors and international factors in the second and third places.