ORIGINAL PAPER
Internet marketing and its impact on the development of handicraft export (case study: Isfahan Province)
 
 
More details
Hide details
1
Najaf Abad University, Iran
 
 
Online publication date: 2023-03-20
 
 
Publication date: 2023-03-20
 
 
NSZ 2023;18(1):49-60
 
KEYWORDS
ABSTRACT
The development of Internet technology has had a vast impact on business processes, so it is a suitable platform for the activities of most companies. Today, exports are carried out internationally. Many organizations are aware of the elements of internet marketing. Since the handicraft industry of Iran and Asia has a long history, Internet marketing and the Internet provides an excellent opportunity to develop its exports. This research examines the elements of Internet marketing and its relationship with the export performance of handicrafts. The city of Isfahan in Iran is efficient in various fields of this industry. This research data was designed using a questionnaire consisting of 23 questions. Cronbach’s alpha coefficient is 0.94, and experts have confirmed its validity. SPSS software, inferential statistics, and Pearson correlation test were used to check research hypotheses. More complete analyzes of regression analysis have been used. The independent variable of this research is marketing mix elements, including promotion, transaction, exchange, and supply. The dependent variable of export performance has been examined in two dimensions, financial and strategic. After reviewing a central hypothesis and eight sub-hypotheses, there is a positive relationship between the Internet marketing elements related to advertising, exchange, exchange, and supply and the export performance of the investigated companies. Finally, the effectiveness of each of these elements was checked using regression analysis, and the ranking and importance of each parameter were introduced. The exchange had the most significant impact on internet marketing.
REFERENCES (21)
1.
Alarcon-del-Amo, M., Rialp-Criado, A., Rialp-Criado, J., 2018, Examining the impact of managerial involvement with social media on exporting firm performance, International Business Review, No. 2(27), pp. 355-366.
 
2.
Bala, M., Werma, D., 2018. A Critical Review of Digital Marketing, International Journal of Management, IT & Engineering, No. 8(10), pp. 321-339.
 
3.
Bilal, M., Kumari, B., Rani, S., 2021. An Artificial Intelligence supported E-Commerce Model to Improve the Export of Indian Handloom and Handicraft Products in the World, Proceedings of the International Conference on Innovative Computing & Communication (ICICC) 2021.
 
4.
Cadogan, J., Seli, E., 2003. Export market – oriented behavior and export performance: the moderative roles of competitive intensity and technological, International Marketing, No. 20(5), pp. 493-513.
 
5.
Cavusgil, S.T., Zou, S., 1994. Marketing strategy – performance relationship: an investigation of the empirical link in export market ventures, Journal of Marketing, No. 58, pp. 1-21.
 
6.
Clarke, G.R.G., 2008. Has the internet increased exports for firms from low and middle-income countries?, Information Economics and Policy, No. 20(1), pp. 16-37.
 
7.
Cordova, A., Yang, Y., Jansen, B., 2012. External to Internal Search: Associating Searching on Search Engines with Searching on Sites, Information Processing & Management, No. 5(51), pp. 718-736.
 
8.
Eroglu, H.E., 2013. Use of Internet in Selling of Handicrafts: Turkish Meerschaum, International Journal of Education and Research, Vol. 1, No. 11.
 
9.
Fernandes, A., Mattoo, A., Nguyen, H., Schiffbauer, M., 2019. The internet and Chinese exports in the pre-ali baba era, Journal of Development Economics, Vol. 138, pp. 57-76.
 
10.
Ghosal, I., Prasad, B., 2019. Inspiring Digitalization of Handicraft Market: An Empirical Approach, Journal of Management, Vol. 15, pp. 199-209.
 
11.
Ghouse, S., 2012. Indian Handicraft Industry: Problems and Strategies, International Journal of Management Research and Review, Vol. 2, No. 7, pp. 1183-1199.
 
12.
Gregory, G.D., Viet Ngo, L., Karavdic, M., 2019. Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures, Industrial Marketing Management, No. 78, pp. 146-157.
 
13.
Kabanda, S., Brown, I., 2017. A structuration analysis of Small and Medium Enterprise (SME) adoption of E-Commerce: The case of Tanzania, Telematics and Informatics, No. 4(34), pp. 118-132.
 
14.
Keke, M.E., 2022. The use of digital marketing in information transport in social media: the example of Turkish companies, Transportation Research Procedia, Vol. 63.
 
15.
Masoud, H., Mortazavi, M., Torabi Farsani, N., 2019. A study on tourists’ tendency towards intangible cultural heritage as an attraction (case study: Isfahan, Iran), City, Culture and Society, Vol. 17, pp. 54-60.
 
16.
Mathews, S.H., Bianchi, C., Perks, K., Chen, H.L., Glavas, C., 2015. The impact of Internet marketing capabilities on international network capability, a cross country study comparison between Australia, Chile and Taiwan internationalised SMEs, Australian and New Zealand International Business Academy Conference (ANZIBA), https://eprints.qut.edu.au/821... (access: 15.02.2023).
 
17.
Ramanathan, R., Ramanathan, U., Hsiao, H.L., 2012. The Impact of e-commerce on Taiwanese SMEs: Marketing and Operations Effects, International Journal of Production Economics, No. 140, pp. 934-943.
 
18.
Shah, A., Patel, R., 2016. E-Commerce and Rural Handicraft Artisans, Voice of Research, Vol. 5, No. 3, pp. 24-29.
 
19.
Taleghani, M., Akhlagh, E., Mohammadi Sani, A.A., 2013. Impact of Electronic Marketing on the Performance of Pistachio Exporting Companies in Iran, Journal of Basic and Applied Scientific Research, No. 3(6), pp. 211-217.
 
20.
Vaculcikova, Z., Tuckova, Z., Nguyen, X.T., 2020. Digital Marketing Access as a Source of Competitiveness in Traditional Vietnamese Handicraft Villages, Innovative Marketing, No. 16(1), pp. 1-10.
 
21.
Warlina, L., Habibi, I., 2019. Analysis E-commerce Handicraft of Website-Based, IOP Conference Series: Materials Science and Engineering.
 
eISSN:2719-860X
ISSN:1896-9380
Journals System - logo
Scroll to top