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Year 2017, Volume: 7 Issue: 3, 357 - 365, 01.09.2017

Melika Sadat Shirazi

Abstract

Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation

Year 2017, Volume: 7 Issue: 3, 357 - 365, 01.09.2017

Melika Sadat Shirazi

Abstract

This study examined the effect of electronic marketing on business performance through the mediating role of market-orientation in the central branch of Mellat Bank. Statistical society of this study consisted of all managers and employees of Mellat Bank in Tehran. According to Krejcie and Morgan Tables, the sample size was 226 and the sampling was done randomly. This descriptive study was correlational and the data collection was done by questionnaire. Likert scale was used to measure the questionnaires. The validity of research tools was approved using a group of experts and and reliability was confirmed using Cronbach's alpha as 0.878 for electronic marketing, 0.812 for business performance and 0.833 for market orientation. Data were analyzed using structural equation modeling. The results suggest that the electronic marketing components (responsiveness, security, and technology) has a significant effect on business performance. However, effect of security in electronic marketing on business performance has been more compared to other factors. Results also show that market orientation moderates the effect of electronic marketing on business performance. (Incremental)

Keywords

Electronic-Marketing Business Performance Responsiveness Security Technology

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Details

Other ID JA68PP77UU
Journal Section Research Article
Authors

Melika Sadat Shirazi This is me

Publication Date September 1, 2017
Published in Issue Year 2017 Volume: 7 Issue: 3

Cite

APA Shirazi, M. S. (2017). Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation. International Review of Management and Marketing, 7(3), 357-365.
AMA Shirazi MS. Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation. IRMM. September 2017;7(3):357-365.
Chicago Shirazi, Melika Sadat. “Study the Role of Electronic Marketing on Business Performance With Emphasis on the Role of Market Orientation”. International Review of Management and Marketing 7, no. 3 (September 2017): 357-65.
EndNote Shirazi MS (September 1, 2017) Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation. International Review of Management and Marketing 7 3 357–365.
IEEE M. S. Shirazi, “Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation”, IRMM, vol. 7, no. 3, pp. 357–365, 2017.
ISNAD Shirazi, Melika Sadat. “Study the Role of Electronic Marketing on Business Performance With Emphasis on the Role of Market Orientation”. International Review of Management and Marketing 7/3 (September 2017), 357-365.
JAMA Shirazi MS. Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation. IRMM. 2017;7:357–365.
MLA Shirazi, Melika Sadat. “Study the Role of Electronic Marketing on Business Performance With Emphasis on the Role of Market Orientation”. International Review of Management and Marketing, vol. 7, no. 3, 2017, pp. 357-65.
Vancouver Shirazi MS. Study the Role of Electronic Marketing on Business Performance with Emphasis on the Role of Market Orientation. IRMM. 2017;7(3):357-65.