A Comprehensive Framework for E-marketing Implementation by Meta-Synthesis Method

Document Type : Research Paper

Authors

1 Associate Professor, Faculty of management University of Tenhra, Iran

2 Ph.D. Student in Information Technology Management, Faculty of Management University of Tehran, Iran

Abstract

Information technology has been considered the greatest innovation of the new era because it has a lot of fruitful social economic and scientific impacts. E-marketing joins creative and technical aspects of the Internet, including: design, development, advertising and sales. This research aims to design an e-marketing framework by using Meta-synthesis method. In order to design and explain a comprehensive model, all dimensions of E-marketing have been identified through systematic literature review using Meta-Synthesis method. Then the importance and priority of each proposed dimension was determined using Shannon quantitative method based on content analysis. The results reveal marketing strategies, E-commerce & Internet, business strategies and consumers behavior are the major criteria in E-marketing implementation.

Keywords

Main Subjects

References

Ayada, W. M. & Elmelegy, N. A. (2014). Advergames on Facebook a new approach to improve the fashion marketing, International Design Journal, 2(2): 139– 151.
Azar, A., Mirfakhraddiny, H. & Anvari Rostamy, A. (2009). Comprative study of data analysis in six sigma statistical tools and MADM techniques, management research in Iran, 12(4): 1- 35. (In Persian)
Doaee, H. & Bigham, Z. (2015). The feasibility of implementing electronic marketing in the Fars province handmade carpet market, New Marketing Research Journal, 5(1): 1- 20. (In Persian)
El-Gohary, H. (2012). Factors affecting e-marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organizations, Tourism Management, 33: 1256- 1269.
Feizi, K. & Ronaghi, M. (2010). A model for e-banking trust in Iran’s bank industry, International Journal of Industrial Engineering & Production Research, 21(1): 23- 33.
Gerrikagoitia, J., Castander, I., Rebon, F. & Sorzabal, A. (2015). New trends of intelligent E-Marketing based on web mining for e-shops, Social and Behavioral Sciences, 175: 75– 83.
Godin, S. (2001). The New P’s of marketing, sales and marketing management, Bill communications, February, New York.
Hajiheidari, N., Keimasi, M. & Amoei Ojaki, A. (2014). Development of a comprehensive framework for marketing performance assessment using meta-synthesis approach: A study in Iran banking industry, Journal of Business Management, 6(2): 271- 290. (In Persian)
Homburg, C., Wieseke, J. & Bornemann, T. (2009). Implementing the marketing concept at the employee–customer interface: The role of customer need knowledge, Journal of Marketing, 73(4): 64– 81.
Hsu, Y. (2012). Facebook as international e-marketing strategy of Taiwan hotels, International Journal of Hospitality Management, 31(3): 972– 980.
Khodadad Hoseini, S. H. & Rezvani, M. (2009). Fuzzy marketing mix modeling (A case study of automobile battery industry), Iranian journal of trade studies, 13(51): 241- 277. (In Persian)
Li, Y. & Lyons, B. (2012). Market structure, regulation and the speed of mobile network penetration, International Journal of Industrial Organization, 30(6): 697-707.
Lin, F., Fofanah, S. S. & Liang, D. (2011). Assessing citizen adoption of e-government initiatives in Gambia: A validation of the technology acceptance model in information systems success, Government Information Quarterly, 28(2): 271- 279.
Londhe, B. R. (2014). Marketing mix for next generation marketing, Economics and Finance Journal, 11: 335- 340.
Meng, W. (2009). Developing model of e-commerce e-marketing, proceedings of the 2009 International Symposium on Information Processing, Huangshan, China: 225- 228.
Mohaghar, A., Jafarnejad, A., Modares yazdi, M. & Sadeghi Moghadam, M. (2014). The comprehensive modeling of informational coordination in supply Chain of automotive industry by meta-synthesis method, Journal of Information Technology Management, 5(4): 161- 194. (In Persian)
 Montazeri, M., Ebrahimi, A., Ahmadi, P. & Rahnama, A. (2014). Investigation of the factors affecting the intention to purchase on electronic commerce, Journal of Business Management, 6(2): 207- 226. (In Persian)
Rezvani, M., Khodadad Hoseini, H., Azar, A. & Ahmadi, P. (2009). Deliberation in paradigmatic foundation and paradigm-mapping of inter-disciplinary studies: A case of entrepreneurial marketing, Interdisciplinary Studies in the Humanities Journal, 2(5): 119- 147. (In Persian)
Saeedi, N., Nourooznejad, A. & Zendebad, S. (2011). Measuring and prioritizing internet marketing dimension of Iran’s carpet industry, Journal of New Economy and Commerce, 7(25- 26): 169- 185. (In Persian)
Sandelowski, M. & Barroso, J. (2003). Toward a meta synthesis of qualitative findings on motherhood in HIV-positive women, Research in Nursing & Health, 26 (2): 153- 170.
Sceulovs, D. & Sarkane, E. (2013). Identification of factors influencing company’s competitiveness, World Academy of Science, Engineering and Technology,78: 246 - 252.
Seyed Javadin, S. R., Esfidani, M. & Esfidani, H. (2011). Designing a neural network for selecting the internet marketing strategy, Journal of Business Management Perspective, 10(5): 111- 125. (In Persian)
Sigala, M. & Dipl, P. (2002). Modeling e-marketing strategies: Internet presence and exploitation of Greek hotels, Journal of Travel & Tourism Marketing, 11(2- 3): 83- 103.
Stefko, R., Fedorko, R. & Basic, R. (2015). The role of e-marketing tools in constructing the image of a higher education institution, Social and Behavioral Sciences,175: 431– 438.
Taylor, D. & Strutton, D. (2010). Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors, Journal of Business Research, 63(9- 10): 950– 956.
Tiago, M. & Tiago, F. (2012). Revisiting the impact of integrated Internet marketing on firm’s Online performance, European Evidences, Procedia Technology,5: 418– 426.
Wu, C. (2011). Global marketing strategy modeling of high tech products, Journal of Business Research, 64(11): 1229- 1233.
Zargham borujeni, H. & Alaei, A. (2012). Selecting appropriate Internet advertising type in air transport services, Case study: Iran Air Airlines (Homa), New marketing Research Journal, 2(3):69- 86. (In Persian)
Zimmer, L. (2006). Qualitative meta-synthesis: A question of dialoguing with texts, Journal of Advanced Nursing, 53(3): 311– 318.

Files

Share

How to cite

Statistics