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

Document Type : Research Paper


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


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.


Main Subjects

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