impact of digital transformation and digital marketing on brand promotion, positioning, and e-commerce

Document Type : Original Article

Authors

• Mohammad Reza Golchi ¹
• Amir Daneshvar ¹
• Abas Asadi ²

¹ Department of Information Technology Management, Faculty of Management, Electronic Unit, Islamic Azad University, Tehran, Iran

² Department of Marketing Management, Varamin-Pishva Branch, Islamic Azad University, Tehran, Tehran

Abstract

The current research is based on the purpose of applied research and in terms of the method of data collection, it is a descriptive research of a survey type, explaining the impact of digital transformation and digital marketing on brand promotion, positioning, and e-commerce. The statistical population of this research is the customers of Digikala online store, whose number is estimated to be around 100,000 people per year. Four standard questionnaires were used: 1) digital transformation (Jaja and Zakiri), 2) brand promotion (Jaja and Zakiri), 3) brand positioning (Jaja and Zakiri), and 4) e-commerce (Melvich et al.). Data analysis was done in two parts, descriptive and inferential, using predictive analytical software SPSS to check the normality of data using Kolmogrof-Smironov test, Bartlett and KMO test and analysis of factor loadings of the conceptual model. It was done and with the Smart PLS path modeling software, the type and intensity of the relationship between the variables were checked with the test of significance coefficient and path coefficient. The research results showed: 1) digital transformation has an effect on brand promotion, 2) digital transformation has an effect on brand positioning, 3) digital transformation has an effect on e-commerce, 4) digital marketing has an effect on brand promotion, 5) digital marketing has an effect on Brand positioning has an impact and 6) digital marketing has an impact on e-commerce.

Keywords

• Digital Transformation
• Digital Marketing
• Brand Promotion
• Brand positioning
• electronic business

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