| Zdroj: |
Zamani, Somaye and Shaghaghi, Mehdi and Alipour-Hafezi, Mehdi and Haji Zeinolabedini, Mohsen Strategic Prediction of Electronic Book Digital Marketing. Academic Librarianship and Information Research, 2023, vol. 57, n. 3, pp. 17-38. [Journal article (Paginated)] |
| Popis: |
The purpose of this research was to identify the most important digital marketing strategies for e-book sales and lending businesses in Iran and to introduce important tricks and techniques in the way of marketing strategy. This research is of an applied type with a quantitative framework, which was conducted using a survey method using a questionnaire tool. The validity and reliability of the questionnaire were assessed by the CVI method and binomial method (Spearman-Brown index) and confirmed. For data analysis, Excel and SPSS software and binomial tests, chi-score and multiple regression were used. The research community is all electronic book-selling businesses in Iran that have the structure and components of a business and included 52 companies, of which 26 were selected as the sample size. The findings of the research showed that for businesses selling and lending e-books in the position of strength-opportunity, the macro-strategy of production orientation and customer-oriented strategy, relationship-oriented tricks and communication techniques are prioritized; In the strength-threat situation, product-oriented macro-strategy, customer-oriented strategy, attractiveness-oriented tricks and price techniques are preferable; In the situation of weakness-opportunity, the macro-strategy of distributive strategy, organization-oriented strategy, reputation-oriented tricks and image and communication techniques are better, and in the situation of weakness-threat, macro-strategy of distribution-oriented, organizational strategy, discount-oriented tricks and price techniques are preferable. Also, the results showed that the current strategic position of most e-book-selling businesses is weakness-threat, and the strategies, tricks and techniques of this position are more preferable. From the results of the research, it can be concluded that the most important problem in the industry of this business is customer attraction and all actions and methods including viral, transactional, community, referral, affiliate, guerilla, sensory and collaborative marketing, site design and optimization with SEO and the likes of it should move in this direction. |
