Marketing capabilities

The purpose of this study is to investigate the role of e-commerce marketing capabilities in enhancing Iranian carpet export capabilities via a paradigmatic model. In fact, the present study seeks to identify various factors that may influence the role of electronic marketing capabilities in promoting Iranian carpet export capacity. The identified strategies obtained from the paradigmatic model in this study are ranked in order to develop an understanding of the strength of their effects on the outcomes of e-marketing at the international level. In terms of research philosophy, the present study is based on interpretive paradigm and is considered an applied-developmental research in terms of research orientation. The data were collected using semi-structured interviews and a standardized questionnaire. The study population consisted of experts and managers of the carpet industry in Iran, who were selected using purposive sampling. Data analysis was carried out using theme analysis approach in MAXQDA software, and quantitative data were analyzed using interpretive structural modeling in Excel software. The main finding of the present study is to introduce a paradigmatic model of the role of e-commerce marketing capabilities in promoting Iranian carpet export capability. This model identifies and introduces contextual, causal, strategic, and intervening factors as well as the implications of developing e-marketing capabilities with the primary concern of promoting the country's carpet export capabilities. In addition, in the quantitative phase of the study, thirteen strategies affecting two categories of short-term and long-term outcomes were ranked based on the strength of their impact on outcomes.

Purpose- Nowadays, the importance of rural business development and its key role in advancement of countries is undeniable. Development of rural business is considered as the main strategies for economic, socio-cultural development of deprived areas and it is used as a solution to poverty alleviation, poverty reduction, social and economic justice. Thus, the present study is aimed to provide a model for rural business development in Ilam province.Design/Methodology/Approach- To this end, a mixed-method approach (both quantitative and qualitative) was applied. The population of this research in the qualitative part includes experts and in quantitative section are the owners of rural businesses in Ilam province. To select the sample in the qualitative part of the research, snowball method was carried out and 12 people were selected. Also, in quantitative phase 120 owners of rural businesses in Ilam province were selected. Data collection tool in qualitative section was semi-structured interviews and in quantitative part was standardized questionnaire. In order to analyze data in the qualitative section thematic analysis method and in quantitative section structural equation modeling (SEM) was used.Findings- The results showed that 57 indicators in the form of 15 sub-themes and 6 main themes including: marketing capability, competitive intelligence, government policy, entrepreneurial empowerment, strategic communication and social acceptance were identified as factors affecting the development of rural businesses in Ilam province.Originality/value- In present research, marketing capability, competitive intelligence, government policy, entrepreneurial empowerment, strategic communication and social acceptance have been identified as the factors affecting the development of rural businesses. The results of this research can help the authorities to have a deeper insight into the factors affecting the development of rural businesses as well as create strategic planning in order to successfully perform the development of rural businesses.

Purpose: This research aimed at presenting the consumers’ compulsive buying pattern through internet advertisements of digital content in Iran's TV shopping industry.Method: Research Methodology was practical in terms of purpose and conducted using mixed method (qualitative-quantitative). The research community was based on the purposeful sampling method, and consisted of ten marketing experts. The research tool was interview. MAXQDA software was used to analyze data through database theory. The statistical population in the quantitative section included TV buyers in Mashhad. Based on Morgan table and random sampling, 384 samples were selected. The research tool was a researcher-made questionnaire, and the Structural Equation Method (SEM) in SmartPLS software was used for data analysis. The validity of the questionnaire was confirmed by using face, content, divergent and convergent validities, and its reliability was also confirmed using Cronbach's alpha. Both of Composite and homogeneous reliability were evaluated.Findings: "appropriate digital marketing mix design for TV sales, digital marketing capabilities, individual demographic characteristics, lifestyle, family " constitute the causal conditions in the consumer’s compulsive buying pattern in the TV shopping. According to the findings, “quick and transient purchase and irrational and emotional purchase” were identified as a central phenomenon. “TV's attractiveness from the audience's point of view, broadcasting policies, sales companies' policies, national TV belief and trust, individual awareness and knowledge about buying products and society's culture” acted as intervening conditions. In the field of buying, “intellectual structures of society and executive structures of society” identified as background conditions. Human strategies and structural and organizational strategies” acted as strategies and “Consumers outcomes; families and society outcomes” were identified as outcomes. According to the results of structural modeling, the relationships of the identified pattern were significant.Conclusion: The issue of compulsive buying is one of the most important and common issues, and buying from TV has fueled this issue, and has become the basis for its expansion and, following that, its negative consequences. In this scientific research, efforts were made to reduce the consequences of this phenomenon. The results of this study showed that although the phenomenon of compulsive purchase from TV is negative, but with proper management, useful results can be obtained from it.