An Assessment of the Impact of Information Technology on Marketing and Advertising

被引：0

作者：

Hosseini, Zohre ^{[1
]}

Mohammadi, Sara ^{[2
]}

Safari, Hoda ^{[1
]}

机构：

[1] Multimedia Univ, Sch Management, Cyberjaya, Malaysia

[2] Shahid Bahonar Univ Kerman, Fac Econ & Management, Kerman, Iran

来源：

ENGINEERING TECHNOLOGY & APPLIED SCIENCE RESEARCH | 2018年 / 8卷 / 01期

关键词：

technology; mass media; marketing; advertising;

D O I：

暂无

中图分类号：

T [工业技术];

学科分类号：

08 ;

摘要：

The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT) experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketing mix on advertising was positive and significant. The indirect effect of IT on advertising via marketing mix was therefore positive and significant. Totally, the results emphasized the effect of technology on marketing mix and advertising.

引用

页码：2526 / 2531

页数：6

共 50 条

[1] THE IMPACT OF INFORMATION TECHNOLOGY ON MARKETING INFORMATION-SYSTEMS
GOSLAR, MD
MURPHY, PE
[J]. 1989 AMA WINTER EDUCATORS CONFERENCE: MARKETING THEORY AND PRACTICE, 1989, : 250 - 257
[2] The impact of information technology on E. Marketing
Hamidi, Azam
Safabakhsh, Maryam
[J]. WORLD CONFERENCE ON INFORMATION TECHNOLOGY (WCIT-2010), 2011, 3
[3] Impact of lifestyles on advertising and marketing
Perez, Pilar
Solanas, Isabel
[J]. TRIPODOS, 2006, (18): : 123 - 138
[4] The impact of information technology on individual and firm marketing performance
Stone, Robert W.
Good, David J.
Baker-Eveleth, Lori
[J]. BEHAVIOUR & INFORMATION TECHNOLOGY, 2007, 26 (06) : 465 - 482
[5] ADVERTISING, EDUCATION, AND MARKETING OF INFORMATION SERVICES
GARFIELD, E
[J]. CURRENT CONTENTS, 1972, 15 (27): : 5 - &
[6] INFORMATION RETRIEVAL FOR ADVERTISING AND MARKETING RESEARCH
CHRISTIA.EB
[J]. SPECIAL LIBRARIES, 1969, 60 (04) : 219 - &
[7] MARKETING THE MONSTER - ADVERTISING COMPUTER-TECHNOLOGY
ASPRAY, W
BEAVER, DD
[J]. ANNALS OF THE HISTORY OF COMPUTING, 1986, 8 (02): : 127 - 143
[8] A framework for the ethical impact assessment of information technology
David Wright
[J]. Ethics and Information Technology, 2011, 13 : 199 - 226
[9] A framework for the ethical impact assessment of information technology
Wright, David
[J]. ETHICS AND INFORMATION TECHNOLOGY, 2011, 13 (03) : 199 - 226
[10] Impact of information and communication technology on marketing of rice A study of Uttar Pradesh
Majumdar, Kakali
Singh, Rajeev Kumar
[J]. INTERNATIONAL JOURNAL OF SOCIAL ECONOMICS, 2019, 46 (09) : 1061 - 1080

← 1 2 3 4 5 →