An Assessment of the Impact of Information Technology on Marketing and Advertising
Journal Title: Engineering, Technology & Applied Science Research - Year 2018, Vol 8, Issue 1
Abstract
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.
Authors and Affiliations
Z. Hosseini, S. Mohammadi, H. Safari
Keywords
Related Articles
- EP ID EP156043
- DOI -
- Views 225
- Downloads 0
Secure Data Encryption Through a Combination of AES, RSA and HMAC
Secure file transfer based upon well-designed file encryption and authorization systems expend considerable effort to protect passwords and other credentials from being stolen. Transferring and storing passwords in plain...
A Hydrological Response Analysis Considering Climatic Variability: Case Study of Hunza Catchment
The hydrological response of mountainous catchments particularly dependent on melting runoff is very vulnerable to climatic variability. This study is an attempt to assess hydrological response towards climatic variabili...
Simulation and Modeling of a Five -Level (NPC) Inverter Fed by a Photovoltaic Generator and Integrated in a Hybrid Wind-PV Power System
A distributed hybrid coordinated wind photovoltaic (PV) power system was proposed in this paper. As oil and coal reserves are being depleted whilst at the same time the energy demand is growing, it is important to consid...
Numerical Analysis for the Oxidation of Phenol with TiO2 in Wastewater Photocatalytic Reactors
Phenolic compounds in wastewater (even at low levels) are found to be quite toxic to humans due to their carcinogenic effects. Photocatalysis has been widely studied for the removal of phenol from industrial wastewater....
Surface Discharges and Flashover Voltages in Nanocomposite XLPE Samples
DC cable insulation is a field of intensive research activity. Special attention is being given to polymer nanocomposites, as promising insulation for such cables. Relatively little is known regarding surface discharges...