Evaluating the Role of Digital Marketing on the Development of Dynamic Capabilities in the Automotive Industry
Keywords:
Digital marketing, dynamic capabilities, automotive industryAbstract
In recent years, the process of developing digital marketing in the automotive industry has been formulated based on specific models, methods, and standards. Researchers and industry experts have been striving to structure this process. Therefore, leveraging dynamic capabilities to reduce structural barriers significantly contributes to the success rate of digital marketing development in the automotive industry. The purpose of this research is to evaluate the role of digital marketing in the development of dynamic capabilities in the automotive industry. This research is applied in terms of its goal and quantitative in terms of research design, using a descriptive-analytical method. The data collection tool is a questionnaire, and the statistical population of the research includes managers in the automotive industry, totaling 115 individuals. Using the Morgan table, 86 samples were selected. Structural equation modeling was used to test the hypotheses, and the analyses were conducted using SPSS and SMART PLS software. The results indicated that the digital platform has a significant impact on digital integration, environmental characteristics, and customer behavioral patterns. Additionally, the results showed that digital integration has a significant impact on value creation.
Downloads
References
American Marketing Association, A. (1937). American Marketing Association: An association for the advancement of
science in marketing: Proposal for constitution and by-laws.
https://scholar.google.com/scholar?hl=fa&as_sdt=0%2C5&q=AMA.+%282013%29.+American+Marketing+Asso
ciation%3A+An+Association+for+the+Advancement+of+Science+in+Marketing%3A+Proposal+for+Constitution
+and+ByLaws.+Chicago%3A+AMA&btnG=#d=gs_cit&t=1717916778914&u=%2Fscholar%3Fq%3Dinfo%3AijpdjtqNsgc
J%3Ascholar.google.com%2F%26output%3Dcite%26scirp%3D0%26hl%3Dfa
Arora, A. S., & Sanni, S. A. (2019). Ten Years of ‘Social Media Marketing’ Research in the Journal of Promotion
Management: Research Synthesis, Emerging Themes, and New Directions. Journal of Promotion Management,
(4), 476-499. https://doi.org/10.1080/10496491.2018.1448322
Bakhtiar Nasrabadi, H., Hasangholipour yasouri, T., Mira, S. A., & Vedadhir, A. (2020). Developing a Model of
Consumer behavior in Life Insurance "A study based on Grounded Theory". Consumer Behavior Studies Journal,
(1), 217-244. https://doi.org/10.34785/j018.2020.851
Busca, L., & Bertrandias, L. (2020). A Framework for Digital Marketing Research: Investigating the Four Cultural Eras
of Digital Marketing. Journal of Interactive Marketing, 49(1), 1-19. https://doi.org/10.1016/j.intmar.2019.08.002
De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel
performance. International Journal of Hospitality Management, 72(no), 47-55.
https://doi.org/10.1016/j.ijhm.2018.01.003
Ehsanfar, G., Garousi, E. (2016). The effect of customer knowledge on organizational performance according to the role
of customer relationship management and marketing capabilities in insurance companies. Iranian Journal of
Insurance Research, 5(4), 266-278. https://doi.org/10.22056/ijir.2016.04.03
Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a
digital era. European Management Journal, 32(1), 1-12. https://doi.org/10.1016/j.emj.2013.12.001
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital
marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63,
https://doi.org/10.1016/j.techsoc.2020.101425
Nazari, M. (2017). Letter from the Editor-in-Chief: Trends Shaping The Future Marketing Research. Journal of Business
Management, 9(3), 1-2.
https://scholar.google.com/scholar?hl=fa&as_sdt=0%2C5&q=Nazari%2C+M.+%282017%29.+Letter+from+the+
Editor+-+in+-
+Chief%3A+Trends+Shaping+The+Future+Marketing+Research.+Journal+of+Business+Management%2C+9%2
%29%3A+1-
+%28in+Persian%29&btnG=#d=gs_cit&t=1717917139129&u=%2Fscholar%3Fq%3Dinfo%3A8h4vPY1FxbUJ
%3Ascholar.google.com%2F%26output%3Dcite%26scirp%3D0%26hl%3Dfa
Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research:
A literature review. International Journal of Information Management, 50, 90-110.
https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Sandberg, E., Pal, R., & Hemilä, J. (2018). Exploring value creation and appropriation in the reverse clothing supply
chain. The International Journal of Logistics Management, 29(1), 90-109. https://doi.org/10.1108/IJLM-10-2016-
Taleghani, M., & Mahdi Zadeh, M. (2016). Investigate the effect of moderating role of E-marketing on relationship
between marketing capabilities and performance of companies. Journal of Business Management, 8(2), 355-374.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
