The Impact of Digital Communication on Digital Marketing Strategy with the Mediating Role of Industry Competition Intensity from the Perspective of Loyal Customers (Case Study: Parsian E-Commerce Company)
Keywords:
Digital Communication, Digital Marketing Strategy, Industry Competition Intensity, Customer LoyaltyAbstract
Given that in today’s technological era, the influence of digital communication on the higher-level goals of economic enterprises has garnered significant attention in the world of technology, this study examined the impact of digital communication on digital marketing strategy, considering the mediating role of industry competition intensity from the perspective of loyal customers. The purpose of this research is applied in nature. A descriptive-survey method of the correlational type was employed to conduct the study. The statistical population consisted of employees from organizations loyal to Parsian E-Commerce Company in the role of customers. The sample size was determined using Cochran’s formula, and 393 individuals were selected through stratified random sampling. The data collection instrument was a questionnaire with confirmed validity and reliability. Data analysis and hypothesis testing were performed using the Partial Least Squares (PLS) technique with the Smart PLS software.
The results ultimately indicated that digital communication has a significant and positive effect on digital marketing strategy both directly and indirectly through the mediating role of industry competition intensity. Furthermore, digital communication exerts a significant and positive effect on the intensity of industry competition, and in turn, industry competition intensity has a significant and positive effect on digital marketing strategy.
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