Develop a Model for Consideration of Electronic Marketin,Effect on Agile Supply Chain to allocate financial budget in Iran operator

Document Type : Original Article

Authors
maryam shariati 1
mohammad reza motadel 2
Vahid Reza Mirabi 3
1 Department of Management, Central Tehran Branch, Islamic Azad University, Tehran,Iran.
2 Department of management. central tehran branch.islamic azad university.tehran.iran
3 Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran
10.30495/jik.2025.23655
Abstract
The purpose of this research is to "Develop a Model for Consideration of Electronic Marketin,Effect on Agile Supply Chain to allocate financial budget ". this research is applicational and descriptive-surveying with the modeling approach. The statistical population of this research consists of experts with common expertise in the field of IT and marketing in Hamrah Aval operator (Tehran province). The number of these people is 133, which was randomly selected using 99 Cochran's formula.The questionnaire is used to collect the information, and the structural equation modeling(SEM) with partial least squares(smart pls) approach, and Analytical Hierarchy Process (AHP) technique was used to prioritize e-marketing tools to allocate financial budget, were used to analyse the data. The research results show that E-marketing has positive impact on the supply chain agility. And has seven tools: websites, social networks, e-mail, search engines, online catalogs, banner ads and cookies are also identified as the most effective e-marketing tools for budgeting, and improving competitive conditions, respectively. Weights were prioritized.
Keywords
"Electronic Marketing"
" Agile Supply Chain"
" Electronic Marketing Methodology"
" Budget allocation"
اسماعیل پور، مجید . جمالی، آزاده، "ارائه مدلی جهت معرفی عوامل موثر بر بازاریابی الکترونیکی در صنعت گردشگری،(1396)، کنفرانس ملی رویکردهای نوین در مدیریت و کسب و کار.
افخمی، احمد . ترابی، مصطفی، "تاثیر ابعاد کیفیت خدمات الکترونیکی بر رضایت مشتریان در تجارت الکترونیکی:موردکاوی بیمه اینترنتی ایران و البرز، (1395)، نشریه اقتصاد و تجارت نوین، شماره7، 217-232.
محسنین، شهریار . اسفیدانی، محمد رحیم، " معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزیی "، (1393)، نشر مهربان، تهران ،چاپ اول.
ملکی، راضیه . معتدل ، محمد رضا، "ارزیابی چابکی زنجیره تأمین با رویکرد ANP در صنایع خودروسازی استان تهران"، (1394)، دهمین کنفرانس بین المللی مهندسی صنایع، تهران، انجمن مهندسی صنایع ایران، دانشگاه صنعتی امیر کبیر.
منصوری فر، لیلا،"بازاریابی الکترونیکی: مزایا روش ها و روند رشد جهانی"، (1398)، هفتمین همایش ملی و اولین همایش بین المللی تجارت و اقتصاد الکترونیکی.
Agarwal, A. Shankar, R. Tiwari, M. (2017), Modeling agility of supply chain, Industrial Marketing Management, 36.
Bal, J. Wilding, R. (1999), Goundry J, Virtual teaming in the agile supply chain, International Journal of Logistics Management, 10 (2).
Christopher, M. (2000), The Agile supply chain: Competing in volatile Markets, Industrial Marketing Management; 29.
Coviello, E. Nicol, et al. (2003), Assessing the Role of E-marketing in Contemporary Marketing Practice, journal of Marketing Management, 19, 857-881.
Dechamps, M. (2012), Globalization information technology and intercultural educator, Retrieved -
lacocca Institute, (1991), Century Manufacturing Enterprise Strategy, An Industry Led View, Iacocca Institute, bethlem, PA, 1& 2.
Mosavi, S. (2013), Effective elements on E-Marketing strategy in Tourism Industry, Phd thesis, University Trier.
Prasad, v. kanti, Ramammurthy, k. and Naidu, G M. (2001), The influence of internet-marketing integration on marketing competencies and export performanc,  journal of international marketing, Vol. 9, No. 4, pp.82-110.
Stratton, R. (2003), Warburton R.D.H, The strategic integration of agile and lean supply, International Journal Production Economics, 85.
Svensson, G. (2010), Perceived trust towards suppliers and customers in supply chains of the Swedish automotive industry, International Journal of physical Distribution and Logistics Management,31.
Swafford, P.M. Ghosh, S. Murthy, M. (2006),  The antesedents of supply chain agility of a firm: scale development and model testing, Journal of Operation Management, 24.
Teece, D. Pisano, G. shuen A. (2009), Dynamic capability and strategic management, Strategic Management Journal, 18(7).