Sociological Impact of Using Digital (Web-based) Analyses on Performance Measurement and Optimization of Digital Marketing among Young Managers (Case study: Digital-based Companies in Tehran)

Document Type: Original Article


1 Ph.D. Candidate, Department of Business Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran

2 Assistant Professor, Department of business management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran

3 Assistant Professor, Department of business management, North Tehran Branch, Islamic Azad University, Tehran, Iran


This research aims to study the effect of using digital (web-based) analyses in performance measurement and optimization of digital marketing in digital-based companies in Tehran. The data collection tool was a researcher-made questionnaire. A panel of experts and supervisor were asked to measure the validity of the questionnaire. For reliability analysis of this tool, Cronbach’s alpha test was applied; the alpha value was higher than 0.7, indicating the required reliability. The statistical population of this research is marketing managers and specialists of web-based commercial companies in Tehran. The questionnaire was distributed among 110 young marketing managers and experts of web-based corporations in Tehran. Structural equation modeling (SEM) test was performed via Smart PLS software in order to scrutinize the research hypotheses. The results of data analysis showed that web-based analyses have a positive and meaningful impact on performance measurement and optimization of digital marketing.


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