The Effect of Digital Marketing Capabilities on Organizational Ambivalence in the Information Technology Sector (Case of Study: Employees of Companies Providing Internet Services in Isfahan)

Authors
Azarnoush Ansari 1
Pari Shojaeian 2
Marjan Arvaneh 3
1 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
2 Ph.D. Student of Marketing, University of Isfahan, (Corresponding Author)
3 Master of Business Administration, University of Ilam
Abstract
The purpose of this research is to investigate the impact of digital marketing capabilities on organizational ambivalence, focusing on the information technology sector. The research method is descriptive-survey and practical in terms of purpose. The statistical population includes the employees of companies providing Internet services in Isfahan city, which was selected as a statistical sample of 93 by simple random sampling. The data collection tool was done using a standard questionnaire whose validity was checked by experts' opinion and its reliability was checked by Cronbach's alpha coefficient.In  order to analyze data and results, spss21 and S3 Smart-PL software were used. The obtained results clarify the culture and marketing structure of digital marketing and then the digital marketing technology has an impact on two organizations.
Keywords
Digital Marketing Capabilities
Organizational Duality
Information Technology
Marketing Science and Technology Journal
Volume 2, Issue 1
Spring 2023
Pages 135-148