Barriers to innovative digital marketing strategy in online businesses in Iran
محل انتشار: سومین کنفرانس دیده بانی کسب و کار ایران ۱۴۰۲
سال انتشار: 1402
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 167
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شناسه ملی سند علمی:
ENTUT01_004
تاریخ نمایه سازی: 23 مرداد 1402
چکیده مقاله:
Digital marketing has become an essential part of online businesses in Iran, offering numerous opportunities for growth and innovation. However, the adoption of digital marketing strategies in Iran has faced various barriers, such as cultural and regulatory issues, lack of infrastructure, and limited resources. This review article aims to provide a comprehensive overview of the existing literature on the barriers to innovative digital marketing in online businesses in Iran. We have analyzed and synthesized ۴۲ relevant articles to identify the key barriers and challenges faced by Iranian businesses in adopting digital marketing strategies. Our findings suggest that the lack of infrastructure, cultural and technological barriers, regulatory issues are the major obstacles to innovative digital marketing adoption in Iran. Additionally, limited resources, lack of awareness, and perceived risks also hinder the adoption of digital marketing strategies in Iranian businesses. Finally, we provide recommendations for overcoming these barriers and fostering the adoption of innovative digital marketing strategies in Iranian businesses.
کلیدواژه ها:
نویسندگان
Mehdi Simchi
Faculty of Entrepreneurship, University of Tehran, Iran
Behrouz Amini
Faculty of Entrepreneurship, University of Tehran, Iran