Validation of the Pattern of Digital Marketing Capabilities Affecting Product Development

Purpose: Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with a survey method.Method: The type of research is quantitative. The data collection tool was a questionnaire with ۵۰ questions. Confirmatory factor analysis was used for the validation of the questionnaire as well as Cronbach's alpha coefficient.Findings: Findings showed that the value of confirmatory factor analysis (t-value) for all ۵ paths of the model is greater than ۱.۹۶ and the significance of the test is less than ۰.۰۵, so with a ۹۵% confidence level causal factors affect the main category (marketing capabilities for new product development) by ۰.۷۰۵; The main category (marketing capabilities for new product development) has an impact on strategies of ۰.۳۷۹; Intervening factors affect strategies by ۰.۱۲۹; Underlying factors affect strategies by ۰.۴۵۷; Finally, strategies have an impact on outcomes of ۰.۸۴۹Conclusion: The results show that the innovation, customer orientation, marketing technologies improvement, research and development capabilities and communication capabilities are confirmed. Also they emphasized as causal dimensions and the basis of digital marketing. Finally, the board diversity is confirmed as the underlying dimensions and platform of digital marketing.

کلیدواژه ها:

Abadan Petrochemical Company ، Accreditation ، Digital Marketing ، product development