Providing a Mixed Model of e-Marketing Efficiency in t

Abstract

Considering the shift of business structure towards electronicization, this mixed exploratory study was conducted to provide a mixed model of e-marketing efficiency in the context of electronic human resource management (e-HRM). The statistical population in the qualitative section included experts in the field of management models, e-businesses, e-marketing, and so on. The sample was selected by criterion sampling (criteria including expertise, operational history, teaching history, etc.) after interviewing 9 people and based on the principle of saturation. In the quantitative section, 385 employees of businesses based on e-marketing and e-HRM were selected based on Cochran's formula and participated in the study by purposive sampling. 147 open codes were identified based on the results of exploratory factor analysis in the field of variables affecting e-marketing efficiency in the context of e-HRM. Finally, 38 sub-themes and 5 main themes were identified by categorizing the most important categories. Semi-structured interviews indicated that 5 themes of innovative business model, experts in the field of e-models, marketing model personalization, marketing dynamics, and proper co-branding affected e-marketing efficiency in the context of e-HRM. A researcher-made questionnaire was then designed based on the identified themes and sub-themes, the content validity of the questionnaire was confirmed by experts, and the internal consistency of the test items was confirmed by Cronbach's alpha. According to the explanatory and inferential review based on structural equation modeling (SEM), the identified components significantly affected e-marketing efficiency in the context of e-HRM. The results and fit of the designed model suggested that this model could be used to implement e-marketing in innovative businesses based on e-HRM. 2022 The authors. Licensee Scientia Academia Publishing. This is an open access article under the Creative Commons