چکیده مقاله
The rapid expansion of digital technologies has fundamentally transformed industrial marketing and sales processes Despite the growing adoption of digital channels, their relative impact on sales performance in B2B contexts remains unclear This study investigates the influence of four digital channels—email marketing, social media, online advertising, and company websites—on sales performance among 12 industrial companies in Baharan Industrial Town, Hamadan Province, Iran Data were collected through structured questionnaires and analyzed using Pearson correlation and weighted mean prioritization methods The results indicate that websites and email marketing have the most significant positive effects on sales performance, while social media has a moderate impact and online advertising exhibits minimal influence The findings highlight the strategic importance of optimizing websites and implementing targeted email marketing campaigns, particularly for export oriented firms, whereas domestic focused companies benefit more from social media engagement This research provides practical insights for industrial companies seeking to enhance sales performance through effective digital channel utilization and offers directions for future studies in larger and more diverse industrial settings
کلیدواژهها
نویسندگان
Amirreza Asadimoayed
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
Mohammadghaem Mohammdi
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
Mohammad Saleh Mohammadi
Bachelor of industrial management, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
شیوه ارجاع
Asadimoayed, Amirreza and Mohammdi, Mohammadghaem and Mohammadi, Mohammad Saleh,1404,The Impact of Digital Channels on Sales Performance in B2B Marketing: A Case Study of Baharan Industrial Town,3rd International Conference on Industrial Marketing,Tehran
ارائهشده در
مجموعه مقالات سومین کنفرانس بین المللی بازاریابی صنعتی21 آبان 1404 · تهران