Investigating the Impact of Knowledge Management System on Marketing on Cyberspace Studyed by Dana Capital Entrepreneurial Company

Document Type : Excerpt from master's thesis

Authors

1 Business Management, Marketing Trend, Azad University, Marvdasht, Iran

2 Assistant Professor, Department of Management, Faculty of Humanities, Islamic Azad University, Marvdasht, Iran

Abstract

This study aimed to investigate the impact of the knowledge management system on marketing in cyberspace studied by entrepreneurial company Danasa. This research is applied in terms of purpose and in terms of nature and form of implementation. The statistical population of this study includes all employees and executives of the Danas -e -Entrepreneurial Company, including a sample of 86 people using the Morgan table. In this study, the standardized questionnaire was used to collect information to test the research hypotheses. Smart Pls software modeling and software modeling techniques have been used to test the research hypotheses. The results of this analysis showed that knowledge management has a significant impact on the productivity and organizational performance through the two mediating variables of the richness of information and informal and social communication.

Keywords

Journal of Intelligent Marketing Management
Volume 2, Issue 6 - Serial Number 12
January and February 2022
Pages 197-208

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History

  • Receive Date: 09 July 2022
  • Accept Date: 09 July 2022

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