Examining the effect of digital transformation and digital marketing on brand promotion and positioning and e-commerce development

This research aims to examine the effect of digital transformation and digital marketing on brand promotion and positioning and e-commerce development with a practical approach at Shahrvand Chain Stores. A questionnaire containing ۱۶ questions with a five-point Likert scale was used for data collection. First, the questionnaire was confirmed from the point of view of experts in terms of content validity. Then, construct validity was also done using the confirmatory factor analysis technique. The AVE value of all variables is above ۰.۵ and convergent validity is confirmed. Cronbach's alpha coefficient and composite reliability were also calculated to measure reliability. Cronbach's alpha coefficient and CR value of all the variables are above ۰.۷. Therefore, the reliability of the questionnaire has been assessed as favorable. The statistical population of this research includes all the employees of Shahrvand Chain Stores, numbering ۱۳۶۴ people, and the questionnaire was randomly given to ۳۰۲ employees. The partial least squares technique and Smart PLS software have been used to test the research hypotheses. The results showed that all hypotheses are confirmed, that is, digital transformation and digital marketing are effective in brand promotion and positioning. In addition, digital transformation and digital marketing are influencing e-commerce development.

Keywords:

Digital transformation , digital marketing , brand promotion and positioning , e-commerce development