Journal of Strategic Management Advances

Journal of Strategic Management Advances

The effect of strategic approach based operational marketing activities on brand awareness, brand image and perceived quality and analyzing its results on the brand social popularity of Digikala internet business

Document Type : Original Article

Author
Amin Badpeima
Ph. D. Student, Business Management, Imam Reza University, Mashhad, Iran
10.22034/jsma.2025.476883.1014
Abstract
Operational marketing activities are a strategy that is responsible for the implementation of sales tactics and actions to demonstrate the characteristics of the products or services offered by the company to potential buyers. Operational marketing as a strategy for businesses affects their long-term profitability. This research examines the impact of strategic approach based operational marketing activities on brand awareness, brand image, and perceived quality, and then the brand social popularity of Digikala's online business with a strategic approach. The research methodology is descriptive and survey in terms of its fundamental purpose. The standard questionnaire created by the researcher under the Pressline website was distributed among 397 customers of the DigiKala internet business and distributed in a non-random way. After coding, it was entered into SPSS and Smart PLS statistical analysis software. Confirmatory factor analysis was used to measure construct validity and all items were confirmed. In order to check the reliability of the questionnaire, Cronbach's alpha coefficient was used and this value obtained for all variables is higher than the permissible limit of 0.7. Research hypotheses have been investigated and analyzed by structural equation modeling method. In this regard, the results of the present study indicate the positive and significant impact of strategic approach based operational marketing activities on brand awareness, brand image and perceived quality, as well as the impact of brand awareness, brand image and perceived quality on brand social popularity.
Keywords
strategic approach based operational marketing activities
brand awareness
brand image
perceived quality
brand social popularity
Journal of Strategic Management Advances
Volume 1, Issue 2
Spring 2024