العلاقة التكاملية بين قدرات تكنولوجيا المعلومات والاتصالات والبراعة التنظيمية وأثرهما في التسويق الرقمي: دراسة تحليلية لآراء عينة من العاملين في شركتي اسيا سيل وزين في العراق
محتوى المقالة الرئيسي
الملخص
لغرض تحقيق هدف البحث في التعرف على أثر قدرات تكنولوجيا المعلومات والبراعة التنظيمية في تحقيق أنشطة التسويق الرقمي في الشركات المبحوثة, فقد اعتمد البحث المنهج الوصفي التحليلي وتم اختيار شركتي اسيا وزين للاتصالات في العراق ميداناً للبحث وتم اختيار العاملين في كلا الشركتين مجتمعاً للبحث، كما تم اختيار عينة عشوائية مكونة من (227) فرداً من مجموع (350) عاملا في الشركتين المبحوثتين، وبقصد جمع البيانات الخاصة بالبحث فقد اعتمد الباحثان الاستبانة أداة رئيسة، كما استخدمت الباحثان عدداً من الأساليب الاحصائية لتحليل البيانات باعتماد الحزمة الاحصائية (SPSS).
وتوصلت البحث إلى نتائج عدة أهمها: على المستوى النظري تؤثر العلاقة التكاملية بين قدرات تكنولوجيا المعلومات والاتصالات والبراعة التنظيمية في التسويق الرقمي، أما على المستوى العملي فقد أثبتت البحث وجود علاقات ارتباط وتأثيرمعنويـة بين قدرات تكنولوجيا المعلومات والبراعة التنظيمية والتسويق الرقمي، كما قدمت البحث مجموعة توصيات أهمها: ضرورة الاهتمام المتزايد بقدرات تكنولوجيا المعلومات من قبل إدارة الشركتين لما لها من تأثير واضح في قدرة الشركتين المبحوثتين في تحقيق التسويق الرقمي كما ينبغي على الشركتين المبحوثتين اعداد خطة تسويقية متكاملة تنسجم أكثر مع استخدام التقنيات الإلكترونية الحديثة.
التنزيلات
تفاصيل المقالة
المراجع
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