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COVİD-19 PANDEMİSİ DÖNEMİNDE İMALAT SANAYİNDE E-PAZARLAMA YÖNELİMİ: CİRONUN DÜZENLEYİCİLİK ROLÜ

Year 2022, Volume: 36 Issue: 3, 1260 - 1271, 30.09.2022
https://doi.org/10.48070/erciyesakademi.1151910

Abstract

E-pazarlama yönelimi dijital çözümlerin pazarlama faaliyetlerine entegre olduğu yeni dönem pazarlama anlayışıdır. Bu bütünleşik pazarlama anlayışı Covid-19 pandemi döneminde pek çok işletme için tercih edilen bir yaklaşım olmuştur. E-pazarlama aktivitelerinin maliyet avantajı ve erişim kolaylığı ile pandemi krizinde ortaya çıkan finansal daralmaya çözüm sunabileceği düşünülmektedir. Bu amaçla çalışmada Ankara ili OSTİM Organize Sanayi Bölgesinde faaliyet gösteren 100 firmanın Covid-19 pandemi süreci ile birlikte e-pazarlama faaliyetlerine yönelimi incelenmiştir. Aynı zamanda e-pazarlama yöneliminin firmaların karlılığı üzerindeki etkisi ve firma cirolarının bu ilişkideki rolü araştırılmıştır. Bu kapsamda firmalardan anket yöntemiyle kesitsel olarak veri toplanarak nicel analizler gerçekleştirilmiştir. Elde edilen bulgulara göre e-pazarlama yönelimi ve kârlılık arasında pozitif ve anlamlı bir ilişki görülürken; cironun bu ilişki üzerinde düzenleyicilik rolü olduğu ortaya çıkmıştır. Düşük ciroya sahip firmalarda e-pazarlama yöneliminin etkisi daha yüksek iken; yüksek cirolu firmalar da bu etki daha düşük seviyededir. Çalışma ile ortaya konan dikkat çekici sonuçların hem alan araştırmacıları hem de pazarlama yöneticilerine katkı sunması arzu edilmektedir.

Supporting Institution

TÜBİAK

Project Number

SOBAG: 220K052

Thanks

Bu araştırma TÜBİAK 1001 destekli “SOBAG: 220K052 numaralı ve “COVID-19 Krizi'nin İmalat Sanayi Verimliliği Üzerindeki Etkisi: OSTİM Sanayi Bölgesinde Bir Uygulama” projesi kapsamında gerçekleştirilmiştir.

References

  • Armstrong, G., & Kotler, P. (2015). Marketing: An introduction. Pearson.
  • Chatterjee, S., Gao, X., Sarkar, S., & Uzmanoglu, C. (2019). Reacting to the scope of a data breach: The differential role of fear and anger. Journal of Business Research, 101, 183-193.
  • Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
  • Deng, S., & Dart, J. (1994). Measuring market orientation: a multi‐factor, multi‐item approach. Journal of Marketing Management, 10(8), 725-742.
  • Deshpandé, R., Farley, J. U., & Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, 57(1), 23-37.
  • Florès, L. (2014). How to measure digital marketing: Metrics for assessing impact and designing success. Palgrave Macmillan.
  • Gurbuz, S., & Sahin, F. (2016). Research methods in social sciences: Philosophy-method-analysis (3rd ed.). Seckin Publication.
  • Haddara, M., & Constantini, A. (2017). ERP II is dead-long live CRM. Procedia Computer Science, 121, 950-959.
  • Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link?. Journal of Marketing, 62(4), 30–45.
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based perspective (2nd ed.). The Guilford Press.
  • Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59(2), 1-15.
  • Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57(3), 53-70.
  • Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.
  • Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.
  • Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
  • Kumar, R. S., & Subrahmanya, M. B. (2010). Influence of subcontracting on innovation and economic performance of SMEs in Indian automobile industry. Technovation, 30(11-12), 558-569.
  • Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.
  • Mohr, J. (2011). Marketing of high-technology products and innovations. Pearson Education.
  • Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
  • Narver, J. C., Slater, S. F., & MacLachlan, D.L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
  • Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing, 3(1), 29-34.
  • Pelham, A. M., & Wilson, D. T. (1995). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of The Academy of Marketing Science, 24(1), 27-43.
  • Pelham, A. M. (2000). Market orientation and other potential influences on performance in small and medium-sized manufacturing firms. Journal of Small Business Management, 38(1), 48-67
  • Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40, 879-91.
  • Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press
  • Ronen, S., & Shenkar, O. (1985). Clustering countries on attitudinal dimensions: A review and synthesis. Academy of Management Review, 10(3), 435-454
  • Shaltoni, A. M., & West, D. C. (2010). The measurement of e-marketing orientation (EMO) in business-to-business markets. Industrial Marketing Management, 39(7), 1097-1102.
  • Shoham, A., Rose, G. M., & Kropp, F. (2005). Market orientation and performance: A meta-analysis. Marketing Intelligence & Planning, 23(5), 435-454.
  • Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7, 422-445.
  • Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. The Journal of Marketing, 58(1), 46-55.
  • Slater, S. F., & Narver, J. C. (2000). The positive effect of a market orientation on business profitability: A balanced replication. Journal of Business Research, 48(1), 69- 73.
  • Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological opportunism and radical technology adoption: An application to e-business. Journal of Marketing, 66(3), 47-60.
  • Strauss, J., Frost, R., & Sinha, N. (2014). E-marketing (p. 496). Pearson.
  • Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
  • Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287.
  • Webster Jr, F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1-17.
  • Zhao, L., & J.S. Zhu, (2010). Internet marketing budget allocation: From practitioner’s perspective, International Journal of Information Technology and Decision Making, 9(5), 779-797.

E-MARKETING ORIENTATION IN THE MANUFACTURING INDUSTRY DURING COVID-19 PANDEMIC: THE MEDIATOR ROLE OF TOTAL SALES REVENUE

Year 2022, Volume: 36 Issue: 3, 1260 - 1271, 30.09.2022
https://doi.org/10.48070/erciyesakademi.1151910

Abstract

E-marketing orientation is a new era of marketing where digital solutions are integrated into marketing activities. This integrated marketing approach has been the preferred approach for many businesses during the Covid-19 pandemic. It is believed that e-marketing activities can provide a solution to the financial contraction caused by the pandemic crisis with cost advantage and ease of access. For this purpose, the study examined the orientation of 100 companies operating in OSTIM Organized Industrial Zone of Ankara province to e-marketing activities together with the Covid-19 pandemic process. At the same time, the effect of e-marketing orientation on the profitability of firms and the role of firm turnover in this relationship were investigated. In this context, quantitative analyses were carried out by collecting cross-sectional data from companies using the survey method. According to the results obtained, while there is a positive and significant relationship between e-marketing orientation and profitability, it has been revealed that turnover has a mediator role on this relationship. While the effect of e-marketing orientation is higher in companies with low turnover; this effect is also lower in companies with high turnover. It is desirable that the remarkable results revealed by the study contribute to both field researchers and marketing managers.

Project Number

SOBAG: 220K052

References

  • Armstrong, G., & Kotler, P. (2015). Marketing: An introduction. Pearson.
  • Chatterjee, S., Gao, X., Sarkar, S., & Uzmanoglu, C. (2019). Reacting to the scope of a data breach: The differential role of fear and anger. Journal of Business Research, 101, 183-193.
  • Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
  • Deng, S., & Dart, J. (1994). Measuring market orientation: a multi‐factor, multi‐item approach. Journal of Marketing Management, 10(8), 725-742.
  • Deshpandé, R., Farley, J. U., & Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, 57(1), 23-37.
  • Florès, L. (2014). How to measure digital marketing: Metrics for assessing impact and designing success. Palgrave Macmillan.
  • Gurbuz, S., & Sahin, F. (2016). Research methods in social sciences: Philosophy-method-analysis (3rd ed.). Seckin Publication.
  • Haddara, M., & Constantini, A. (2017). ERP II is dead-long live CRM. Procedia Computer Science, 121, 950-959.
  • Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link?. Journal of Marketing, 62(4), 30–45.
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based perspective (2nd ed.). The Guilford Press.
  • Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59(2), 1-15.
  • Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57(3), 53-70.
  • Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.
  • Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.
  • Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
  • Kumar, R. S., & Subrahmanya, M. B. (2010). Influence of subcontracting on innovation and economic performance of SMEs in Indian automobile industry. Technovation, 30(11-12), 558-569.
  • Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.
  • Mohr, J. (2011). Marketing of high-technology products and innovations. Pearson Education.
  • Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
  • Narver, J. C., Slater, S. F., & MacLachlan, D.L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
  • Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing, 3(1), 29-34.
  • Pelham, A. M., & Wilson, D. T. (1995). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of The Academy of Marketing Science, 24(1), 27-43.
  • Pelham, A. M. (2000). Market orientation and other potential influences on performance in small and medium-sized manufacturing firms. Journal of Small Business Management, 38(1), 48-67
  • Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40, 879-91.
  • Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press
  • Ronen, S., & Shenkar, O. (1985). Clustering countries on attitudinal dimensions: A review and synthesis. Academy of Management Review, 10(3), 435-454
  • Shaltoni, A. M., & West, D. C. (2010). The measurement of e-marketing orientation (EMO) in business-to-business markets. Industrial Marketing Management, 39(7), 1097-1102.
  • Shoham, A., Rose, G. M., & Kropp, F. (2005). Market orientation and performance: A meta-analysis. Marketing Intelligence & Planning, 23(5), 435-454.
  • Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7, 422-445.
  • Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. The Journal of Marketing, 58(1), 46-55.
  • Slater, S. F., & Narver, J. C. (2000). The positive effect of a market orientation on business profitability: A balanced replication. Journal of Business Research, 48(1), 69- 73.
  • Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological opportunism and radical technology adoption: An application to e-business. Journal of Marketing, 66(3), 47-60.
  • Strauss, J., Frost, R., & Sinha, N. (2014). E-marketing (p. 496). Pearson.
  • Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
  • Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287.
  • Webster Jr, F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1-17.
  • Zhao, L., & J.S. Zhu, (2010). Internet marketing budget allocation: From practitioner’s perspective, International Journal of Information Technology and Decision Making, 9(5), 779-797.
There are 38 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Begum Sahin 0000-0003-2013-5060

Rıza Bayrak 0000-0002-7397-2295

Project Number SOBAG: 220K052
Publication Date September 30, 2022
Submission Date July 31, 2022
Published in Issue Year 2022 Volume: 36 Issue: 3

Cite

APA Sahin, B., & Bayrak, R. (2022). COVİD-19 PANDEMİSİ DÖNEMİNDE İMALAT SANAYİNDE E-PAZARLAMA YÖNELİMİ: CİRONUN DÜZENLEYİCİLİK ROLÜ. Erciyes Akademi, 36(3), 1260-1271. https://doi.org/10.48070/erciyesakademi.1151910

ERCİYES AKADEMİ | 2021 | erciyesakademi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.