The role of E-Commerce in on-line media market making

Document Type : Original Article


1 Assistant professor & faculty member of social and behavioral sciences department, University of Tehran Kish international campus

2 , Associate professor & faculty member of Management department, University of Tehran, kish international campus

3 Assistant professor & faculty member of Islamic Azad University, science and research campus marvdasht

4 PhD. Student in media management at University of Tehran, Kish International Campus


Introduction and statement of the problem: The emergence of modern communications and information technologies and its integration with the media industry has led to the emergence of digital media as new tools in the marketing system. Thereby We intend to present a conceptual model for demonstrating the effect of e-commerce on market development by studying the previous models in this field and identifying the factors influencing the market making of online media. We distributed questionnaires among people working on online media and e-commerce and experts in this field. we used the structural equation modeling with the partial least squares approach to testing the hypotheses. Some of The findings showed that e-commerce has a positive and significant impact on the market making development both directly and indirectly through online media.

Theoretical background: In the world of new digital market making, new business models are introduced and new trends are emerging. New e-commerce technology will increase the labor market by expediting or improving tasks such as ease of transactions, linking buyers and sellers, and organizing and developing business, and significantly reduce the cost of doing so. Putting online advertisements on online media websites brings the benefits of a high volume of potential customer visitation. On-line media is a digital media that includes photos, videos, and music that are streamed on the Internet or provided for free or at no charge for royalty-free or copyrighted material.
Most online businesses use multiple revenue models, and almost all online media sites use revenue-generating advertising models, subscription rights, and pay-as-you-go links. But the main source of media revenue is the link line of advertising and payrolls, and they have the right to contribute less to the revenue of these networks (Turban et al., 2018). Businesses use online media as a way of helping to connect employees and customers with information (Duval et al., 2009). On-line media marketers typically focus on content creation efforts that can draw audiences' attention on platforms and encourage readers to share it across media networks (Bergler et al., 2015). The main purpose of the present research is to study the role of e-commerce in on-line market marketing. we study the role of media as a mediator in the relationship between e-commerce and market making.
Methodology: The present research has been conducted essentially based on explorative research approach.  This is because it addresses a problem that has not been or rarely been addressed before.  In this type of research, instead of testing the hypothesis, the goal is to discover patterns and ideas that will contribute to a deep understanding of the subject.  To this effect, we use a mixed research methodology that combines the methods, approaches, and techniques of research, and aims at overcoming inherent biases and possible defects that might be encountered through the research process.
Findings and results of the data analysis: We used two general models to examine the research hypotheses.  The findings of the first model showed that e-commerce has a positive and significant effect on market marketing directly and indirectly through online media. Also, e-commerce has a positive and significant impact on online media and online media has a significant positive impact on market development.
The findings from the second model showed that the business model has a direct and significant effect on market making development. The path coefficient of the models for getting to market (= 319) and the value of T statistic was (4 946 > 1.96) indicates the significance of this coefficient at a significant level of 95% The coefficient of the partner's path to market is (= 272/0) and the t-statistic is 4/386, which indicates the path coefficient is significant. This finding shows that the index of contributors has a significant and direct effect on market making development.
The results of this research indicate that e-commerce has created a massive transformation in the field of business and web-based or online market making with the formation and creation of online media. In addition, the results of the model analysis with the confirmation of the output of the significant coefficients of the variables and the estimated path showed that most of the indicators studied in the model affect market making. As the results show, the variables of the fitted model are estimated at a significant level in the path coefficient.
Conclusion:  With the increasing use of digital and online media, business and market, making improvement through this mass media have given fresh impetus to the industry.  Moreover, by using these new tools, customers have become loyal to the firms and each other as business partners; because this kind of web-based media marketing is, in fact, a powerful tool for media organizations to reach the target audience. The results of our study indicate that e-commerce tools can affect the online marketplaces of the new media.  Therefore, the online media can have a larger market share by strengthening their position in each of the e-commerce domains.
In all times and all new frontiers, the online media market making process, of course, expands with the business benefits and some disadvantages. Providing the correct business management model for electronic business will boost the work, and neglecting it will lead to job losses. The components of the conceptual model of research with regard to the specific variables expressing online media represent the new achievements of the use of e-commerce technology in the development of reorganizational market making.  This is something that the researchers, according to the background researches and studies in this field, pay less attention to, and most small-sized organizations still do not use online media. Nowadays, many market advisers suggest how people choose the right business media marketing to bring prosperity and productivity both to the firms and to the online business partners.
 Prominent results: we provide a platform for more comprehensive online media research. One of the areas that can be studied and analyzed is choosing how to build online media markets. Another issue that can be studied in future research is the analysis of effective and efficient e-commerce factors on the performance of the market making for online media companies in the country. The criteria and objectives of this research alone can be the subject of future research. In addition, the impact of digital trading on the choice of online media marketing can be studied.


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