Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies

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Fereshteh Ghotbifar
Mohammad Reza Marjani
Abbas Ramazani
صندلی اداری


As far as new communication channels are concerned, there have been extensive developments in communications and marketing in digital era. Today, therefore, companies try to take advantage of digital marketing channels to provide suitable services to customers to improve their satisfaction level. However, this study aimed to identify and assess factors affecting skill gap in digital marketing. This was descriptive correlation study. The population consisted of experts in communications industry to identify most important skill gaps in digital marketing and factors affecting them; also, managers and specialists of these companies were investigated to determine the role of identified factors in reducing skills gaps. Using localized questionnaire and interviewing with ten experts who were selected by Delphi snowball method, the skill gaps in marketing and factors affecting them were identified. Also, a researcher made questionnaire with 32 questions was distributed among 226 employees to investigate the identified factors role in reducing skills gap in digital marketing. The results showed that from four identified factors, the components including operational strategic factors and environmental factors had direct and positive impact on creating skill gap in digital marketing of studied companies. The environmental factors such as social and cultural conditions, religion, technology, and economy had more proactive impact on skills gap in digital marketing. Also, the results showed that among skills gaps in digital marketing of studied companies, the skills (Principles of Communication) and (Predicting Future) had the highest and lowest gaps, respectively.


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Author Biographies

Fereshteh Ghotbifar, Master in Executive Management, Department of Management, Islamic Azad University, Zanjan Branch


Mohammad Reza Marjani, Assistant Professor, Department of Industrial Engineering, Qom University of Technolog


Abbas Ramazani, PhD Student, Department of Education, Shahid Beheshti University, Tehran



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