This study seeks to represent and measure the impact of the dimensions of the marketing approach on the development of Internet TV in the form of a conceptual model. Therefore, in this research, according to the research model, twelve hypotheses have been proposed. This More
This study seeks to represent and measure the impact of the dimensions of the marketing approach on the development of Internet TV in the form of a conceptual model. Therefore, in this research, according to the research model, twelve hypotheses have been proposed. This research is applied in terms of purpose and is descriptive-survey with correlation approach in terms of implementation. The statistical population of the present study is 384 Internet TV audiences in Isfahan. Due to the unlimited statistical population, the Cochran's formula was used. For data collection, a standard questionnaire with 58 questions was used, the validity of which was obtained using the opinion of the tutor and the first confirmatory factor analysis and its reliability was obtained through Cronbach's alpha index (0.93). The collected data were analyzed by SPSS and PLS software. Based on the results, all research hypotheses were confirmed.
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