The Effect of Using E-Marketing in SME Marketing Success: A Case Study on an Iranian Real Estate Company

The study investigates the impact of electronic marketing on marketing success among small and medium-sized enterprises (SMEs), with a focus on an Iranian Real Estate Company. It aims to develop and test a conceptual model addressing the antecedents and consequences of electronic marketing use. This empirical research employs both library and field studies, utilizing a questionnaire distributed to 1015 companies. Data analysis was conducted using SPSS 18.0, Amos 21, and Lisrel 8.5. Findings indicate that electronic marketing tools positively influence pre-sales activities, post-sales activities, marketing performance, and marketing effectiveness. The study underscores the crucial role of marketing staff in implementing electronic marketing strategies within SMEs.