A Study of Digital Marketing for Academic Publishers

Document Type : Research Paper

Authors

1 Msc, Department of Information Science and Knowledge Studies, Payame Noor University, Tehran, Iran.

2 Associate Professor, Department of Information Science and Knowledge Studies, Payame Noor University, Tehran, Iran.

3 Assistant Professor, Department of Information Science and Knowledge Studies, Payame Noor University, Tehran, Iran.

Abstract

Introduction
This study aims to analyze the state of digital marketing among academic publishers in the provinces of Kurdistan, Hamedan, and Kermanshah, with the goal of proposing a suitable model.
Methodology
 A mixed-method approach (qualitative and quantitative) was employed. In the qualitative phase, 10 academic publishers were selected using purposive and snowball sampling. In the quantitative phase, 10 managers of university presses with active websites were studied through a census method. Data collection was conducted using a researcher-made questionnaire, developed based on literature review and qualitative findings. Content validity was confirmed, and reliability was calculated using Cronbach’s alpha (α = 0.91).
 
Findings
 Qualitative data were analyzed using Strauss and Corbin’s coding method, while quantitative data were processed using SPSS version 22. Descriptive statistics (mean, standard deviation) and inferential tests (one-sample t-test and Friedman test) were applied. The results indicated that human, structural, cultural, managerial, and learning factors significantly influence digital marketing performance in academic publishing.
Discussion and Conclusion
 According to the Friedman test, the priority of influencing factors was ranked as follows: human, structural, cultural, managerial, and educational-learning aspects. These findings provide a foundation for designing an optimized digital marketing model for university presses.

Keywords

Main Subjects

References

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Digital and Smart Libraries Research
Volume 12, Issue 46 - Serial Number 46
September 2025
Pages 13-30

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History

  • Receive Date: 07 December 2025
  • Revise Date: 23 February 2026
  • Accept Date: 17 March 2026
  • First Publish Date: 17 March 2026

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