Structural Analysis of Establishing a new Business Through the Identification and Development of Electronic Marketing Opportunities Using a Partial Least Squares Approach

Abstract In recent decades, the concept of e-marketing has been expanding and taking on a new meaning every day. E-marketing can bring new business opportunities. The purpose of this research was structural analysis of new business creation by identifying and developing electronic marketing opportunities in companies based in the growth center. In this applied research, descriptive-field methods were used to collect data. The statistical population of this research is 400 employees of companies located in the growth center and science and technology park, of which 196 people were selected as a sample using Cochran's formula. The data collection tools are two Likert scale questionnaires and paired comparisons questionnaires. The validity of the research tool was confirmed by the opinions of several professors and its reliability was confirmed through Cronbach's alpha with a coefficient of 0.83. SEM-PLS method was used in Smart-PLS-3 software for data analysis and AHP was used in Expert Choice for ranking. The findings show that all aspects of electronic marketing opportunities have been effective in creating new business. Also, the result of prioritizing the components of E-marketing opportunities, customization with a rank of 0.237 was considered to have a higher degree of importance than all dimensions. E-marketing opportunities exist in many forms. In order to create a new business, the need to exploit each of these opportunities in the context of electronic marketing, such as customization, creating innovation, etc., can expect business growth and development at the international level as well.Introduction In recent years, the establishment of new businesses has garnered significant attention as a key factor in economic development. Entrepreneurial activities are among the primary drivers of industrial dynamism, economic development, and growth. Businesses play a fundamental role in the functioning of economies. Therefore, entrepreneurship and the creation of new businesses are recognized as catalysts for innovation, employment, and economic growth.A healthy economy is identified by an appropriate number of existing businesses and a continuous process of creating new businesses (business flow). The elimination of physical boundaries has occurred with the recent expansion of electronic and digital communication channels, such as mobile phones and the Internet. Leading digital companies often distinguish themselves through new business models. Finding the