نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• فاطمه معصومی ¹
• حسن بیابانی ²
• ملیحه سیاوشی ²

¹ کارشناسی ارشد، رشته مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران

² استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران

چکیده

با ظهور اینترنت فرصت‌های جدیدی برای شرکت‌های کوچک و متوسط ایجاد شده است تا بتوانند روش‌های نوین بازاریابی همچون بازاریابی رسانه‌های اجتماعی را اتخاذ کنند. از آنجایی‌که بررسی ادبیات نشان داد که پذیرش بازاریابی رسانه‌های اجتماعی می‌تواند تحت تاثیر ویژگی‌های شرکت و زمینه‌های داخلی و خارجی قرار بگیرد؛ بنابراین محقق دراین پژوهش به بررسی زمینه‌های پذیرش بازاریابی رسانه‌های اجتماعی و تاثیر آن بر عملکرد شرکت‌های کوچک و متوسط پرداخت. جامعه آماری مورد بررسی در این مطالعه را شرکت‌های کوچک و متوسط استان هرمزگان تشکیل داد. جهت جمع‌آوری داده‌ها از ابزار پرسشنامه استفاده و در بین 143 شرکت توزیع گردید. مدل ایجاد شده و روابط بین متغیرها با استفاده از روش مدل‌سازی معادلات ساختاری بررسی شد. نتایج این پژوهش نشان داد عوامل تکنولوژی، سازمانی و محیطی به طور مستقیم بر پذیرش بازاریابی رسانه‌های اجتماعی تاثیر مثبت و معناداری داشتند. همچنین عوامل تکنولوژی و سازمانی با واسطه‌گری متغیرهای سهولت استفاده درک‌شده و سودمندی درک‌شده بر پذیرش بازاریابی رسانه‌های اجتماعی به‌طور مثبت وغیر مستقیم تاثیرگذار بودند. یافته‌ها همچنین حاکی از آن بود که پذیرش بازاریابی رسانه‌های اجتماعی بر عملکرد شرکت‌های کوچک و متوسط تاثیر مثبت و قابل توجهی داشت. با در نظر گرفتن این نتایج شرکت‌ها به هنگام پذیرش بازاریابی رسانه‌های اجتماعی جهت فراهم کردن آمادگی‌های داخلی و خارجی باید به نقش عوامل موثربر این پذیرش توجه داشته باشند.

کلیدواژه‌ها

• "بازاریابی رسانه‌های اجتماعی"
• "شرکت‌های کوچک و متوسط"
• "عملکرد"
• "پذیرش تکنولوژی"

عنوان مقاله [English]

The areas of social media marketing adoption and its impact on the performance of small and medium-sized enterprises (SME)

نویسندگان [English]

• fatemeh masoomi ¹
• hassan biabani ²
• maliheh syavooshi ²

¹ Master of Business Management, Faculty of Management and Accounting, University of Hormozgan, Bandar Abas, Iran

² Department of Business Management, Faculty of Management and Accounting, University of Hormozgan, Bandar Abas, Iran

چکیده [English]

The advent of novel information and communication technologies, notably the Internet and social media, has facilitated the proliferation of electronic communication between individuals and businesses in the virtual realm, thereby furnishing an appropriate medium for their interaction. On the other hand, the development of digital media has led to a transformation in the marketing landscape, shifting away from conventional methods towards diverse digital marketing strategies. The transformation in communication and marketing has opened up novel opportunities for businesses, particularly those that are small or medium-sized, to leverage contemporary web-based marketing techniques, such as social media marketing, to advertise their products and services. Owing to their distinctive attributes, such as enhanced flexibility and the necessity to employ cost-effective tactics, these businesses can leverage social media marketing, which entails reduced expenses and minimal technological prerequisites. Hence, given the significant contribution of small and medium-sized enterprises to national economies, it is necessary to establish a framework for leveraging this form of marketing to enhance their operational efficacy. The review of related literature demonstrates that a variety of factors, including company-specific characteristics as well as internal and external factors, can have an impact on the adoption of social media marketing. Hence, the present study examined the domains of social media marketing adoption and its impact on the operational efficacy of small and medium-sized enterprises. The intended statistical sample consisted of senior executives and specialists from small and medium-sized enterprises located in the province of Hormozgan. The present study employed convenience sampling, and the census method was utilized to determine the sample size. Data was collected through a questionnaire, which was disseminated among a total of 143 companies. However, only 107 questionnaires were deemed usable and included in the analysis. The questionnaire items were evaluated for validity using three techniques: content validity, form validity, and construct validity (specifically, convergent and divergent validity). The questionnaire's reliability was assessed using three measures: factor loading, Cronbach's alpha, and composite reliability. The structural equation modeling technique was employed to examine the model and the interrelationships among the variables. The partial least squares method was utilized for this purpose, and SmartPLS was used as an analytical tool. According to the results of the research, it can be stated that all three factors of technology, organization and environment directly have a positive and significant effect on the acceptance of social media marketing. Also, the results of factor loadings showed that the influence of the environmental factor on this acceptance is greater. Considering that the two constructs of customer pressure and competitive pressure related to this factor have the highest factor loading, it can be concluded that small and medium-sized companies are under pressure from customers and competitors to accept social media marketing. The reason for this result can be attributed to the competition in the industry. When the industry is competitive, companies face more challenges in attracting and retaining customers, that's why they need to use social media as an effective tool to attract and communicate with customers. In a competitive industry, the company can maintain its competitive advantage in the market by respecting the demands of customers and fulfilling them. Considering these results, companies should pay attention to the role of factors influencing this acceptance when accepting social media marketing in order to provide internal and external preparations. Since the findings showed that the acceptance of social media marketing has a positive and strong effect on the performance of small and medium-sized companies, therefore paying attention to these factors can lead to better acceptance of this marketing and improve the performance of the company in various dimensions. It helps with finance, marketing and branding. Performance improvement can also increase the efficiency, productivity and income of the company, which will ultimately bring important consequences for the society, including increased employment, higher welfare and economic growth. The results also showed that the adoption of social media marketing is positively and indirectly influenced by technological and organizational factors that are mediated by variables of ease of use and perceived usefulness. By understanding the ease of use of this marketing and its usefulness, policymakers can increase the willingness to accept social network marketing in small and large companies.
Based on the aforementioned findings, it is recommended that companies take into account the factors that impact the adoption of social media marketing, which can establish suitable internal and external conditions..


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کلیدواژه‌ها [English]

• "Social Media Marketing"
• "Small and Medium Enterprises"
• "Performance"
• "Technology Adoption"