نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیارگروه مدیریت دانشکده علوم انسانی،دانشگاه حضرت معصومه(س)، قم، ایران
2 دانشیارگروه مدیریت دانشکده مدیریت،پردیس فارابی دانشگاه تهران، قم، ایران
3 کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه(س) قم، ایران.
چکیده
رسانه‌هـای اجتماعی به عنوان یک ابزار مؤثر در کسب‌وکارهای کوچک و متوسط، طیف وسیعی از فرصت‌های ارزشمند را ایجاد و موجب کاهش چشمگیر هزینه‌ها خواهد شد و امروزه استراتژی بنگاه‌ها برای تعامل با مشتریان و ایجاد روابط و همکاری با دیگر عناصر بازار با ظهور رسانه‌های اجتماعی تغییر داشته است. در طول دو دهه قبل، تحقیقات مربوط به رسانه‌های اجتماعی در حوزه کسب‌وکار به‌طور فزاینده‌ای افزایش‌یافته است ولیکن تاکنون مطالعه جامعی در رابطه با ارزش‌های تجاری رسانه‌های اجتماعی در کسب‌وکارهای کوچک و متوسط و اولویت‌بندی آن‌ها صورت نگرفته است. لذا پژوهش حاضر با بررسی سیستماتیک مطالعات در بازه زمانی سال‌های 2012 تا 2019، 57 مقاله انتخاب و با استفاده از روش فراترکیب مقالات منتخب مورد بررسی قرار گرفته و ارزش‌های تجاری اشاره شده در آن‌ها کدگذاری شدند. سپس ارزش‌های شناسایی‌شده با استفاده از روش آنتروپی شانون اولویت‌بندی شدند به‌طوری‌که پنج طبقه اصلی ارزش تجاری شامل ارزش عملیاتی، ارزش مالی، ارزش استراتژیک، ارزش مشتری و در نهایت ارزش دانشی/ اطلاعاتی به ترتیب رتبه اول تا پنجم را به خود اختصاص دادند. پژوهش حاضر هم از لحاظ یافته ها و هم از نظر روش شناسی در حوزه بکارگیری رسانه اجتماعی در شرکت های کوچک و متوسط دارای نوآوری می باشد.
کلیدواژه‌ها
عنوان مقاله [English]
Identifying and prioritizing social media business values in small and medium-sized businesses: A systematic review
نویسندگان [English]
- Mona Jami Pour 1
- Seyed Mohammadbagher Jafari 2
- reyhane assarian 3
1 Associate Professor, Hazrat-e Masoumeh University (HMU), Qom, Iran
2 Associate Professor, Department of Management, Faculty of Management, pharabi Campus, University of Tehran, Qom, Iran.
3 Master of Business Administration, Entrepreneurship, Hazrat-e Masoumeh University, Qom, Iran
چکیده [English]
Social media as an effective tool in small and medium businesses will create a wide range of valuable opportunities and significantly reduce costs. Today, the strategy of companies to interact with customers and build relationships and cooperation with other market elements has changed with the advent of social media. Is. Over the past two decades, business-related social media research has grown exponentially, but so far no comprehensive study has been conducted on the social values of social media in small and medium-sized businesses and their prioritization. Therefore, the present study, by systematically reviewing the studies in the period from 2012 to 2019, 57 articles were selected and reviewed using the meta-combined method of selected articles and the commercial values mentioned in them were coded. The identified values were then prioritized using Shannon entropy method so that the five main categories of business value including operational value, financial value, strategic value, customer value and finally knowledge / information value were ranked first to fifth, respectively. The present study is innovative both in terms of findings and methodology in the field of using social media in small and medium enterprises.
کلیدواژه‌ها [English]
- Social media
- small and medium businesses
- commercial value
منابع
روزبهانی، منیر؛ ساروخانی، باقر؛ پروین، ستار. (1398). «بررسی جامعه‌شناختی مصرف شبکه‌های اجتماعی مجازی و تسامح قومی در بین شهروندان تهرانی (با تأکید بر گفتگوی اجتماعی)». فصلنامه مطالعات رسانه‌های نوین. سال پنجم، شمارة 20. صص 313-356. زمستان.
شیخ، رضا؛ شامبیاتی، هانیه. (1394). «تحلیل محتوای شبکه‌های اجتماعی مجازی با رویکرد نتنوگرافی بر اساس اطلاعات ناقص». فصلنامه مطالعات رسانه‌های نوین. سال اول، شماره 4. صص 179-203. زمستان.
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