نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• معصومه بابایی ¹
• ابوالفضل دانایی ²
• فرشاد فائزی رازی ²

¹ دانشجوی دکتری مدیریت دولتی، واحد سمنان، دانشگاه آزاد اسلامی، واحد سمنان، سمنان، ایران

² دانشیار، گروه مدیریت رسانه، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

چکیده

پژوهش حاضر با نگاهی نو به طراحی یک مدل کاربردی در حوزه رسانه های اجتماعی با تمرکز بر نقطه تحول در منابع انسانی نگارش شده است. رویکرد پژوهش استفاده از یک مدل ترکیبی و تایید آن در طراحی مدل است. پژوهش در سه فاز انجام شده است. رویکرد فراترکیب در شناسایی شاخص های تحول رسانه های اجتماعی در منابع انسانی به شناسایی 98 پژوهش مرتبط با موضوع از سال 1975 تا 2021 و 34 شاخص انجامیده است. در فاز غربالگری محقق با رویکرد دلفی فازی و نظرات خبرگان تعداد 9 شاخص را در طراحی مدل تحول رسانه های اجتماعی در منابع انسانی ضروری دانستند. در همین فاز محقق با استفاده از رویکرد مدلیابی ساختاری- تفسیری، مدل پژوهش را طراحی کرده است. شاخص های حریم خصوصی، رسانه های تعاملی و اعتماد سازی بعنوان سنگ بنای مدل و تاثیرگذارترین شاخص ها شناسایی شدند. همچنین شاخص های تحول دیجیتال، مشارکت اجتماعی و ارتباطات نسلی در تحلیل MICMAC در ناحیه رابط قرار گرفته اند. نهایتا در فاز سوم محقق با استفاده از رویکرد اهمیت- عملکرد شکاف عمیقی را بین وضعیت موجود و مطلوب شناسایی کرده است. همچنین نتایج پژوهش به شناسایی چهار دوره مجزا در تحول رسانه های اجتماعی در منابع انسانی انجامیده است.

کلیدواژه‌ها

• رسانه اجتماعی
• تحول
• فراترکیب
• مدلسازی ساختاری-تفسیری

عنوان مقاله [English]

Designing a Model for the Transformation of Social Media in Human Resources

نویسندگان [English]

• Masoumeh Babaei ¹
• Abolfazl Danaei ²
• Farshad Faezi Razi ²

¹ PhD Student in Public Administration, Semnan Branch, Islamic Azad University, Semnan Branch, Semnan, Iran

² Associate Professor, Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran

چکیده [English]

Abstract
The present study is written with a new look at the design of an applied model in the field of social media with a focus on the turning point in human resources. The research approach is to use a hybrid model and validate it in model design. The research was conducted in three phases. The meta-combined approach in identifying indicators of social media evolution in human resources has led to the identification of 98 research-related studies from 1975 to 2021 and 34 indicators. In the screening phase, the researcher with the fuzzy Delphi approach and the opinions of experts considered 9 indicators necessary in designing the model of social media transformation in human resources. In this phase, the researcher has designed the research model using a structural-interpretive modeling approach. Privacy, interactive media and trust building indicators were identified as the cornerstone of the model and the most effective indicators. Indicators of digital transformation, social participation and generational communication are also included in the MICMAC analysis in the interface area. Finally, in the third phase, the researcher has identified a deep gap between the current and the desired situation using the importance-performance approach. The results of the study also identified four distinct periods in the evolution of social media in human resources.
Keywords: Social Media, Transformation, Meta-Composition, Structural-Interpretive Modeling (ISM).
 
Introduction
In the contemporary era, the Internet has emerged as a powerful platform, transforming communication and social behavior and prompting the invention of new modes of interaction. The capabilities of this transformative platform have ushered in new avenues of communication, accelerating the speed and ease with which an unprecedented volume of messages are transmitted and received. This paradigm shift in the field of communication has been facilitated by the existence of the Internet, leading to the development of new channels between individuals and organizations. Additionally, the capabilities of innovative communication technologies, allowing for the swift delivery of messages and the transmission of a significant volume of messages in a brief time span, have driven the desire to widely utilize these techniques. The capabilities of these modern communication technologies have increased the accessibility and convenience of using them. Furthermore, it has emerged as one of the prominent social networks, facilitating a wide range of strategies and ambitions. The impact of social media within this context is unignorable. Corporate environments cannot forego social media. Social media comprises a variegated variety of tools, including wikis, blogs, social bookmarking and social websites, which have witnessed a steady rise in usage over recent decades.
Materials and Methods:
This research was conducted in three phases. Through the use of the meta-composite approach, a comprehensive review of the related literature was conducted, which identified 98 relevant studies published between 1975 and 2021 and revealed 34 indicators related to social media transformation within human resources. During the screening phase, the researcher, utilizing the fuzzy Delphi (FD) approach and the input of expert opinions, identified nine essential indicators to ensure the inclusion of social media transformation within human resources. In this phase, the researcher designed the research model by employing the Structural-Interpretive Modeling (ISM) approach.
Discussion and Results:
The indicators related to privacy, interactive media and trust building were identified as pivotal cornerstones of the model and the most influential indicators in the transformation of social media within human resources. Additionally, indicators such as digital transformation, social participation and generational communication were established within the interface area based on the MICMAC analysis. Lastly, in the conclusion phase, the researcher identified a significant gap between the current and desired scenario using the Importance-Performance Approach. The study revealed four distinct periods in the evolution of social media within human resources, further elaborating on the importance of assessing the impact of social media in corporate environments.
Conclusions:
In today's era, a profound paradigm shift has occurred in communication and information, providing researchers with a novel conception and paradigm of media influence. The vast transformation within the field has offered a distinctive perspective of the nature and function of the media's impact. The shift in communication and information, which many regard as revolutionary and the advent of a new paradigm, corresponds to the emergence and growth of new media across the world. The spread of these mediums, especially the Internet and virtual social networks, has been swift and widespread. These innovative media have transformed the nature of communication, providing a formidable sphere of interaction and influencing various aspects of life.

کلیدواژه‌ها [English]

• Social media
• transformation
• meta-composition
• structural-interpretive modeling