نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری، گروه علوم اقتصادی، دانشکده اقتصاد، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران.

2 کارشناس ارشد، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران

3 دکتری، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران

چکیده

در این پژوهش تأثیر استراتژیک بازاریابی رسانه­ های اجتماعی بر عملکرد بازاریابی بر اساس مدل نظری تافس و وین(2019 ) مورد بررسی قرار گرفته است. بر این اساس جامعه آماری تحقیق حاضر را که از لحاظ هدف کاربردی از نوع توصیفی – پیمایشی می­باشد، کلیه مدیران، شرکت­های مستقر در  پارک علم و فناوری  شهر ساری در سال 1400 تشکیل داده­اند که 57 مدیر به روش سرشماری جهت توزیع ابزار جمع آوری داده­ها انتخاب شده­اند. جمع آوری اطلاعات با استفاده از پرسشنامه اقتباسی از منبع لاتین تحقیق در قالب 23سوال انجام گردیده که ضمن تأیید روایی محتوایی کلیه بخش­های پرسشنامه نهایی در نظر گرفته شده، پایایی آنان نیز با استفاده از ضریب آلفای کرونباخ  مورد قبول واقع شده است. بر این اساس تجزیه و تحلیل داده­ ها و آزمون فرضیات با استفاده از نرم افزارهایSPSS و PLS نشان دادند که، استراتژی رسانه اجتماعی، حضور فعال، ابتکارات تعامل با مشتری، آنالیز رسانه اجتماعی بر عملکرد رسانه اجتماعی تأثیر دارد.

کلیدواژه‌ها

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