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
موضوعات
عنوان مقاله [English]
The strategic impact of social media marketing on marketing performance
نویسندگان [English]
- mohaddeseh babajani baboli 1
- yeganeh arab 2
- amene rezazadeh 3
1 PhD, Department of Economic Sciences, Faculty of Economics, Kerman Branch, Islamic Azad University, Kerman, Iran.
2 M.Sc., Department of Business Management, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran
3 PhD, Department of Business Management, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran
چکیده [English]
In this study, the strategic impact of social media marketing on marketing performance based on the theoretical model of Toffs and Wayne (2019) has been investigated. Accordingly, the statistical population of the present study, which is descriptive-survey in terms of applied purpose,ll managers have formed companies located in Sari Science and Technology Park in 1400. 57 managers have been selected by census method to distribute data collection toolsData were collected using a questionnaire adapted from the Latin source of the research in the form of 23 questions, which while confirming the content validity of all parts of the final questionnaire, their reliability was also accepted using Cronbach's alpha coefficient. Based on this, data analysis and hypothesis testing using SPSS and PLS software showed that,Social media strategy, active presence, customer engagement initiatives, social media analysis affect social media performance. Social media performance affects marketing performance.
کلیدواژه‌ها [English]
- Social media performance
- marketing performance
- knowledge-based companies
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