تأثیر بازاریابی رسانه های اجتماعی، نوآوری محصول و بازارگرایی بر عملکرد بازاریابی شرکت های کوچک و متوسط

The purpose of this study is to analyze the impact of social media marketing, product innovation, and market orientation on marketing performance. This research uses quantitative methods and data analysis techniques are based on structural equation modeling using SmartPLS 3.0 software. The samples were selected using the snowball sampling method. 320 small and medium companies in Tehran province (Abbas Abad Industrial City) were asked to complete online questionnaires, and a total of 300 responses were received. The results of data analysis show that social media marketing, product innovation, and market orientation have a significant effect on marketing performance.