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

دیدگاه

هدف این مطالعه تحلیل تاثیر بازاریابی رسانه¬های اجتماعی، نوآوری محصول، بازارگرایی بر عملکرد بازاریابی است. این پژوهش از روش‌های کمی استفاده می‌کند و تکنیک‌های تحلیل داده‌ها بر اساس مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار SmartPLS 3.0 می باشد. از روش نمونه¬گیری گلوله برفی در انتخاب نمونه استفاده شد. پرسشنامه¬های آنلاین برای 320 شرکت کوچک و متوسط در استان تهران(شهرک صنعتی عباس آباد) ارسال شد که درمجموع 300 پاسخ دریافت شد. نتایج تجزیه و تحلیل داده‌ها نشان می‌دهد که بازاریابی رسانه‌های اجتماعی ، نوآوری محصول و بازارگرایی تأثیر معنی‌داری بر عملکرد بازاریابی دارد.

دسته‌بندی‌ها: فصلنامه کارآفرینی- دوره اول 1402- شماره 2

برچسب‌ها: market orientation، marketing performance، Product innovation، SMEs performance، social media marketing، بازارگرایی، بازاریابی رسانه¬های اجتماعی، عملکرد SMEs، عملکرد بازاریابی، نوآوری محصول

پریسا روغنی

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