24209

MAN3 191

دكتري

مديريت بازرگاني - بازاريابي

علوم اداري و اقتصاد

17/10/1403

232 ص.

دكتر آذرنوش انصاري , دكتر مجيد محمد شفيعي

بقاي كسب و كار، , چابكي رسانه اجتماعي، , قابليت پويا، , ويژگي شركت

هدف از پژوهش حاضر طراحي الگوي چابكي رسانه اجتماعي، قابليت پويا و تاثير آنها بر روي بقاي كسب و كارها مي¬باشد. داده‌هاي اين پژوهش در دو مرحله كمي و كيفي جمع‌آوري شدند. در مرحله كيفي براي جمع آوري نظرات نخبگان و مديران از مصاحبه نيمه ساختار يافته استفاده شد و سپس با روش تحليل مضمون، مفاهيم و مضامين مرتبط با متغيرها بدست آمدند و دسته‌بندي شدند. سپس با مطالعه ادبيات نظري پيشين مدل مفهومي پژوهش و سوالات پژوهش طراحي گرديد. مدل از طريق مرور ادبيات و 13 مصاحبه نيمه ساختار يافته با متخصصين و خبرگان اتاق بازارگاني و سازمان صمت گردآوري و كدگذاري شد. سپس در روش كمي با استفاده از مدل سازي معادلات ساختاري با كمك نرم افزار SMART PLS 3 در سطح 351 نفر از مديران و كاركنان شركت¬هاي عضو اتاق بازرگاني شيراز اعتبارسنجي شد. بر اساس نتايج بدست آمده از تحليل مضمون ابعاد شناسايي شده چابكي رسانه اجتماعي در اين پژوهش ناشي از بخش كيفي، داراي 9 بعد «ارتباطات در زمان واقعي»، «خلق ارزش مشتري»، «بازارگرمي»، «سرعت نوآوري»، «ارتباطات بازاريابي»، «مديريت نوآوري»، «مديريت تغييرات»، «¬پردازش اطلاعات اجتماعي» و «شفافيت اطلاعات» مي¬باشد. شايان ذكر است «ارتباطات در زمان واقعي»، «بازارگرمي» و «شفافيت اطلاعات» به عنوان مولفه¬هاي تكميلي تر و به روزتري اضافه شدند. همچنين ابعاد شناسايي شده قابليت پويا در اين پژوهش ناشي از بخش كيفي، داراي 7 بعد «هماهنگي»، «ادراك»، «يادگيري»، «توانمندسازي نيروي انساني»، «مهارت ارتباطي»، «آينده نگاري استراتژيك» و «هوشمندي رقابتي» مي¬باشد. كه «توانمندسازي نيروي انساني»، «مهارت ارتباطي»، «آينده نگاري استراتژيك» و «هوشمندي رقابتي» نيز به عنوان مولفه_هاي تكميلي تر و به روزتري به اين پژوهش اضافه شدند. همچنين ويژگي¬هاي شركت تحت دو عامل نرم افزاري و سخت افزاري نيز دسته بندي شد. نتايج حاصل از معادلات ساختاري و ضرايب مسير نشان داد كه چابكي رسانه اجتماعي بر قابليت پويا و بقاي كسب و كار، تاثير مثبت دارد. همچنين رابطه بين چابكي رسانه اجتماعي و بقاي كسب و كار هم از طريق ميانجي گري قابليت پويا تاييد شد. همينطور رابطه بين چابكي رسانه اجتماعي و بقاي كسب و كار هم از طريق تعديلگري متغيرهاي سن و اندازه شركت نيز تاييد شد.

1403/11/06

همدم نوروزي

Business survival, , social media agility, , dynamic capabilities , , company characteristics

Disining Social media agility model, dynamic capability and its impact on business survival

مديريت

The objective of the present research is to design a model of social media agility, dynamic capabilities, and their impact on the survival of businesses. The data for this study were collected in two phases: quantitative and qualitative. In the qualitative phase, semi-structured interviews were conducted to gather insights from experts and managers. The data were then analyzed using thematic analysis to extract and categorize concepts and themes related to the variables. Following this, a conceptual model and research questions were developed based on a review of the existing theoretical literature. The model was constructed and coded through a literature review and 13 semi-structured interviews with specialists and experts from the Chamber of Commerce and the Ministry of Industry, Mine and Trade. In the quantitative phase, the model was validated using structural equation modeling with the help of SMART PLS 3 software, involving a sample of 351 managers and employees from companies affiliated with the Shiraz Chamber of Commerce. The results from the thematic analysis identified nine dimensions of social media agility, derived from the qualitative phase, including: "real-time communication," "customer value creation," "buzz marketing," "innovation speed," "marketing communications," "innovation management," "change management," "social information processing," and "information transparency." Notably, "real-time communication," "buzz marketing," and "information transparency" were introduced as newer factors. Furthermore, the identified dimensions of dynamic capabilities in this study, also derived from the qualitative phase, include seven dimensions: "coordination," "perception," "learning," "human resource empowerment," "communication skills," "strategic foresight," and "competitive intelligence." The dimensions of "human resource empowerment," "communication skills," "strategic foresight," and "competitive intelligence" were also introduced as newer components. Additionally, company characteristics were categorized under two factors: software and hardware. The results obtained from structural equation modeling and path coefficients indicated that social media agility positively impacts dynamic capabilities and business survival. The relationship between social media agility and business survival was also confirmed through the mediation of dynamic capabilities. Furthermore, the relationship between social media agility and business survival was validated through the moderation of variables such as age and company size.

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