چكيده لاتين
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.
