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- Title
چْارچَب ارسٗاتٖ عولکزد تاسارٗاتٖ رساًِّإ اجتواعٖ در ضزکتّإ کَچک ٍ هتَسط؛ رٍٗکزدٕ تزک٘ثٖ.
- Authors
مونا جامی پور; سید محمدباقر جعف; فاطمه جاویدی
- Abstract
Despite the importance of social media marketing in many organizations, including small and medium enterprises (SMEs), scattered and limited studies have been done to evaluate its performance. Therefore, the present study attempts to develop a comprehensive framework for evaluating the performance of social media marketing in SMEs using the well-known management of the balanced scorecard (BSC). This study is an applied-development study in terms of purpose and mixed-methods in terms of data collection. In order to achieve the research goal, in the first step, the qualitative method via interviewing with experts as well as a comprehensive literature review was applied and the indicators of the proposed framework were extracted. In the second step, a questionnaire was developed for the validation and weighting of dimensions and indicators. Besides, an evaluation of academic experts, experienced marketing managers in the field of social media marketing, and senior managers of small and medium enterprises was done. The findings of the study showed that the financial dimension with a weight of 0.257 was the first priority. The customer dimension with a weight of 0.255 was the second priority. The learning and growth dimension with a weight of 0.250 was the third priority, and then the internal business processes dimension with a weight of 0.236 was the last priority. The developed framework can be used as a tool to measure the strengths and weaknesses of social media marketing performance projects in organizations, especially SMEs.
- Subjects
SOCIAL media in marketing; LITERATURE reviews; BALANCED scorecard; SMALL business; HYACINTHOIDES; RELATIONSHIP marketing; MARKETING management; SOCIAL marketing
- Publication
New Marketing Research Journal, 2023, Vol 12, Issue 4, p1
- ISSN
2228-7744
- Publication type
Article
- DOI
10.22108/nmrj.2022.133641.2698