Identifying the Components and Indicators of Social Marketing in Small and Medium Businesses with a Resistance Economy Approach

Subject Areas : Finance

Seyedeh Shima Ekhlasmand ¹ , Majid Fattahi ² , Shahram Salavati ³

1 - Ph.D. student of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
2 - Assistant Professor of Business Management, Sari Branch, Islamic Azad University, Sari, Iran
3 - Assistant Professor of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.

Received: 2023-02-02 Accepted : 2023-05-24 Published : 2023-10-01

Keywords: Value dimension, resistance economy, Quality dimension, Social Marketing, Small and Medium Businesses,

Abstract :

The purpose of this research is to identify the components and indicators of social marketing in small and medium businesses with a resistance economy approach. This research is philosophically positivist with an inductive approach. The current research, from the point of view of the objective, is a descriptive research that has been conducted in a mixed manner. The method of data collection in this research was library and field through interviews with 30 university experts in the fields of management and marketing, organizational experts, management and economics, including top managers, experts, professors and related in the field of management and economics, who the purposeful sampling method was chosen by snowball method. The findings of this study showed four dimensions in the form of 12 components and 46 indicators. The quality dimension has four components: "Technical quality", "Execution quality", "Communication quality" and "Marketing quality", the value dimension has two components: "functional value" and "Emotional value", the behavioral dimension has four components: "Audience cooperation". Motivational desire", "Tension tolerance" and "Customer attitude" and communication dimension are also two components of "Creativity and innovation" and "Democracy". Therefore, based on the results obtained from the research findings, it is suggested that arrangements be made based on knowledge and communication and information innovations to promote social marketing in small and medium businesses with a resistance economy approach.

References:

 

1. Adjabeng, F., & Osei, F. (2022). The Development of Small Medium Enterprises and Their Impact on the Ghanaian Economy. Journal of Business and Management, 10(8), 119-132. https://doi.org/10.1002/tie.21945


2. Akbar, M., & French, J. (2022). A Reflection on the World Social Marketing. Social Marketing Quarterly 28(4), 152- 166. https://doi.org/10.1177/15245004221136337


3. Ashrafijoo, B., Fegh-hi Farahmand, N., Alavi Matin, Y., & rahmani, K. (2022). Designing an Optimal Model Using Artificial Neural Networks to Predict Non-Linear Time Series (case study: Tehran Stock Exchange Index). Journal of System Management, 8(4), 65-80. https://doi.org/10.30495/jsm.2022.1965914.1679


4. Ardehi, A., Javanmard, H., & Pilevari, N. (2023). Designing a Model for Implementing the Fourth Generation Industry to Achieve Sustainable Development Goals in the Automotive Industry (Case Study: Iran KhodroCompany). Journal of System Management, 9(1), 37-52. https://doi.org/10.30495/jsm.2022.1964456.1671


5. Costello, L., Dare, J., Dontje, M., Lambert, C., & Straker, L. (2022). Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: generation 2 Raine study participant perspectives. International Journal of BMC Medical Research Methodology, 22(8), 332-347. https://doi.org/10.1186/s12874-022-01778-4


6. Engidaw, A. (2022). Small businesses and their challenges during COVID-19 pandemic in developing countries: in the case of Ethiopia. Journal of Innovation and Entrepreneurship, 11(26), 195-209. https://doi.org/10.21203/rs.3.rs-100081/v1


7. Gandomi, M., Alidoust Ghahfarokhi, E., & Dehghan Ghahfarokhi, A. (2022). Modeling the Social Marketing Dimensions in Students' Tendency to Exercise and Weight Control. Research on Educational Sport, 10(29), 1-26. https://doi.org/10.22089/res.2022.11995.2213


8. Gordon, R., Spotswood, F., & Dibb, S. (2022). Critical social marketing: towards emancipation? Journal of Marketing Management, 38(12), 511-530. https://doi.org/10.1080/0267257X.2022.2131058


9. Hadi, S., Wahyuningtyas, N., Rachmawati, A., Tang, L., & Mentariningtyas, G. (2023). Innovation and Collaboration in Organizations: A Bibliometric Research. International Journal of Economics & Management Review, 1(1), 1-14. https://doi.org/10.3389/fpsyg.2021.750960


10. Hosseinpour, M., mohammadifar, Y., & Khodaei, A. (2022). The role of influencers on marketing (meta-synthesis approach). Journal of Business Management Perspective, 21(49), 13-36. https://doi.org/10.52547/jbmp.21.49.13


11. Jarafi, A., & Mosavi Amjad, H. (2020). The position of resistance economy in good Islamic governance from the point of view of Ayatollah Khamenei. The Islamic Revolution Approach, 14(51), 45-66. http://www.rahyaftjournal.ir/article_118303.html?lang=en


12. Johnson, M. (2023). Small Business Strategy. Washington D.C: U.S Department of Defense. Center.


13. Koffi, L., & Hongbo, L. (2022). Economic Development by Small Medium Enterprises


14. (SMEs): Case Study Based on Cote d'Ivoire (CIV). International Journal of Academic Research in Economics and Management and Sciences. 11(2), 222 -237. https://doi.org/10.6007/IJARBSS/v8-i11/5393


15. Khanifar, H., Karimi, A., Zinsaz, A., & Mobini Dehkordi, A. (2022). Providing a Framework for Measuring the Role of Social Media in Home-based Businesses based on a Meta-Systematic Method. Journal of Entrepreneurship Development, 15(3), 441-457. https://doi.org/10.22059/jed.2022.337419.653870


16. Luamba, D. (2019). Strategies Small Business Owners Use to Remain Sustainable. Journal of Business Management, 16(2), 458-472. https://www.researchgate.net/publication/355918030


17. Meglio, O., & Di Paola, N. (2022). Innovation and Entrepreneurship for Well-Being and Sustainability. Journal of Sustainability, 13(7), 208-224. https://doi.org/10.1016/j.heliyon.2023.e16087


18. Nahon-Serfaty, I. (2022). Understanding Grotesque Transparency as a Strategy for Fundamentalist Radicalization: Implications for Social Marketing Theory and Practice. Social Marketing Quarterly, 28(4), 307-324. https://doi.org/10.1177/15245004221136223


19. Negm, E., & Ghazal, A. (2022). Commercial Organizations’ Use of Social Marketing (Advertising) to Foster Sustainable Relations with Consumers through the COVID-19 Era. American Journal of Industrial and Business Management, 12(6), 1419-1438. https://doi.org/10.4236/ajibm.2022.129079


20. Pourdasht, L., Kheiri, B., & Heydari, A. (2023). Provide a social marketing model based on social responsibility: An interdisciplinary view of marketing - sociology with emphasis on the elderly. Political Sociology of Iran, 5(11), 623-640. https://doi.org10.30510/psi.2022.292359.1888


21. Por jahan, S. (2022). Investigating the Impact of Social Support on Continuous Purchase Intention to Mediate to Dealers and Brand Trust (Case Study: Customers of Cyrus Horizon Stores North Tehran). New Business Attitudes, 3(2), 1-23. https://www.jnabm.ir/article_252898.html?lang=en


22. Sadighzadeh, R., & Unal, S. (2022). Effectiveness of Social Marketing Communication Strategies amid COVID-19 Pandemic. Journal of Socialomics, 11(3), 203-219. https://doi.org/10.35248/2167-0358.22.11.154


23. Sanda, M., & Sallama, N. (2023). Mediation effect of emotions on relational dynamics between entrepreneurs’ thinking processes and their entrepreneurial decision-making. Journal of the International Council for Small Business, 18(4), 270-285. https://doi.org/10.1080/26437015.2022.2156312


24. Shabanlodehnavi, M., & Mokhtaran, M. (2022). Investigating the effect of social marketing on bank customer loyalty; the mediating role of social identity. Political Sociology of Iran, 5(12), 3329-3351. https://doi.org/10.30510/psi.2022.292359.1888


25. Strauss, A., & Corbin, J. (2015). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. London: SAGE.


26. Taghavi, S. M., Karimizand, M., & Mirabi, V. (2022). Designing a Model of Corporate Social Responsibility to Assist the Development of the Iranian Banking Industry. Journal of Business Management, 14(4), 695-716. https://doi.org/10.22059/jibm.2022.339091.4320  


27. Tohidi, S., Moharramzadeh, M., Imanzadeh, M., & Eskandari Dastgari, S. (2022). Investigating the mediating role of social vitality in the effect of social marketing on the development of women's sports in Ardabil province. Journal of Human Resource Management in Sports, 9(2), 397-411. https://doi.org/10.22044/shm.2022.11298.2399


28. Zaroki, S., & Zarenejad, M. (2023). Estimating the Employees of the Provinces and Analyzing the Effect of Ease of Doing Business on it by emphasizing the Characteristics of the Provinces. Journal of Executive Management, 14(28), 433-458. https://doi.org/10.22080/jem.2023.20288.3410