The effects of advertising on social networks on the financing of small and medium enterprises

Subject Areas : Financial Economics

نازنین خجسته ¹ , ابراهیم چیرانی ² , سید محمود شبگو منصف ³ , کامبیز شاهرودی ⁴

1 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاداسلامی ،رشت، ایران
2 - گروه مدیریت بازرگانی، واحد رشت دانشگاه آزاداسلامی ،رشت،ایران
3 - گروه مدیریت بازرگانی،واحد رشت ،دانشگاه آزاداسلامی ،رشت،ایران.
4 - گروه مدیریت بازرگانی، ،واحد رشت ،دانشگاه آزاداسلامی ،رشت،ایران.

Received: 2021-01-06 Accepted : 2021-03-11 Published : 2021-05-22

Keywords: G32, JEL Classification: G14,

Abstract :

The purpose of this study was to investigate the effect of advertising on social networks on the financing of small and medium enterprises. The results of this study show that the consequences of advertising on social networks for small and medium enterprises are market development and corporate financing, value creation, branding and long-term and two-way communication with the audience. According to the results of the second-order factor analysis, the factor of market development and financing variable is 0.94, value creation is 0.66, branding variable is 0.89, long-term relationship variable and two-way interaction with the audience is 0.92, and the correlation of the outcome component with its references is Are estimated above. Also, the category of "market development and financing" has the most factor. Path coefficient (r = 0.45) shows that advertising on social networks has a positive and significant effect on market development and financing of small and medium enterprises.

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