Analysis of the Effect of Social Media Strategy on Social Media Marketing Strategy and Organizational Performance of Chain Supermarkets

Subject Areas : Strategic Management Researches

abolfazl danaei ¹ , moslem moeen ²

1 - استادیار مدیریت رسانه، دانشگاه آزاد اسلامی واحد سمنان
2 - دانشجوی دکترای مدیریت رسانه، دانشگاه آزاد اسلامی واحد سمنان

Received: 2017-01-07 Accepted : 2017-05-19 Published : 2017-11-22

Keywords: Organizational Performance, social media, Marketing Strategy,

Abstract :

Today’s companies crave for creating connection with their customers in order to recognize them better, utilize their ideas, learn from them, realize their needs, provide the best services for them and consequently improve their own performances. One of the ways to create connection which nowadays is of great interest, is using social media. Thus, the purpose of this research is to analyze the role of social media strategy and its relation with organizational culture, organizational learning, organizational maturity, organizational agility, social network, innovation direction, social media marketing strategy and organizational performance in Tehran’s chain supermarkets. In order to accomplish this purpose, information of 32 chain supermarkets of Tehran, and views of 73 managers and social media experts in these 32 companies were gathered. In this study, structural equation modeling and Fuzzy Set Qualitative Comparative Analysis are employed to conduct confirmatory factor analysis and item-level variance partitioning. Results indicate that elements of social media marketing strategy, organizational culture, organizational learning, organizational maturity, organizational agility, social network and innovation direction are among key factors affecting organizational performance of chain supermarkets.

References:

ابراهیمی رهبر، فرهاد، فدایی، مهدی (1394). بررسی تأثیر چابکی سازمان بر عملکرد مالی سازمانی موردمطالعه: شرکت‌های کوچک و متوسط تولیدکننده مواد غذایی در استان گیلان، اولین کنفرانس بین‌المللی مدیریت و حسابداری با رویکرد ارزش‌آفرینی. تهران، دانشگاه آزاد اسلامی واحد علوم و تحقیقات فارس.
اصغر زاده، عبدالله (1374). مدیریت در فروشگاه‌های زنجیره‌ای، بررسی‌های بازرگانی، شماره 100، 6-17.
افتاده، جواد،(1389). رسانه‌های اجتماعی و کتاب بازگشت عموم و بازنشر کتاب، فصلنامه کتاب مهر، شماره 1، 34-47.
حسین‌زاده، سمیه، خزانه دارلو، مرتضی، عندلیب، اعظم (1395). نقش رسانه‌های اجتماعی آنلاین در بهبود استراتژی‌های بازاریابی، دومین کنفرانس بین‌المللی و پژوهشی 8 و 9 اردیبهشت،‎ دوره 2.
رحمان­زاده، سید علی (1389). کارکرد شبکه‌های اجتماعی مجازی در عصر جهانی‌شدن، فصلنامه مطالعات راهبردی جهانی‌شدن، (1)1، 49-78.‎
رستگار، عباسعلی، فیض، داود، سبزی، هادی (1392). ارائه مدلی برای تبیین اثر تصویر ذهنی مشتری از فروشگاه‌های زنجیره‌ای شهروند بر روی وفاداری مشتریان این فروشگاه‌ها، چشم‌انداز مدیریت بازرگانی، (13)12، 103-122.
 سجادی جاغرق، سیدعبداله، قرائتی، علیرضا، حیدری، مجید (1394). نقش رسانه های اجتماعی در بازاریابی و تاثیر بر ساختار سازمانی، مطالعات رسانه­ای، (28)10، 127-143.
شاه منصوری، بیتا، شاه منصوری، پوریا (1391). اعتبار رسانه­ای به عنوان یک منبع استراتژیک بررسی تئوریک نقش اعتبار رسانه ای در مدل­های مدیریت استراتژیک، مطالعات رسانه­ای، (19)7، 55-64.
صمدی، منصور، حسین‌زاده، علی حسین، نورانی کوتنایی، محمد (1389). بررسی رابطه بین تاکتیک‌های بازاریابی ارتباطی فروشگاه‌های زنجیره­ای و رفتار خرید مشتریان،‎ مدیریت بازرگانی، (4)2، 93-110.
صنایعی، علی، حدادیان، علیرضا، باقریه‌مشهدی، امیرحسین (1394). بررسی الگوی وفاداری مشتریان در فروشگاه‌های زنجیره‌ای ایران، تحقیقات بازاریابی نوین، (5)1، 149– 168.
عسکرخانی، ابومحمد، قربانی، فاطمه، حلال­خور، مهرداد (1393). نقش رسانه‌های اجتماعی جدید و شبکه‌سازی در انقلاب ۲۵ ژانویه مصر و بحران‌های پس از آن، پژوهش‌های راهبردی سیاست، (10)3، 79-112.‎
عسگری، ناصر، جهانی، بهنام (1395). نقش میانجی سرمایه اجتماعی در تأثیر رسانه‌های اجتماعی سازمانی بر کیفیت دانش و عملکرد نوآورانه، فصلنامه علمی- پژوهشی مدیریت فناوری اطلاعات، (4)8، 751-770.
عقیلی، سید وحید، قاسم­زاده عراقی، مرتضی (1394). رسانه‌های اجتماعی؛ چیستی، کارکردها و چالش‌ها، مطالعات توسعه اجتماعی ایران، (1)8، 21-36.‎
علامه، سید محسن، عسکری، نوربخش، خزائی­پول، جواد (1395). بررسی تأثیر فرهنگ سازمانی بر عملکرد سازمانی: تأکید بر نقش تسهیم دانش و چابکی سازمانی با رویکرد کارت امتیازی متوازن، مدیریت فرهنگ سازمانی، (2)14، 453-474.
فولادی، شیوا، یارمحمدیان، محمدحسین، عجمی، سیما (1388). رابطه بین فرهنگ سازمانی و بلوغ سازمانی کارکنان بیمارستان‌های آموزشی وابسته به دانشگاه علوم پزشکی اصفهان در سال 1386-87، فصلنامه بیمارستان، (2)8، 101- 116.
محسنی مقدم، اکرم، شیری، اردشیر، ویسه، سیدمهدی (1394). بررسی تأثیر هوش سازمانی و چابکی سازمانی بر عملکرد سازمانی کارکنان دیوان محاسبات کشور، کنفرانس بین‌المللی مدیریت، اقتصاد و سامانه‌های مالی، دبی.
مشبکی، اصغر (1380). مدیریت رفتار سازمانی: تحلیل کاربردی، ارزش از رفتار انسان، نشر ترمه، تهران، چاپ دوم.                                                       نصیری یار، مجتبی (1385). سه رویکرد برتر در مدیریت استراتژیک، ماهنامه تدبیر، سال هفدهم، شماره 173، 21-24.

 

Adachi, K (2016). Confirmatory Factor Analysis. In Matrix-Based Introduction to Multivariate Data Analysis (145-159). Springer Singapore.

Agnihotri, R, Kothandaraman, P, Kashyap, R & Singh, R (2012). Bringing “social” into sales: The impact of salespeople's social media use on service behaviors and value creation. Journal of Personal Selling & Sales Management, 22(3), 333–348.
Argyris, C (2003). A life full of learning. Organization Studies, 24(7), 1178–1192.
Barney, J (1991). Firm resource and sustained competitive advantage. Journal of Management, 17, 99–120.
Berson, Y, Da'as, R & Waldman, D. A (2015). How do leaders and their teams bring about organizational learning and outcomes?. Personnel Psychology, 68(1), 79-108.
Bharadwaj, A. S (2000). A resource-based perspective on information technology capability and firm performance: an empirical investigation. MIS quarterly, 169-196.
Bianchi, C & Andrews, L (2015). Investigating marketing managers' perspectives on social media in Chile. Journal of Business Research, 68(12), 2552–2559.
Briones, R. L, Kuch, B, Liu, B. F & Jin, Y (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37(1), 37–43.
Bruhn, M, Schoenmueller, V & Schäfer, D. B (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Büyüköztürk, ù (2005). Veri Analizi El KitabÕ. Pegem Akademi, Ankara.
Cegarra-Navarro, J. G, Soto-Acosta, P & Wensley, A. K (2016). Structured knowledge processes and firm performance: The role of organizational agility. Journal of Business Research, 69(5), 1544-1549.
Chang, Y. T, Yu, H & Lu, H. P (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.
Culnan, M, McHugh, P & Zubillaga, J (2010). How large U.S. companies can use twitter and other social media to gain business value. MIS Quarterly Executive, 9(4), 243–259.
Curran, J & Lennon, R (2011). Participating in the conversation: Exploring usage of social media. Academy of Marketing Studies Journal, 15(1), 21–38.
Elenkov, D. S & Manev, I. M (2005). Top management leadership and influence on innovation: The role of sociocultural context. Journal of Management, 31(3), 381–402.
Ferreira, J. B, da Rocha, A & Ferreira da Silva, J (2014). Impacts of technology readiness on emotions and cognition in Brazil. Journal of Business Research, 67(5), 865–873.
García Morales, V. J, Lloréns Montes, F. J & Verdú Jover, A. J (2008). The effects of transformational leadership on organizational performance through knowledge and innovation. British Journal of Management, 19(4), 299–319.
Harrison, R. T & Leitch, C. M (2005). Entrepreneurial learning: Researching the interface between learning and the entrepreneurial context. Entrepreneurship Theory and Practice, 29(4), 351–371.
Huarng, K. H & Roig-Tierno, N (2016). Qualitative comparative analysis, crisp and fuzzy sets in knowledge and innovation. Journal of Business Research.
Hurley, R. F & Hult, G. T. M (1998). Innovation, market orientation, and organizational learning: an integration and empirical examination. The Journal of Marketing, 42-54.
Hussein, N, Omar, S, Noordin, F & Ishak, N. A (2016). Learning Organization Culture, Organizational Performance and Organizational Innovativeness in a Public Institution of Higher Education in Malaysia: A Preliminary Study. Procedia Economics and Finance, 37, 512-519.
Ionescu, A & Ionescu, C (2015). The relationship between the innovation orientation and organizations’ performance in Romania. Romanian Journal of Economics, 40(1 (49)), 299-312.
Kaplan, A. M & Haenlein, M (2009). Consumers, companies, and virtual social worlds: A qualitative analysis of Second Life. Advances in Consumer Research, 36(1), 873–874.
Kaplan, A. M & Haenlein, M (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kaplan, A. M & Haenlein, M (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253-263.
Keegan, B. J & Rowley, J (2016). Evaluation and decision-making in social media marketing. Management Decision.
Kim, A. J & Ko, E (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kozinets, R. V, de Valck, K, Wojnicki, A & Wilner, S. J (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.
Kumar, V & Mirchandani, R (2012). Increasing the ROI of social media marketing. Sloan Management Review, 54(1), 55–61.
Kumar, V, Bhaskaran, V, Mirchandani, R & Shah, M (2013). Practice prize winner-creating a measurable social media marketing strategy: increasing the value and ROI of intangibles and tangibles for hokey pokey. Marketing Science, 32(2), 194-212.
Levitt, B & March, J (1988). Organizational learning. Annual Review of Sociology, 14, 319–340.
Lonial, S. C & Carter, R. E (2015). The Impact of Organizational Orientations on Medium and Small Firm Performance: A Resource Based Perspective. Journal of Small Business Management, 53(1), 94-113.
McEvily, B & Marcus, A (2005). Embedded ties and the acquisition of competitive capabilities. Strategic Management Journal, 26(11), 1033–1055.
Mello, P. A (2014). Fuzzy-Set Qualitative Comparative Analysis. In Democratic Participation in Armed Conflict (46-62). Palgrave Macmillan UK.
Mohamed, R, Hui, W. S, Rahman, I. K. A & Aziz, R. A (2014). The relationship between strategic performance measurement system and organisational capabilities: The role of beliefs and boundary control systems. Asian Journal of business and Accounting, 7(1), 107.
Naranjo-Valencia, J. C, Jiménez-Jiménez, D & Sanz-Valle, R (2016). Studying the links between organizational culture, innovation, and performance in Spanish companies. Revista Latinoamericana de Psicología, 48(1), 30-41.
Nobre, H & Silva, D (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19(2), 138-151.
Olson, E. M, Slater, S. F & Hult, G. T. M (2005). The performance implications of fit among business strategy, marketing organiza- tion structure, and strategic behavior. Journal of Marketing, 69(3), 49–65.
Owen-Smith, J, Cotton-Nessler, N. C & Buhr, H (2015). Network effects on organizational decision-making: Blended social mechanisms and IPO withdrawal. Social Networks, 41, 1-17.
Öztürk, G. B, Arditi, D, Günaydın, H. M & Yitmen, İ (2016). Organizational Learning and Performance of Architectural Design Firms in Turkey. Journal of Management in Engineering, 05016015.
Patel, V. K, Hair, J. F & Pieper, T (2016). Extended Stakeholder Orientation: Influence on Innovation and Firm Performance. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 457-458). Springer International Publishing.
Persse, J. R & Persse, D. J (2001). Implementing the capability maturity model. John Wiley & Sons, Inc.
Qi, C & Chau, P. Y (2016). An empirical study of the effect of enterprise social media usage on organizational learning.
Ragin, C (1995). Using qualitative comparative analysis to study configurations. Computer-aided qualitative data analysis: Theory, methods and practice, 177-189.
Ragin, C. C (1987). The comparative method. Moving beyond qualitative and quantitative strategies. Berkeley: University of California Press.
Ragin, C. C (2000). Fuzzy set social science. Chicago: Chicago University Press.
Rodriguez, M, Peterson, R. M & Krishnan, V (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32(3), 365-378.
Roig-Tierno, N, Huarng, K. H & Ribeiro-Soriano, D (2016). Qualitative comparative analysis: Crisp and fuzzy sets in business and management. Journal of Business Research, 69(4), 1261-1264.
Sashi, C. M (2012). Customer engagement, buyer–seller relationships, and social media. Management Decision, 50(2), 253–272.
Schivinski, B & Dabrowski, D (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Schrader, J (2014). Flying over Social Media Strategies: Exploring the current state of the field and analyzing the social media strategies of two German airlines. University of Twente. Retrieved from http://essay.utwente.nl/65835/.
See-Pui Ng, C & Chung Wang, W.Y (2013). Best Practices in Managing Social Media for Business. Thirty Fourth International Conference on Information Systems, Milan 2013, 1-11.
Skarmeas, D, Leonidou, C. N & Saridakis, C (2014). Examining the role of CSR skepticism using fuzzy-set qualitative comparative analysis. Journal of business research, 67(9), 1796-1805.
Sull, D (2010). Competing through organizational agility. McKinsey Quarterly, 1, 48-56.
Sullivan, J. L, Rivard, P. E, Shin, M. H & Rosen, A. K (2016). Applying the High Reliability Health Care Maturity model to assess hospital performance: A VA case study. The Joint Commission Journal on Quality and Patient Safety, 42(9), 389-411.
Szulanski, G (1996). Exploring internal stickiness: Impediments to the transfer of best practice within the firm. Strategic management journal, 17(S2), 27-43.
Szymanski, D. M, Kroff, M. W & Troy, L. C (2007). Innovativeness and new product success: insights from the cumulative evidence. Journal of the academy of Marketing Science, 35(1), 35-52.
Thiem, A (2014). Unifying Configurational Comparative Methods Generalized-Set Qualitative Comparative Analysis. Sociological Methods & Research, 43(2), 313-337.
Towner, T. L & Dulio, D. A (2011). An experiment of campaign effects during the YouTube election. New Media & Society, 13, 1-19.
Tsai, S. F (2015). The effect of family business succession planning maturity on organizational performance–The moderate effect of high performance human resource measures.
Tsai, W (2001). Knowledge transfer in intra organizational networks: Effects of network position and absorptive effects of network position and absorptive capacity on business unit innovation and performance. Academy of Management Journal, 44(5), 996-1004.
Tseng, Y. H & Lin, C. T (2011). Enhancing enterprise agility by deploying agile drivers, capabilities and providers. Information Sciences, 181(17), 3693-3708.
Weinberg, T (2009). The new community rules: Marketing on the social web. O’Reilly Media, Inc.
Whelan, E, Parise, S, De Valk, J & Aalbers, R (2011). Creating employee networks that deliver open innovation. MIT Sloan Management Review, 53(1), 37-44.
Wu, C. W (2016). The performance impact of social media in the chain store industry. Journal of Business Research.
Zaglia, M. E (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-223.