Identifying effective strategic factors in the field of sales performance and the role of social media marketing with a future research approach
Subject Areas : Futurology
farid gharavi
1
(PhD Candidate / Department of Marketing Management , Faculty of Management & Economics , Science & Research Branch, Islamic Azad University, Tehran, Iran)
Hosein Vazifehdust
2
(Department of business management, management faculty, science and research, Islamic Azad University, Tehran, Iran)
Karimkarim Hamdi
3
(Business Administration, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran)
Keywords: Keywords: sales performance, customer relationship technology, interpretive structural modeling,
Abstract :
The purpose of this study is to identify the strategic factors affecting sales performance and the role of social media marketing with a future research approch. Social media is transforming the classic dynamics of business and fostering a two-way communication between companies and their customers by creating a platform for dialogue, exchange and collaboration. The statistical population of this research was experts familiar with the subject, which included professors, managers and experts of companies. The sampling of the present study was a purposive judgmental sampling according to the interpretive structural modeling approach. 10 experts answered the questions. The reliability of the measuring instrument was confirmed in terms of absolute agreement and in terms of compatibility. The results of Mick Mac analysis showed that eight factors related to sales performance are divided into three categories of influencers, dependent and autonomous, according to social media in terms of permeability and dependence. Factors of sales performance, sales behavior, use of social media and competitive information collection in relation to the research topic are more effective and in contrast to other factors such as media type and goal-oriented education and attitude to media utility have the most impact and Are the least affected. The research findings also showed that in terms of futures research and identification of strategic variables, the variable of customer relationship technology is the most strategic research variable that affects sales performance.
