Effect of Marketing Capabilities, Innovation, Entrepreneurship Tendency through Social Network Sites Variable on The Performance (Case Study: Qavamin Bank)
Subject Areas : Public Policy In AdministrationHosseini Zahiri 1 , Zahra Amirhosseini 2 , Elham Faridchehr 3
1 - Master Degree, Department of Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Department of Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
Keywords: entrepreneurship tendency, marketing capability, social network sites, innovation, Performance,
Abstract :
Background and purpose: in this study, one tries to shed light on the effect of independent variables of marketing capabilities, innovation and entrepreneurship through mediator variable of social network sites on performance as the dependent variable of this study. Methodology: this study is practical by purpose and descriptive survey in terms of nature and by content it is correlation. This study is conducted through comparative arguments-inductive. Statistical population of this study is consisted of all senior managers and experts of Qavamin bank branches in Tehran with 288 people among which 167 have been singled out through random method of cluster type as sample size. Data collection tool was questionnaire which its validity of its content has been established by confirmatory factor analysis and its reliability was established by Alpha Cronbach. For analyzing the collected data, structured equation modeling and regression coefficient are used. Results: obtained results of study showed that entrepreneurship tendency, pioneer feature, competitive feature and risk taking influence on the performance and independence has no effect on performance. Thus, entrepreneurship tendency influences on performance. From other side, innovation and marketing capabilities influence on performance. Meanwhile, marketing capability dimensions, market orientation influence on performance and commercial name has no influence on performance. Finally, it has been revealed that entrepreneurship tendency also can influence on financial and nonfinancial performance through mediator variable of social network sites.
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