Designing a Social Marketing Model in Small and Medium Businesses by Using Resistance Economy Approach
Subject Areas : Marketing
Seyedeh Shima Ekhlasmandfard
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.
Keywords: Social marketing, Business, Resistance economy, Innovation.,
Abstract :
This research aims to present a social marketing model in small and medium businesses with a resistance economy approach. This research is exploratory in nature and mixed-in process. In the qualitative part of the research and using the Delphi method, 30 university experts in the fields of management and marketing, management and economics experts including top managers, professors, and related in the field of management and economics. The quantitative section is an applied research purpose. In this section, a designed questionnaire was used whose validity was confirmed by Cronbach's alpha method. The statistical population in the quantitative section was 5450 people, and based on Cochran's formula, 357 people were randomly selected as a sample. In the following, the variables were identified using the Delphi method, and finally, the model was validated using the Smart.pls, software. Based on research literature and experts' opinions, a total of 62 factors have been identified. The fuzzy Delphi approach was used to screen the indicators and identify the final indicators, 55 indicators were extracted in the first stage, 51 indicators in the second stage, and 46 indicators in the third stage. Barriers were identified in four dimensions: value, behavior, communication, and quality, which were ranked first to fourth respectively. Validation of the model also showed that the numerical value of the GOF index was equal to 0.546, which is a strong index and shows the overall high quality of the model.
