Analyzing the influence of content marketing on the dynamic capabilities of organizations (Case study: Foundation of public libraries of Iran)

Subject Areas : Journal of Knowledge Studies

hasti sohrabi ^{1 *} , seyedali asghar razavi ² , safiyeh tahmasebi limooni ³ , atefeh zarei ⁴

1 - bu ali-sina university
2 - Assistant Professor, Department of Information Science, Babol Branch, Islamic Azad University, Babol, Iran
3 - Department of Knowledge & Information Science, Babol Branch, Islamic Azad University, Babol, Iran
4 - Faculty member of Department of Library and Information Science, Islamic Azad University, Hamedan Branch, Iran

Received: 2022-07-09 Accepted : 2022-08-20 Published : 2022-08-23

Keywords: Iranian Public libraries Foundation, Content Marketing, dynamic capabilities of organizations,

Abstract :

Objective: The current research was conducted with the aim of investigating the impact of content marketing on the dynamic capabilities of organizations in public libraries of the country.Methodology: In terms of purpose, this research is applied and in terms of approach, it is a survey-descriptive research. The statistical population includes all managers, staff and librarians of public libraries across the country consisting of 7000 people, and using the Cochran formula and proportional stratified random sampling, 364 people were determined as the total sample size. According to the sampling error (05 0.0) and the possibility of not returning some questionnaires, 375 questionnaires were distributed, of which 366 questionnaires were collected and analyzed. The tool of data collection was questionnaire made by content marketing and dynamic capabilities of Rezai organization (2015). Data were analyzed by SPSS and PLS3.8 software. Results: It indicates that the status of content marketing at the medium level and the organization's dynamic capabilities are also favorable. Also, the coefficient of influence of content marketing on the dynamic capabilities of organizations was calculated with 816%. Also, content marketing has had a significant impact on the dynamic capabilities of the organization in the country's public libraries.Conclusion: The dynamic capabilities of the organization in the country's public libraries can be explained under the influence of the content marketing model and the presented model has a suitable fit. So that while producing useful content related to the needs and preferences of its audience, it has created a powerful tool for gaining trust and changing the attitude of the audience towards the services provided, and by developing dynamic capabilities, they can increase their competitive advantage and As a result, their performance improves.