Networks and social media have become a powerful force in shaping business. Because they have strengthened mouth-to-mouth marketing and quickly become more important in customer purchasing decisions. Marketing through social networks requires the creation, maintenance a More
Networks and social media have become a powerful force in shaping business. Because they have strengthened mouth-to-mouth marketing and quickly become more important in customer purchasing decisions. Marketing through social networks requires the creation, maintenance and promotion of, and, if necessary, termination of communication with customers, so that the goals of both parties involved in the relationship are provided. The purpose of this study was to investigate the effect of social media marketing on the behavior of online banking customers. In terms of purpose, this research is a part of applied research, in terms of the characteristics of the descriptive research component, in terms of data collection as part of survey research and in terms of the method of implementation, is a correlation research. The statistical population of the research is employees and customers of Saderat Bank of Bushehr which 190 employees and 384 of them were selected as Nominee by random sampling method. The data gathering tool in this study is two social media marketing questionnaires and the standard questionnaire of Lemont Online Customer Loyalty Pattern (2006). Validity of the questionnaire was approved by the supervisor and consultant. Cronbach's alpha coefficient was obtained to confirm the reliability of more than 0.7. In order to analyze the hypotheses, the field analysis using the Amos software has been used. The results showed that affective approaches in social media marketing, the effectiveness of activity in social media marketing and competitive dynamics in social media marketing activities have a positive and significant effect on online customer behavior.
Manuscript profile
The purpose of the current research was to investigate the role of social media on cultural management with a competitive approach in universities. This study was conducted using a qualitative method using a semi-structured interview and qualitative content analysis wit More
The purpose of the current research was to investigate the role of social media on cultural management with a competitive approach in universities. This study was conducted using a qualitative method using a semi-structured interview and qualitative content analysis with a comparative approach. The research community included all the cultural leaders, cultural vice presidents, experienced executive managers in cultural work and senior cultural experts in the universities of Mazandaran province, and a total of 21 of them were selected and their votes and opinions were analyzed by snowball sampling. The research findings have been analyzed by MAXQDA software. The research findings showed the role of social media on cultural management, including the type of culture; How to manage culture; Application of cultural management; The influence of cultural management. Today, the media play a significant role in the advancement of cultural management in society and human civilization by transmitting information and new information and exchanging public thoughts and opinions. With the proper use of social media, favorable conditions can be provided for socialization, and after that, the improvement of the performance style among individuals, organizations, universities, and institutions and in the interaction on the surrounding environment emerges.
Manuscript profile
Organizing business activities in such a way as to provide a successful implementation of business strategies is one of the most difficult challenges for managers. To analyze the collected data using maximum likelihood tests, model arrangement, skewness, elongation and More
Organizing business activities in such a way as to provide a successful implementation of business strategies is one of the most difficult challenges for managers. To analyze the collected data using maximum likelihood tests, model arrangement, skewness, elongation and also the path analysis method based on Baron and Kenny's proposal, the research hypotheses are analyzed in the context of structural equation modeling and the software used is SPSS and Amos. The test results of the hypotheses were based on the proposed steps of Baron and Kenny. When customer orientation plays a mediating role and when it does not play a mediating role. Based on this, it was observed that in the first stage of the test, the regression coefficient of the strategic factor variable in business on the competition dynamics variable is 0.573 and the regression coefficient of the strategic factor in business on customer orientation is equal to 0.302. In the second stage, the path coefficient (0.669) and the regression coefficient of strategic factors in business on the dynamics of competition were reduced from 0.573 to 0.372. The results of path analysis method showed that by including the customer orientation variable in the conceptual model, the impact of strategic business factors on competitive dynamics is reduced. customer orientation mediates this relationship. The results show the significant effect of strategic business factors on competitive dynamics and customer orientation, and the positive and significant effect of customer orientation on competitive dynamics has been confirmed.
Manuscript profile
Sanad
Sanad is a platform for managing Azad University publications
