نوع مقاله : مقاله علمی - پژوهشی
نویسندگان
1 کارشناسی ارشد مدیریت کارآفرینی دانشگاه ایلام
2 کارشناسی ارشد مهندسی سوانح طبیعی پژوهشگاه اصفهان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Having the ability to choose a marketing strategy, use economic information and understand ways to increase the competitiveness of small and medium enterprises is vital. Therefore, the purpose of this research is to investigate the position of marketing based on social media in SMEs of Lorestan province under the conditions of the Corona crisis from the point of view of their managers and owners. This research is based on the applied goal and based on the descriptive-correlation method. The size of the statistical population was estimated using Cochran's formula of 197 managers and owners of SMEs in Lorestan province. A closed questionnaire was used to collect information. In order to check the content validity of the questionnaire according to the professors of the entrepreneurship department of Ilam University and to measure the reliability, Cronbach's alpha coefficient was used, the average of which was 0.85 for the study variables and indicates the reliability of the research tool. In order to analyze the data, community mean comparison tests (one-group t), Pearson correlation, multiple regression, simple linear regression and regression path analysis were used. According to the findings, the mean variable of the intention to use social media based marketing in the conditions of the corona crisis was calculated to be 3.75 and above the average, as well as the variables of motivation to use social media based marketing, the skill of using the media. Social factors in the direction of marketing and understanding the usefulness of social media based marketing explained 32% of the changes in the intention to use social media based marketing in the conditions of the Corona crisis, in addition to the intention to use social media based marketing as well. It had a significant relationship with the amount of marketing based on social media.
کلیدواژهها [English]
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