IDENTIFYING AND PRIORITIZING SOCIAL MEDIAS FUNCTIONS IN SMALL AND MEDIUM ENTERPRISES FROM THE PERSPECTIVE OF IRANIAN EXPERTS

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AKHAVAN KHARRAZIAN MARYAM; SHARIFI ALHOSSEINI HADI

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Journal: New Marketing Research Journal Year:2018 | Volume:7 | Issue:4 (27) Page(s): 41-56

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Information Journal Paper

Title

IDENTIFYING AND PRIORITIZING SOCIAL MEDIAS FUNCTIONS IN SMALL AND MEDIUM ENTERPRISES FROM THE PERSPECTIVE OF IRANIAN EXPERTS

Author(s)

AKHAVAN KHARRAZIAN MARYAM | SHARIFI ALHOSSEINI HADI | Issue Writer Certificate

Keywords

FUNCTIONQ1

SOCIAL MEDIAQ1

SMALL AND MEDIUM ENTERPRISESQ1

Abstract

The main objective of the present research is to identify the FUNCTION of SOCIAL MEDIA in small to medium businesses. In the first stage, the FUNCTIONs were identified using literature review, then they were determined using interviews and theme analysis. A survey has been conducted to finalize the FUNCTIONs using questionnaire from 80 experts and their comments and viewpoints were analyzed using exploratory factor analysis. Results of the factor analysis identified the FUNCTIONs of sales and advertising effectiveness, branding, cost, improving employees’ communications, organizational effectiveness and knowledge management. Afterwards, the FUNCTIONs were prioritized using ANP method and also the opinions of 12 experts. The results showed that sales and advertising effectiveness (0.349) have assigned the highest and organizational effectiveness and knowledge management (0.07) have assigned the lowest weights, respectively.

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APA: Copy

AKHAVAN KHARRAZIAN, MARYAM, & SHARIFI ALHOSSEINI, HADI. (2018). IDENTIFYING AND PRIORITIZING SOCIAL MEDIAS FUNCTIONS IN SMALL AND MEDIUM ENTERPRISES FROM THE PERSPECTIVE OF IRANIAN EXPERTS. NEW MARKETING RESEARCH JOURNAL, 7(4 (27) ), 41-56. SID. https://sid.ir/paper/194675/en

Vancouver: Copy

AKHAVAN KHARRAZIAN MARYAM, SHARIFI ALHOSSEINI HADI. IDENTIFYING AND PRIORITIZING SOCIAL MEDIAS FUNCTIONS IN SMALL AND MEDIUM ENTERPRISES FROM THE PERSPECTIVE OF IRANIAN EXPERTS. NEW MARKETING RESEARCH JOURNAL[Internet]. 2018;7(4 (27) ):41-56. Available from: https://sid.ir/paper/194675/en

IEEE: Copy

MARYAM AKHAVAN KHARRAZIAN, and HADI SHARIFI ALHOSSEINI, “IDENTIFYING AND PRIORITIZING SOCIAL MEDIAS FUNCTIONS IN SMALL AND MEDIUM ENTERPRISES FROM THE PERSPECTIVE OF IRANIAN EXPERTS,” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 4 (27) , pp. 41–56, 2018, [Online]. Available: https://sid.ir/paper/194675/en

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