استفاده از بازاریابی رسانه های اجتماعی توسط شرکتهای کوچک و متوسط
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استفاده از بازاریابی رسانه های اجتماعی توسط شرکتهای کوچک و متوسط

عنوان فارسی مقاله: چرا شرکتهای کوچک و متوسط از بازاریابی رسانه های اجتماعی استفاده می کنند و تأثیر آن چیست: شواهد تجربی از هند
عنوان انگلیسی مقاله: Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India
مجله/کنفرانس: مجله بین المللی مدیریت اطلاعات - International Journal Of Information Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت عملکرد، مدیریت کسب و کار، مدیریت فناوری اطلاعات، بازاریابی، نوآوری تکنولوژی
کلمات کلیدی فارسی: بازاریابی رسانه های اجتماعی، بازاریابی دیجیتال، تأثیر رسانه های اجتماعی، تأثیر فناوری، شرکت های کوچک و متوسط
کلمات کلیدی انگلیسی: Social media marketing، Digital marketing، Social media impact، Technology impact، Small and medium enterprises
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.ijinfomgt.2020.102103
دانشگاه: Department of Management Studies, Indian Institute of Technology Delhi, India
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2020
ایمپکت فاکتور: 7/338 در سال 2019
شاخص H_index: 91 در سال 2020
شاخص SJR: 1/711 در سال 2019
شناسه ISSN: 0268-4012
شاخص Quartile (چارک): Q1 در سال 2019
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 13
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E14802
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Theoretical background and hypotheses development


4- Research methodology


5- Data analysis and results


6- Discussions and key findings


7- Conclusion


References

نمونه متن انگلیسی مقاله

Abstract


Increasingly firms are looking to use social media to connect with different stakeholders as plans on building presence on such platforms are becoming part of top-level strategy. The purpose of this study is to identify the factors that would help the Small and Medium Enterprises (SMEs) of India to adopt Social Media Marketing (SMM) mechanisms for improving their business impact. Adoption of SMM by SMEs has considerable impact on the improvement of business outcome of the SMEs. A theoretical model has been developed with the help of theory borrowed from TAM and UTAUT2 with some modifications to explore this impact through business performance, sales, connect with customers, identify customer' needs and creativity of the employees. The theoretical model has been validated empirically using a survey of 310 firms and subsequent analysis have been carried out using structured equation modelling. The results highlight that perceived usefulness, perceived ease of use and compatibility positively affect impact of SMM after adoption by the SMEs. The facilitating conditions have insignificant impact whereas cost has a significant but negative impact on the use of SMM by SMEs. Since there are a few studies in this context, the study contributes to existing literature on the impact of SMM in SMEs in an emerging economy.


Introduction


In India, Small and Medium Enterprises SMEs are those enterprises where investments in machinery or equipment and in plant lie between INR 25 Lakhs ∼USD 35000 to INR 10 Crores ∼USD 1.4 million concerning to manufacturing industries. For SMEs, concerning to service sector the investments lie between INR 10 Lakhs ∼USD 14000 to INR 5 Crores ∼USD 0.7 million. These limits are in conformity with Micro, Small & Medium Enterprises Development Act, 2006; notified in Sept 2006. The role of these SMEs in India is vital so far as social and economic developments of India are concerned. These enterprises have effective contribution towards export activities, towards employment generation and in productive growth Junaidah, 2007) SMEs effectively contribute to improve nation’s economic health. It enriches inventions as well as innovation (Massey et al., 2004; Stieglitz, Mirbabaie, Ross, & Neuberger, 2019). SMEs have ample opportunities to employment generation at a low cost and as such SMEs in India may be considered to have emerged as a vibrant and dynamic sector of economic growth (Das, 2007; Srinivasan, Rutz, & Pauwels, 2015; Ng, Kee, & Ramayah, 2019; Adla, Gallego-Roquelaure, & Calamel, 2019). In India, 95 % enterprises are categorized as SMEs and in manufacturing sector, they are adding 40 % value (Singh, Garg, & Deshmukh, 2010). The characteristics of SMEs are highly heterogeneous with high flexibility along with appreciable innovative entrepreneurial spirit. SMEs have variety of sizes having different technological levels with varied characteristics of services and products. As a result, it helps to spread industrialization in backward and rural areas, reducing regional imbalances. This helps to provide equitable and fair distribution of wealth and national income. Study reveals that during 2016, SMEs in India have contribution of 40 % towards total exports, 45 % on manufacturing output, contributing 8% of GDP (Srinivasan et al., 2015). Thus, improvement of the health of SMEs would bring in economic growth of the country. However, ironically, in India SMEs have low technological competence with limited resources. As such, to improve the growth of SMEs in all sectors like effectiveness, efficiency, competitive advantage; applications of modern Information and Communication Technology (ICT) are considered necessary (Consoli, 2012; Ongori & Migiro, 2010). ICT has many and varied applications (Alam & Noor, 2009). Among these, social media is considered as one of the important ingredients of ICT that has appreciable impact on business. In this perspective, it is necessary to investigate if the use of social media can help the SMEs of India towards their overall growth.

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