Saied Aibaghi Esfahani; Amir Ghafourian Shagerdi; Taghi Vahidi; Behnaz Daneshmadn
Abstract
Social media is a modern ICT tool that is used today in many countries, including in our country, and uses many users of this platform to carry out marketing-related activities. This study, considering the importance of social media in marketing, examines the effect of competitive strategies on the performance ...
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Social media is a modern ICT tool that is used today in many countries, including in our country, and uses many users of this platform to carry out marketing-related activities. This study, considering the importance of social media in marketing, examines the effect of competitive strategies on the performance of active marketers in social media, with the role of moderating variable of organizational features. The statistical population in this research is a number of social media marketers in Mashhad, with a sample size of 384 tons, using Morgan table. The research method is descriptive / cross-sectional and in terms of purpose, the data have been gathered using the standard organizational performance questionnaire Hersey and Goldsmith(2003) and the Organizational features and Organizational Strategies Questionnaire, Oyewobi et al (2016). The results of the analysis of data using Structural Equation Modeling (SEM) method using Smart PLS software showed that, first, the dimensions of organizational features (organizational structure, management style, decision making style) and competitive strategies (strategy of differentiation, Cost leadership strategy, focus strategy) has an impact on the performance of active marketers in social media, and secondly, competitive strategies through the moderating variable of organizational features affect the performance of active marketers in social media.
