Document Type : Original Article
Authors
1 student
2 Department of Business Management
Abstract
Given the expansion and development of various types of social media in Iran and the acceptance of companies in using these media and platforms in various marketing and advertising sectors, as well as introducing their goods and services to their audiences and forming their marketing orientation based on it, this study seeks to investigate the impact of market orientation based on the strategic use of social media such as Instagram, Aparat, WhatsApp, and Rubika in companies in the electronics and computer industries on their marketing and financial performance. This is an applied, survey, and correlational study. The statistical sample of this study is 160 companies in the electronics and computer industries in Tehran province, which were selected using a simple random sampling method and collected data through a questionnaire. The reliability and validity of the questionnaire was verified with statistical software. This show that market orientation based on the strategic use of social media in companies in the electronics and computer industries affects their marketing and financial performance; the point is that the direct effect of using social media on marketing performance has not been confirmed, but its indirect effect through customer relationship management and brand management has been confirmed.
Keywords