Thriving in a shifting landscape: Role of social media in support of business strategy

IF 5.5 Q1 MANAGEMENT

Asia Pacific Management Review Pub Date : 2022-12-01 DOI:10.1016/j.apmrv.2021.11.001

Nazanin Tourani

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引用次数: 8

Abstract

Contemporary organizations need to communicate with their customers in order to know them better, so that they can learn how to better satisfy their needs, provide better customer service and in so doing improve their commercial performance. Social media are one type of communication channel that organizations currently use to support these strategies. The purpose of this paper is to study how different types of organizations employ social media to support their business strategies, and how this affects the organizations’ performance. To achieve this goal, this study collects information from several organizations in Tehran, the Capital of Iran, and 58 managers, marketing experts, social media experts and university faculty. This study uses questionnaires to collect data and employs descriptive-inferential statistical methods to analyze the data. The results show that social media play an important role, yet differing role, in supporting prospector, analyzer, reactor and defender business development strategies that are key elements in business performance improvement.

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在变化的环境中蓬勃发展:社会媒体在支持商业战略中的作用

当代组织需要与他们的客户沟通，以便更好地了解他们，这样他们就可以学习如何更好地满足他们的需求，提供更好的客户服务，从而提高他们的商业绩效。社会媒体是组织目前用来支持这些战略的一种沟通渠道。本文的目的是研究不同类型的组织如何利用社交媒体来支持他们的商业战略，以及这如何影响组织的绩效。为了实现这一目标，本研究收集了伊朗首都德黑兰的几个组织以及58名管理人员、营销专家、社交媒体专家和大学教师的信息。本研究采用问卷调查的方式收集资料，并采用描述-推理统计的方法分析资料。结果表明，社交媒体在支持勘探者、分析者、反应者和防御者的业务发展战略方面发挥了重要作用，但作用不同，而这些战略是企业绩效改善的关键要素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asia Pacific Management Review MANAGEMENT-

CiteScore

8.00

自引率

4.50%

发文量

期刊介绍： Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.