چكيده به لاتين
In today's highly competitive markets, corporate executives are looking for new ways to inform customers about their products and improve their brand. One of these methods is social networking, which has revolutionized the field of business and Internet marketing. In fact, with the increasing use of social networks, business and marketing through these mass media has given new life to the industry and by using these new tools, it has made customers loyal to themselves, because these networks are actually a tool. They are powerful for organizations to reach their target audience. Also, social networks are a new form of popular and widely used communities that are considered as a place to exchange personal opinions, interests and preferences with other people. In recent years, the importance and role of small and medium enterprises in industrialized countries and even developing countries is increasing, which with the emergence of new technologies in production and communications in the last two decades, changes in the capabilities of industrial units, methods The production and distribution and organizational structure of firms have emerged, which has generally added to the importance of small and medium-sized units. Consumers use social media to find information about the desired products at reasonable prices and quality. Social media inevitably changes the way marketers and consumers relate to each other, allowing consumers to share their experiences with anyone anywhere in the world. The proliferation of social media has created a new era for businesses to engage with customers. The expansion of marketing channels also provides a unique opportunity for brands and their reputation. The importance of using social media as a marketing tool is growing rapidly and covers many areas. Analyzing customer interdependencies and consumer networks can help companies attract customers who have not been identified through traditional methods. Today, with advances in information technology, social networks are not limited to face-to-face and physical communication, and social networks have become a new way to market word of mouth.To increase the productivity and sales and profitability of companies, it is important for managers to understand the behavior and desires of the buyer. Understanding customer preferences and explaining the relationship between variables affecting buyer behavior can be a great help to managers in determining the right sales strategies. Given the newness of Iranian society in terms of addressing market issues and marketing in social networks, this issue, ie explaining the impact of social media on business performance, play an important role. In today's competitive world, it seems important to pay attention to the customer and his needs and tastes, and paying attention to this can lead to more prosperity and sales of companies. This research tries to examine the impact of social media on performance in an innovative way and has a more comprehensive view of the research conducted in this field, which has not been done so far to express the relationship between the mentioned variables throughout Iran Is Doing this research can give a public perspective to the managers of small and medium enterprises in the field of domestic and international trade, so it is important for this reason. The following can also be described as a research gap: 1- Lack of local modeling for branding in Iran, especially in the construction industry. 2-Lack of adequate research on the proper productivity of social media in the field of construction industry. 3-Lack of a homogeneous model to examine the impact of social media on the company's performance in the field of construction industry. Achieving research goals will not be possible unless the knowledge or methodology is properly sought. In this regard, Descartes considers the method that must be followed in order to achieve truth in science. The real basis of scientific research is to explain the relationship between variables. Research Methods: In the methodology of this research, whatever is used should be able to be converted to a digit or number or it can be expressed as a digit and number, so the research method is small and also in terms of accessibility. PLS software was used to analyze the information for causal relationships. Information collection method: Library method (reading books, articles, magazines, research projects and Internet databases) has been used to collect information related to research literature. The field method (questionnaire) was mainly used to collect information about the model. Data collection tools And statistical population: The data collection tool in this study is a standard questionnaire of closed questions and a range of 5 Likert (1 = very low to 5 = very high). 127 questionnaires were distributed among companies active in the construction industry located in Iran and the Middle East, 83 questionnaires were received and 67 questionnaires were considered. The standard questionnaire consists of 4 questions about the respondent's personal information and 8 main questions. In this study, the effects of social networks in 5 groups, awareness, interaction and customer relationship management, sharing product experiences, market research and consumer supply were categorized and modeled and examined in an integrated model Based on the results of data analysis, people consider awareness to be the most important effect of using social networks. After this factor, they announced customer relationship management and considered the importance of other factors in the use of social networks in order to share experiences of using the product and providing consumers.However, the market research factor in the analysis of structural equations of this research was eliminated. Finally, people's opinions can be interpreted in such a way that social networks improve people's performance measurement indicators by informing people and creating a suitable platform for sharing experiences of using the product by different people.
