دانلود مقاله ISI انگلیسی شماره 85655
ترجمه فارسی عنوان مقاله

بررسی تأثیر مداخله مدیریتی با رسانه های اجتماعی در صادرات عملکرد شرکت

عنوان انگلیسی
Examining the impact of managerial involvement with social media on exporting firm performance
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
85655 2018 12 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : International Business Review, Volume 27, Issue 2, April 2018, Pages 355-366

ترجمه کلمات کلیدی
رسانه های اجتماعی، صادر کننده شرکت، تقسیم بندی خنثی، کارایی،
کلمات کلیدی انگلیسی
Social media; Exporting firm; Latent segmentation; Performance;
پیش نمایش مقاله
پیش نمایش مقاله  بررسی تأثیر مداخله مدیریتی با رسانه های اجتماعی در صادرات عملکرد شرکت

چکیده انگلیسی

The growth of social media presents international businesses and marketers with unprecedented risks and challenges. Marketers are becoming aware of the threat of losing control over their message and are also beginning to realize the potential of social media as a marketing tool. Based on export managers’ beliefs about social media use outcomes, as well as their attitudes, intention to use, and actual use of these applications of Web 2.0, three groups of Spanish exporters are identified according their managerial involvement with social media tools: ‘potential in SM’, ‘initiated in SM’, and ‘expert in SM’. Considering other firm characteristics and type of sector, these three clusters of exporting firms are fully characterized and their relationship with firm performance is determined. From these results, relevant implications emerge for academic researchers, entrepreneur-managers and policy-makers.