تبیین سهم بازار شرکت‌های دانش‌بنیان از طریق استفاده از رسانه‌های اجتماعی با نقش میانجی استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران. (نویستده مسئول)

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

چکیده

هدف: با تغییر و تحولات فضای دیجیتال و تسریع فعالیت‌ها، اغلب شرکت‌ها برای بهبود سهم بازار خود به رسانه‌های اجتماعی گرایش پیدا کرده‌اند. بر این اساس، هدف این مطالعه بررسی نقش میانجی استراتژی نفوذ در بازار و مدیریت ارتباط با مشتریان در رابطه بین استفاده از رسانه اجتماعی و سهم بازار شرکت‌های دانش‌بنیان است.
روش‌شناسی: این پژوهش به شکل کمی و به دلیل ارائه نتایج عملیاتی برای شرکت‌های موردمطالعه از انواع مطالعات کاربردی محسوب می‌گردد. جامعه آماری این پژوهش شامل شرکت‌های دانش‌بنیان فعال در زمینه فناوری اطلاعات، ارتباطات و نرم‌افزارهای رایانه‌ای در سطح کشور است. از سوی دیگر، از طریق پرسشنامه به گردآوری داده‌ها در این پژوهش اقدام شده است. قابل ذکر است که چندین فرضیه برای برقراری ارتباط بین متغیرها ارائه گردید که به روش مدل‌سازی معادلات ساختاری و ابزارهای SPSS و Amos تحلیل شدند.
یافته‌ها: خروجی‌ها نشان می‌دهند که استفاده از رسانه اجتماعی به صورت مثبت بر استراتژی نفوذ در بازار، مدیریت ارتباط با مشتری و سهم بازار شرکت‌های دانش‌بنیان اثر می‌گذارد. از سوی دیگر، استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری بر سهم بازار اثر مستقیم دارند. درنهایت، نقش میانجی متغیرهای استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری در رابطه بین استفاده از رسانه اجتماعی و سهم بازار شرکت‌های دانش‌بنیان معنادار حاصل شدند.
نتیجه‌گیری: این پژوهش با ارائه الگویی جدید نشان داد که رسانه‌های اجتماعی می‌توانند به عنوان یک استراتژی در جهت بهبود سهم بازار شرکت‌های دانش‌بنیان مورد استفاده قرار گیرند. همچنین، این مطالعه نشان می‌دهد که دو عامل میانجی استراتژی نفوذ در بازار و مدیریت ارتباط با مشتری نقش بسیار کلیدی در فعالیت‌های دیجیتالی و بهبود سطح سهم بازار دارند. قابل ذکر است که این مهم در مطالعات قبلی موردتوجه پژوهشگران قرار نگرفته بود و سهم این مطالعه در افزایش ادبیات موضوعی و پر کردن این شکاف قابل‌توجه است. همچنین، این مطالعه بر اساس نتایج حاصل‌شده، پیشنهادهایی را برای جامعه آماری ارائه کرده است.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining Market Share of Knowledge-Based Firms through Social Media Use with the Mediating Role of Market Penetration Strategy and Customer Relationship Management

نویسندگان [English]

  • Hossein Rahimi Kolour 1
  • Younes Nikkhah 2
2 Ph.D. Student of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده [English]

Aim and Introduction: With the digitalization of marketing activities, marketing professionals are increasingly using social media as a strategic tool for effective interaction with customers and stakeholders. Experience shows that firms should have a social media presence for their activities. The strategic use of social media can be increasingly effective in enhancing the firm's competitiveness, creating a convenient and cost-effective user experience, and improving custom-er well-being. On the other hand, the potential benefits of social media technolo-gies are evident in business markets, where customers are more informed. Grow-ing evidence also indicates that social media can be strategically utilized to en-hance communication with customers, increase customer retention, and improve firm performance in comparison to competitors. Accordingly, social media use is a very good predictor of improved communication and performance develop-ment. With the changes and developments in the digital space and the accelera-tion of activities, most firms have turned to social media to enhance their market share. Based on this, the aim of this study is to investigate the mediating role of market penetration strategy and customer relationship management in the relationship between social media use and market share of knowledge-based firms.
Methodology: This research is a quantitative study, which is considered an ap-plied study due to its nature and results. The statistical population of this re-search includes knowledge-based firms active in the fields of information tech-nology, communication, and computer software in Iran. The number of these firms in the country is equal to 1891 companies, according to the statistics from the Vice-Chancellor for the Development of Knowledge-Based Companies. The data collection for this article was conducted using a questionnaire with a 5-level Likert scale among the statistical population. It should be noted that managing directors and senior managers of firms, who have greater control over firm poli-cies, were selected to complete the research questionnaire. Also, to ensure the re-liability of the research questionnaire, validity and reliability processes were scrutinized. Necessary corrections were made based on expert opinions, and the reliability of the variables was confirmed and reported. In this study, a stratified random sampling method was used to select participants from the population under study. Cochran's formula was employed to estimate the sample size based on the total population. Also, by collecting 218 data points from the statistical population, an analysis was conducted on the research subject. Several hypotheses were presented to establish the relationship between variables, which were analyzed using structural equation modeling and SPSS and Amos tools.
Finding: The outputs show that social media use has a positive effect on the market penetration strategy. Furthermore, social media use has a positive impact on customer relationship management. On the other hand, social media use has a direct and significant impact on the market share of knowledge-based firms. Another finding of the study is related to the mediating role of penetration strategy in the market. The results show that the market penetration strategy mediates the relationship between social media use and the market share of knowledge-based firms. Finally, the results indicate that the mediating role of customer relationship management in the relationship between social media use and market share of knowledge-based firms is significant.
Discussion and Conclusion: Nowadays, with the advent of the digital space, en-tering different markets has become easier for all types of firms. It is now possi-ble to reach numerous customers in various locations at a low cost and in a short amount of time. On the other hand, for firms to ensure their survival in these complex conditions, they must secure a significant portion of resources and cus-tomers within their industry. This will enable them to attain a substantial market share and sustain their operations. Based on this, the present study utilized stra-tegic social media use to enhance the market share of knowledge-based firms. On the other hand, in order to recognize this significance, we utilized market in-fluence variables and customer relationship management to accomplish this ob-jective in the relationship between independent and dependent variables, a con-nection that had not been acknowledged by researchers in prior studies. There-fore, the aim of the present study was to examine the mediating role of market penetration and customer relationship management in the relationship between social media use and the market share of knowledge-based firms active in the field of information technology, communications, and computer software. For this reason, the contribution of this study is significant in expanding the existing literature on the subject and introducing a new model that aligns with the re-search variables and the target population. The results showed that the mediating role of market penetration strategy is significant. In this regard, it can be stated that knowledge-based firms can implement their market penetration strategy by investing in social media platforms and activities to achieve the desired market share. Therefore, knowledge-based firms operating in the information technology, communication, and computer software sectors can tailor their market penetration strategy for social media to secure a substantial market share. On the other hand, the present study showed that customer relationship management is a mediating variable in the relationship between social media use and the market share of knowledge-based firms active in the field of information technologies, communications, and computer software. This finding shows that improving market share through the implementation of a social media strategy is not achieved directly; it requires enhancing the capabilities of managing customer relationships in the social media space. Based on this, managers of these firms should prepare their employees for online and digital environments, strengthen their capabilities, and enhance their skills in online communication with customers. Finally, based on the results, this research has provided practical suggestions for the statistical community.

کلیدواژه‌ها [English]

  • Knowledge-Based Firms
  • Market Share
  • Social Media Use
  • Market Penetration Strategy
  • Customer Relationship Management
  1. باشکوه اجیرلو، محمد و نیکخواه، یونس (1401). پیش‌بینی اثربخشی استراتژی بازاریابی بین‌المللی از طریق قابلیت بازاریابی آنلاین و قابلیت شبکه‌سازی: نقش میانجی چابکی استراتژیک و نقش تعدیل‌گر دانش بین‌المللی‌سازی. راهبردهای بازرگانی، 19(19)، 166-146.
  2. پهلوان شریف، سعید و مهدویان، وحید (1394). مدل‌سازی معادلات ساختاری با AMOS. چاپ اول، تهران: انتشارات بیشه.
  3. جعفرزاده، محمدرضا؛ حسین‌زاده شهری، معصومه؛ راه چمنی، احمد و ساعی ارسی، ایرج (1398). ارائه مدل چالش‌ها و فرصت‌های کارآفرینی در شبکه‌های اجتماعی مجازی در ایران. راهبردهای بازرگانی، 16(14)، 201-212.
  4. جعفری، سید محمدباقر و یعقوبی جهرمی، زینب (1397). تأثیر به‌کارگیری مدیریت ارتباط با مشتری اجتماعی (SCRM) بر عملکرد رابطه با مشتری. کاوش‌های مدیریت بازرگانی، 10(20)، 115-134.
  5. حفیظ، شهاب و پارسانژاد، محمدرضا (1400). بررسی میزان تأثیر بکارگیری رسانه‌های اجتماعی بر عملکرد شرکت در صنعت ساختمان. رویکردهای پژوهشی نوین در مدیریت و حسابداری، 5(18), 154-165.
  6. حیدرپور، مهدی؛ باقری، سید محمد، حسینی‌امیری، سید محمود (1400). شناسائی و رتبه‌بندی فرصت‌ها و چالش‌های اثربخشی پیام‌های تبلیغاتی در رسانه‌های اجتماعی با رویکرد سلسله‌مراتبی فازی. راهبردهای بازرگانی، 18(18)، 202-227.
  7. خدادادحسینی، سید حمید؛ الصبری، بشیر؛ مشبکی اصفهانی، اصغر و احمدی، پرویز (1399). طراحی مدل عملکرد بازاریابی بانک: تبیین نقش کیفیت خدمات بانکداری الکترونیک و استراتژی‌های مدیریت ارتباط با مشتری، با نقش تعدیل‌گر فرهنگ. راهبردهای بازرگانی، 16(13)، 19-38.
  8. گلستانه، محمدحسن؛ حسینی، میرزا حسن و اکبری، مهسا (1400). بررسی تأثیر تحول دیجیتال بر روی سهم بازار با نقش میانجیگرانه ارزش برند (مطالعه موردی شرکت بیمه البرز). رویکردهای پژوهشی نوین مدیریت و حسابداری، 5(19)، 1701-1718.
  9. محمدی، امین؛ وظیفه‌دوست، حسین؛ حمدی، کریم و حسین‌زاده لطفی، فرهاد (1401). تأثیر شبکه‌های اجتماعی بر روابط برند آنلاین: نقش تعدیل‌گری تجربه برند آنلاین. مطالعات رفتار مصرف‌کننده، 9(3)، 177-198.
  10. مؤمنی، منصور و قیومی، علی (1391). تحلیل‌های آماری با استفاده از SPSS. چاپ یازدهم، انتشارات گنج شایگان.
  11. نظری فرخی، حسین و درودی، هما (1399). بررسی رابطه بین رسانه‌های اجتماعی و ابعاد مدیریت ارتباط با مشتری (CRM) در فروشگاه‌های اینترنتی. بررسی‌های بازرگانی، 18(103)، 117-132.
  12. نیکخواه، یونس (1399). بازاریابی دیجیتال: مفاهیم و ابزارها. چاپ اول، تهران: انتشارات ارشدان.
  13. ولیزاده اوغانی، اکبر و رحیم‌زاده، نازلی (1400). استفاده از تکنولوژی رسانه‌‌‌های اجتماعی و رابطه آن با عملکرد شرکت با نقش میانجی قابلیت‌‌‌های مدیریت استراتژیک ارتباط با مشتری. مدیریت عملیات، 1(3)، 37-68.
  14. Acheampong, S., Pimonenko, T., & Lyulyov, O. (2023). Sustainable marketing performance of banks in the digital economy: The role of customer relationship management. Virtual Economics, 6(1), 19-37.
  15. Ahani, A., Rahim, N.Z.A., & Nilashi, M. (2017). Forecasting social CRM adoption in SMEs: A combined SEM-neural network method. Computers in Human Behavior, 75, 560-578.
  16. Ahuja, G., & Novelli, E. (2016). Incumbent responses to an entrant with a new business model: Resource co-deployment and resource re-deployment strategies. Resource Redeployment and Corporate Strategy, 35, 125-133.
  17. AlKasim, S.B., Abdullah, H., Bohari, M., & Yunus, N.K. (2017). The impact of market penetration strategy and market development strategy on the competitive advantage of manufacturing-based SMEs. International Journal of Economic Research, 14(19), 7384.
  18. Al-Omoush, K.S., Simon-Moya, V., Atwah Al-maaitah, M., & Sendra-Garcia, J. (2021). The determinants of social CRM entrepreneurship: An institutional perspective. Journal of Business Research, 132, 21-31.
  19. AlQershi, N.A., Mokhtar, S.S.M., & Abas, Z.B. (2020). Innovative CRM and performance of SMEs: The moderating role of relational vapital. Journal of Open Innovation: Technology, Market, and Complexity, 6, 1-18.
  20. AlQershi, N.A., Mokhtar, S.S.M., & Abas, Z.B. (2022). CRM dimensions and performance of SMEs in Yemen: The moderating role of human capital. Journal of Intellectual Capital, 23(3), 516-537.
  21. Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293-308.
  22. Ann, N., Rehab, M., & Samuel, M. (2022). Nic e market penetration strategy and performance of selected telecommunication application service firms. International Journal of Managerial Studies and Research (IJMSR), 10(2), 8-17.
  23. Arshi, T.A., Pleshko, L.P., Begum, V., & Butt, A.S. (2023). Can entrepreneurial marketing compensate for late market entry? A moderated mediation analysis. Heliyon, 9, 1-13.
  24. Azeem, M., Aziz, S., Shahid, J., Hayat, A., Ahmed, M., & Khan, M.I. (2022).The impact of customer-centric business strategies on customer relationship management: Pharmaceutical field-force perspective. International Journal of Pharmaceutical and Healthcare Marketing, 16(1), 138-154.
  25. Balmelli, S., & Moresino, F. (2021). Estimating the market share for new products with a split questionnaire survey. Mathematical and Computational Applications, 26(1), 1-22.
  26. Bashokouh Ajirloo, M., & Nikkhah, Y. (2022). Predicting international marketing strategy effectiveness through online marketing capability and networking capability: The mediating role of strategic agility and the moderating role of internationalization knowledge. Commercial Strategies, 19(19), 166-146. [In Persian]
  27. Bhattacharya, A., Morgan, N.A., & Rego, L.L., (2021). EXamining why and when market share drives firm profit. Journal of Marketing, 86(3), 73-94.
  28. Bowen, M., Lai-Bennejean, C., Haas, A., & Rangarajan, D. (2021). Social media in B2B sales: Why and when does salesperson social media usage affect salesperson performance? Industrial Marketing Management, 96, 166-182.
  29. Brink, T. (2017). B2B SME management of antecedents to the application of social media. Industrial Marketing Management, 64, 57-65.
  30. Cao, G., & Weerawardena, J. (2023). Strategic use of social media in marketing and financial performance: The B2B SME context. Industrial Marketing Management, 111, 41-54
  31. Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58.
  32. Cawley, A.F.M., Sevil, A., Vassolo, R.S. ., & Vargas, J.I.S. (2019). Entry-timing advantages in renewable natural resources industries. Journal of Management Studies, 56, 1-31.
  33. Chaker, N.N., Nowlin, E.L., Pivonka, M.T., Itani, O.S., & Agnihotri, R. (2022). Inside sales social media use and its strategic implications for salesperson-customer digital engagement and performance. Industrial Marketing Management, 100, 127-144.
  34. Chatterjee, S., Chaudhuri, R., Vrontis, D., & Jabeen, F. (2022). Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support. Journal of Business Research, 153, 46-58.
  35. Chen, Y., Kwilinski, A., Chygryn, O., Lyulyov, O., & Pimonenko, T. (2021). The green competitiveness of enterprises: Justifying the quality criteria of digital marketing communication channels. Sustainability, 13(24), 1-13.
  36. Drummond, C., O’Toole, T., & McGrath, H. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247-1280.
  37. Dzwigol, H., Dzwigol-Barosz, M., Miskiewicz, R., & Kwilinski, A. (2020). Manager competency assessment model in the conditions of industry 4.0. Entrepreneurship and Sustainability Issues, 7(4), 2630-2644.
  38. Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116, 199-208.
  39. Endres, H., Helm, R., & Dowling, M. (2020). Linking the types of market knowledge sourcing with sensing capability and revenue growth: Evidence from industrial firms. Industrial Marketing Management, 90, 30-43.
  40. Foltean, F.S., Trif, S.M., & Tuleu, D.L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104, 563-575.
  41. Fraccastoro, S., Gabrielsson, M., & Pullins, E.B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 1-15.
  42. Franck, R., & Damperat, M. (2023). How social media use enhances salesperson performance. Journal of Business & Industrial Marketing, 38(8), 1720-1737.
  43. Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23, 872-888.
  44. Goeyardi, G.M., Ramadhasari, D.R., & Alimudin, A. (2022). Market penetration strategy through social media marketing to create consumer loyalty (Case study at rustic market cafe Surabaya). International Journal of Entrepreneurship and Business Development, 5(6), 1148-1156.
  1. Golestaneh, M.H., Hosseini, M.H., & Akbari, M. (2022). Investigating the effect of using social media on company performance in the construction industry. Journal of New Research Approaches in Management and Accounting, 5(19), 1701-1718. [In Persian]
  2. Gomez, J., Lanzolla, G., & Maicas, J.P. (2016). The role of industry dynamics in the persistence of first mover advantages. Long Range Planning, 49(2), 265-281.
  3. Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 54, 71-79.
  4. Guo, Y., Fan, D., & Zhang, X. (2020). Social media–based customer service and firm reputation. International Journal of Operations & Production Management, 40(5), 575-601.
  5. Hafiz, S., & Parsanejad, M. (2021). Investigating the effect of using social media on company performance in the construction industry. Journal of New Research Approaches in Management and Accounting, 5(18), 154-165. [In Persian]
  6. Han, C., Dong, Y., & Dresner, M. (2013). Emerging market penetration, inventory supply, and financial performance. Production and Operations Management, 22(2), 335-347.
  7. Heidarpoor, M., Baqery, S.M., & HoseiniAmiri, S.M. (2022). Identifying and ranking the opportunities and challenges of the effective of advertising messages in social media with a fuzzy hierarchical approach. Commercial Strategies, 18(18), 202-227. [In Persian]
  8. Hsiao, S.H., Wang, Y.Y., Wang, T., & Kao, T.W. (2020). How social media shapes the fashion industry: The spillover effects between private labels and national brands. Industrial Marketing Management, 86, 40-51.
  9. Hsu, T. (2022). Market share as a performance measure: A conceptual framework. Management and Business Research Quarterly, 21, 24-34.
  10. Huggins, K.A., White, D.W., Holloway, B.B., & Hansen, J.D. (2020). Customer gratitude in relationship marketing strategies: A cross-cultural e-tailing perspective. Journal of Consumer Marketing, 37(4), 445-455.
  11. Itani, O.S., Krush, M.T., Agnihotri, R., & Trainor, K.J. (2020). Social media and customer relationship management technologies: Influencing buyer-seller information exchanges. Industrial Marketing Management, 90, 264-275.
  12. Jafari, S.M., & Yaghobi Jahromi, Z. (2019). The Influence of social customer relationship management (SCRM) on customer relationship performance. Journal of Business Administration Researches, 10(20), 115-134. [In Persian]
  13. Jafarzadeh, M.R., Hoseinzadehshahri, M., Rahchamani, A., & Saei Arsi, I. (2020). Proposing a model for entrepreneurship opportunities and challenges in online social networks in Iran. Commercial Strategies, 16(14), 201-212. [In Persian]
  14. Jose, S. (2018). Strategic use of digital promotion strategies among female emigrant entrepreneurs in UAE. International Journal of Emerging Markets, 13(6), 1699-1718.
  15. Kanojia, S. (2021). An analysis of earning the market share vs. buying the market share. Turkish Journal of Computer and Mathematics Education, 12(2), 185-190.
  16. Keinanen, H., Karjaluoto, P.U.H., & Kuivalainen, O. (2015). Antecedents of social media B2B use in industrial marketing context: Customers’ view. Journal of Business and Industrial Marketing, 30(6), 711-722.
  17. Khodadad Hosseini, S.H., Alsabri, B., Moshabaki Esfahani, A., & Parviz, P. (2020). Designing a bank marketing performance model: Explaining the role of e-banking services quality, CRM strategies and the moderating role of culture. Commercial Strategies, 16(13), 19-38. [In Persian]
  18. Klepek, M., & Kvicala, D. (2022). How do e-stores grow their market share? Marketing Intelligence & Planning, 40(8), 945-957.
  19. Kwilinski, A., Tkachenko, V., & Kuzior, A. (2019). Transparent cognitive technologies to ensure sustainable society development. Journal of Security and Sustainability Issues, 9(2), 561-570.
  20. Liozu, S.M. (2019). Make pricing power a strategic priority for your business. Business Horizons, 62(1), 117-128.
  21. Lv, X., Li, N., Xu, X. & Yang, Y. (2020). Understanding the emergence and development of online travel agencies: A dynamic evaluation and simulation approach. Internet Research, 30(6), 1783-1810.
  22. Markman, G., Gianiodis, P., Payne, T., Tucci, C., Filatotchev, I., Kotha, R., & Gedajlovic, E. (2019). The who, where, what, and when of market entry. Journal of Management Studies, 56(7), 1241-1259.
  23. Mohammadi, A., Vazifedoost, H., Hamdi, K., & Hosseinzadeh Lotfi, F. (2022). The effect of social networks on online brand relationships: The moderating role of online brand experience. Consumer Behavior Studies Journal, 9(3), 177-198. [In Persian]
  24. Momeni, M., & Qayyomi, A.F. (2011). Statistical analysis with SPSS. 11th edition, Tehran: Ganj Shaygan Publications. [In Persian]
  25. Nazari Farokhi, H., & Doroudi, H. (2020). An investigation the relationship between social media and CRM dimensions in online stores. Commercial Surveys, 18(103), 117-132. [In Persian]
  26. Nikkhah, Y. (2020). Digital marketing: Concepts and tools. First Edition, Tehran: Arshadan Publications. [In Persian]
  27. O‘Regan, N. (2002). Market share: the conduit to future success? European Business Review, 14(4), 287-293.
  28. Ogilvie, J., Agnihotri, R., Rapp, A., & Trainor, K. (2018). Social media technology use and salesperson performance: A two study examination of the role of salesperson behaviors, characteristics, and training. Industrial Marketing Management, 75, 55-65.
  29. OuYang, Z., Cheng, P., & Liu, Y. (2020). The role of product line breadth, product pre-entry experience, and market uncertainty in explaining followers’ speed of feature entry. Review of Managerial Science, 14, 1221-1249.
  30. Pahlavan Sharif, S., & Mahdavian, V. (2014). Structural equation modeling with AMOS. 1st edition, Tehran: Bisheh Publications. [In Persian]
  31. Pardo, C., Pagani, M., & Savinien, J. (2022). The strategic role of social media in business-to-business contexts. Industrial Marketing Management, 101, 82-97.
  32. Peco-Torres, F., Polo-Pena, A.I., & Frias-Jamilena, D.M. (2021). Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance. Journal of Hospitality and Tourism Management, 47, 46-57.
  33. Powell, A., Noble, C.H., Noble, S.M., & Han, S. (2018). Man vs machine: Relational and performance outcomes of technology utilization in small business CRM support capabilities. European Journal of Marketing, 52(3/4), 725-757.
  34. Ramadhani, I.S. & Indradjati, P.N. (2023). Toward contemporary city branding in the digital era: Conceptualizing the acceptability of city branding on social media. Open House International, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/OHI-08-2022-0213
  35. Rugova, B., & Prenaj, B. (2016). Social Media as a marketing tool for post-academic education. Academic Journal of Business, Administration, Law and Social Sciences, 2(3), 1-61.
  36. Selvanayagam, K., & Rehman, V. (2019). Materialism, television and social media- analysis of the transformation of post-colonial Indian market. Journal of Historical Research in Marketing, 11(3), 250-270.
  37. Shah, U.R., Maore, S., & Nzioki, S. (2022). The influence of market penetration strategies on market share in the hospitality industry in Arusha, Tanzania. International Journal of Scientific Research and Management, 10(7), 3689-3696.
  38. Sigala, M. (2018). Implementing social customer relationship management: A process framework and implications in tourism and hospitality. International Journal of Contemporary Hospitality Management, 30(7), 2698-2726.
  39. Streimikiene, D., Mikalauskiene, A., & Burbaite, G. (2023). The role of sustainable finance in achieving sustainable development goals. Economics and Sociology, 16(1), 256-283.
  40. Sundstrom, A., Hyder, A.S., & Chowdhury, E.H. (2021). Market-oriented business model for SMEs’ disruptive innovations internationalization. Marketing Intelligence & Planning, 39(5), 670-686.
  41. Tiwary, N.K., Kumar, R.K., Sarraf, S., Kumar, P., & Rana, N.P. (2021). Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research, 131, 121-139.
  42. Trainor, K.J., Andzulis, J.M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
  43. Valizadeh Oghani, A., & Rahimzadeh, N. (2021). Use of social media technology and its relationship with company performance with the mediating role of strategic customer relationship management capabilities. Journal of Operations Management, 1(3), 37-68. [In Persian]
  44. Yang, M.X., Zeng, K.J., Chan, H., & Yu, I.Y. (2021). Managing loyalty program communications in the digital era: does culture matter? Journal of Retailing and Consumer Services, 60, 1024-1076.
  45. Ye, Y., Yu, Q., Zheng, Y., & Zheng, Y. (2022). Investigating the effect of social media application on firm capabilities and performance: The perspective of dynamic capability view. Journal of Business Research, 139, 510-519.