Girişimcilik Kültürünün KOBİ Performansı Üzerindeki Etkisinin İncelenmesi: Pazarlama Yetenekleri ve Sosyal Medyanın Rolü

Yıl 2024, Cilt: 04 Sayı: 01, 41 - 54, 31.07.2024

Mohsen Mazaherıasad , Maryam Jamali

Öz

Bu çalışma, pazarlama kapasiteleri ve sosyal medya kullanımının aracı etkisine odaklanarak, girişimcilik kültürünün İran'ın Tahran Eyaletindeki küçük ve orta ölçekli işletmelerin (KOBİ'ler) performansı üzerindeki etkisini incelemektedir. Veri toplamak için "Girişimcilik kültürü", "KOBİ performansı", "Pazarlama becerileri" ve "Sosyal medya kullanımı" olmak üzere dört bölüme ayrılan 25 sorudan oluşan bir anket kullanıldı. Olasılıksız örnekleme yöntemiyle 80 KOBİ sahibi veya yöneticisinin yanıtları toplanmış, verilerin geçerliliği ve güvenilirliği doğrulanmıştır. Veri analizi için çalışmada kısmi en küçük kareler (PLS) tekniği ve SmartPLS 4 yazılımıyla yapısal eşitlik modellemesi (SEM) uygulandı. Bulgular, girişimcilik kültürünün KOBİ'lerin performansı, pazarlama kapasiteleri ve sosyal medya kullanımı üzerinde olumlu ve önemli bir etkiye sahip olduğunu gösterdi. Ayrıca pazarlama yetenekleri ve sosyal medya kullanımı da KOBİ'lerin performansı üzerinde olumlu ve önemli bir etkiye sahiptir. Ayrıca sosyal medya kullanımının pazarlama yetenekleri üzerinde iyi bir etkisi vardır. Çalışma, pazarlama yetenekleri ve sosyal medya kullanımının aracılık rolleri aracılığıyla girişimcilik kültürünün KOBİ'lerin performansı üzerindeki dolaylı etkisini ortaya koymuştur. Makale, araştırma bulgularına dayanan kanıta dayalı, eyleme geçirilebilir önerilerle sonuçlanmaktadır.

Anahtar Kelimeler

Girişimcilik Kültürü, KOBİ’lerin Performansı, Pazarlama Yetenekleri, Sosyal Medya Kullanımı

Examining the Impact of Entrepreneurial Culture on SME Performance: The Role of Marketing Capabilities and Social Media

Öz

The present study examines the impact of entrepreneurial culture on the performance of small and medium-sized enterprises (SMEs) in Tehran Province, Iran, focusing on the mediating effect of marketing capacities and social media usage. A questionnaire of 25 questions, separated into four sections—"Entrepreneurial culture," "SMEs' performance," "Marketing skills," and "Social media usage"—was used to collect data. The replies of 80 SME owners or managers were collected by non-probability sampling, and the validity and dependability of the data were confirmed. For data analysis, the study applied structural equation modeling (SEM) with the partial least squares (PLS) technique and SmartPLS 4 software. The findings indicated that entrepreneurial culture has a favorable and substantial effect on the performance, marketing capacities, and social media usage of SMEs. In addition, marketing capabilities and social media usage have a positive and substantial effect on the performance of SMEs. Additionally, social media utilization has a good impact on marketing capabilities. The study demonstrated the indirect impact of entrepreneurial culture on the performance of SMEs through the mediating roles of marketing capabilities and social media usage. The article concludes with evidence-based, actionable recommendations based on the research findings.

Anahtar Kelimeler

Entrepreneurial Culture, SMEs’ performance, Marketing Capabilities, Social Media Usage

Kaynakça

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