طراحی مدل بقای کسب‌وکار مبتنی بر چابکی رسانه‏‌های اجتماعی و قابلیت پویا

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

2 دانشیار، گروه مدیریت، دانشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

10.22059/jibm.2024.364627.4648

چکیده

هدف: هدف از اجرای پژوهش حاضر، طراحی مدل بقای کسب‌وکار مبتنی بر چابکی رسانه‌های اجتماعی و قابلیت پویاست. در این پژوهش، ارتباط بین متغیرهای چابکی رسانۀ اجتماعی، قابلیت پویا، ویژگی شرکت و بقای کسب‌وکار بررسی و تجزیه‌وتحلیل و همچنین، روابط شاخص‌های قابلیت پویا و چابکی رسانه‌های اجتماعی در ارتباط با بقای کسب‌وکارها بررسی شده است.
روش: پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوۀ جمع‌آوری اطلاعات، توصیفی از نوع هم‌بستگی است. جامعۀ آماری پژوهش، کارکنان و مدیران شرکت‌های عضو اتاق بازرگانی شهر شیراز بوده است. پس از توزیع پرسش‌نامه، بر مبنای نمونه‌گیری در دسترس، ۳۵۱ پرسش‌نامۀ صحیح عودت داده شد. با استفاده از نرم‌افزارهای اس‌پی‌اس‌اس ۲۱ و اسمارت پی‌ال‌اس ۳ داده‌های پژوهش تجزیه‌وتحلیل شدند.
یافته‌ها: این مطالعه تأثیر چابکی رسانه‌های اجتماعی را بر بقای کسب‌وکار ارزیابی کرد. علاوه‌براین، به بررسی اثر واسطه‌ای قابلیت پویا بر تأثیر چابکی رسانه‌های اجتماعی بر بقای کسب‌وکار پرداخت و همین‌طور روابط شاخص‌های چابکی رسانه‌های اجتماعی و قابلیت پویا را بررسی و میزان اهمیت هر یک از شاخص‌ها را مشخص کرد. در این مطالعه، سن شرکت و اندازۀ شرکت از عوامل مهمی بود که در بقای کسب‌وکارها نقش بسیار مهمی داشت. هر اندازه سن شرکت بیشتر باشد، منابعی که شرکت در اختیار دارد (مانند روابط خارجی، انباشت دانش از گذشته، داشتن سرمایۀ لازم برای ایجاد شبکه‌های اجتماعی قوی و غیره) نسبت به شرکت‌های جوان‌تر بیشتر است که می‌‏تواند به فعالیت نوآوری بیشتر منجر شود و در نهایت افزایش بقای شرکت را درپی داشته باشد. شرکت‌هایی که اندازۀ کوچک‌تری دارند، نسبت به شرکت‌های بزرگ‌تر، بیشتر به‌دنبال نوآوری هستند. از طرفی بقا در شرکت‌های بزرگ و کوچک، بیشتر به محیط تکنولوژی بستگی دارد؛ بنابراین با توجه به مطالب گفته شده، استدلال می‌‏شود که در این مطالعه سن و اندازۀ شرکت، به‌عنوان دو ویژگی شرکت، به‌صورت غیرمستقیم بر بقای کسب‌وکارها اثرگذار باشند. درک روابط بین این مفاهیم و ارزشی که برای کسب‌وکارها به لحاظ ایجاد مزیت رقابتی و پایداری آن به‌وجود می‌آورد، بسیار مهم و ارزشمند است.
نتیجه‌گیری: نتایج نشان داد که چابکی رسانۀ اجتماعی بر بقای کسب‌وکار تأثیر مستقیم و معناداری دارد و هم به‌طور غیرمستقیم، از طریق میانجیگری قابلیت پویا و تعدیلگری ویژگی شرکت، بر بقای کسب‌وکار تأثیر می‌گذارد. مزایایی که شرکت‌ها از چابکی رسانه‌های اجتماعی به‌دست می‌‏آورند، به اندازۀ شرکت بستگی دارد. شرکت‌های کوچک‌تر نسبت به شرکت‌های بزرگ‌تر، احتمال بیشتری دارند که از چابکی رسانه‌های اجتماعی سود بیشتری کسب کنند. چابکی رسانه‌های اجتماعی، می‌‏تواند به فرایند سازمانی داخلی و عملکرد نوآوری کمک کند. از طریق مشارکت رسانه‌های اجتماعی در محل کار، ظرفیت جذب شرکت، به‌شدت برای کسب، تفکیک و جذب دانش خارجی تحت تأثیر قرار می‌‏گیرد. رسانه‌های اجتماعی چابک، می‌‏توانند تمایلات انطباقی و سازگاری شرکت را تقویت کنند. قابلیت پویا به‌عنوان یکی از استراتژی‌های شایستگی‌مدار در این مطالعه بررسی شد که می‌‏توان آن را به‌عنوان توانمندسازی پویا، آموزش نحوۀ یاد گرفتن، آینده‌نگری استراتژیک و دیگر مهارت‌ها به‌عنوان منابع تقلیدنشدنی و جایگزین نام برد که در کسب مزیت رقابتی بسیار کارساز است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Business Survival Model Based on Social Media Agility and Dynamic Capabilities

نویسندگان [English]

  • Pari Shojaeian 1
  • Azarnoush Ansari 2
  • Majid Mohammad shafiee 2
1 PhD. Candidate, Department of Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
2 Associate Prof., Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
چکیده [English]

Objective
This study aims to design a business survival model based on social media agility and dynamic capabilities. It investigates and analyzes the relationships among social media agility, dynamic capabilities, company characteristics, and business survival. Furthermore, the research explores the interconnections between the indicators of dynamic capabilities and social media agility in promoting business survival.
 
Methodology
This research is applied in nature and utilizes a descriptive correlational design for data collection. The statistical population comprises employees and managers from companies affiliated with the Shiraz Chamber of Commerce. Using convenience sampling, 351 valid questionnaires were collected. The data were analyzed employing SPSS 21 and SmartPLS 3 software.
 
Findings
This study evaluated the impact of social media agility on business survival. In addition, it examined the mediating effect of dynamic capability on the impact of social media agility on business survival, investigated the relationships between social media agility indicators and dynamic capability, and determined the importance of each indicator. The age and size of the company are other important factors in this study that play a significant role in the survival of businesses. Older companies tend to possess more resources such as established external relationships, accumulated knowledge, and sufficient capital to build strong social networks-compared to younger companies. These advantages can foster greater innovative activity and, ultimately, enhance the company’s chances of survival. Smaller companies tend to be more innovative than larger companies. The survival of both large and small companies is increasingly influenced by the technological environment. In this context, it is posited that company age and size-two key organizational characteristics examined in this study-indirectly impact business survival. Therefore, understanding the relationships between these factors and the value they generate in sustaining a competitive advantage is both significant and valuable for long-term business success.
 
Conclusion
The study revealed that social media agility has a direct and significant impact on business survival, and it also indirectly affects business survival through the mediation of dynamic capability and the moderation of company characteristics. The benefits that companies gain from social media agility depend on the company's size. Smaller companies are more likely to benefit from social media agility than larger companies. Social media agility can help internal organizational processes and innovation performance. Through social media engagement in the workplace, a company’s capacity to acquire, differentiate, and assimilate external knowledge is significantly impacted. Agile social media can strengthen a company's adaptability and adaptability. Dynamic capability, as one of the competence strategies investigated in this study, can be described as dynamic empowerment, learning how to learn, strategic foresight, and other skills, which are inimitable and alternative resources that are highly effective in gaining a competitive advantage.

کلیدواژه‌ها [English]

  • Firm size
  • Business survival
  • Social media agility
  • Firm age
  • Dynamic capability

مراجع

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مدیریت بازرگانی
دوره 17، شماره 3
1404
صفحه 102-151

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