Identifying the Components and Indicators of Social Marketing in Small and Medium Businesses with a Resistance Economy Approach(مقاله علمی وزارت علوم)
حوزههای تخصصی:
The purpose of this research is to identify the components and indicators of social marketing in small and medium businesses with a resistance economy approach. This research is philosophically positivist with an inductive approach. The current research, from the point of view of the objective, is a descriptive research that has been conducted in a mixed manner. The method of data collection in this research was library and field through interviews with 30 university experts in the fields of management and marketing, organizational experts, management and economics, including top managers, experts, professors and related in the field of management and economics, who the purposeful sampling method was chosen by snowball method. The findings of this study showed four dimensions in the form of 12 components and 46 indicators. The quality dimension has four components: "Technical quality", "Execution quality", "Communication quality" and "Marketing quality", the value dimension has two components: "functional value" and "Emotional value", the behavioral dimension has four components: "Audience cooperation". Motivational desire", "Tension tolerance" and "Customer attitude" and communication dimension are also two components of "Creativity and innovation" and "Democracy". Therefore, based on the results obtained from the research findings, it is suggested that arrangements be made based on knowledge and communication and information innovations to promote social marketing in small and medium businesses with a resistance economy approach.