Investigating the impact of environmental factors on the adoption of social media among small and medium enterprises during the Covid-۱۹ crisis

Social media plays an essential role in marketing and building relationships with customers. Due to the importance of small to medium-sized companies in the economy, it is considered important in the behavior of small companies to take advantage of marketing techniques and social media to help promote communication with customers; In this regard, the aim of the present study was to investigate the impact of environmental factors on the acceptance of social media among small and medium-sized companies during the Covid-۱۹ crisis. In this research, information related to the variables of market turbulence, competition intensity and technology turbulence were collected from ۱۲ professionals active in the business industry and a statistical population of ۳۸۴ people. Based on the results, according to the assumptions of the model and modeling of structural equations with partial least squares method was implemented in SmartPLS software, and the analysis of the results indicates a suitable model and a good influence of the variables. According to the results obtained in the fitting of the model, all the variables in all areas obtained a suitable value of validity and reliability in the model. Also, in the general effects of the model, it was shown that all the relationships and influences of the variables of environmental factors on media acceptance during the corona era are significant.

کلیدواژه ها:

environmental factors ، social media ، small and medium enterprises ، Covid-۱۹