Designing a marketing model based on social networks in research and development policies with the CATWOE strategic approach in the country's home appliance industry

Abstract

The purpose of the present study is to design a social media-based marketing model in research and development policies with the CATWOE strategic approach in the country's home appliance industry. Considering the identification of components and indicators, the statistical population in the qualitative section includes experts and specialists as well as university professors in the field of social media-based marketing. The statistical population includes experts in the field of social media-based marketing, whose number is determined by the snowball method and theoretical saturation. In this type of research, the number of experts is usually between 10 and 20 people. The statistical population in the quantitative section is home appliance marketers across the country, which, given its unlimited size, was determined as 384 people. They were selected based on the simple random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was examined by confirmatory factor analysis and the reliability of the questionnaire was also examined by Cronbach's alpha coefficient. The research model was tested based on the structural equation method and with the help of PLS ​​software. Therefore, the results of the qualitative test of the first question and the holding of three Delphi rounds led to the confirmation of 10 components and 36 sub-components for the components of the social media marketing model. And based on the results of the second question, the significance of all 10 identified dimensions was effective on research and development and the level of impact of each of these dimensions was shown in the standard mode. The third question showed that knowledge capital was ranked first, technological factors were ranked second, business infrastructure factors were ranked third, business transformation factors were ranked fourth, business strategy factors were ranked fifth, infrastructure factors were ranked sixth, business investment factors were ranked seventh, support policy factors were ranked eighth, global business attitude factors were ranked ninth, and business constraints factors were ranked tenth.