Analyzing the Role of Social Media Marketing on Organizational Productivity in the Food Industry (Case Study: Pegah Company)
Keywords:
Organizational productivity, social media marketing, structural equation modeling, food industry, digital marketing managementAbstract
Objective: The study aimed to design and test an integrated model explaining the impact of social media marketing on organizational productivity in Iran’s food industry.
Methodology: This exploratory sequential mixed-method study included a qualitative phase with 15 experts in marketing and management, analyzed through thematic coding, followed by a quantitative phase with 384 employees and managers from Pegah Company selected via stratified random sampling. Data were collected using a 48-item Likert-scale researcher-made questionnaire. Reliability and validity were confirmed through Cronbach’s alpha, CR, AVE, HTMT, and GOF indices, and data were analyzed using variance-based structural equation modeling (PLS-SEM).
Findings: All hypothesized paths were statistically significant (p<0.01). Network content showed the strongest effect on marketing productivity (β=0.42), followed by user trust (β=0.35), brand credibility (β=0.29), and perceived quality (β=0.31). Marketing productivity significantly influenced overall organizational productivity (β=0.55). Model fit indices (R²=0.62, Q²=0.47, GOF=0.58) confirmed strong predictive and structural validity.
Conclusion: The results demonstrated that strategic use of social media marketing—through enhanced content quality, user trust, and brand credibility—significantly improves marketing and overall organizational productivity. By integrating RBV, TAM, and S-D Logic frameworks, the study provides a localized, practical model suitable for Iran’s food industry to support strategic managerial decisions.
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Copyright (c) 2025 Amirhossein Ansari, Azarnoush Ansari, Mehdi Abzari, Mehdi Dasineh, Hamid Rostamijaz (Author)
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