ارائه چارچوب موفقيت سازمان ها در پياده سازي تجارت اجتماعي

Provide a framework for the success of organizations in implementing social commerce

فن آوري هاي وب 2.0 و رسانه هاي اجتماعي باعث افزايش بكارگيري تجارت اجتماعي به عنوان يك پديده جديد در دنياي كسب و كار شده است. اخيراً، تجارت اجتماعي توجه زيادي را از سوي دانشگاهيان و متخصصين به دست آورده است. بكارگيري و پياده سازي تجارت اجتماعي و كسب و كار مبتني بر رسانه هاي اجتماعي، همانند ديگر ابتكارات فناورانه، يك چالش فني- اجتماعي است كه موفقيت در پياده سازي آن ها به عوامل متعددي در سطوح مختلف سازمان اعم از استراتژيك و عملياتي بستگي دارد. امروزه، در بسياري از اين ابتكارات به دليل فقدان نگرش همه جانبه به عوامل موثر بر پياده سازي، چنين سرمايه گذاري هايي با شكست مواجه مي شوند. بدين منظور، حين پياده سازي ابتكارات تجارت اجتماعي، بايد ميزان موفقيت سازمان ها، ارزيابي شود و سازمان از وضعيت كنوني خود را جهت پياده سازي موفق تجارت اجتماعي آگاهي داشته باشد. شناسايي عوامل موفقيت كمك مي كند تا مديران قادر به شناسايي نقاط قوت و ضعف سازمان خود در رابطه با پياده سازي ابتكارات مبتني بر رسانه هاي اجتماعي مي باشند. لذا هدف اصلي پژوهش حاضر، ارائه چارچوب ارزيابي موفقيت سازماني در پياده سازي موفق تجارت اجتماعي مي باشد كه براي تحقق اين هدف به بررسي سيستماتيك تحقيقات صورت گرفته در حوزه تجارت اجتماعي پرداخته شده است. بررسي مطالعات در اين حوزه نشان مي دهد كه طي 7 سال گذشته مطالعات در رابطه با تجارت اجتماعي افزايش يافته است. با تحليل محتواي مطالعات مي توان بيان كرد كه ابعاد و شاخص هاي تجارت اجتماعي كه در جدول بيان شده اند، مي توانند به عنوان عوامل موفقيت سازمان مطرح گردند كه بر پيشبرد موفق پياده سازي تجارت اجتماعي تاثيرگذارند.

Abstract Web 2.0 technologies and social media have increased the use of social commerce as a new phenomenon in the business world. Recently, social commerce has received great attention from academics and professionals.The implementation and implementation of social business and social media based businesses, as well as other technological initiatives, is a socio-technical challenge that depends on success in implementing them on a variety of factors at different levels of the organization, both strategic and operational. Today, in many of these initiatives, such investments are failing because of the lack of a comprehensive view of the factors affecting implementation. To this end, while implementing social business initiatives, the organization s success rate needs to be assessed and the organization is aware of its current state of implementation for successful social commerce. Identifying the success factors helps managers recognize the strengths and weaknesses of their organization in implementing social media-based initiatives. Therefore, the main goal of this study is to present a framework for assessing organizational success in successful social marketing, which aims to systematically review the research conducted in the field of social commerce. A review of studies in this area suggests that studies over the past seven years have increased in relation to social commerce. By analyzing the content of studies it can be stated that the dimensions and indicators of the social commerce that are presented in the table can be considered as the success factors of the organization To this end, while implementing social business initiatives, the organization s success rate needs to be assessed and the organization is aware of its current state of implementation for successful social commerce. Identifying the success factors helps managers recognize the strengths and weaknesses of their organization in implementing social media-based initiatives. Therefore, the main goal of this study is to present a framework for assessing organizational success in successful social marketing, which aims to systematically review the research conducted in the field of social commerce. A review of studies in this area suggests that studies over the past seven years have increased in relation to social commerce. By analyzing the content of studies it can be stated that the dimensions and indicators of the social commerce that are presented in the table can be considered as the success factors of the organization that affect the successful implementation of social commerce.that affect the successful implementation of social commerce.