Productivity Management Studies

The effect of competitive intelligence and adoption of social media marketing on business performance

Document Type : Original Article

Authors

1 Master's Student, Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.

2 Associate Professor, Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.

Abstract

The present research aims to investigate the effect of competitive intelligence and social media marketing acceptance on business performance in Asiacell Company of Iraq. In terms of classification of research based on the purpose, the current research is an applied research, it is a descriptive and survey research that has been used to collect data from a questionnaire. The statistical population included all the personnel of Asiacell Company in the city of Sulaymaniyah, Iraqi Kurdistan, who were working in 2024. In this research, simple random sampling was used and 254 people were selected by using of Morgan's table. The method of data collection is divided into two categories, library and internet, in order to get familiar with the literature and the background of field research to collect the required data from the people included in the statistical sample. The findings indicated that competitive intelligence had a positive and significant effect on the adoption of social media marketing. But competitive intelligence does not have a significant effect on business performance. Adoption of social media marketing does not have a significant effect on the performance of businesses, and competitive intelligence did not have a significant effect on the performance of businesses with the mediating role of adoption of social media marketing. 

Keywords

Main Subjects

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Productivity Management Studies
Volume 1, Issue 1
January 1404
Pages 73-84