Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

Investigating the impact of technological capabilities and the use of social media on export performance with the mediating role of tobacco company competitive advantage

Document Type : Original Article

Authors
mohammad nori tirtashi 1
mahram yazdani paraei 2
1 Master of Public Administration - Human Resources Development, Roozbahan Institute of Higher Education, Sari, Iran.
2 Master of Business Administration - Marketing, Hafad Higher Education Institute, Sari, Iran.
Abstract
The aim of this study is to investigate the impact of technology capabilities and the use of social media on export performance with the role of mediating competitive advantage. This study is an applied research in terms of its purpose and a descriptive correlational study in terms of data collection. The statistical population of the study consists of 158 employees of a tobacco company. In this study, a non-probability sampling method was used. The sample size was 108 people according to Morgan's table. In this study, the measurement tool was a standard questionnaire in which the opinions of the people were collected using the Likert scale. Its reliability, which was calculated using Cronbach's alpha, was 0.897. Also, to ensure the validity of the measurement tool, the opinions of the supervisor and other professors of the educational group were used. The statistical methods used in this study are descriptive statistics and inferential statistics. In the inferential statistics section, structural equation testing with Smart.pls software was used in accordance with the statistical need. The results obtained from data analysis show that technological capability has the greatest impact on export performance with an impact coefficient of 0.73.
Keywords
Export performance
social media use
technology capability
competitive advantage

Subjects