THE EFFECT OF SOCIAL MEDIA ADOPTION ON EXPORTING FIRMS’ PERFORMANCE

چکیده مقاله

The necessity and importance of the issue of the media and impact of accepting that by export corporation is in fact fast, easy and free access to these social networks and also simultaneous use of online and digital facilities in relation to addressees. Our main issue is that how influential websites and gadgets are on export institutions’ acceptance and sale, and the other concern is “do social network acceptance cause successful performance of export institutes in selling products?” Sample research are all managers and commercial experts of Tehran export companies. Because of wide number of these companies , the questionnaires of the research has been distributed among 164 people sampling in Tehran . SEM (steructurel equation modeling) has been used to test the hypotheses. The results of this study indicates that social media competency in applying them at export corporations, in addition, applying social media in an export company has a significant impact on real admission of social media use  , so the growth of social media acceptance would cause the performance decrease of export companies in Iran because society limits in increasing competence admission of social media.

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