The Multilevel Analysis of the Impact of Social Media on Customer Knowledge Management

Document Type : Original Research Paper

Authors

1 Assistant Professor, Department of Public Management, Faculty of Management, Shahid Beheshti University, Tehran, Iran

2 Master of Public Management, Shahid Beheshti University, Tehran, Iran

Abstract

Social media has a high potential to support two-way communication between organizations and their customers, at a relatively low cost and high levels of efficiency, so the present study aims to investigate the effects of social media use on the dimensions of customer knowledge management. The aim of the present research is practical application and the research method is descriptive-survey and the research data collection tool is a standard written questionnaire. The statistical population of this study includes all customers of the Entrepreneurship Bank in Tehran and 400 people were selected from the statistical population as a sample based on a possible random method and a research questionnaire was distributed among them. The obtained data were analyzed by SPSS and Amos software. Finally, the research hypotheses were tested experimentally based on the results of structural equation modeling (SEM) analysis. Based on these results, the use of social and hedonistic content of social media has had a significant direct impact on all aspects of knowledge management. But cognitive use of social media has had a significant direct effect only on the dimensions of knowledge of the customer and knowledge for the customer and its effect on the dimension of knowledge about the customer has been non-significant.

Keywords

References

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History

  • Receive Date: 10 June 2021
  • Revise Date: 23 March 0621
  • Accept Date: 14 September 2021

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