THE EFFECT OF SOCİAL MEDİA ON IN-ORGANİZATİON PERFORMANCE, COST REDUCTİON, CUSTOMER RELATİONSHİP MANAGEMENT, AND ACCESSİBİLİTY TO INFORMATİON
Abstract. The present research aimed at investigating the impact of social media on organizational
performance, cost reduction, customer relationship management, and accessibility to information in Kerman
Motor Company. The research method was a descriptive survey. The statistical population of this research
includeed all Kerman engine staff and managers. The sample size was determined by using Cochran's formula of 207 people and a randomized sampling method was available as well. The research data were collected by using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.891) and the validity of the tool was confirmed by content and structure. Data were analyzed using descriptive and inferential statistics using Lisrel software. The results of this research indicated that social media has a positive impact on customer relationship management, cost reduction, entrepreneurial activities, risk taking and innovative activities. Also, results indicated that social media has no significant effect on access to information.
Keywords: In-Organizational Performance, Cost Reduction, Customer Relationship Management,
Accessibility to Information.
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