Document Type : Descriptive
Authors
1 Ph.D. Candidate, Department of Business Administration, Payame Noor University, Tehran, Iran.
2 Associate Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
3 Associate Professor, Department of Business Administration, Payame Noor University, Tehran, Iran.
Abstract
The purpose of this research is to design and explain the generalization social network applications. The current research is in the framework of the research strategy of mixed methods (quantitative and qualitative). In the first stage of using this strategy, in order to explain the generalization model for social network applications, we have designed and compiled the foundation data theory, and in the second stage, we have exposed it to a quantitative test to determine the generalizability of the Research to make sure. In order to collect the qualitative data of the research, according to the sampling of the communication range and diverse as well as the critical sampling, a number of expert professors in this field were selected as participants and after conducting in-depth interviews with them, the data collection continued until theoretical saturation. Found. The result of this stage of the research was a qualitative model with propositions that took the form of hypotheses in the second stage and were subjected to quantitative testing. The data collection tool was a researcher-made questionnaire. In open coding, the researcher obtained 184 concepts, which were classified into 39 components and 7 dimensions, based on which the conceptual model of the research was presented. Based on this model, in the quantitative part, it was determined that the platform has a significant effect on the functioning of social networking applications (0.210). Challenges have a significant effect on the functioning of social network applications (-0.239). The function of social network applications has an effect on the marketing of native applications (0.381). It was also found that government support moderates the impact of the platform (0.111) and challenges (-0.120) on the functionality of social networking applications. Security moderates the impact of the platform (0.116) and challenges (-0.117) on the functionality of social networking applications.
Keywords
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