Social media, social commerce, maturity model, integrated capability maturity model (CMMI), Performance Evaluation
نویسندگان
چکیده مقاله:
With the advent of technology and the need to do communications and transactions quickly, social commerce has become increasingly popular as a new way of doing business which has led to greater success for organizations. Despite the importance of social commerce and the use of social media in business, there is still no implementation roadmap that integrates the multiple dimensions of these initiatives. Therefore, the purpose of this study is to develop a social commerce maturity model. Social commerce maturity models help organizations evaluate social commerce implementation and adopt appropriate strategies for improvement, and are used as tools to prioritize, evaluate, and optimize processes. The present study is developmental in terms of its purpose and descriptive-survey in terms of data collection. In the first step, the reviewing the literature and experts’ opinion, using survey method, are used to identify and prioritize the criteria and dimensions of social commerce. In the second step, using the expertschr('39') viewpoints, the maturity criteria are assigned to the maturity levels. Sampling method is purposeful and judgmental. The statistical population of the study are experts in the field of social commerce and social media. Questionnaire was used as data collection tool. Finally, the dimensions of social business maturity include strategy, senior manager support, culture, human resources, technology, performance appraisal, and governance. The implementation roadmap consists of five levels, each of which includes specific criteria to implement social commerce.
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عنوان ژورنال
دوره 16 شماره 14
صفحات 56- 39
تاریخ انتشار 2020-03
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