جستجوی مقالات مرتبط با کلیدواژه « رسانه اجتماعی » در نشریات گروه « علوم ترویج »

Considering the increasing rate of competition in the graduates’ job market as well as the increase in education costs and society's expectations from the higher education system to develop employability, the current empirical research has investigated the effect of drivers of social media usage and job seeking behavior on the employability of students of Faculty of Agriculture at the University of Tehran. In this quantitative research which is a causal-relational study, 187 students (from all educational levels) were sampled from a population of 3500 cases using Daniel's limited population formula. Simple random sampling method was used to select the individual samples. A close-ended questionnaire was employed to collect data. The face, discriminant, and construct validities were checked and confirmed. Then,  coefficient was utilized to check the reliability of the research tool. The results of reliability test revealed that the coefficient for each construct was more than 0.7 as an acceptable cut-off vale. The dominant statistical method used in this research was variance-based structural equation modeling using Smart PLS 3 software. The modeling results indicated that drivers of the use of social media did not affect the job seeking behavior of students, while this construct had a positive and significant effect on the employability dimensions. Also, job seeking behavior positively and significantly affected employability dimensions. According to the results, it was suggested to set up an agricultural knowledge and information network in the agricultural higher education system.

The aim of this study was to investigate the effect of using social media on the business performance of agricultural conversion cooperatives in Isfahan province with regard to the mediating role of social media marketing capabilities. The statistical population of the study consisted of business activists in this industry (including producers and distributors) of cooperative brands of agricultural conversion industries in Isfahan province (N = 230) that using random sampling method, 146 people were selected and the questionnaire was completed by visiting the companies in person or by e-mail. The data collection tool was a questionnaire that to confirm its validity and reliability, the questionnaire was provided to experts in this field and the necessary changes were applied to it, which was approved that Cronbach's alpha coefficient of variables (social media use, marketing capability and performance) are (0.940, 0.884 and 0.840), respectively. Structural equation modeling and SMART-PLS3 software were used to analyze the data. The first and second hypothesis tests showed that the significant effect of social media use on marketing capability was equal to 0.748 and on performance was equal to 0.254. Thus, the use of social media improves the performance of the cooperative business. Also, the significant effect of the effect of marketing capability on performance was equal to 0.359. As a result, the mediating effect of marketing capability between the relationship between social media use and cooperative performance was confirmed.