The Impact of Entrepreneurial Marketing on SME Performancewith Mediating Role: Entrepreneurial Behavior (Case Study: Selected IT Companies)

Document Type : مقالات علمی پژوهشی

Authors
M. Nazem 1
A. R. Alizadeh Majd 2
M. Narenji 3
1 Islamic Azad University, South Tehran Branch
2 Islamic Azad University, Parand Branch, Young and Elite Researchers Club, Parand, Iran
3 Faculty of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran
Abstract
Given the current turbulent business environment, it will not give business owners a decent market share in the conventional way, and the need for innovative and entrepreneurial approaches to the market is strongly felt. Entrepreneurial marketing is the business infrastructure and the most important platform for small and medium business in the field of selected IT companies. Given the background of this field, there is a lack of research in this area, especially on the mediating role of entrepreneurial behavior. The present study is based on applied purpose and descriptive-correlational in nature and method. In the analysis section of the Kolmogorov-Smirnov test, since the results showed that the distribution of data was not normal, Smart Pls software was used for data analysis. The PLS method covers three sections for fitting and evaluating the validity of structural equation models i.e. fitting measurement models, structural model fitting, general model fitting. The results showed that the conceptual model has a good fit. Also, to test the research hypotheses, the path coefficient and the statistical value of t-tests were all confirmed and concluded that entrepreneurial marketing affects small and medium-sized businesses with the mediating role of entrepreneurial behavior.

Keywords

Subjects

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The Journal of Research in Humanities
Volume 28, Issue 1
March 2021
Pages 67-92