Volume 29, Issue 12 (3-2023)
RJMS 2023, 29(12): 595-603 |
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Research code: 01
Ethics code: 01
Clinical trials code: 01
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Sadeghi M, Fatahi M, Taghvaei Yazdi M. Identifying the Background Factors Affecting the Development of Personal Modeling in Small and Medium Businesses. RJMS 2023; 29 (12) :595-603
URL: http://rjms.iums.ac.ir/article-1-7785-en.html
URL: http://rjms.iums.ac.ir/article-1-7785-en.html
Assistant Professor, Department of Marketting Management, Sari Branch, Islamic Azad University, Sari,Iran , majid.fattahi59@gmail.com
Abstract: (550 Views)
| Background & Aims: Without a doubt, today's organizations need to find new solutions and methods that lead to innovation, creation and creation of new products and services in order to continue their life and survival. In these changes and transformations, individuals or organizations have been able to act more successfully than others, who have provided themselves with the opportunity to take advantage of the successive and rapid revolutions in the field of business. Nowadays, most experts believe that entrepreneurship is the only way to solve the problem of unemployment, and in this regard, the category of entrepreneurship is very important from the point of view of solving the unemployment crisis and achieving sustainable employment. Entrepreneurial development is one of the strategic approaches and mechanisms of sustainable development. Small and medium businesses are the economic backbone of the society, because they provide employment, production, export, poverty reduction, economic power and economic development. The phenomenon of personal branding is a relatively new topic in the field of marketing, which has become a growing part of it. Personal branding, which is defined as the characteristics that distinguish a person from others and are then used to achieve goals and add value to their work, has become an important survival skill and is widely practiced by prominent figures in artists, It is used by sports professionals as well as an increasing number of corporate executives and politicians. Considering that currently many people have turned to entrepreneurship and are trying to create value for themselves and others in this way, and considering the high rate of failure of small and medium businesses in the first two years of establishment, personal branding it can become an important factor to help the success of this group of people. Personal branding is one of the newest branding topics. In such a way that each person can establish a strong personal brand for himself according to his desired goals and using appropriate strategies. Therefore, considering the relative limitation of research in this regard and the importance of the development of small and medium-sized businesses and the role of the influencer of the personal brand of the entrepreneur in the development and advancement of the goals of small businesses, and the gap of studies in the field of personal brand and the components of the influencer. Therefore, this research aims to answer the question of what are the factors affecting the development of personal branding in small and medium businesses? Methods: The research method was mixed, in which the statistical population in the qualitative part was based on the grounded theory method, including all academic experts and experts in the field of brand management, commercial management and entrepreneurship, and entrepreneurs, and in the quantitative part, managers and entrepreneurs of small and medium businesses and graduate students of business management. And it was entrepreneurship. The size of the statistical sample in the qualitative part was 30 people using a purposeful and judgmental method and in the quantitative part 384 people were selected randomly from the available sample. The data collection tool in the qualitative part was using semi-structured questions and in the quantitative part, qualitative items were converted into a quantitative questionnaire. To analyze the information collected after theoretical extraction and saturation, categorized and aggregated with the agreement of experts and experts in five rounds of interviews in the qualitative section, the items of each section were analyzed with coding sheets. in the quantitative data analysis stage of the paradigmatic model of the findings of the qualitative section after confirming its validity (truth) by experts and experts in business management, brand, entrepreneurship and marketing; Validation (reliability determination) became a 7-point Likert questionnaire, and considering that the questionnaire was researcher-made, divergent and convergent construct validity, as well as exploratory factor analysis and confirmatory factor analysis were used, and the path analysis between constructs and categories was based on variance-based structural equation modeling. Smart PLS (2) statistical software was used for the test. Results: The results of the path analysis showed that networking factors, cultural-social factors, individual competence, individual dimensions, management expertise components, human and individual infrastructures, and interpersonal dimensions are among the background factors affecting the development of personal branding in small and medium businesses. Conclusion: In general, it can be concluded that "human and individual infrastructures", "individual competence", "individual dimensions", "specialized management components", "social-cultural factors", "networking" and "interpersonal dimensions" in branding. Individuals are effective in the entrepreneurship development of small and medium businesses in Iran and it is necessary for entrepreneurs to pay attention to these factors. In general, the research on personal branding issues in the development of small and medium business entrepreneurship has a special complexity and imposes many limitations on researchers in conducting research. These limitations include time, human, social and cultural limitations that cause problems in conducting research. This research, like other researches and studies, has faced limitations. Among these limitations, it can be said that the intelligence, interest, honesty of answering and the understanding of the subjects had an effect on their answering process, and also the existing economic-social and cultural characteristics had an effect on the answering process of the research subjects. Also, the lack of interest of some samples to participate in the research process and complete the questionnaires of the quantitative phase of the research was pointed out. According to the results of the study, managers and policy makers and business owners are recommended to try to improve the categories of background conditions such as networking, cultural-social factors, individual competence, individual dimensions, specialized management components, infrastructures by applying different laws and guidelines. Human and individual and interpersonal dimensions for the purpose of personal branding in the development of entrepreneurship of small and medium businesses in the country. |
Keywords: Personal Branding, Small and Medium Businesses, Individual Competence, Individual Dimensions
Type of Study: Research |
Subject:
Clinical Psychiatry
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