Razi Journal of Medical Sciences

fa شناسایی عوامل زمینه‌ای مؤثر برتوسعه الگوسازی شخصی در مشاغل کوچک و متوسط Identifying the Background Factors Affecting the Development of Personal Modeling in Small and Medium Businesses روانشناسی بالینی Clinical Psychiatry پژوهشي Research <div style="text-align: justify;">زمینه و هدف: پدیده برندسازی شخصی موضوعی نسبتاً جدید در زمینه بازاریابی به شمار می‌رود لذا هدف از پژوهش حاضر شناسایی عوامل زمینه‌ای موثر برتوسعه الگوسازی شخصی در مشاغل کوچک و متوسط بود. روش کار: روش پژوهش آمیخته بود که جامعه آماری در بخش کیفی به روش گراندد تئوری شامل تمام صاحب‌نظران و خبرگان دانشگاهی حیطۀ مدیریت برند، مدیریت بازرگانی و کارآفرینی و کارآفرینان و در بخش کمی مدیران و کارآفرینان کسب‌وکارهای کوچک و متوسط و دانشجویان تحصیلات تکمیلی مدیریت بازرگانی‌ و کارآفرینی بود. حجم نمونه‌ی ‌آماری در بخش کیفی 30 نفر به روش هدفمند و قضاوتی و در بخش کمّی 384 نفر با روش تصادفی از نمونه در دسترس انتخاب ‌شدند. ابزار گردآوری داده‌ها در بخش کیفی استفاده از پرسش‌های نیمه ساختاریافته و در بخش کمی گویه‌های کیفی تبدیل به پرسشنامه‌ی کمّی در مقیاس لیکرت 7 ارزشی بود<a name="_Hlk175307949">.</a> یافته‌ها: نتایج تحلیل مسیر نشان داد که عوامل شبکه‌سازی، عوامل فرهنگی- اجتماعی، شایستگی فردی، ابعاد فردی، مؤلفه‌های‌تخصصی مدیریتی، زیرساخت‌های انسانی و فردی و ابعاد بین فردی از عوامل زمینه‌ای مؤثر بر توسعه برند سازی شخصی در کسب و کارهای کوچک و متوسط می‌باشند. نتیجه‌گیری: به طور کلی می‌توان بیان داشت که مدیران و سیاست‌گذاران و صاحبان کسب‌وکارها با اعمال قوانین و دستورالعملهای مختلف، سعی در بهبود مقوله‌های شرایط زمینه‌ای نظیر شبکه‌سازی، عوامل فرهنگی- اجتماعی، شایستگی فردی، ابعاد فردی، مؤلفه‌های‌تخصصی مدیریتی، زیرساخت‌های انسانی و فردی و ابعاد بین فردی به منظور برندسازی شخصی در توسعه کارآفرینی کسب‌وکارهای کوچک و متوسط کشور گردند.</div> <div> <table align="left" hspace="0" vspace="0"> <tbody> <tr> <td style="padding: 0in 12px; text-align: justify;" valign="top">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. </td> </tr> </tbody> </table> </div> <div style="text-align: justify;"></div> برندسازی شخصی, کسب و کارهای کوچک و متوسط, شایستگی فردی, ابعاد فردی Personal Branding, Small and Medium Businesses, Individual Competence, Individual Dimensions 595 603 http://rjms.iums.ac.ir/browse.php?a_code=A-10-7106-1&slc_lang=fa&sid=1 Marzieh Sadeghi مرضیه صادقی 3900319475328460086049 3900319475328460086049 No Phd Candidate, Department of Entrepreneurship, Sari Branch, Islamic Azad University , Sari, Iran. دانشجوی دکتری، گروه کارآفرینی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران. Majid Fatahi مجید فتاحی majid.fattahi59@gmail.com 3900319475328460086050 3900319475328460086050 Yes Assistant Professor, Department of Marketting Management, Sari Branch, Islamic Azad University, Sari,Iran استادیار گروه مدیریت بازرگانی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران Maryam Taghvaei Yazdi مریم تقوایی یزدی 3900319475328460086051 3900319475328460086051 No Associate Professor, Department of Educational Management, Sari Branch, Islamic Azad University, Sari,Iran. دانشیار گروه مدیریت آموزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.