The relationship between social marketing and organizational reputation with the mediating role of organizational legitimacy (Study case: Jobseekers of Imam Relief Committee (RA) Lorestan Province)
Subject Areas :
سعید میر
1
,
Jalal Sheikhpour
2
1 - Assistant Professor, Department of Business Management, Faculty of Literature and Humanities, Islamic Azad University, Khoramabad Branch, Iran
2 - MSC degree in business management department, e-commerce, faculty of literature and humanities, Islamic Azad University, Khorramabad branch, Iran
Keywords: :social marketing, organizational reputation, organizational legitimacy, job seekers of Imam Relief Committee (RA), Lorestan province,
Abstract :
Purpose: This research was conducted with the purpose of investigating the relationship between social marketing and organizational reputation with the mediating role of organizational legitimacy. Methodology: The research method was descriptive and correlational and applied in terms of purpose. The statistical population of this research includes job seekers of the Imam (RA) relief committee in Lorestan. The number of employees is 570 people, and due to the limited population, 229 people were selected by simple random sampling method using Georgesi and Morgan's table. Findings: The data collection tool was standard questionnaires. To analyze the data, Kolmogorov-Smirnov test, Pearson correlation test, stepwise regression analysis by statistical software 19Spss were used. Results: The results showed that there is a positive and significant correlation between the dimensions of social marketing and organizational reputation, as well as a positive and significant correlation between social marketing and organizational legitimacy, and finally, there is a positive and significant relationship between the mediating role of organizational legitimacy and social marketing and organizational reputation. he results showed that there is a positive and significant correlation between the dimensions of social marketing and organizational reputation, as well as a positive and significant correlation between social marketing and organizational legitimacy, and finally, there is a positive and significant relationship between the mediating role of organizational legitimacy and social marketing and organizational reputation. significant relationship between tSocial marketing celebrates its 50th anniversary in 2021, and has sparked much celebration among a growing cadre of academics and practitioners who .
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