Testing a Digital Social Media Marketing Model for the Development of Strategic Intelligence in Small and Medium-Sized Enterprises
Keywords:
Digital social media marketing, strategic intelligence, small and medium, sized businessesAbstract
The objective of this study was to test and validate a digital social media marketing model aimed at explaining its role in developing strategic intelligence in small and medium-sized enterprises (SMEs) in Tehran Province. This applied research adopted a descriptive–survey design using a quantitative approach. The statistical population consisted of senior, middle, and operational managers of 1,974 SMEs in Tehran Province (25,890 managers in total). Based on Cochran’s formula, a sample of 379 respondents was selected. Data were collected using a researcher-developed questionnaire adapted from Hosseinzadeh et al. (2025). Reliability was confirmed through Cronbach’s alpha and composite reliability (CR>0.7), and validity was verified using AVE>0.5 and the Fornell–Larcker criterion. Data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using Smart PLS4. All structural paths were statistically significant at the 95% confidence level (t>1.96, p<0.001). The strongest path coefficient was related to digital organizational resources and capabilities (β=0.862), followed by digital strategic awareness (β=0.837). The R² values for endogenous constructs ranged from 0.328 to 0.743, indicating acceptable to strong explanatory power. Model fit indices (SRMR=0.090; NFI=0.910) confirmed adequate overall model fit. The proposed digital social media marketing model demonstrates satisfactory explanatory and predictive power and provides an integrated framework for enhancing strategic intelligence in SMEs.
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