文章基本信息

标题：Investigating the effects of virtual social networks on entrepreneurial marketing
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作者：Kambeiz Talebi Mahnaz Behrad ; Amir Ekhlassi
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：10
页码：2285-2290
DOI：10.5267/j.msl.2014.9.007
出版社：Growing Science
摘要：This paper presents an empirical investigation to study the effects of virtual social networks on entrepreneurial marketing. The study designs a questionnaire in Likert scale based on a model originally developed by Morris et al. (2002) [Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.]. The study considers the effects of three components of virtual social network (VSN); namely structural VSN, interaction VSN and functional VSN on entrepreneurial marketing. Using structural equation modeling, the study has determined positive and meaningful effects of all three VSN components on entrepreneurial marketing.
关键词：Virtual social networks; Entrepreneurial marketing; Structural Virtual Social Network; Interaction Virtual Social Network; Functional Virtual Social Network