M.A. Thesis:

Company value creation.using social network and perceived social networks

The use of social networks makes it possible for businesses to be exposed and to bear less traditional marketing costs, and in fact, it can be said that marketing costs are reduced or eliminated through social networks. This research presents a conceptual model of the value of a business network in commercial companies. The model is divided into two main sections. In the first part, the internal and external conditions of the company are used in the use of social networks, which include the competence of the company's technology Customer pressure, competitive pressure and mobile environment for the product of the company. In the second part, the main objective of the research was to measure the value of the social network through four dimensions of company marketing, internal operations of the company, customer perceived service, and company sales volume. The research method is descriptive and applied. To test the hypotheses of this study, linear regression and SMART PLS software have been used for analysis. To conduct a field survey, 88 questionnaires were distributed among experts and managers of Kaleh Company. The results of this study showed that there is a significant relationship between the technological competence, the company's customers pressure, competitive pressure and mobile environment using social network. The results also showed that there is a significant relationship between company marketing, internal operations of the company, perceived customer service and sales of Calheh company using social networks, which is inversely related to the marketing cost of the companies and for other hypotheses There was a direct relationship.

Keywords: Social network, technological competence, corporate pressure, competitive pressure