Modeling the Use of Social Media on Sales Performance: ISM and SEM Approach

The purpose of this study is to provide a model for using social media to increase sales performance of companies selling medical equipment. The statistical population of this research in the field of qualitative is professors and managers of medical equipment companies. The sampling of the study is a purposeful judgmental sampling. To determine the reliability of the measuring instrument, the ICC coefficient value was confirmed in terms of compatibility. In the quantitative section, the statistical population of this research is sales companies of medical equipment. Spss Sample Power sampling software was used to determine the optimal sample size. The minimum sample size was estimated at 297. Matlab software was used to analyze the data in qualitative and interpretive structural modeling(ISM). To analyze the data in a quantitative part, was used using SmartPLS3 software. Data collection tool is a standard questionnaire by 5-point Likert scale. The results of MicMac analysis showed that eight factors related to sales performance are divided into three categories of independent, dependent, and autonomous Sales performance, selling behavior, social media use, and competitive intelligence collection are more effective and other factors such as media type and learning goal orientation have the most and the least effect, respectively. The quantitative findings also showed that the effect of learning goal orientation on attitude towards social media usefulness is the strongest hypothesis of the research.. The sales performance model in multimedia or two different media has created the best result compared to single media companies at the same time.