المربع الذهبي للتسويق كمتغير وسيط في العلاقة بين التسويق عبر وسائل التواصل الاجتماعي و الأداء التسويقي بالتطبيق على وكالات السفر و السياحة الإلكترونية في محافظة شقراء

الملخص EN

This study aims to probe the type and nature of the relationship between social media marketing as well as the elements of the golden square of marketing (IPSL, which stands for image, positioning, satisfaction and loyalty) and marketing performance.

As such, it intends to highlight the impact of the dimensions of social media marketing on marketing performance, both collectively and individually, and finally, to determine the direct and indirect effects of social media marketing on the marketing performance of e-tourism agencies upon mediating (IPSL) elements in the relationship between them.

The study takes a descriptive analytical approach with random sampling (363 responses).

It employs a variety of statistical techniques such as stepwise regression and structural equation modeling.

A number of findings have been reached, indicating that the dimensions of social media marketing, namely keeping up with modernization and technological advancement, entertainment, personalization, and word of mouth, have a significant impact.

Besides, IPSL dimensions showed no significant impact on marketing performance, except for image and positioning.

According to statistics, social media marketing is responsible for 76% of changes in image, 76% of changes in positioning, 75% of changes in satisfaction, and 65% of changes in loyalty to e-tourism companies.

There was also an indirect positive impact of social media marketing on marketing performance upon IPSL mediation, with a conspicuous increase by 61%.

Meanwhile, social media marketing and IPSL account for 0.74% of the explained variance in marketing performance.