بررسی تاثیر استفاده از رسانه اجتماعی بر عملکرد مالی و تصمیم‌گیری مصرف کننده با نقش میانجی مدیریت ارتباط با مشتری و مدیریت برند در کارخانه های تولید کننده سنگ طبیعی(مورد مطالعه: شهرک صنعتی رضوانشهر)

This study aimed to investigate the impact of social media use on financial performance and consumer decision-making, with the mediating roles of customer relationship management and brand management in natural stone manufacturing factories (case study: Rezvanshahr Industrial Town). The research method was quantitative, applied, descriptive, survey-based, correlational, and cross-sectional. The statistical population included all managers of natural stone manufacturing factories in Rezvanshahr Industrial Town, Isfahan Province, totaling 350 factories. Using Krejcie and Morgan’s (1970) table, 186 factories were selected through non-random convenience sampling. Data were collected using questionnaires. After confirming the validity and reliability of the variables, correlation tests and structural equation modeling (SEM) were conducted using Smart PLS software to examine the hypotheses. The findings revealed that social media did not have a significant impact on financial performance with the mediating role of CRM in natural stone manufacturing factories. However, social media had a significant impact on financial performance with the mediating role of brand management. Additionally, social media significantly influenced consumer decision-making with the mediating role of CRM. According to the findings, social media also had a significant impact on consumer decision-making with the mediating role of brand management. Therefore, it is recommended that natural stone manufacturing factories enhance their CRM strategies and effectively utilize social media to establish closer connections with their customers. They should leverage social media platforms to collect customer feedback, respond promptly to inquiries and issues, and create engaging content tailored to customer needs.