Modelado de la iniciativa empresarial de medios en las redes sociales: enfoque SEM y MLP-ANN

Main Article Content

Taher Roshandel Arbatani https://orcid.org/0000-0002-7826-9208
Hiroko Kawamorita https://orcid.org/0000-0002-8253-7340
Saeid Ghanbary https://orcid.org/0000-0002-6689-8488
Pejman Ebrahimi https://orcid.org/0000-0003-0125-3707

Keywords

Emprendimiento de medios, emprendimiento de redes sociales, acción empresarial, SEM, MLP-ANN, Emprendimiento de medios, emprendimiento de redes sociales, accion empresaria, SEM, MLP-ANN

Resumen

El presente documento aborda la necesidad de un modelo cuantitativo para el emprendimiento de medios. En el marco del emprendimiento en redes sociales presentado por Khajeheian (2013), se introducen y categorizan 23 factores en cinco grupos. Cuatro grupos de empresa, recursos, estrategia y producto son los controlables y la infraestructura es el grupo incontrolable. En la investigación actual, estos grupos se consideran como variables y los factores se utilizan como medidas. En una encuesta, 305 estudiantes iraníes respondieron un cuestionario. Las metodologías SEM (modelo de ecuaciones estructurales) y MLP-ANN (red neuronal artificial basada en el perceptrón multicapa) utilizados para el análisis. Los resultados muestran que los recursos están en la posición más alto, la estrategia y la infraestructura se ubican en el segundo y tercer lugar, y la empresa y el producto en el más bajo. Este modelo se puede utilizar como base para desarrollar más investigaciones cuantitativas en el tema del emprendimiento de medios.

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