Seyed Mohsen Allameh; Hoda Tavakoli; Reihaneh Alsadat Tabaeeian
Abstract
Social capital is one of the new concepts that has more important role than human capital and physical capital in organizations and communities and today it has been used widely in sociology and economics and more recently in management and organizations. Social capital is a multidimensional concept. ...
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Social capital is one of the new concepts that has more important role than human capital and physical capital in organizations and communities and today it has been used widely in sociology and economics and more recently in management and organizations. Social capital is a multidimensional concept. Different researches has identified three dimensions for social capital which are cognitive capital, relational capital and structural capital. The aim of this study is to investigate the relationship among social capital, knowledge sharing and intellectual capital. This is an applied research in term of goal, and also descriptive survey research in terms of the method. Statistical population of this paper consists of all Maskan bank employees in the Esfahan city. For collecting data we use questionnaire and Finally 119 questionnaires were collected. Structural equation modeling (SEM) was employed to test the research model. According to the results, the two dimensions of social capital, the relational and cognitive capital, have significant and positive effect on knowledge sharing, but the effect of structural capital on knowledge sharing is not significant. The effect of knowledge sharing on three dimensions of intellectual capital wich are structural, human and relational aspects is positive and significant.The findings of this research will lead to better understanding of social capital and knowledge sharing mechanism, that can be acceptable basis for increasing the intellectual capital in organizations.
aliakbar afjeh; fereshte mansorimoayad
Volume 12, Issue 47 , November 2005, , Pages 1-24
Abstract
This paper is a survey on assessment of effectiveness of advertising , regarding bank services (Bank e Maskan). This paper emphasizes on ...
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This paper is a survey on assessment of effectiveness of advertising , regarding bank services (Bank e Maskan). This paper emphasizes on advertising as an important and effective factor on banks' customers behavior in selecting and purchasing services , and it tries to recognize and assess the effectiveness of Bank e Maskan. There are many models that help us to assess the effectiveness of advertising . In this thesis , we use AIDA for Advertising Assessment . This model by the use of variables such as Attention , Interest, Desire , Action measures the effectiveness of advertising. After having conducted the necessary analyses by the use of Descriptive Statistics (Mean) and Inferential Statistics (Proportion of Success) indicates that , those advertisements of Bank e Maskan deal with the variable of Attracting the customers' attention , is effective ; while , the other variables that is Interest , Desire and Action have not so far played their roles effectively . Meanwhile , the effectiveness of media , indicates that , among the media which is used for advertisement of Bank e Maskan , television is the most effective media .