Examining Rural Business Owners' Perceptions of the Role of Social Networks in Enhancing Rural Businesses (Case Study: Rural businesses in Khomam county)

Document Type : Research Paper

Authors

1 PhD Candidate, Department of Geography and Rural Planning, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran.

2 Associate Professor of Geography and Rural Planning, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran

Abstract

In recent decades, online social networks have become a platform for economic activities and provide a suitable environment for the growth of rural businesses. However, many rural economic actors are reluctant to use these networks. The aim of this research is to examine the perceptions of Khomam County rural business owners regarding the role of social networks in improving their businesses, comparing both their subjective and objective Perceptions. To this end, the objective perception of a group of rural business owners who have experienced using social networks was studied in comparison with the subjective perception of a group that does not use any of these networks. The research method was mixed, and the data were collected using questionnaires consisting of 34 subjective perception questionnaires and 91 objective perception questionnaires. The data were analyzed using the Mann-Whitney test and quantitative content analysis. The results indicated that both groups assessed the impact of social network usage on business performance above the median; however, there was a significant difference in their perceptions. The group using social networks (with an average of 158.82) attributed more importance to social networks compared to the inactive group (with an average of 114). Additionally, the inactive group in social networks can be divided into two categories: the first category has a positive attitude toward social networks but faces various barriers to their use, while the second category has a negative attitude towards the effectiveness of these networks, believing that social networks will not be beneficial for their business.
 

Keywords

Main Subjects

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Geography and Development
Volume 23, Issue 81
October 2025
Pages 63-88

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History

  • Receive Date: 04 February 2025
  • Revise Date: 05 May 2025
  • Accept Date: 10 May 2025

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