با همکاری انجمن اقتصاد کشاورزی ایران
نوع مقاله : مقالات پژوهشی
نویسنده
گروه کشاورزی، واحد خرم آباد، دانشگاه آزاد اسلامی، خرم آباد، ایران
کلیدواژهها
عنوان مقاله English
نویسنده English
1. Introduction
Digital technologies have transformed production and marketing (Gao & Qiao, 2025). Internet and social networks have reduced geographical limitations (Esfandyari Bayat et al., 2025), enabling rural producers to access broader markets (Son & Niehm, 2021). Despite their potential, producers face challenges including high marketing costs and dependence on intermediaries (Jalalian et al., 2023). Social commerce platforms integrate social networking with e-commerce, providing direct producer-consumer interaction (Mozaffari Vishkaei & Haji Nejad, 2025). These platforms reduce marketing costs (Al-kfairy & Alyafei, 2025) and enhance brand awareness (Soltani et al., 2025). Economic resilience—the ability to maintain income stability (Muangasame & Tan, 2023)—can be enhanced through expanded customer reach (Kanellos et al., 2024; Cha et al., 2026). Lorestan Province has agricultural potential (Khakbaz et al., 2024), yet producers face marketing challenges. This study examines the impact of social commerce platforms on reducing marketing costs and enhancing economic resilience of rural and nomadic products in Lorestan Province.
2. Methodology
This sequential exploratory mixed-methods study involved qualitative and quantitative phases. In the qualitative phase, 20 semi-structured interviews were conducted with academic experts and executive managers selected through purposive snowball sampling until theoretical saturation. Data were analyzed using thematic analysis (Braun & Clarke, 2006) in MAXQDA. Trustworthiness was ensured through member checking and peer review, with intra-coder (0.81) and inter-coder (0.79) agreement coefficients.
In the quantitative phase, data were collected from 384 business owners using a researcher-developed questionnaire based on qualitative findings, employing a five-point Likert scale. Validity was assessed through face, content, and construct validity (confirmatory factor analysis). Reliability was evaluated using Cronbach's alpha and composite reliability (CR). Convergent validity used Average Variance Extracted (AVE) and discriminant validity used the Fornell-Larcker criterion. Structural equation modeling with Partial Least Squares (PLS-SEM) using SmartPLS4 tested the hypotheses.
3. Results and Discussion
Qualitative Findings: Five dimensions were identified for social commerce platforms: technical capabilities, social interactions, digital trust, digital marketing, and business process facilitation. Four dimensions for marketing cost reduction were identified: advertising, distribution and sales, customer communication, and market search costs. Four dimensions for economic resilience were extracted: income stability, market diversification, flexibility, and risk management.
Quantitative Findings: Demographic analysis showed male predominance (246 vs. 138 females), with most respondents (123) aged 20-30 years and holding bachelor's degrees (165). Measurement model evaluation confirmed reliability and convergent validity with Cronbach's alpha and CR exceeding 0.7, and AVE exceeding 0.5. The Fornell-Larcker criterion confirmed discriminant validity. The structural model showed strong explanatory power with R² values of 0.860 for marketing cost reduction and 0.789 for economic resilience (Chin, 1998). Q² values of 0.489 and 0.215 confirmed predictive relevance (Henseler et al., 2009), and the Goodness of Fit index (GOF = 0.64) indicated excellent model fit (Tenenhaus et al., 2004). Both hypotheses were confirmed. Social commerce platforms positively affect marketing cost reduction (path coefficient = 0.820, t-value = 3.772, p = 0.000) and economic resilience (path coefficient = 0.599, t-value = 9.776, p = 0.001).
Discussion: Social commerce platforms act as economic mechanisms redefining marketing and enhancing local business resilience. Cost reduction extends beyond advertising to intermediary elimination and customer communication. Economic resilience improves through market diversification, reducing vulnerability and increasing income stability. Mechanism pathways include reducing intermediaries, enhancing market information, and expanding communication networks. This study aligns with previous research (Soltani et al., 2025; Mozaffari Vishkaei & Haji Nejad, 2025; Luz, 2025; Fang et al., 2024) but extends findings through model-based analysis and simultaneous examination of cost reduction and resilience. The study's strengths include its mixed-methods approach, rigorous thematic analysis, structural equation modeling, and appropriate sample size. While these methodological strengths enhance the credibility of the findings, certain limitations should be considered when interpreting the results: the focus on Lorestan Province limits generalizability to other regions, the exclusion of non-users may omit valuable comparative insights, and the convenience sampling method may introduce selection bias. Future research should address these limitations by expanding the geographical scope, incorporating comparative studies across different regions, and examining contextual variables such as internet accessibility, institutional support, digital literacy levels, and demographic factors that may moderate the effectiveness of social commerce platforms in diverse rural and nomadic contexts.
4. Conclusion
This study examined the impact of social commerce platforms on reducing marketing costs and enhancing economic resilience of rural and nomadic products in Lorestan Province. Qualitative findings identified five dimensions for social commerce platforms, four for marketing cost reduction, and four for economic resilience. Quantitative findings confirmed positive and significant effects on both dependent variables, with R² values of 0.860 and 0.789. As strategic tools, these platforms improve marketing cost efficiency and strengthen economic sustainability. Digital infrastructure development and support for producer presence on these platforms represent key strategies for sustainable rural development. However, successful utilization requires digital skills, internet access, and marketing awareness, making capacity building essential for achieving full economic benefits.
کلیدواژهها English
