Investigating the Effect of Social Media on the Cultural Management of Employees with a Competitive Approach in Universities of Mazandaran Province

The purpose of this study is to "present a model of the impact of social media on staff cultural management with a competitive approach to universities in Mazandaran province." In the present study, by examining the theoretical foundations and researches conducted in Iran and the world, the three components identified in the semi-structured interview, 10 samples were considered as interviewees. Based on the obtained components, a researcher-made questionnaire containing 59 items The nose of the desired condition was compiled. The questionnaire was distributed among 290 employees of universities in Mazandaran province who were selected by stratified random sampling. The validity of the questionnaire was confirmed through content and structure validity using the opinions of experts and competent individuals in the Islamic Azad University. Cronbach's alpha coefficient was used for reliability and the coefficient of all items was confirmed above 0.9. Finally, the data obtained from the research were used from the structural equation model using Spss18 and Lisrel 8 software. Data analysis showed that social media has an impact on cultural management with a competitive approach. Also, the proposed models had a good fit.