بررسی تاثیرات شبکه های اجتماعی و انسجام گروهی در عملکرد موسسات خیریه (مورد مطالعه: موسسات خیریه شهر تبریز)

هدف پژوهش حاضر ، سنجش عملکرد موسسات خیریه و بررسی تاثیرات متغیرهای انسجام گروهی ، نقش شبکه های اجتماعی و متغیرهای زمینه ای (قدمت موسسه خیریه ، قلمرو فعالیت موسسه خیریه ، سابقه عضویت) در عملکرد موسسه مذکور است.تحقیق به روش پیمایش و در میان مدیران 135 موسسه خیریه شهر تبریز انجام‌یافته و برای تحلیل داده‌ها از نرم‌افزارهای spss,smart pls استفاده گردیده است. 56.8 درصد از پاسخگویان عملکرد موسسات خیریه را در سطح نسبتا بالا ارزیابی کرده اند. بهره‌مندی از اینستاگرام با 44 درصد و سپس گروه تلگرامی با 33 درصد، بیشترین فراوانی استفاده را در بین موسسات خیریه داشته است بر طبق نتایج؛ متغیرهای انسجام گروهی و شبکه های اجتماعی هردو با ضریب یکسان 31 درصد، بیشترین تاثیرات مثبت را بر عملکرد موسسات خیریه گذاشته‌اند.گروه تلگرامی با 46.9 درصد صفحه اینستاگرامی با 44.5 درصد و گروه واتساپی با 21.8 درصد، بیشترین نقش را در معرفی و بهبود عملکرد موسسات خیریه داشته اند. بیشترین نقش شبکه های اجتماعی به ترتیب در زمینه های؛ 1- معرفی سازمان‌های غیر انتفاعی در اجتماع 2- افزایش شفافیت و اطلاع‌رسانی بهتر عملکرد موسسات خیریه 3 - جلب رضایت حامیان و اعضا ، بوده است. نتایج تحلیل مسیر حاکی ازآن بود که بین متغیرهای قدمت موسسه خیریه و قلمرو فعالیت موسسه خیریه با عملکرد موسسات خیریه و میزان انسجام گروهی در سازمان‌های غیر انتفاعی، رابطه معنی‌داری وجود ندارد اما متغیر شبکه های اجتماعی با ضریب 30 درصد برافزایش انسجام گروهی تاثیر داشته است.

investigating the effects of online social networks and group cohesion on the performance of charities (case study: charity institutions of tabriz)

introductionorganizational performance and competency assessment are an important mechanism for improving the efficiency of non-governmental organizations and help them to maximize their capabilities, increase their social impact, and, consequently, achieve their ultimate goals. most of the charities in tabriz are run in a semi-traditional way and along with the many problems and issues we are facing in the field of charities in this city, the lack of evaluation of charities and their performance and the factors affecting it is also considered a major and important issue.  (hatami khaljan, 2023, 87).the purpose of the current research is to measure the performance of charitable institutions and investigate the effects of group cohesion variables, the role of social networks, and contextual variables (the age of the charity institution, the scope of activity of the charity institution, the history of membership) in the performance of the said institutions. methods the present study was conducted by survey method among managers of 133 non-governmental organizations in tabriz and spss and smart pls software were used to analyze the data. from the various criteria that were mentioned in the research literature and interviews to evaluate the performance of charities, criteria appropriate to the characteristics, facilities, and limitations of the present study were selected and measures were designed. to measure the group cohesion variable, 6 items in the 5-part likert scale (low, relatively low, medium, relatively high, high) were used, from the sum of these 6 items the group cohesion variable was obtained. these items are based on the adaptation of the carron et al. (1985) group environmental questionnaire. to measure the role of utilization of online social networks, measures in the 5-point likert spectrum (low, relatively low, medium, relatively high, high) have been used. these metrics are extracted from the kinuthia master thesis questionnaire entitled investment in information and communication technology and charities performance in kenya (kinuthia, 2012.).findings the results showed that the average performance of non-governmental organizations among the statistical sample (in the range of zero to one hundred) was 70, which indicates the relatively high performance of non-governmental organizations under study. the average group cohesion in the studied samples was 75 out of 100, which indicates that the level of cohesion is relatively high. the average variable of the role of using online social networks among the statistical sample was 65, indicating that this variable has a relatively high role in the performance of charities. the use of the instagram page has the highest number among the research sample and 49% of users have an instagram page. after that, using the whatsapp group with 43% is the most frequently used among the samples. the average performance of the samples among the statistical sample (in the range from zero to one hundred) was 70, which indicates the relatively high performance of the studied samples. the results of the hypothesis test showed that the variables of group cohesion and the variable of online social networks with a coefficient of 31% had the most positive effects on the performance of charities.